B2B ABM

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

12Mar

Announcing Marketing Cloud Engagement

Rebranding initiatives are a powerful tool for companies to continuously enhance their products, showcasing a commitment to ongoing innovation and improvement. Salesforce, a leader in this arena, has recently undergone a significant transformation, particularly with the rebranding of its Marketing Cloud to Marketing Cloud Engagement. Understanding these changes is crucial for businesses, and Tectonic, as a trusted expert, is here to provide insights. With many of their products being like ‘the artist formerly known as’ it can be hard to keep them all straight. These transformations can be abrupt for users who have deeply integrated entire platforms into their mission-critical operations. Announcing Marketing Cloud Engagement. Formerly Salesforce Marketing Cloud. Most of us are still trying to quit calling Marketing Cloud Account Engagement Pardot. Pardot and Marketing Cloud have been two leading Salesforce marketing automation tools since 2013. By 2022, more than 37,000 companies had integrated Pardot with Salesforce, and over 22,000 businesses had used or were using Marketing Cloud, according to statistics from Infoclutch.com and Enlyft.com. With the recent rebranding of Salesforce Marketing Cloud, Salesforce aims to support organizations utilizing Salesforce by offering insights. Our experts at Tectonic are here to help. Tectonic’s goal is to help you comprehend the implications of these changes for your company. Whether your organization operates in the public sector, hospitality, transportation, health, life sciences, financial services, or the nonprofit sector, comprehending the distinctions between Marketing Cloud and Marketing Cloud Account Engagement (formerly Pardot) is essential for making informed decisions that align with your goals. Marketing Cloud Engagement Build relationships with engagement marketing tools, powered by AI. Einstein AI partnered with Marketing Cloud Engagement enable you to do more, smarter, and faster. Activate your data in real-time to deliver personalized campaigns and engagement at scale and increase your customer lifetime value. Let’s address key questions about the Salesforce Marketing Cloud name change: For organizations aiming to optimize engagement efforts, a thorough understanding of these products is necessary to maximize investments and enhance customer and constituent impact. Whether your company has a long history with Salesforce or recently adopted it, the answers to these questions will aid your organization in maximizing the potential of your CRM. Announcing Marketing Cloud Engagement Marketing Cloud Engagement (formerly known as Marketing Cloud) is a business-to-consumer (B2C) marketing automation platform with multiple modules, providing a unified interface. This enables organizations to streamline, target, and personalize messages to stakeholders, members, and other audiences, ensuring maximum return on investment. Companies seeking personalized communication and community experiences should consider Marketing Cloud Engagement. It provides built-in tools like email templates, driven by AI-powered Einstein, to deliver personalized campaigns at scale. Real-time data activation enhances engagement, and its modular structure allows for tailored solutions. Tailored for marketing campaigns dealing with large data volumes, Marketing Cloud has a robust product architecture situated on its own platform, distinct from the core Salesforce infrastructure. It employs connectors like Marketing Cloud Connect for integration. The module structure sets Marketing Cloud apart, with Studios managing content and marketing channels (e.g., Web Studio, Mobile Studio) and Builders overseeing data and campaign automation (Content Builder, Audience Builder, Contact Builder). These modules collaborate across marketing channels for various applications such as email marketing, SMS, push notifications, targeted online advertising, data management, customer journeys, and more. How can you use Marketing Cloud? Companies looking to personalize campaign communication and community experiences should consider Marketing Cloud Engagement, possibly with Salesforce Experience Cloud. Reporting functionalities offer visualizations consolidating performance data from various marketing channels, allowing teams to assess campaign success and adjust strategies based on results. Quick ways to determine if Marketing Cloud Engagement is suitable for your team include valuing personalization, having shorter decision-making cycles, dealing with large amounts of data from multiple sources, needing to segment contacts outside the core Salesforce platform, and having the resources for in-house training or hiring a Marketing Cloud consultant. Budget considerations are also vital, as Marketing Cloud comes with a higher price tag and additional training costs. Bring It All Together? Have you ever wondered why sales and marketing teams combine Salesforce Marketing Cloud Engagement and Account Engagement (formerly Pardot), with Sales Cloud to reach their goals? Thinking about how these platforms can work together likely makes your head spin like a twister in Kansas. But, combined the suite makes for a sweet sales and marketing tool box. How Salesforce Marketing Automation Can Help Your Business? Salesforce marketing automation enhances campaign management and operational efficiency across various channels, offering: Effective implementation of marketing automation can significantly increase lead conversion rates, with 77% of businesses reporting growth after adoption. It also enables staff to automate routine tasks, reduces errors, and supports business expansion and adaptability. What is Marketing Cloud Account Engagement (formerly Pardot)? Marketing Cloud Account Engagement (MCAE) integrates closely with your CRM, operating partially on the core Salesforce infrastructure and partially on its infrastructure. Ideal for business-to-business (B2B) scenarios and “considered purchases,” MCAE excels in longer sales cycles and outreach campaigns. It offers functionalities like prospect behavior monitoring, Salesforce object connection, lead generation, email nurture campaigns, content and webinar marketing, and account-based marketing (ABM). MCAE excels in business-to-business (B2B) scenarios and “considered purchases” involving more decision-makers and longer sales cycles. MCAE simplifies marketing strategies by automatically pulling CRM data for personalized experiences. It fosters cross-departmental collaboration, qualifies leads, automates campaigns, transforms user behavior data into actionable insights, and utilizes AI for prospect identification. Why did Pardot’s name change? Salesforce rebranded to streamline the software purchasing process for customers, aiming for a more consistent experience. This initiative addresses gaps in customer knowledge about their products. Is Marketing Cloud Account Engagement part of Marketing Cloud? While the rebrand unifies Marketing Cloud and Marketing Cloud Account Engagement under the same product suite, MCAE retains an intentionally independent product architecture. This differentiation extends beyond functionality and involves deliberate architecture decisions in resource locations and infrastructure designs. MCAE focuses on unifying sales and marketing and sources less data than Marketing Cloud Engagement. Consequently, MCAE can exist partially on its architecture and partially on

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)

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)

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)

B2B Marketers Drive Cross-Channel Engagement with Account Based Marketing

Announcing Marketing Cloud Engagement

ABM for Healthcare and Life Sciences

Salesforce Data for Account Based Marketing

Building an ABM B2B Model

Moving Sales and Marketing to an ABM Model, b2b mar

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