{"id":63843,"date":"2021-03-16T04:54:17","date_gmt":"2021-03-16T11:54:17","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=63843"},"modified":"2021-03-16T04:54:17","modified_gmt":"2021-03-16T11:54:17","slug":"new-account-based-marketing-innovations","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/uk\/news\/stories\/new-account-based-marketing-innovations\/","title":{"rendered":"New Salesforce Account-Based Marketing Innovations Apply AI to Identify Customers Most Likely to Purchase"},"content":{"rendered":"\n<ul class=\"wp-block-list\"><li><em>Launching today, new Salesforce Account-Based Marketing (ABM) innovations help companies surface their most valuable accounts&nbsp;<\/em><\/li><li><em>Leading brands like McAfee and Wartsila use Salesforce ABM technology to drive qualified pipeline growth and close deals faster<\/em><\/li><\/ul>\n\n\n\n<p>The COVID-19 pandemic set off a seismic shift in the marketing industry, as every business was forced to transition to a digital-first world virtually overnight.&nbsp;<\/p>\n\n\n\n<p>Pre-pandemic B2B reps met customers where they were looking to do business \u2014 dinner meetings, live entertainment events and industry conferences. Now, these customer interactions are primarily happening digitally from anywhere, with Zooms as the new conference rooms and sales deals closed in home offices.<\/p>\n\n\n\n<p>As <a href=\"https:\/\/cmosurvey.org\/wp-content\/uploads\/2021\/02\/The_CMO_Survey-Highlights_and_Insights_Report-February-2021.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">customer demands<\/a> for these kinds of digital experiences grow, B2B companies need a platform to build a single view of their customer, identify key accounts and quickly turn new leads into deals.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Salesforce ABM takes personalization to a new level<\/h2>\n\n\n\n<p>Powered by <a href=\"https:\/\/www.salesforce.com\/products\/einstein\/overview\/?d=7010M000001yE38&amp;internal=true\" target=\"_blank\" rel=\"noreferrer noopener\">Einstein<\/a>, Salesforce\u2019s <a href=\"https:\/\/www.salesforce.com\/products\/marketing-cloud\/account-based-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Account-Based Marketing (ABM)<\/a> technology provides companies with a complete B2B marketing platform.Built on the world\u2019s #1 CRM, Salesforce\u2019s ABM technology uses AI to help marketing and sales teams understand buyers in strategic accounts, focus on their most important sales opportunities and deliver personalized content to strengthen relationships with their customers.<\/p>\n\n\n\n<p>Today, we\u2019re excited to introduce two new ABM innovations within <a href=\"https:\/\/www.salesforce.com\/solutions\/digital-360\/overview\/\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce Digital 360<\/a>, which will help companies easily identify accounts with the strongest buying signals and kick-start their ABM campaigns in seconds \u2014 driving more qualified pipeline growth:<\/p>\n\n\n<div class=\"wp-block-image__wrapper\">\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a href=\"#\" class=\"wp-block-image__modal-toggle\" aria-expanded=\"false\" data-modal-id=\"45238-modal\"><span class=\"screen-reader-text\">Open Image Modal<\/span><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/37\/2022\/10\/Einstein-Key-Account-Identifcation.png?w=1024\" alt=\"Einstein Key Account Identification uses AI to surface the accounts with the highest likelihood to purchase\" class=\"wp-image-45238\" \/><\/a><figcaption><em>Einstein Key Account Identification uses AI to surface the accounts with the highest likelihood to purchase<\/em><\/figcaption><\/figure><\/div>\n<div id=\"45238-modal\" class=\"image-modal\" aria-hidden=\"true\" aria-labelledby=\"image-dialog-title\"><div class=\"image-modal__overlay\" tabindex=\"-1\" data-a11y-dialog-hide><\/div><div class=\"image-modal__content\" role=\"dialog\"><button class=\"image-modal__close-button\" type=\"button\" data-a11y-dialog-hide aria-label=\"Close this image dialog window\"><svg viewBox=\"0 0 26 25\" height=\"16\" width=\"16\" fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><rect x=\".626\" y=\"22.753\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(-45 .626 22.753)\"\/><rect x=\"2.747\" y=\".125\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(45 2.747 .125)\"\/><\/svg><\/button><h1 id=\"image-dialog-title\" class=\"screen-reader-text\">Image Modal<\/h1>\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/37\/2022\/10\/Einstein-Key-Account-Identifcation.png?w=1024\" alt=\"Einstein Key Account Identification uses AI to surface the accounts with the highest likelihood to purchase\" class=\"wp-image-45238\" \/><figcaption><em>Einstein Key Account Identification uses AI to surface the accounts with the highest likelihood to purchase<\/em><\/figcaption><\/figure><\/div>\n<\/div><\/div><\/div>\n\n\n<ul class=\"wp-block-list\"><li><strong>Einstein Key Account Identification <\/strong>uses AI to surface the accounts with the highest likelihood to purchase, and provides scoring, recommendations and insights for companies to market and sell to these accounts. Now companies can use AI to analyze data across their Salesforce CRM and marketing engagement across the web to tier accounts in prioritized order. This helps marketing and sales teams focus on priority accounts \u2014 optimizing their resources to close deals faster.<\/li><\/ul>\n\n\n<div class=\"wp-block-image__wrapper\">\n<figure class=\"wp-block-image size-large\"><a href=\"#\" class=\"wp-block-image__modal-toggle\" aria-expanded=\"false\" data-modal-id=\"45237-modal\"><span class=\"screen-reader-text\">Open Image Modal<\/span><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/37\/2022\/10\/Accounts-as-Campaign-Members.png?w=1024\" alt=\"Accounts as Campaign Members uses AI-powered insights to create personalized ABM campaigns\" class=\"wp-image-45237\" \/><\/a><figcaption><em>Accounts as Campaign Members uses AI-powered insights to create personalized ABM campaigns<\/em><\/figcaption><\/figure>\n<div id=\"45237-modal\" class=\"image-modal\" aria-hidden=\"true\" aria-labelledby=\"image-dialog-title\"><div class=\"image-modal__overlay\" tabindex=\"-1\" data-a11y-dialog-hide><\/div><div class=\"image-modal__content\" role=\"dialog\"><button class=\"image-modal__close-button\" type=\"button\" data-a11y-dialog-hide aria-label=\"Close this image dialog window\"><svg viewBox=\"0 0 26 25\" height=\"16\" width=\"16\" fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><rect x=\".626\" y=\"22.753\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(-45 .626 22.753)\"\/><rect x=\"2.747\" y=\".125\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(45 2.747 .125)\"\/><\/svg><\/button><h1 id=\"image-dialog-title\" class=\"screen-reader-text\">Image Modal<\/h1>\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/37\/2022\/10\/Accounts-as-Campaign-Members.png?w=1024\" alt=\"Accounts as Campaign Members uses AI-powered insights to create personalized ABM campaigns\" class=\"wp-image-45237\" \/><figcaption><em>Accounts as Campaign Members uses AI-powered insights to create personalized ABM campaigns<\/em><\/figcaption><\/figure>\n<\/div><\/div><\/div>\n\n\n<ul class=\"wp-block-list\"><li><strong>Accounts as Campaign Members <\/strong>uses AI-powered insights to create personalized ABM campaigns for every buyer within top-tier accounts. This new capability allows organizations to target their most valuable accounts even if they do not have any contacts for that account. They can then add the new account contacts into their marketing campaigns the moment they are identified. Previously, marketers could only target an account if they had an individual contact in their CRM. Now, marketing and sales teams can create ABM campaigns in seconds, and deliver targeted campaigns across email, web, social, and digital events. <a href=\"https:\/\/www.salesforce.com\/products\/marketing-cloud\/marketing-automation\/\" target=\"_blank\" rel=\"noreferrer noopener\">Pardot\u2019s <\/a>B2B marketing automation technology is built on the core Salesforce platform, targeting campaigns to a Salesforce account object is unique and exclusive to Pardot users.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Connect buyer experiences across sales, marketing,  commerce and service<\/h2>\n\n\n\n<p>Every business operating today needs to deliver connected digital experiences for their buyers, from anywhere. However, buyer behavior is changing \u2014 and they&#8217;re bringing B2C buying habits to B2B purchases. These buyers have done the research, read the reviews, and they know all about a product before the sales team even reaches out.<br><br>By using <a href=\"https:\/\/www.salesforce.com\/products\/sales-cloud\/overview\/\">Sales Cloud<\/a> with <a href=\"https:\/\/www.salesforce.com\/products\/marketing-cloud\/marketing-automation\/\">Pardot<\/a>, companies can deliver a consistent marketing and sales experience for each account based on all insights into a buyer\u2019s purchase intent and engagement. This reduces the time and complexity needed to backchannel and get buying consensus across an account\u2019s decision makers \u2014 taking the guesswork out of traditional account prospecting and target account selection to drive revenue growth. And with <a href=\"https:\/\/www.salesforce.com\/products\/commerce-cloud\/b2b-ecommerce\/\">Salesforce Commerce Cloud<\/a> and <a href=\"https:\/\/www.salesforce.com\/products\/service-cloud\/overview\/\">Service Cloud<\/a>, teams can increase recurring revenue from top accounts and know which accounts are most likely to renew based on buyer behavior and account characteristics.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Salesforce ABM accelerates customer and partner success from anywhere<\/h2>\n\n\n\n<p>Companies across technology, communications, transportation, healthcare, business consulting and energy are using Salesforce ABM technology. <strong><br><br><\/strong><a href=\"https:\/\/www.mcafee.com\/en-us\/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>McAfee<\/strong><\/a>, one of the world&#8217;s largest technology security companies, is using Salesforce ABM to change how they engage with their customers across digital channels.<strong> <\/strong>\u201cWith Salesforce, we&#8217;ve simplified our data visualization to better engage our customers and prospects,\u201d said Brett Hannath, Chief Marketing Officer at McAfee. \u201cThis past year, we\u2019ve shifted our organization to work from home and transformed how we engage customers. ABM has helped us personalize customer engagement, align our sales and marketing teams and improve data accuracy.\u201d<strong><br><br><\/strong><a href=\"https:\/\/www.wartsila.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Wartsila<\/strong><\/a><strong>, <\/strong>the global leader in solutions for the marine and energy markets, has used Salesforce ABM to transform how marketing and sales work together.<strong>&nbsp; <\/strong>\u201cOur mission at W\u00e4rtsil\u00e4 is to enable sustainable societies through smart technology for the marine and energy markets,\u201d says Jaime L\u00f3pez, General Manager for Marketing Operations at W\u00e4rtsil\u00e4. \u201cWith Salesforce, we are able to better understand how to create value for our customers, and how to help them on the path to 100% renewable energy and a decarbonized marine ecosystem. The ground-breaking AI-based Pardot features like Einstein Attribution and ABM account identification have fundamentally changed the way our marketing team makes decisions, and strengthened the relationship with our global sales teams.\u201d<br><br><a href=\"https:\/\/www.sercante.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Sercante<\/strong><\/a><strong>, <\/strong>a Salesforce consulting partner, uses Salesforce ABM to drive targeted sales opportunities. &#8220;Sercante is focused on helping sales and marketing teams be wildly successful on the Salesforce platform,\u201d said Andrea Tarrell, CEO &amp; Founder of Sercante. \u201cIn order to do that, we need to have our own sales house in order so we can find the right prospects at the right time. Using Einstein Key Account Identification has given us an AI boost in prospect identification and outreach. This way we can see what accounts have proven to be the best for our bottom line and which ones will follow in their steps.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Salesforce ABM helps teams transition to an all-digital world<\/h2>\n\n\n\n<p>With ABM technology, Salesforce is enabling B2B businesses in any industry to focus on their top sales opportunities and personalize every interaction. These new solutions will be an important part of the post-pandemic economic recovery, while helping every team move forward into an all-digital, success-from-anywhere future.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">More information<\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li>To learn more about how companies are using Salesforce Digital 360 to reimagine digital experiences from anywhere, visit <a href=\"https:\/\/www.salesforce.com\/solutions\/digital-360\/overview\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a><\/li><li>Einstein Key Account Identification and Accounts as Campaign Members are both expected to be generally available later this year<\/li><li>To learn more about Salesforce Pardot, visit <a href=\"https:\/\/www.salesforce.com\/products\/marketing-cloud\/marketing-automation\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a><\/li><li>To learn more about Salesforce ABM, visit <a href=\"https:\/\/www.salesforce.com\/resources\/guides\/speak-to-every-buyer\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a><\/li><li>To learn more about Sales Cloud, visit <a href=\"https:\/\/www.salesforce.com\/products\/sales-cloud\/overview\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a><\/li><li>To learn more about Service Cloud, visit <a href=\"https:\/\/www.salesforce.com\/products\/service-cloud\/overview\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a><\/li><li>To learn more about Salesforce Commerce Cloud, visit <a href=\"https:\/\/www.salesforce.com\/products\/commerce-cloud\/b2b-ecommerce\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a><\/li><\/ul>\n\n\n\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Launching today, new Salesforce Account-Based Marketing (ABM) innovations help companies surface their most valuable accounts&nbsp; Leading brands like McAfee and Wartsila use Salesforce ABM technology to drive qualified pipeline growth and close deals faster The COVID-19 pandemic set off a seismic shift in the marketing industry, as every business was forced to transition to a [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"_jetpack_memberships_contains_paid_content":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"footnotes":""},"categories":[],"tags":[],"sf_content_type":[3977],"sf_theme":[3985],"sf_topic":[3986],"sf_product":[],"sf_industry":[],"sf_role":[],"sf_multimedia_asset":[],"sf_location":[3992],"sf_collection":[],"sf_visibility":[],"coauthors":[4124],"class_list":["post-63843","post","type-post","status-publish","format-standard","hentry","sf_content_type-news-announcements-product","sf_theme-digital-transformation","sf_topic-digital-transformation","sf_location-amer"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>New Salesforce Account-Based Marketing Innovations Apply AI to Identify Customers Most Likely to Purchase - Salesforce<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/uk\/news\/stories\/new-account-based-marketing-innovations\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New Salesforce Account-Based Marketing Innovations Apply AI to Identify Customers Most Likely to Purchase\" \/>\n<meta property=\"og:description\" content=\"Launching today, new Salesforce Account-Based Marketing (ABM) innovations help companies surface their most valuable accounts&nbsp; Leading brands like McAfee and Wartsila use Salesforce ABM technology to drive qualified pipeline growth and close deals faster The COVID-19 pandemic set off a seismic shift in the marketing industry, as every business was forced to transition to a [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/uk\/news\/stories\/new-account-based-marketing-innovations\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/salesforce\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-16T11:54:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/37\/2022\/10\/Einstein-Key-Account-Identifcation.png?w=1024\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@salesforcenews\" \/>\n<meta name=\"twitter:site\" content=\"@salesforcenews\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Meredith Brown\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/stories\/new-account-based-marketing-innovations\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/stories\/new-account-based-marketing-innovations\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/#\/schema\/person\/image\/13b1bdb1aeec10bd9e6166461418534f\"}],\"headline\":\"New Salesforce Account-Based Marketing Innovations Apply AI to Identify Customers Most Likely to Purchase\",\"datePublished\":\"2021-03-16T11:54:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/stories\/new-account-based-marketing-innovations\/\"},\"wordCount\":1107,\"publisher\":{\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/stories\/new-account-based-marketing-innovations\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/37\/2022\/10\/Einstein-Key-Account-Identifcation.png?w=1024\",\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/stories\/new-account-based-marketing-innovations\/\",\"url\":\"https:\/\/www.salesforce.com\/uk\/news\/stories\/new-account-based-marketing-innovations\/\",\"name\":\"New Salesforce Account-Based Marketing Innovations Apply AI to Identify Customers Most Likely to Purchase - Salesforce\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/stories\/new-account-based-marketing-innovations\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/stories\/new-account-based-marketing-innovations\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/37\/2022\/10\/Einstein-Key-Account-Identifcation.png?w=1024\",\"datePublished\":\"2021-03-16T11:54:17+00:00\",\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.salesforce.com\/uk\/news\/stories\/new-account-based-marketing-innovations\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/stories\/new-account-based-marketing-innovations\/#primaryimage\",\"url\":\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/37\/2022\/10\/Einstein-Key-Account-Identifcation.png?w=1024\",\"contentUrl\":\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/37\/2022\/10\/Einstein-Key-Account-Identifcation.png?w=1024\"},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/#website\",\"url\":\"https:\/\/www.salesforce.com\/uk\/news\/\",\"name\":\"Salesforce\",\"description\":\"Get the latest Salesforce press releases, announcements, stories, and media contacts. 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