Steps for Building an ABM Program like Salesforce

Apurva Pathak | December 18, 2021 | 133 views

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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dgs is a provider of outsourced online customer acquisition solutions principally to large, consumer-facing organizations and to clients offering products or services to business users. A business seeking to attract customers online can do so by procuring advertising from search engines and other providers, directing consumer attention to a website or a contact center, and then selling interested consumers its products or services. dgs provides outsourced solutions to businesses for some or all components of this set of online customer acquisition services. As an outsourcer, dgs will procure paid search advertising, develop and manage branded web sales portals, and establish and maintain sales contact centers for its clients.

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Audience AI delivers outstanding revenue growth for Verizon Protect campaign. Audience AI was used by the Verizon consumer marketing team to better target and expand the audiences for Verizon Protect, the company’s leading device insurance product. Protect is offered periodically during time-limited “open enrollment” campaigns and is targeted to customers who had not elected to add Protect at the time of their device purchase. Audience AI achieved outstanding results for the campaign: 51% incremental take rate from the campaign compared to the existing audience selection model $378k incremental revenue generated Three key features of Audience AI As a self-serve audience-building tool for increasing campaign relevancy and ROI, Audience AI offers the following essential features: Simple. Audience AI has an easy-to-navigate user interface. Any member of the marketing team can feasibly turn around effective campaign audiences without the need for specialist support. Responsive. Marketing users can query a range of predictive indicators in real-time to identify their target customers. Audience building has been a complex and time-consuming job that relies upon human intuition supported by data analyst teams. Audience AI makes the process much easier, taking the guesswork out of audience development and saving campaign managers hours of time. Safe. Audience AI bypasses the need for extensive legal approvals by utilizing the Intent HQ SafeSignal engine to deliver privacy-safe audience data. How Audience AI works Audience AI is a machine learning tool that uses behavioral and/or event-based inputs to create an audience ‘seed’. Intent HQ’s proprietary data science algorithms create a viable and relevant campaign audience at a statistically significant scale. What the industry thinks about Audience AI Patrick Fagan, Head of Behavioural Science at Kubik Intelligence says, “Audience AI is the only audience creation solution that harnesses the power of machine learning to analyze weblogs and other behavioral data. This allows telco marketers to build targets of behaviorally similar customers that would not otherwise be easily identifiable. Most importantly, it has full consumer privacy baked into the design.” Andy Herz, Director, Value-Based Marketing at Verizon, says, “We wanted to see if we could take our audience targeting to the next level by leveraging behavioral insights developed with Intent HQ’s platform. Our goal is to create marketing that is so relevant to our customers that they view our messages as helpful suggestions as if we were a friend. Audience AI is helping us do that by giving our marketers fingertip access to human-level insights and making them truly actionable. The results have been exceeding expectations, sometimes by a very wide margin.” See Audience AI in action at Digital Transformation World. Intent HQ will launch Audience AI at TM Forum’s Digital Transformation World in Copenhagen, 20 – 22 September 2022. Visit booth 249 in the Quad to see this unique martec solution in action. About Intent HQ. Unlocking customer intent. Intent HQ is an AI analytics platform company that enables service providers, such as telecommunication companies, to leverage previously untapped subscriber data to significantly improve marketing campaign lift and generate new revenue streams through data monetization. Unlocking customer intent, our proprietary privacy-safe platform uses advanced AI and machine learning to draw on detailed insights gathered from diverse behavioral data sets. This allows our clients to take marketing and customer experience to a new level of personalization while completely preserving privacy and compliance. Nominated as one of the fastest-growing companies on the FT 1000 ranking, Intent HQ is a global team of 100+ data scientists, digital marketers, CRM experts, and psychologists with operations in London, New York, Barcelona, and Lisbon. To learn more about Intent HQ and its range of products, go to www.intenthq.com.

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6sense Ranks No. 550 on the 2022 Inc. 5000 Annual List, With a Three-Year Revenue Growth of 1136 Percent

6sense | August 22, 2022

Today, Inc. magazine revealed that 6sense, the leading platform for B2B organizations looking to generate predictable revenue, moved up 386 spots on the esteemed Inc. 5000 to No. 550. The Inc. 5000 list is the most prestigious ranking of the fastest-growing private companies in America. The annual list represents a one-of-a-kind look at the most successful companies within the economy's most dynamic segment — its independent businesses. "We are dedicated to transforming how sales and marketing teams grow revenue, efficiently and predictably," said Jason Zintak, CEO of 6sense. "We are dedicated to transforming how sales and marketing teams grow revenue, efficiently and predictably," said Jason Zintak, CEO of 6sense. "The growth 6sense has experienced the past few years is a direct result of our difference makers—our employees, who inspire me with their passion, creativity, and integrity, and who give our customers the confidence that 6sense will continually provide meaningful value. This recognition is an honor we celebrate together." 6sense Revenue AI™ is the market-leading platform used by B2B revenue teams to address the $2 trillion in waste across sales and marketing efforts each year. Applying the power of AI, big data, and machine learning to replace uncertainty with insights and confidence across the entire buyer's journey has proven to increase average deal sizes by 100%, improve conversions by 20%, and close deals 30% faster. "Building 6sense, we believed that knowing when buyers were in market to buy could vastly improve the B2B buying experience — and increase revenue for our customers. It was a simple idea, but hard to do. It would take best-in-class data, analytics, and AI to surface game-changing insights that predict which accounts are in market. Rising the ranks of the Inc. 5000 list is a significant recognition of the hard work and resilience every founder, leader, and team pours into their ideas," said Viral Bajaria, CTO and co-founder of 6sense. "The accomplishment of building one of the fastest-growing companies in the U.S., in light of recent economic roadblocks, cannot be overstated," says Scott Omelianuk, editor-in-chief of Inc. "Inc. is thrilled to honor the companies that have established themselves through innovation, hard work, and rising to the challenges of today." 6sense has won several awards and distinctions this year, including being named a Forbes Cloud 100 Honoree, MarTech Breakthrough winner, B2B Marketing ABM Platform of the Year, Forbes AI 50, and one of the Top 50 Best Companies to Sell For. Complete results of the Inc. 5000, including company profiles and an interactive database, can be found at www.inc.com/inc5000. About Inc. The world's most trusted business-media brand, Inc. offers entrepreneurs the knowledge, tools, connections, and community to build great companies. Its award-winning multiplatform content reaches more than 50 million people each month across a variety of channels including websites, newsletters, social media, podcasts, and print. Its prestigious Inc. 5000 list, produced every year since 1982, analyzes company data to recognize the fastest-growing privately held businesses in the United States. The global recognition that comes with inclusion in the 5000 gives the founders of the best businesses an opportunity to engage with an exclusive community of their peers, and the credibility that helps them drive sales and recruit talent. The associated Inc. 5000 Conference & Gala is part of a highly acclaimed portfolio of bespoke events produced by Inc. For more information, visit www.inc.com. About 6sense 6sense reinvents the way organizations create, manage, and convert pipeline to revenue. 6sense Revenue AI™ captures anonymous buying signals, targets the right accounts at the ideal time, and recommends the channels and messages to boost revenue performance. Removing guesswork, friction, and wasted sales effort, 6sense empowers sales, marketing, and customer success teams to significantly improve pipeline quality, accelerate sales velocity, increase conversion rates, and grow revenue predictably. 6sense has been recognized for its market-defining technology by Forbes Cloud 100, Gartner, and Forrester, and for its strong culture by Glassdoor, Inc. Magazine, and Comparably. For more information, visit 6sense or follow us on LinkedIn and Twitter.

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