Learn the Tools for Account-Based Marketing
After completing this unit, you’ll be able to:
- Describe how Pardot helps with account-based marketing.
- Explain how to extend Pardot into advertising with Advertising Studio.
- Explain the role Sales Cloud plays in ABM.
- Understand the importance of B2B Marketing Analytics.
Technology and ABM
Technology is a critical component of developing and executing account-based marketing campaigns. Remember our four pillars for a successful ABM strategy? Let’s look at which type of technology works best for each of those four pillars.
Pillar One: Identify Key Accounts
Sales Cloud houses all the account data you need to power your account-based marketing strategy so you can develop an account-centric view to power every touch point.
It’s important to start by extending your own CRM data with data from the Lightning Data ecosystem. What is that, you say? Lightning Data uses sophisticated matching algorithms and machine learning to make it easy to implement and deliver strategic data and insights from trusted, third-party sources. Lightning Data apps give customers next-level data quality, enabling them to create more intelligent processes built on better, more targeted data, which improves CRM user adoption and ROI. Using Lightning Data partners, you have all the data you need to understand which accounts are the best fit for your business, and which ones are showing intent to buy. By combining the data from Lightning Data partners and the data from Pardot, you can understand which accounts are actively engaging with your campaign.
Fit + Intent + Engagement = The key to developing a prioritized list of accounts with your sales team. Knowing your target accounts is the Fit. Knowing which of your target accounts are actively researching or buying so you can prioritize them is Intent. And knowing when and how to create engagement with the right people (buyers) at these accounts to build pipeline and revenue is Engagement.
You can also use B2B Marketing Analytics and Pardot together to help rank these target accounts. Ranking ensures that everyone is focused on the target accounts with the highest propensity to close.
Pillar Two: Engage Buyers Everywhere
Targeted buyers are more likely to engage with content when it’s tailored specifically to them. According to the fourth State of the Connected Customer report, 52% of respondents (comprising both consumers and business buyers) said they always expect personalized offers, and 84% of business buyers said they were more likely to buy from a company that demonstrates an understanding of their business goals.
Because account-based marketing is a specialized approach, it’s important to create unique experiences for your buyers. Think of it like giving them the white-glove treatment. Pardot Engagement Studio makes this process a lot easier. And Advertising Studio broadens the reach of this content into all channels where your accounts spend their time–LinkedIn, Google (including Search and YouTube), Facebook (including Instagram), and Twitter.
Pardot takes all that great data from Sales Cloud and lets you use it to build out targeted campaigns so you can build cross-channel account engagements in a single platform. From there, you can track your success and see exactly how your prospects are interacting with your content, all from one place.
Pillar Three: Deliver Connected Engagements
Getting your sales and marketing teams working toward similar goals is challenging, but it’s important for account-based marketing. Marketing can learn a lot from sales about your target accounts, and marketing can direct their efforts to help sales win those deals. Enabling collaboration between these teams delivers connected engagement with your customers and builds trust.
Sales teams should have easy access to all the compelling content your marketing teams create. If your sales teams are spending time searching for new content or crafting their own emails to customers, they’re either duplicating marketing’s efforts or potentially creating messages that fall outside of your brand standards. Either way, you can resolve the issue with marketing automation.
Here's how this could work: Your marketing team creates their content and makes it available to sales within Sales Cloud, Pardot, and Salesforce Engage (marketing automation for sales). This way, sales can pick what they need quickly, and messages are consistent across all teams.
And thanks to Engagement Studio, these sales activities can be orchestrated alongside everything else that marketing is doing, so that you really deliver the connected experiences your buyers are looking for.
Pillar Four: Grow Customer Relationships
You’ve gotten your marketing and sales teams working together, and you’re creating special experiences for your prospects, but how do you know all this hard work is paying off? B2B Marketing Analytics can help.
With B2B Marketing Analytics, you can do much more than track email open rates and subscribers. You can also check the overall health of your campaigns and look for opportunities to adjust, so that more prospects are engaging more often and deleting fewer of your emails. Plus, B2B Marketing Analytics includes standard ABM dashboards so you can understand how both sales and marketing touch points contribute to customer growth. That’s the value of unified analytics.
And let’s not forget about service! When the service team has access to this data, they can use it to make sure customers are getting value after the sale and to identify new opportunities for upsell and cross-sell.
So now that you’ve measured and optimized your marketing, how are you going to measure its success? With Einstein and B2B Marketing Analytics, you don’t have to worry about spreadsheets or digging for reports on all those metrics because it tracks them for you. Spotted a great deal by sales? What about a really successful marketing campaign? You can take those awesome results and share them with all your teams so that everyone knows what a great job they’re doing.
- Webinar: Successful ABM Starts with Being Account-First
- Podcast: Account-Based Marketing 101 with Laura Ramos, VP and Principal Analyst at Forrester
- Podcast: How to Speak ABM: Account Anthropology
- Article: How to Make Digital Engagement a Core Part of Your Account-Based Marketing Strategy
- Salesforce site: State of the Connected Customer