Fun fact: Unless marketers are communicating with the right people they’re talking to themselves. An increasing number of B2B brands are turning to account-based marketing. Though broad targeting does have its advantages it is resource-intensive, layered and an enormous amount of time is spent nurturing leads.
Account-based marketing is more targeted and B2B companies that have adopted the ABM approach see a lift in win rates.
The first instance of Account-based marketing dates back to 1993. Since then, ABM has augmented into an efficient and much capable version of itself with the aid of technologies like web analytics tools, AI, Marketing Automation, and much more.
With gaining popularity, ABM is helping marketers develop strategies that comply with long-term plans and make activity analysis easier than ever before, so marketers can understand each account and personalize marketing campaigns accordingly.
How Account-Based Marketing is a Giant Leap for B2B Marketers?
Account-Based Marketing is specifically advantageous for B2B marketers as it targets companies and not people. B2B has a long sales cycle and deals can slip through the cracks without a strong ABM strategy. Account-based marketing in B2B is fast gaining ground and how!
It’s Time to Rethink the Marketing Funnel
Account-based marketing flips the marketing funnel as it expands throughout the marketing journey. By identifying the right accounts, marketers can gather contacts within the company and engage them with the correct networking channels. This method has a higher success rate, as both sales and marketing work together
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And a Platform Like Salesforce is the Perfect Fit for Account-based Marketing
Today over 58% of global companies are utilizing and are willing to invest in ABM technology. From this, a total of over 20% of firms tend to rely on Salesforce when it comes to ABM. Salesforce caters to your marketing and Sales needs with an unparalleled range of tools and products like Einstein AI, marketing Cloud, Pardot, etc. Account-based marketing in Salesforce is the secret ingredient behind supercharged B2B marketing campaigns.
Reportedly, over 84% of Salesforce client companies say that ABM gives a higher ROI than other traditional marketing techniques.
5 Salesforce Products and Practices to Turbocharge Your ABM Efforts
1. Tailored Messages to the Right Accounts
Businesses require content management to organize and distribute a wide range of content, including disclaimers, notices, emailers, newsletters, and much more. Channeling such a wide range of content to a global audience can be a challenge at times. But with Pardot, marketers can customize the content as per global appeal, with the help of suitable templates, so that whether it's Europe, Asia-pacific, or anywhere else, relaying messages is never a problem.
2. Rolling with Einstein
Salesforce’s own AI, Einstein, is a great product to enhance the ABM experience. It can easily automate account information gathering, predict steps that can benefit your marketing, and evaluate campaign performances with all its capabilities. It integrates data from reputable sources to give out neat and relatable insights into the scenario.
3. Sandboxing to Make Sure
Testing is always a great and recommended practice before launching anything, then why not when it comes to Account-Based Marketing? Salesforce Sales Cloud and Pardot consist of a robust sandbox feature that thoroughly runs all the field tests to help marketers realize, configure, and audit their setting in a safe and sound environment. This way, marketers can always comply with the governance requirements of IT before releasing it.
4. Marketing Automation
The wonders of marketing automation help your marketers do tons of activities in minutes, if not seconds. With Salesforce Marketing Cloud, Account-based marketing automation can be achieved and regulated as per needs, so your marketer can handle a wide plethora of accounts without burdening themselves. Also, marketing automation can assist your marketer in identifying adequate accounts rapidly with lesser human intervention.
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5. Terminus + Salesforce
The Terminus Pardot integration leverages the account intelligence data of Terminus within Pardot. This provides marketers the ammo they need to target best-fit accounts with personalized messages without rage-clicking across multiple tabs and products. The integration enables outbound teams to segment, prioritize, and deliver customer-specific messages to high-value accounts.
Soar Your Customer Acquisition Rates with Account-Based Marketing
The results it gives off and the ROI it generates help marketers to lean on Account-based strategies with confidence. Targeting Accounts is surely a great way of acquiring new customers by specifically looking in for the employees.
This helps the marketer to look at the bigger picture and aim for higher goals.