New Features Announced for Salesforce’s ABM Technology
Salesforce has announced two new features for its Account-Based Marketing (ABM) technology: Einstein Key Account Identification and Accounts as Campaign Members. These features will be available as part of Salesforce Digital 360 and are designed to help companies identify accounts with the highest buying potential. Salesforce’s Einstein Key Account Identification and Accounts as Campaign Members are expected to be available later this year to Salesforce and Pardot users.
Powered by Einstein, Salesforce’s ABM technology uses AI to help sales and marketing teams understand their buyers, focus on sales opportunities, and deliver personalized content with the intent of strengthening customer relationships.
Einstein Key Account Identification uses AI technology to spotlight accounts with the best chance of making a purchase. It also provides scoring, recommendations, and insights into those accounts. This allows companies to market and sell to its most promising accounts. Accounts as Campaign Members will also use AI-powered insights and should help an organization target valuable accounts even if those accounts don’t currently have any contacts in them. Previously, marketers were only able to target accounts that had individual contacts in the CRM. With this new feature, users can add new account contact into their ABM campaigns as soon as they’re identified.
In an interview with Demand Gen Report, Meredith Brown, SVP and Head of Product for Salesforce, said, “In this digital era, B2B marketers are more focused on ABM than ever before, and these teams really have to understand their buyers. 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.”
Learn more about Salesforce Digital 360.