84% of Marketers are seeing higher ROI with Account Based Marketing (ABM) than other Marketing programs. Source: ITSMA
What is ABM?
Account Based Marketing applies time-tested B2B Sales and Marketing principles to the selling cycle by going after company accounts, or decision-makers instead of individual sales leads. This results in spending your time with more qualified prospects. If you would like to learn more about what ABM is, or how to take it a step further, view our past blog post – Go Beyond ABM with Account Based Management.
Why you should use Einstein Analytics with ABM
With the name, Einstein comes a few keywords: genius, brainiac, intelligent. Salesforce’s Einstien Analytics allows users to supercharge their ABM with artificial intelligence to create more personal interactions with every key account. Integrate it with the #1 CRM, Salesforce, and display ABM statistics on your dashboard, uniting your Sales, Marketing, and Service teams even more. Let’s take a look into some of the main highlights of using Einstein Analytics with ABM.
Identify Optimal Accounts and Reveal New Ones
Allow Einstein to do all the digging for you. Use predictive lead scoring to gain insight into which accounts are most likely to close. Go a step further and configure Einstein to develop and target lookalike accounts of your top customers, revealing new audiences to reach out to.
Personalized Customer Engagements
Develop personalized campaigns for your audiences to show the right ads with the right messaging, on channels your audience actually frequents. Combine that with account-based email journeys based on their role and interactions, and provide them with content they’ve shown interest in. Tie it all together with using dynamic content to provide personalized experiences based on the information you have on your accounts.
Aligning Sales, Marketing and More
Marketing is required to generate leads while Sales is required to turn those leads into clients; however, those two goals are not 100% aligned. Sales and Marketing need to share roles and goals to ensure that ROI becomes one of the organization’s top goals. With Einstein Analytics, it makes everyone at the company a marketer by utilizing marketing-approved email templates that are ready to send. Once the email is sent, keep Sales involved with real-time alerts when their clients open and interact with each email. Einstein Analytics goes the extra step and develops trends based off of your data to reveal new, qualified opportunities.
Report and Optimize Marketing Campaigns
In the Marketing world, almost everything is outdated. The article you posted a week ago is most likely outdated now. That’s why it is important to constantly track and optimize your campaigns. Einstein Analytics will visually show you how well your ABM campaigns are performing, highlighting the most successful ones. For your more qualified leads/contacts, track where your targeted accounts are moving throughout your Sales Funnel.