Salesforce Unveils AI-powered new Account-based Marketing Tools

To help the sales teams scale their campaigns, Salesforce introduces new AI-powered account-based marketing (ABM) capabilities attached with Salesforce Digital 360.  Einstein Key Accounts Identification analyzes customer characteristics and engagement-based buying signals and identifies the different accounts most likely to make a purchase. Meanwhile, Accounts as Campaign Members lets companies target a total account straight even if there aren’t any contacts for the account.

To tier accounts in a prioritized order, companies can analyze customer relationship management platforms and marketing engagement data across the web, using Einstein Key Account Identification. According to Salesforce, this aims to help sales and marketing teams focus on various priority accounts and close the deals faster by potentially optimizing the resources.

Using accounts as Campaign Members, companies can easily make use of AI-powered insights for creating personalized ABM campaigns for different buyers among top-tier accounts. The moment they are identified, the feature syncs new account contact automatically into marketing campaigns. Marketers were able to target only one account earlier if they had an individual contact. Both Accounts as Campaign Members and Einstein Key Account Identification are now available for Salesforce Digital 360 customers.