Salesforce added two account-based marketing (ABM) innovations to its Digital 360 platform: Einstein Key Account Identification and Accounts as Campaign Members. The new capabilities will enable companies to easily identify accounts with the strongest buying signals, allowing marketers to kick-start their ABM campaigns and drive more qualified pipeline growth.
The Digital 360 solution combines Salesforce’s marketing, commerce and experience clouds to give customers a scalable, data-driven, single source for personalizing customer experiences. With the new innovations, Salesforce customers are empowered to build a single view of their customer, identify key accounts and quickly turn new leads into deals.
Specifically:
- Einstein Key Account Identification uses artificial intelligence (AI) to surface the accounts with the highest likelihood to purchase, providing recommendations and insights for the best marketing and selling strategies. This data can be analyzed across the Salesforce CRM, as well as marketing engagement across the web, to tier accounts by priority.
- Building upon the data generated by Einstein Key Account Identification, Accounts as Campaign Members enables companies to activate those AI-powered insights to create personalized ABM campaigns for every buyer within the top-tier accounts. This allows organizations to target their most valuable accounts, even if they don’t have any contacts. New account contacts are automatically synced into organizations’ marketing campaigns upon identification.
“In this digital era, B2B marketers are more focused on ABM than ever before, and these teams really have to understand their buyers,” said Meredith Brown, SVP and Head of Product for Salesforce, in an interview with Demand Gen Report. “They have to break down organizational silos and, in addition to thinking about new account acquisition, consider how to nurture them and grow those relationships. It’s much easier to do this when you have all of that account and business data in one centralized platform.”
