Rolling out an ABM campaign is no small task, but research from Demand Gen Report shows that potential payoffs are big. More than half of B2B organizations (56%) say ABM has improved marketing and sales alignment, 46% say it has resulted in a more efficient use of marketing resources and 33% say it has streamlined the customer acquisition path.
The continued strive for a 360-degree view of the customer is coming closer to fruition as B2B businesses are finding innovative ways to aggregate and understand their customer data — all while offering simplified, streamlined customer experiences.
The month of June brought in a heat wave of M&A activity in the software/technology category, and the megadeals that took place could point to future deals more directly impacting the martech and salestech categories.
Salesforce announced new details about its Customer 360 offering, which officially brings the company into the customer data platform (CDP) race. The company detailed that Customer 360 will be designed to act as a data layer underneath its Marketing, Sales, Service and Commerce Cloud offerings.
Salesforce has released four new tools for its Marketing Cloud users that leverage the company’s continuously developing Einstein AI. Unveiled at Salesforce Connections in Chicago, the tools aim to help Marketing Cloud customers increase customer engagement with relevant and timely email touches.
Specifically, the tools aim to help users identify the best cadence, timing and messaging to engage with prospects via email.
“I'm excited that we’re bringing more machine learning and AI into the hands of marketers, without the need to turn them into data scientists,” said Armita Peymandoust, VP of Product Management for Salesforce Marketing Cloud, in an interview with Demand Gen Report. “This new set of Einstein capabilities for Marketing Cloud will help marketers increase their customer engagement. These are all the learnings of making that personalized engagement possible at scale for our customers.”
Available today, the tools include:
Ultimately, Peymandoust said that the continued investment in email technology is a necessity, as B2B buyers continue to prefer email as a communication channel with prospective vendors.
“Our own research shows that 64% of customers still prefer email over other channels,” Peymandoust said. “On the marketing side, the amazing part is that they are still investing in that channel because it's still the highest ROI channel — we’re seeing 42:1 return on email.”
Perficient, Inc., a digital transformation consulting firm, acquired Sundog Interactive, Inc., a B2B marketing agency. The acquisition is positioned to strengthen Perficient’s Salesforce and manufacturing consulting capabilities, and adds about 100 technology, sales and consulting professionals to the company.
Demandbase has launched the Demandbase ABM Ecosystem, which is designed to expand ABM from single-vendor solutions to include marketing automation, CRM, content management systems, direct mail platforms, analytics engines and more technologies needed to execute an effective ABM strategy.