Account Based Marketing

November 18, 2020in Salesforce

Account-based marketing (ABM) stands out as a highly effective B2B strategy concentrating on specific or key customers or accounts. Rather than casting a widespread net to generate leads for campaigns, ABM opts for personalized approaches to engage accounts uniquely, fostering trust and amplifying the lifetime value of customer relationships.

ABM reaches beyond the confines of the marketing team, requiring close collaboration across marketing, sales, and service teams to target accounts effectively and ensure a seamless experience. Three distinct ABM programs—1-to-1, 1-to-few, and 1-to-many—allow flexibility aligned with specific business goals.

To execute a winning ABM strategy, the essential components include a customer relationship management (CRM) solution and a marketing automation platform, delivering personalized and timely messages to designated accounts at optimal moments. Salesforce CRM, coupled with Salesforce Marketing Cloud or Salesforce Account Engagement, are robust toolsets for account-based marketing.

Incorporating AI tools like Salesforce Einstein enhances the efficiency of identifying target accounts, offering valuable insights and a clear framework for engaging the most promising accounts. After pinpointing the desired accounts and comprehending their needs and preferences, these accounts can serve as templates to construct lookalike audiences for one-to-few or one-to-many ABM programs.

At its very core, ABM revolves around being account-centric, placing your buyers at the focal point of each interaction. For businesses ready to embrace account-based marketing, Tectonic is ready to assist in tailoring your CRM and marketing automation platform. Offering optimization, implementation, and ongoing managed services for the Salesforce platform, Tectonic ensures a seamless integration of ABM into your business strategy.