Steps for Building an ABM Program like Salesforce

ABM_Program_like_Salesforce
Many marketers define ABM as good B2B marketing. Targeting the right accounts at the right time with an appropriate message is the golden aim of account-based marketing (ABM). ABM ensures not only reach but also accuracy.

In an interview with Media 7, Ryan Phelan, Marketing Chief / Fractional CMO at Origin Email, talked about the importance of ABM technology and the challenges in marketing after the COVID-19 pandemic began.

"B2B companies should adopt ABM technology to level up their communications and react quickly."


ABM technology enables marketers to hit pipeline and revenue targets swiftly while working alongside sales teams.

Salesforce provides ABM automation to its clients using AI Einstein technology in their Customer Success Platform. But what does Salesforce’s ABM platform look like? How are they finding accounts that need a sophisticated AI-run ABM marketing platform?


How Salesforce Created Its ABM Program

Salesforce considered B2B buyer behavior (purchase intent and engagement) to deliver a solid marketing and sales experience for each of its strategic accounts. Accordingly, it took the following steps to kick-start its ABM program:


Defining ABM

Salesforce ABM marketing team handles campaigns that target 300 or fewer accounts.

An ABM program can have many approaches. It can be 1: Many, 1: Few, or 1:1. The smaller the radius of the process, the more hyper-focused the campaign, content, budget, and customer journeys are.

By simply aligning their approach strategy with defined ABM, Salesforce achieved larger deal sizes, higher sales win rates, higher ROI, and faster revenue growth compared to other marketing strategies. It suitably approached accounts that it thought were high value and showed buyer intent for their products and services.


Choosing a Suitable Account-based Platform

Salesforce was aware that it would have to engage a variety of vendors and platforms to run its ABM program smoothly. It had to go beyond building a foundation for its program. For that, it needed dedicated tools and resources. Without account-based partners that could provide them with these tools and resources,it would be difficult to implement their program. They chose RollWorks as their account-based partner, to set up their ABM program.


Putting Together a Dedicated Team to Ensure ABM Program’s Success

Creating a single team to support and execute the ABM program was crucial before launching the ABM campaigns Salesforce had planned. They had teams who knew what ABM was all about; they even ran campaigns in silos. So, Salesforce pooled its ABM resources and formed a single team to carry out ABM-related operations.


Identifying Strategic Target Accounts

With the support of technology, Salesforce validated the list of target accounts and filtered out accounts that weren’t such a good fit using their first-party data. They made sure they looked at all the possible data they had, including third-party, so there was no scope for error. As a result, they had a list of high-value accounts with an ideal customer profile (ICP).


Engaging the Target Accounts

After the target accounts were identified, Salesforce ran campaigns of highly customized content for each stage of the sales journey to entice prospects. Once the prospects entered the sales pipeline, hyper-personalized messages, ads, and emailers were sent to them using AI.


Using Data for Continued Engagement

Salesforce ABM campaigns used all available data to create new or repurpose existing content assets like customer stories, consultation forms, research reports, and blog posts to nurture the leads at every stage.


Cultivating Customer Relationships

Using a specially created ABM dashboard, Salesforce monitored its campaign results to understand which content its leads engaged with the most. Then, it removed the content that did not generate engagement to streamline engagement with previous unengaged leads. The secret was to create humane content that didn’t have buzzwords, consistently maintain brand voice and tone, and make special content that the leads could resonate with.

Educating and engaging the leads increased the deal sizes and customer lifetime value. Holistic reporting helped them evolve their ABM strategy continuously.

By creating a robust ABM program that took care of its targeting accounts’ evolving needs, pain points, and expectations, Salesforce saw a 24 percent faster revenue growth and an 87 percent higher ROI.


How Salesforce Got a 30 Percent Close Rate by Using ABM Technology

While promoting their Boston World Tour Series, Salesforce used ABM campaigns to get registrations. One out of their fourtarget accounts engaged with their content, and an average of five contacts per account engaged with them. In six weeks, they got in touch with 410 target accounts, of which 110 engaged with them. They achieved a 30 percent close rate for their campaign.


Creating an ABM Program like Salesforce

Salesforce has come a long way by using ABM technology to expand its offerings. It has AI-powered products, tools, and services that provide ABM automation to other companies. For example, their ABM Salesforce Marketing Cloud product has helped brands like Herman Miller achieve a 200% increase in their email revenue.

To create an effective ABM program like Salesforce, you can use their steps as a blueprint. These steps apply to all kinds of businesses, but if you still don’t know how and where to start, find the answers to the following questions to comprehend what you can do next:

  1. Do you think ABM is right for your business?
  2. Are there any customer accounts that require special attention?
  3. Can your business fund expert consultation for ABM and eventually an ABM program?

Once you find the answers to the above questions, you can take your first step towards building an effective ABM program that can help you scale your business.


Conclusion

ABM technology is revolutionizing B2B marketing by harnessing AI and targeted approaches, personalization, and automation using high-quality intent data. Implementing an effective ABM strategy is crucial to driving ROIs and growth.

FAQ


How does ABM differ from a traditional lead generation marketing strategy?

ABM helps you target high-value accounts with hyper-personalized content, instead of presenting generic content to unclassified accounts.


What is an ABM platform?

An ABM platform is a technology that helps marketers run their ABM programs at scale.

Why is ABM important in your marketing efforts?

With the help of ABM, marketers may be able to shorten their sales cycle, increase their marketing involvement in the sales funnel, and achieve a high ROI.

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Aspen Marketing

Aspen Marketing Services is a leading global marketing services agency with offices and resources throughout the world. A division of Epsilon, Aspen builds long-term relationships with clients, many of which are in the Fortune 100.

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Business Wire | November 03, 2023

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Being named a Leader for the third year in a row fuels our drive to keep raising the bar. 6sense leaders believe notable product launches this year contributed to the company’s ability to remain a Leader and strengthen its ability to deliver significant value for both marketing and sales teams, including 6sense Revenue AI for Sales and Conversational Email's AI Writer. The company's dedication to product innovation and customer-driven roadmaps solidifies its standing as the premier Revenue AI platform for go-to-market teams. “Over the past decade, 6sense has been at the forefront of the data and AI revolution, and we're proud to have played a pivotal role in helping our customers drive revenue growth with efficiency,” said Viral Bajaria, CTO and co-founder of 6sense. “Our unwavering commitment to uniting data and AI has empowered businesses to make smarter, data-driven decisions and achieve remarkable results. We look forward to continuing to lead the way in this space, delivering cutting-edge solutions that enable our customers to stay ahead of the curve and maximize their success.” “6sense has more than a decade of experience offering AI-backed solutions, including generative AI, to support our customer’s go-to-market success. Our AI solutions not only provide a multitude of possibilities for revenue strategy but also enhance long-term success for our customers,” stated Viral Bajaria, CTO and co-founder of 6sense. “We are committed to a clear and inspiring vision, focusing on driving efficient revenue growth that is customer-driven and achieved through our utilization of superior data and proven AI innovation.” Customer Satisfaction in the Market In addition to being named a Leader in this Magic Quadrant, 6sense also holds the highest overall rating (4.6 out of 5) based on 53 reviews as of April 30, 2023 and the most 5-star reviews –on Gartner Peer Insights Voice of the Customer for Account-Based Marketing Platforms. Highlights from customers who shared their experience of using the 6sense platform in the past year include: “Best martech AI tool to empower sales and marketing team for informed decision making.” – Sales and Business Development Strategy Manager in the healthcare and biotech industry “The alignment of marketing and sales priorities, processes, and accounts provides clarity into our total revenue funnel. We've identified new opportunities, accelerated existing opportunities, and learned more about the interests of existing relationships because of 6sense.” – CMO in the IT services industry “Choose 6sense and get ready for one of the best SaaS experiences you will ever have.” – VP of Global GTM Operations in the software industry. Gartner states in the report that “Leaders demonstrate broad support for all ABM critical capabilities and consistently meet customer needs across the three core ABM use cases (acquisition, renewal, and expansion). 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Read More

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