How Does Artificial Intelligence Transform your Account-Based Marketing Tactics?

Did you know that 89% of respondents reported a higher ROI from ABM (Account-Based Marketing) than traditional marketing initiatives (ITSMA)? While ABM is a strategy best suited for long term growth and potential, new technology – specifically, AI (Artificial Intelligence) could be the critical difference in getting more leads and maximizing your ROI. Account-Based Marketing … Continue reading “How Does Artificial Intelligence Transform your Account-Based Marketing Tactics?”

Did you know that 89% of respondents reported a higher ROI from ABM (Account-Based Marketing) than traditional marketing initiatives (ITSMA)? While ABM is a strategy best suited for long term growth and potential, new technology – specifically, AI (Artificial Intelligence) could be the critical difference in getting more leads and maximizing your ROI. Account-Based Marketing tactics are improving fast, and with the help of technology, it is becoming a marketing plan that every B2B company should explore.

Account-Based Marketing tactics with statistic

Imagine being able to recognize a target account the moment they are doing their initial research. Today that is all made possible because of artificial intelligence, and AI is transforming the game in 2019 because of its ability to provide real-time feedback. AI can synthesize through millions of analytics in real time, delivering a list of potential targets. Naturally, this will improve identification rates, which in turn could make for better results for your company. Furthermore, it is now easier for companies to understand the early signals in regards to what an account is not only writing about but what they are searching for. In other words, AI is producing real-time intent, which is getting those early signals about what an account is searching for on search engines. This becomes an important step in the Account-Based Marketing process because the ultimate goal is to get them the moment they start their initial research into what their problems are and the solutions that are offered.

Additionally, AI is also improving account engagement which is following click behavior to identify in real time who (person, company) is on your website, while also recommending content that is relevant to their specific needs. Improving account engagement allows marketers to know who was on their company’s website and what they were looking at (issues they have). This provides sales and marketing to have faster conversion rates because they are already sending their hyper-personalized content to that specific person. Artificial Intelligence works so fast behind the scenes that it allows the sales and marketing teams to work together to best identify the company’s pain points and provide them with solutions to their problems. Ultimately, the old ways of marketing that manually crunched numbers over a designated period are over; AI immediately processes the data and allows marketers to sit back and focus on the bigger picture. Leveraging the ever-changing technology can lead to quicker conversion rates for your company. If you would like to learn more about the importance of artificial intelligence and account-based marketing tactics, please contact us.

4 Frequently Asked Questions about ABM 

  1. What is ABM?

A recent study by Alterra Group has found that, “97% of marketers surveyed said ABM had higher ROI than other marketing activities.” Account-Based Marketing is a strategy using B2B sales and marketing principles to target company accounts. It is designed for long-term growth, rather than quick short deals. Based on the ability to send hyper-personalized content to targeted decision makers, Account-Based Marketing tactics are a strategy that if it is managed right, can maximize your ROI over time.

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Get the most out of Salesforce Workflows

Salesforce workflows

Every company has those tedious tasks that slow down their employees’ day. These tasks include high-priority case notification, updating shipment statuses if they’re delayed, and notifying an account owner of updates made by others. These are just some of the thousands of tedious processes that can be streamlined through Salesforce Process Builder. Ultimately, Salesforce workflows automate your business processes continuously in the background so your employees can work on other projects. We’re going to highlight some of the most widely-used processes below.

Business Processes

1. High-Priority Case Notification – Let’s use the example of your urgency scale ranging from 1 -3 with 1 being extremely urgent. Currently, a level 1 case is submitted and it takes hours, maybe even a day, for your team to reach out because they were sifting through level 2 and 3 cases. Set up these workflows to improve your customer service and receive instant notifications when urgent cases are submitted.

2. Delayed Shipment Status Update – In today’s world, people are tracking their packages from when they order it to when it’s delivery. Stay a step ahead with excellent communication to let the recipient know of a delay. No one enjoys their package being delayed, especially if they don’t receive a notification about it. Help alleviate this delayed shipment by being as proactive as possible.

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Traditional Marketing within Account-Based Marketing

account-based marketing
“Will ABM completely replace my Traditional Marketing strategy”?

One of the first questions asked when looking into Account-Based Marketing (ABM) is, “Will this completely replace our traditional marketing strategy”? While it may seem that way at first, traditional marketing isn’t left in the dust when adopting ABM, the time-tested marketing strategy that focuses on understanding the customer at the account level. In this post, we’re going to go over how traditional marketing is consolidated into an ABM strategy, as well as how they’re different.

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