SAN FRANCISCO, June 8, 2017 /PRNewswire/ -- Salesforce
[NYSE: CRM], the global leader in CRM, today introduced Einstein
Account-Based Marketing (ABM), a complete, end-to-end B2B marketing
solution powered by artificial intelligence. Built on the world's
#1 CRM platform, Einstein ABM enables marketing and sales teams to
precisely target their most valuable accounts, personalize
campaigns and engage with prospects at scale—improving pipeline
quality and turning the hottest leads into new deals.
B2B companies increasingly see the opportunity with
account-based marketing to align their limited marketing resources
around their most important sales opportunities. However, sales and
marketing data, tools and processes are fragmented. This makes
collaboration between sales and marketing throughout the entire
lifecycle of a deal labor-intensive and difficult to scale. Jointly
identifying which accounts to focus on is still primarily a manual
process. Once an account has been agreed upon, orchestrating
personalized marketing campaigns that target each decision maker is
a challenge to deliver. To make matters worse, many sales and
marketing organizations use different systems to manage and engage
with accounts, resulting in disjointed customer experiences.
Introducing Einstein Account-Based Marketing
Einstein
ABM is a complete, end-to-end solution that brings together new and
existing Salesforce capabilities to empower B2B companies to
seamlessly bridge sales and marketing across the customer journey.
Now, companies can intelligently prioritize the highest quality
pipeline and engage prospects with personalized content at the
right time to close deals faster. Einstein ABM enables companies
to:
- Identify the right accounts: Einstein Lead Scoring
automatically identifies the accounts most likely to convert based
on factors such as relationship history and past purchases.
Advertising Studio enables marketers to uncover and advertise to
new "lookalike" prospects by identifying audiences with similar
profiles, based on online behaviors from existing CRM data.
- Improve account engagement: Engagement Studio is a lead
nurturing solution that enables marketers and sales reps to send
personalized emails based on real-time buyer behavior or qualifying
values, such as when a lead engages with a specific piece of
content or if they have significant influence on a buying decision.
Meanwhile, Einstein Opportunity Insights analyzes customer
sentiment, competitor involvement and overall lead engagement to
determine how deals are progressing.
- Synchronize marketing and sales: Einstein Account
Insights arms sales reps with the latest prospect news, such as
M&A activity and financial results, to inform engagement
strategies. Reps can then utilize Salesforce Engage to personalize
marketing content and reach out to leads within accounts at the
right moment. Reps can also leverage interactive dashboards to
track the effectiveness of the messages, including click-through
rates of content and to know exactly when it is opened.
- Measure, optimize and modify campaigns: With B2B
Marketing and Sales Analytics companies can understand the
performance of their marketing campaigns against targeted sales
opportunities in a single dashboard, and uncover insight into which
campaigns perform best and why. In addition, new Multi-Touch
Campaign Insights allows marketers to identify the attributes of
marketing campaigns that have the highest potential to drive sales
for targeted accounts. For example, it can determine that a
sequence of clicking on an ad, downloading an eBook and watching a
webinar is the optimal journey for converting prospects into high
quality leads.
Additionally, partners on the Salesforce AppExchange give B2B
companies the ability to tap complementary ABM solutions in order
to meet sales and marketing needs. The AppExchange also includes
implementation partners like Bluewolf to ensure customer success
with Einstein ABM. Lastly, third-party data partners provide
additional data sets, such as intent and firmographic data, further
improving account targeting.
Salesforce Empowers B2B Companies to Skill-Up
Salesforce's ecosystem of customers and partners will contribute
1.9 million jobs and $389 billion in
GDP worldwide by 2020, according to IDC. As Salesforce creates the
technology and jobs for the future B2B professionals of the world,
Salesforce Trailhead allows everyone to skill-up for the Salesforce
Economy, today. Trailhead is Salesforce's interactive, guided and
gamified learning platform where anyone can develop skills that aid
them in landing a job in the workforce of the future. Trailhead
provides a direct path for anyone to start learning Salesforce for
free, from anywhere.
Comments on the News:
- "Identifying the most valuable sales accounts to secure new
business remains a challenge for many B2B companies. Often times,
there are many decisions makers within a targeted account, and it's
hard to personalize engagement at scale," said Michael Kostow, SVP and GM, Salesforce Pardot.
"Einstein ABM redefines B2B marketing, giving sales and marketing
professionals the tools they need to secure new business and
growing existing accounts, all on one platform and powered by
AI."
- "With Salesforce, we are able to focus our sales and marketing
resources specifically on the accounts we want to expand from job
sourcing to lifelong human capital management customers," said
Tamika Hewlett, director of demand
generation at CareerBuilder. "Einstein ABM has the potential to
take our first party data on the world's #1 CRM, align it with our
marketing content and communications, and with the power of AI,
precisely engage with right leads, at the right time, with the
right information to support our expansion efforts."
- "Sika Corporation runs its entire B2B business on Salesforce,
enabling us to better engage with prospects and boost sales by
influencing architects, consultants and building owners," said
Bill Bellico, director of marketing
and inside sales for Sika's Roofing division. "With Einstein ABM,
we can grow our business by knowing exactly what decision makers to
engage with, when to target them and with what content and
information."
- "Salesforce Einstein ABM is the next level of success and
effectiveness for our sales and marketing organization here at
Slalom where we focus on providing consulting solutions to Fortune
500 companies spanning business advisory, customer experience,
technology and analytics," said Ed
Kennedy, sales director, Slalom. "We're able to bring
together storytelling, marketing and sales in a way that drives
real outcomes for our business. When engaging with today's leading
companies, any misstep can be risky. The power of AI aligns our
account teams around unprecedented insights, ensuring that we
connect with the right clients and prospects at the right time, and
with the right information to drive ROI for their business."
- "Account-Based Marketing has proven to be a potent strategy to
drive personalized campaigns and deeper customer engagement," said
Corinne Sklar, global chief
marketing officer, Bluewolf. "Our Marketing Services practice has
enabled thousands of companies to achieve their business goals with
Salesforce, and Einstein ABM, with the power of AI, will help
marketers validate ROI, automate next best action and get even
closer to customers."
- "The combination of artificial intelligence and ABM will be
transformative for B2B companies," said Chris Golec, CEO, Demandbase. "As an ABM leader
and Salesforce partner, Demandbase is excited to build upon our
relationship together by providing AI-enabled ABM solutions to our
customers that span advertising, marketing and sales with the
world's #1 CRM provider."
- "Today's B2B companies are struggling with ABM. There are so
many moving parts to a successful ABM program that it makes it
difficult to find a single, off-the-shelf, end-to-end ABM solution.
As a result, companies are forced to invest in vendors that solve
for one-off needs, resulting in disparate data and disjointed
communication with their most valued accounts," said Keith Dawson, principal analyst, 451 Research.
"Salesforce's Einstein ABM layers artificial intelligence into a
solution, aligning sales and marketing teams, improving lead
targeting and shortening sales cycles."
Pricing and Availability
- Einstein Lead Scoring, Einstein Account Insights and Einstein
Opportunity Insights are all part Sales Cloud Einstein, which is
generally available today at $50 per
user, per month with any Sales Cloud Enterprise Edition license and
above.
- B2B Marketing Analytics is generally available today for
$300 per month, for up to five users.
Sales Analytics is generally available today for $75 per user, per month.
- Multi-Touch Campaign Insights is currently in pilot and is
expected to be generally available in the second half of 2017.
- Engagement Studio is generally available today with Salesforce
Pardot B2B Marketing editions starting at $1,000 per organization, per month.
- Salesforce Engage is generally available today for an
additional $50 per user, per month
with any Salesforce Pardot edition.
- Advertising Studio is generally available today for
$2,000 per organization, per
month.
Additional Information
- To learn more about Einstein ABM please visit:
https://www.salesforce.com/products/marketing-cloud/account-based-marketing
- To learn more about Marketing Cloud, please visit:
https://www.salesforce.com/products/marketing-cloud/overview/
- To learn how to make your B2B sales and marketing strategy
smarter with Trailhead, please visit:
https://trailhead.salesforce.com/en/modules/mrkt_cloud_basics
- To watch the livestream of the Paris World Tour keynote, please
visit: https://www.salesforce.com/video/
Connect with Salesforce
- Like Salesforce on Facebook http://facebook.com/salesforce
- Follow @salesforce @marketingcloud @Pardot on Twitter
About Salesforce
Salesforce, the global CRM leader,
empowers companies to connect with their customers in a whole new
way. For more information about Salesforce (NYSE: CRM), visit:
http://www.salesforce.com.
Any unreleased services or features referenced in this or other
press releases or public statements are not currently available and
may not be delivered on time or at all. Customers who purchase
Salesforce applications should make their purchase decisions based
upon features that are currently available. Salesforce has
headquarters in San Francisco,
with offices in Europe and
Asia, and trades on the New York
Stock Exchange under the ticker symbol "CRM." For more information
please visit http://www.salesforce.com, or call
1-800-NO-SOFTWARE.
Rights of ALBERT EINSTEIN are
used with permission of The Hebrew University
of Jerusalem. Represented exclusively by Greenlight.
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SOURCE Salesforce