Account Based Marketing

03Apr

1 to Many Account Engagement Account Based Marketing

Discover the solution to your marketing challenges with 1 to Many Account Engagement Account Based Marketing, where technology scales reach and personalization for a larger number of accounts. While requiring less manual intervention from the marekting team. In the battle of winning customers and expanding your client base, the traditional approach of casting a wide net and hoping for success falls short. While the wide net may capture many fish, only fish that are meant to be on the menu are of any real value in marketing. Account-Based Marketing (ABM) emerged as a strategic alternative in lead generation and relationship fostering, focusing on specific high-value accounts through tailored campaigns and personalized messaging. Different types of Account Based Marketing can be applied based on your business goals, needs, and currently available resources. 1 to Many ABM 1:Many ABM, or Programmatic ABM, represents the least intensive form of account based marketing. It targets a large number of accounts simultaneously, relying on technology and automation with tools like Salesforce and Einstein AI. While campaigns and content are not individually tailored, they address a larger group with similar characteristics, categorized based on industry, size, location, goals, needs, and challenges. The leads who respond to this first found of contacting are perfect to then move to automated and personalized campaigns. This approach proves beneficial for businesses hoping to reach a broad audience on a limited budget, as it demands fewer resources and offers cost-effectiveness. Salesforce Marketing Cloud Account Engagement is a great tool for 1 to many account based marketing. Characterized by targeting 100 to 1000+ accounts, 1:Many ABM exhibits low personalization compared to other ABM types. Resources needed are generally low to moderate, given the automated nature of campaigns. The team structure may not require an ABM strategist but will need content writers and integration/analytics experts. As the most cost-effective option, it suits businesses on a limited budget. One to Many ABM Use Cases Use cases for 1:Many ABM encompass lead and demand generation, entry into new markets or product promotion, and educating potential customers. It proves effective in campaigns designed to attract new leads, launch products, or provide information to move potential customers further into the sales funnel. An exemplary 1:Many ABM campaign executed by DocuSign involved a targeted display ad campaign for over 450 enterprise level accounts. The campaign ran across six different industries. The ad messaging and content were customized based on industry and the customer’s buying stage. Aiming to boost website traffic, improve click-through rates, and increase meaningful customer conversations. If you are ready to explore Salesforce Account Engagement and 1 to many account based marketing, contact Tectonic today. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

April 3, 2024in Salesforce Development Services, Salesforce Marketing Cloud Account Engagement (Pardot)

22Mar

B2B Marketers Drive Cross-Channel Engagement with Account Based Marketing

Eighty percent of marketers affirm that their organization takes the lead in spearheading customer experience initiatives across the entire business landscape, orchestrating collaborative efforts spanning marketing, sales, service, and commerce. Cross-channel engagement abm metrics help to measure success. High-performing marketers, in particular, leverage invaluable cross-departmental metrics to gain deeper insights into the intricacies of the customer experience. Cross-channel Engagement ABM Given the rising expectation of B2B customers for a seamless and personalized journey cutting across various departments, 89% of B2B marketers employ an account-based marketing (ABM) platform to deliver a cohesive end-to-end experience. However, the success of ABM campaigns hinges on intricate, comprehensive, data-driven marketing strategies that marketers have yet to fully establish. A notable 31% of B2B marketers identify the challenge of sharing a unified view of customer data across business units, while 62% of business buyers express that communication often feels like interactions with separate departments rather than a cohesive company. Among the cross-department metrics being closely monitored are commerce metrics, service metrics, sales metrics, finance metrics, and IT metrics. These metrics play a crucial role in shaping a holistic understanding of the customer experience . Thereby facilitating coordinated efforts across diverse business functions. Discover high-intent opportunities and build a pipeline of your best potential prospects. Prioritize sales outreach to those accounts visiting your website that show intent (3rd party). Those who are in your ICP and aren’t currently in the pipeline with our ABM Connected Website. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

March 22, 2024in Salesforce

01Mar

Optimism Among Marketers

In anticipation of challenging market conditions, numerous companies are tightening their financial reins, prompting marketers to carefully allocate strategic investments within finite budgets and resources. The task is further complicated by disruptions stemming from inflation and supply chain issues. Global marketing budgets predominantly allocate significant portions to advertising, as teams strive to enhance awareness in a landscape where customers are faced with abundant choices. And yet, Optimism Among Marketers remains. Optimism Among Marketers In response to a fluctuating job market, marketing organizations are directing investments towards their personnel to attract and retain employees. A notable 71% of marketers express that retaining employees has become more challenging compared to a year ago. B2B marketing entities are earmarking an average of 15% of their budget for account-based marketing (ABM), underscoring the growing emphasis on personalized messaging and engagement extending from B2C to B2B strategies. Marketers have undergone a transformation in their work dynamics, with enduring changes. Liberated from geographical and time constraints, many marketers are achieving success by exploring new customer segments, prioritizing digital-first experiences, and organizing virtual and hybrid events. The shift towards distributed marketing teams has spurred investments in collaboration technology, with 70% viewing such investments as permanent. Similarly, 70% of marketers who invested in process/workflow automation consider it a long-term strategic shift, highlighting the importance of enhancing productivity and efficiency. Like1 Related Posts 50 Advantages of Salesforce Sales Cloud According to the Salesforce 2017 State of Service report, 85% of executives with service oversight identify customer service as a Read more Marketing Cloud Account Engagement and Salesforce Campaigns The interplay between Account Engagement and Salesforce Campaigns often sparks confusion and frustration among users. In this insight, we’ll demystify Read more Mapping Your Customer Journey Creating a customer journey map is a crucial undertaking for businesses aiming to improve the customer experience and foster long-term Read more Marketing Automation Marketing automation is software tool that handles routine marketing tasks without the need for human action. Common marketing automation workflows Read more

March 1, 2024in Distributed Marketing, Marketing Automation

07Jun

ABM for Healthcare and Life Sciences

Navigating the Complex Landscape of Healthcare Marketing and ABM By Tectonic Salesforce Marketing Consultant, Shannan Hearne Marketing healthcare products and services, particularly within the health information technology domain, poses intricate challenges that demand sophisticated solutions. Tectonic and I address these challenges by aiding healthcare marketers in personalizing their strategies, simultaneously reaching diverse key stakeholders, and ensuring compliance with state-specific regulations. Alignment through account based marketing provides a data-driven strategy that aligns both teams and initiatives with a personal, relevant, and interactive approach. A powerful solution to these challenges is the adoption of an account-based marketing (ABM) strategy. This approach leverages real-time data, content, inbound and outbound methods to target key accounts and decision-makers, ensuring compliance. ABM proves particularly effective in engaging high-value hospitals and integrated delivery networks. Account Based Marketing allows you to identify and target your highest potential deals. By utilizing an account based marketing approach, healthcare companies can effectively reach and interact with key decision makers, driving better results and ROI. What if you could speed up the velocity of your healthcare sales cycle and improve the results of your B2B marketing strategy? ABM can help you do just that. Think of it like a close the deal pass to engaging (and winning) high-value prospects. Personalized marketing efforts are the practice of hand-crafting marketing messages to the needs and wants of an individual or group. This can include personalized email campaigns, direct mail, and customized content and messages on landing pages. Implementing ABM in healthcare and life sciences requires marketers to identify their target audience based on parameters such as business size, profitability, region, growth rate, and the traits of their most profitable customers. Crafting an ideal customer profile (ICP) prevents wasteful efforts on unprofitable or unattainable accounts. Enhancing engagement through ABM campaigns involves investing in sales enablement tools, including cloud-based CRMs, APIs, email marketing technology, and digital asset management. The integration of digital marketing systems into daily processes facilitates personalized advertising, fostering buyer engagement, trust, and customer loyalty. The Salesforce ecosystem of sales and marketing platforms is the preferred choice of Tectonic and many healthcare organizations. Successful ABM implementation hinges on the ability to track the customer’s buying journey for both prospective and current clients. ABM analytics, encompassing overall account engagement and website lift metrics, refine marketing and sales outreach, generate high-quality leads, and spur new growth. ABM emerges as a highly effective marketing strategy to land ideal healthcare customers, empowering healthcare marketers to overcome the industry’s complex challenges. Account based marketing outperforms other marketing investments 87% of the time. A 97% higher return on investment resulting in incorporating account based marketing is attainable in the healthcare and life sciences industries. I look forward to working with your Tectonic Salesforce Implementation team to incorporate account based marketing into your overall investment in Salesforce. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more Alphabet Soup of Cloud Terminology As with any technology, the cloud brings its own alphabet soup of terms. This insight will hopefully help you navigate Read more

June 7, 2023in Account Based Marketing, Salesforce Health and Life Sciences Solutions, Salesforce Health Cloud, Salesforce Implementation Services, Salesforce Marketing Cloud Account Engagement (Pardot)

20Dec

1 to Few ABM

A 1-to-few ABM marketing approach, often referred to as ABM Lite or account segmentation. In this strategy, marketers target a select group of second-tier named accounts, typically numbering between five to ten. These key accounts, or ICPs (ideal customer profiles) should be the most likely to generate the highest revenue. Unlike the highly personalized nature of true one-to-one ABM, ABM Lite focuses on personalized campaigns tailored to a small group of individuals or companies sharing similar characteristics, such as industry, size, growth signals, region, tech investments, or pain points. The 1:Few ABM approach involves sales and marketing teams identifying target accounts with common challenges, goals, and needs. While not as individually tailored as one-to-one ABM, it demands substantial research, preparation, and skill to generate high-value opportunities among both new and existing accounts. Account based marketing is traditionally a B2B or B2B2C tool. But transitioning to an ABM strategy can be challenging for companies. Tectonic covers many aspects of ABM in our insights section. The strategy and scope of a 1:Few ABM campaign require a holistic approach to planning, content development, and account nurturing. ABM requires tailoring your marketing efforts to meet the unique needs and preferences of individual accounts, with the end goal to build stronger relationships, drive revenue growth, and maximize customer lifetime value. Key considerations include: Embracing a 1:Few ABM strategy requires careful planning and execution, emphasizing collaboration across the sales and marketing teams, and continuous learning throughout the campaign’s duration. Account Based Marketing can drive up to three times the conversions of traditional marketing, making it a great addition to your overall marketing efforts. Tectonic looks forward to assisting you in implementing Salesforce and ABM strategies. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more Guide to Creating a Working Sales Plan Creating a sales plan is a pivotal step in reaching your revenue objectives. To ensure its longevity and adaptability to Read more 50 Advantages of Salesforce Sales Cloud According to the Salesforce 2017 State of Service report, 85% of executives with service oversight identify customer service as a Read more

December 20, 2022in Account Based Marketing, Salesforce Sales Cloud

04Nov

1 to Many Account Based Marketing

Discover the solution to your marketing challenges with Programmatic ABM, also known as 1:Many Account Based Marketing, where technology scales reach and personalization for a larger number of accounts. In the challenge of winning customers and expanding your base, the traditional approach of casting a wide net and hoping for success falls short. Account-Based Marketing (ABM) emerged as a strategic alternative, focusing on specific high-value accounts through tailored campaigns and personalized messaging. Different types of ABM can be applied based on business goals, needs, and resources. 1 to Many ABM 1:Many ABM, or Programmatic ABM, represents the least intensive form. It targets a large number of accounts simultaneously, relying on technology and automation with tools like Salesforce and Einstein AI. While campaigns and content are not individually tailored, they address a larger group with similar characteristics, categorized based on industry, size, location, goals, needs, and challenges. This approach proves beneficial for businesses aiming to reach a broad audience on a limited budget, as it demands fewer resources and offers cost-effectiveness. Salesforce Marketing Cloud Account Engagement, formerly Pardot, is a great tool for 1 to many account based marketing. Characterized by targeting 100 to 1000+ accounts, 1:Many ABM exhibits low personalization compared to other ABM types. Resources needed are generally low to moderate, given the automated nature of campaigns. The team structure may not require an ABM strategist but will need content writers and integration/analytics experts. As the most cost-effective option, it suits businesses on a limited budget. Use Cases Use cases for 1:Many ABM encompass lead and demand generation, entry into new markets or product promotion, and educating potential customers. It proves effective in campaigns designed to attract new leads, launch products, or provide information to move potential customers down the sales funnel. An exemplary 1:Many ABM campaign executed by DocuSign involved a targeted display ad campaign for over 450 enterprise accounts. The campaign ran across six different industries. The ad messaging and content were customized based on industry and the customer’s buying stage. Thus aiming to boost website traffic, improve click-through rates, and increase meaningful customer conversations. If you are ready to explore Salesforce Account Engagement and 1 to many account based marketing, contact Tectonic today. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

November 4, 2022in Account Based Marketing, Data, Enterprise, Salesforce, Salesforce Implementation Services, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Technology

01Aug

Salesforce Data for Account Based Marketing

Account-based marketing relies on data to pinpoint key accounts, facilitate marketing segmentation, and assess performance for continuous improvement. While proficiency in data skills is crucial for long-term success, there are cost-effective strategies within Salesforce to initiate and build insights for your ABM strategy. Before integrating advanced ABM technologies, it’s essential to ensure your data is well-organized. Part of the roadmap to ABM is uncovering any additional data points that would be nice to have and adding them to the CRM. This prevents the addition of metrics to page layouts without a clear plan, preventing confusion among team members. Managing the Salesforce Data Lifecycle: Understanding why Account Based Marketing needs data involves cross-referencing firmographic data with first-party data to identify patterns providing definitive insights about top customers. B2B companies can narrow down target accounts based on specific criteria like size, revenue, and industry. Ideal Customer Profiles (ICPs): Developing ICPs is a crucial step in ABM, representing businesses that derive the most value from your offerings. Conduct interviews with individuals from high-revenue accounts to understand how your solutions address critical business challenges. Research Using CRM Data: Leverage Salesforce reports and CRM Analytics to gain insights into opportunities, customer lifetime value, customer churn, and other key attributes. This data provides a foundation for effective ABM strategies. Account Score: Utilize account scores, a key ABM metric, to summarize ICP findings into a single value. Options include using Salesforce features like Einstein Key Account Identification or creating a custom account score model. Building an ABM Targets List: Simplify the process of building a target account list with a picklist field on the account object. This field categorizes accounts based on their priority, allowing for easy monitoring and management. Reports and Dashboards: Utilize Salesforce reports and dashboards to monitor and measure ABM success. Customized reports can provide actionable insights for teams involved in ABM activities. Data Roles & Responsibilities: Establish a team with data competencies, including data modeling, system integrations, data compliance, and data analysis. These skills are vital for effective ABM implementation. Low-Budget Salesforce Tricks: Leverage Salesforce’s extensive data model to roll up data from child records to target objects. This involves summarizing data from related objects to gain comprehensive insights, supporting ABM initiatives. Pardot (MCAE) Segmentation and Automation: Sync account data to Account Engagement, formerly Pardot, and use automation rules to create targeted segments based on criteria like customer lifetime value, account events, or products purchased. Monitoring and Measuring ABM Success: Optimize the Salesforce user experience by adding and removing components to enhance usability. Embed ABM reports in Salesforce or B2BMA to keep teams informed. Technologies to Extend ABM Campaigns: Consider ABM platforms like Salesforce Marketing Cloud Account Engagement for advanced capabilities, such as coordinating channels, leveraging firmographic data, and serving targeted ads. This comprehensive guide emphasizes the role of data in account-based marketing, providing strategies, tricks, and technologies for both beginner and advanced ABM initiatives. Starting with low-budget tricks within Salesforce and gradually adopting advanced tools ensures a gradual and successful transition into enhanced ABM strategies. Salesforce Marketing Cloud Account Engagement is Salesforce’s recommended Account Based Marketing tool. For more information on Salesforce Marketing Cloud Account Engagement or Account Based Marketing contact Tectonic today. Salesforce Data for Account Based Marketing Content updated November 2023. Like Related Posts Guide to Creating a Working Sales Plan Creating a sales plan is a pivotal step in reaching your revenue objectives. To ensure its longevity and adaptability to Read more How Travel Companies Are Using Big Data and Analytics In today’s hyper-competitive business world, travel and hospitality consumers have more choices than ever before. With hundreds of hotel chains Read more Marketing Cloud Account Engagement and Salesforce Campaigns The interplay between Account Engagement and Salesforce Campaigns often sparks confusion and frustration among users. In this insight, we’ll demystify Read more What is an Account Plan? Strategic account planning involves the creation of comprehensive plans to proactively manage key accounts, aiding them in achieving their business Read more

August 1, 2022in Salesforce Marketing Cloud Account Engagement (Pardot)

20Apr

1 to 1 Account Based Marketing

Elevate your revenue and foster stronger relationships using an Account-Based Marketing (ABM) platform seamlessly integrated into your CRM. 1 to 1 ABM helps you harness the power of artificial intelligence (AI) to align teams, stimulate growth, and provide personalized customer journeys at scale. Embrace 1:1 (Strategic) ABM, the pinnacle of personalized and targeted ABM approaches. This involves crafting bespoke campaigns, content, and messaging tailored specifically to individual high-value accounts. Account-Based Marketing (ABM) is a strategic B2B sales and marketing approach that unites teams to engage specific target accounts deemed ideal for the brand. This focused strategy concentrates on converting high-value prospects into successful sales. The 1-to-1 personal ABM approach stands directly succeeds by addressing and connecting with human buyers within target accounts. This method engages key decision-makers and influencers with insights tailored to their unique gaps, impacts, and preferences. Every touchpoint and interaction with GTM (Go-To-Market) teams is meticulously personalized. Ensuring relevance at various levels, including industry, company, rank, division, operational, financial, personal, and customer aspects. Unlike traditional marketing approaches that rely on campaign-based “spray and pray” tactics, 1-to-1 personal ABM is driven by a commitment to each touchpoint along the buyer’s journey being individually relevant. This approach significantly contrasts with the 86% of communications by sales, marketing, and account teams that still tend to be off-target and irrelevant. Implementing ABM enables the closure of more deals. Through the development and execution of hyper-targeted, coordinated strategies based on thorough buyer research. The three crucial steps involve leveraging account insights, unifying communication and alignment, and delivering personalized content. This strategic focus allows organizations to not only grow revenue. And also build lasting and meaningful relationships in the competitive landscape. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

April 20, 2022in Salesforce

25Feb

Account Based Marketing Technology

When starting a new job, establishing connections with coworkers beyond a mere greeting is mutually beneficial. Similarly, when engaging with large companies, business marketers must connect with individuals and teams to secure new and future business. However, this necessitates winning the hearts and minds of everyone on the buying committee. Account Based Marketing technology (ABM) proves valuable by integrating data management with marketing automation, enabling the creation of personalized campaigns for the B2B customers targeted. With the right technology, marketers can effectively execute their ABM strategy. Here are four ways digital marketing technology can assist: Utilizing Salesforce Account Based Marketing Technology and Tools for ABM Success: AI-Powered Predictions for Campaign Success: Test Before Launching with Marketing Cloud Account Engagement Developer Sandboxes: Virtual Support Team for Ongoing Guidance: Tectonic is excited to be assisting your company in implementing a successful account-based marketing strategy. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more Guide to Creating a Working Sales Plan Creating a sales plan is a pivotal step in reaching your revenue objectives. To ensure its longevity and adaptability to Read more CRM Cloud Salesforce What is a CRM Cloud Salesforce? Salesforce Service Cloud is a customer relationship management (CRM) platform for Salesforce clients to Read more

February 25, 2022in Salesforce Marketing Cloud Account Engagement (Pardot)

30Jun

One to Few Marketing Methods

With One to Few Marketing Methods, you can efficiently engage multiple accounts that share similar needs, budget allocations, and buying cycle stages. This approach allows you to target a larger group of key accounts simultaneously, improving efficiency and market understanding while quickly identifying improvement opportunities. One to Few Marketing Methods are in the account based marketing family. 1:Few ABM also enhances brand awareness and loyalty among key accounts by delivering tailored campaigns, messaging, and content that directly address their needs and pain points. This personalized approach increases engagement, showcasing your commitment to their success and building trust, which fosters longer-lasting relationships and boosts customer loyalty and referrals. Additionally, 1:Few ABM can uncover new opportunities for upsells and cross-sells by leveraging data from multiple accounts to identify market trends and customer needs. For instance, you may discover groups of customers who could benefit from additional services or upgrades, or identify unmet demands that open new business opportunities. One to Few Marketing Methods An excellent example of a successful 1:Few ABM campaign is work with Iridium. By hosting a virtual summit, they achieved remarkable results with a modest budget and a small team, highlighting the effectiveness of this approach when executed strategically. Running a 1:Few ABM campaign internally requires substantial resources and expertise, challenging the common misconception that it’s easier than 1:1 ABM. To build a sustainable ABM program, you’ll need the right team and technology to implement tailored strategies for each group of accounts. One to Few Marketing Components The key components of launching a successful 1:Few ABM program include defining campaign duration, identifying target accounts based on shared characteristics, collaborating between sales and marketing teams, setting clear goals and KPIs, and deploying an effective tech stack tailored to your campaign’s needs. Overall, whether you opt for 1:1 ABM, 1:Few ABM, or a blend of both approaches, these strategies offer personalized marketing tactics that can significantly enhance B2B engagement, customer acquisition, and revenue growth when executed thoughtfully and strategically. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

June 30, 2021in Salesforce

30Mar

ABM Email Marketing Tips

Email communication is a huge tool in building a strong connection between your marketing and sales teams and your top accounts and leads. Effective planning and customized email templates enable the delivery of highly personalized messages that resonate with your target accounts. ABM email marketing with Salesforce Account Engagement can help. To execute successful account-based marketing campaigns, it’s essential to recognize that you’re marketing to multiple individuals across an account, not just a single lead. This requires creating multiple nurture campaigns based on specific recipient criteria like persona, job title, industry, geographic region, or annual revenue. By anticipating each role’s potential questions and addressing them through tailored content, a personalized experience that directly addresses their needs is created. For sales email templates, it’s vital to ensure that members of target accounts feel understood and heard. Success ABM email marketing requires 3ditable templates allowing sales reps to customize content while maintaining consistent brand elements, such as letterhead, font sizes, and email signature banners. When reaching out to a new account, invest time in researching the individual and understanding their interests. Utilize social listening and follow-up messaging in crafting a personalized and targeted email template resonating with your target account. Provide valuable insights and resources addressing their specific pain points and goals, and invite them to discuss how you might help them achieve their objectives. Create a two way line of communication. By focusing on delivering highly personalized and targeted messages, strong connections with top accounts can be fostered. This leads to better results for your business. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

March 30, 2021in Account Based Marketing, Salesforce

03Feb

Building an ABM B2B Model

For marketers worldwide, the term Account-Based Marketing (ABM) has become a familiar concept, evident in the rise of Google searches for “account-based marketing” and “ABM” in 2020. An ABM B2B model is a special case. One year later, new terms like “account-based experience,” “account-based everything,” and the encompassing acronym “ABX” are gaining traction, shifting the focus from marketing to the holistic customer journey. Therefore, account based marketing has moved from a conversion metric measurement and process to a more all encompassing one from lead capture and identification as an ABM prospect to warming and closing. Forrester’s forward-thinking predictions indicate that by 2025, B2B demand generation will pivot towards accounts rather than leads, a trend accelerated by the events of 2020. An ABM B2B model, at its core, leverages insights about top customers to identify and engage with similar prospective customers. True it is cheaper to maintain a customer than to win over a new one. But it is also easier to win a new customer based on what you know about an existing look-alike customer. That is the basis for all ABM. ABM B2B Model Implementing a robust ABM strategy requires the integration of a CRM solution and a marketing automation platform. The CRM functions as the centralized data repository, supporting the account-centric strategy, while the marketing automation platform scales and real-time engages target markets. This integration empowers B2B revenue teams to effectively launch and cultivate ABM strategies, fostering enriched customer relationships and driving business value. Successful ABM lies in adopting an account-centric approach, placing buyers at the core of each interaction. This means crafting highly personalized experiences that seamlessly blend targeted content and intentional communications across all touchpoints. In the today’s marketplace, buyers anticipate personalized offers, and ABM is strategically designed to interpret individual buyer needs, automatically delivering pertinent content and messages across diverse channels. Successful Account-based Marketing Salesforce CRM serves as a linchpin for successful Account-Based Marketing. It acts as the singular source of truth for account data, providing teams with a comprehensive 360-degree view of customers. Marketing Cloud Account Engagement is especially useful for B2B ABM models. Leveraging this data, marketers can personalize engagements through marketing automation, identifying optimal ABM target accounts, creating tailored content, and delivering it through the recipient’s preferred channels. Collaboration across marketing, sales, and service teams is facilitated by sharing leads and adjusting tactics based on engagement data. Evaluating the efficacy of your ABM campaigns is crucial for success. Metrics such as customer retention, engagement, awareness, and lead quality are instrumental in tracking and measuring your success. Organizations employing ABM see remarkable results, with 77% achieving a 10% or higher ROI, and 45% experiencing at least a two-fold ROI compared to alternative marketing strategies. Tectonic and ABM Tectonic, as your Salesforce implementation partner, ensures a tailored Salesforce solution aligned with your business needs. Through a proprietary discovery process, we customize a solution that encompasses essential elements of your business model while eliminating unnecessary components and technical debt. If you are debating adding an account based marketing solution to your b2b business, contact Tectonic today. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

February 3, 2021in Account Based Marketing, Salesforce

05Aug

Moving Sales and Marketing to an ABM Model, b2b mar

The longer one is involved in marketing, the more lessons are learned, right? The answer is usually. While some tried and true tactics lose their efficacy over time, new methods evolve to replace or augment them. Moving to an ABM model is one of the newer tactics. Learn more. Despite recognizing the theoretical value of account-based approaches, marketers find it challenging to depart from the lead-based strategies they’ve relied on for years. Even when data analysis reveals the inefficiency of these tactics, letting go remains a struggle. For instance, almost 68% of individuals abandon forms, resulting in the immediate loss of the majority of leads. Even those completing the form often provide false information, leading sales teams to pursue the wrong leads, wasting time and resources. Moving to an ABM model, consider these helpful steps: Leverage Intent and Engagement Insights: Identify “Key Indicators”: Select the Right Target Accounts: Map the Nonlinear Account Journey: Coordinate Across Sales and Marketing Teams: Create Customized Content: Articulate and Meet ABM Goals: Measure ABM Programs: While the belief in the effectiveness of gating “high-value” content persists, B2B buyers are increasingly unwilling to sacrifice anonymity for readily available online information. ABM isn’t just about prioritizing accounts over leads; it’s also about actively targeting the right accounts in the market to buy and executing relevant outreach across their buying team. End-to-end ABM software platforms typically include core features such as analytics, prospecting tools, engagement monitoring, lead scoring, and marketing automation. Salesforce’s Account Engagement is a recommended platform. Account-based marketing (ABM) is a strategic approach that focuses on high-value accounts in a market or business, creating personalized buying experiences for better customer acquisition, relationship-building, and business growth. Tectonic can assist in deploying and customizing your Salesforce platform and marketing automation tools, collaborating with you to develop a strong ABM plan tailored to your business. Contact Tectonic today. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

August 5, 2020in Salesforce Marketing Cloud Account Engagement (Pardot)

07May

Account-Based Marketing

Account based marketing (also known as ABM) is a highly effective B2B marketing strategy concentrating on specific customers or accounts. Rather than casting a widespread net to generate leads for campaigns, ABM opts for a more personalized approach to engage accounts individually, 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 one , 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. Account-based marketing (ABM) is a business marketing strategy that concentrates resources on a set of target accounts within a market. It uses personalized campaigns designed to engage each account, basing the marketing message on the specific attributes and needs of the account. Account-based marketing (ABM) is a B2B sales and marketing strategy that requires both teams to collectively engage specific target accounts that are considered a good fit for the brand. It’s a powerful, focused approach that targets specific, high-value prospects to convert them into sales. What is the difference between marketing and account-based marketing? Targeting: In traditional marketing, the target audience is usually defined by demographics, such as age, gender, and location. In contrast, account-based marketing targets specific accounts or organizations rather than individual consumers. At its very core, ABM revolves around being account-centric, placing your buyers at the focal point of each and every interaction. For businesses ready to embrace ABM, Tectonic is ready to assist in tailoring your CRM and marketing automation platform. Offering customization, implementation, and ongoing managed services for the Salesforce platform, Tectonic ensures a seamless integration of ABM into your business strategy. Contact us today. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

May 7, 2020in Salesforce

16Mar

Account Based Marketing and the Financial Services Sector

Financial services marketers operating in a Business to Business environment are adopting a proactive approach to address key business challenges and drive growth. These challenges encompass complex data management, cumbersome legacy systems, limitations in email platforms, budget constraints, technical debt, and limited flexibility due to stringent industry regulations. In addition to overcoming these challenges, financial services businesses must establish robust relationships with buying committees to influence decision-makers and consistently meet their unique needs. Account based marketing financial services is a key tool for addressing these challenges. Tectonic has a strong track record optimizing Salesforce and customizing for the Financial Services industry. One solution we recommend is to tackle these challenges is the adoption of account-based marketing (ABM), which prioritizes quality account development over quantity. By pinpointing their ideal customers and tailoring marketing strategies accordingly, account based marketing financial services marketers can create precise and personalized campaigns, avoiding a trial-and-error approach. Laser focused marketing warms and converts leads faster. While casting a wide net for lead generation builds a large database, it may not necessarily fill a healthy pipeline. ABM Financial Services ABM involves personalizing the customer experience to drive conversions. Personalized communication is the conversation leading to conversion. This is simply customizing approaches for each buyer and scenario, from agents to wealth management advisors and brokers to relationship managers. Delivering personalized content and experiences across various digital spaces and channels, including your websites, customer portals, and email campaigns, helps establish trust and cultivate meaningful relationships with prospects, ultimately increasing the likelihood of conversion. All businesses have great marketing collateral that generates and even warms leads. ABM content targets very specific audiences based on look-alike customers. Successful implementation of account-based marketing requires financial services businesses to align their marketing, sales, and service teams. This involves streamlining marketing efforts toward key accounts and automating personalized engagement for the entire book of business. By doing so, businesses can effectively acquire and grow key accounts while optimizing performance, efficiency, and spending. A significant benefit of ABM is its capacity to extract deep insights from customer data. By analyzing this data, businesses can identify trends and patterns that steer strategic decision-making. Knowledge of a customer’s website browsing behavior can empower customer-facing representatives when approaching clients with the next best offer. Leveraging insights from customer interactions allows financial services businesses to create customer-centric ABM strategies. Despite the challenges inherent in marketing within the financial services sector, ABM is a solution for personalizing engagement. Account based marketing fosters strong relationships and drives growth. If your financial services organization is exploring account based marketing strategies, Tectonic can help. Like Related Posts Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more 50 Advantages of Salesforce Sales Cloud According to the Salesforce 2017 State of Service report, 85% of executives with service oversight identify customer service as a Read more CRM Cloud Salesforce What is a CRM Cloud Salesforce? Salesforce Service Cloud is a customer relationship management (CRM) platform for Salesforce clients to Read more Why Your Company Isn’t Like a Baseball Team Recently, Chris shared an excellent post about the new World Series Champion Houston Astros. In short, it was a reminder Read more

March 16, 2020in Salesforce Financial Services Solutions

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