Salesforce introduces AI-powered account-based marketing tools

Einstein, Salesforce’s Account-Based Marketing (ABM) technology provides companies with a complete B2B marketing platform.Built on Salesforce’s ABM technology, it uses AI to help marketing and sales teams understand buyers in strategic accounts, focus on their most important sales opportunities and deliver personalized content to strengthen relationships with their customers.

Einstein Key Account Identification uses AI to surface the accounts with the highest likelihood to purchase, and provides scoring, recommendations and insights for companies to market and sell to these accounts. Now companies can use AI to analyze data across their Salesforce CRM and marketing engagement across the web to tier accounts in prioritized order. This helps marketing and sales teams focus on priority accounts — optimizing their resources to close deals faster.

Accounts as Campaign Members uses AI-powered insights to create personalized ABM campaigns for every buyer within top-tier accounts. This new capability allows organizations to target their most valuable accounts even if they do not have any contacts for that account. They can then add the new account contacts into their marketing campaigns the moment they are identified. Previously, marketers could only target an account if they had an individual contact in their CRM. Now, marketing and sales teams can create ABM campaigns in seconds, and deliver targeted campaigns across email, web, social, and digital events. Pardot’s B2B marketing automation technology is built on the core Salesforce platform, targeting campaigns to a Salesforce account object is unique and exclusive to Pardot users.

According to its press release, Einstein Key Account Identification and Accounts as Campaign Members are both expected to be generally available later this year.

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