6 Ways Salesforce Can Drive Account-Based Marketing

By Danni White - Last Updated on February 12, 2020
Salesforce for Account-Based Marketing

For companies looking to efficiently create and manage their account-based marketing strategies, Salesforce is an incredible tool. As a CRM platform that brings departments together, provides automation, segments customer data, and more, using Salesforce for marketing and sales strategies is a very wise move. Many marketers, however, are unsure of how to do Account-Based Marketing in Salesforce, leaving them missing out on such a powerful force. In order to help clear up some confusion, here are six ways in which Salesforce can drive account-based marketing.

1. Build Smarter Segments and Identify the Right Accounts with Lead Scoring

From the beginning of your use with Salesforce, you are gathering tons of data on your customer base. You can use this data that you collect including the basic client information, the amount of revenue they generate in your company, how likely they are to buy, and more. In fact, some of the Salesforce apps have over 100 data fields for client information. Then, use this data to create your ideal customer profile and then segment clients using Salesforce apps.

Knowing your ideal customer profile gives you powerful information that you can use to create smarter, more targeted sales strategies. This can significantly improve your sales numbers and overall sales revenue. Businesses across industries such as IT, manufacturing, retail, healthcare, finance, and the public sector have reported around a 28% increase in sales revenue after implementing Salesforce.

2. Expand Your Customer Base

You already have some company data, but this is the time for you to take it further. At this point, a vital step is to identify contacts within those companies that are in line with your ideal customer profile. The more information you have on a contact, the smarter the segments and the more personalized the content. They also need to be decision makers, or within decision makers’ circle of influence. Additionally, you can use the information gathered about potential leads to reach out to new clients.

3. Deliver Account Specific Content for Improved Engagement

As Salesforce is a platform for customer relationship management, it can help you improve your customer engagement. Salesforce is a valuable tool for getting to know your customers better than ever and automating personalized messages for different customer actions. It is also a great tool for creating and delivering account specific content, offers, and more. This content may include eBooks, whitepapers, blog posts, email, video, and more.

4. The collaboration between Sales and Marketing

The Salesforce CRM platform brings customer information and insights into a shared space that both sales and marketing can use. It keeps data secure while giving these departments access to the information they need to personalize the customer experience. With this unified platform, departments are no longer working on separate goals or with different information.

5. Optimize Campaign Performance from Beginning to End

A lot of business is lost due to the drop off nurturing clients after the beginning of the sales journey. With Salesforce, customer engagement tracked and made visible to all necessary departments. As the customer view is in one area with all the necessary information, employees see all previous engagement and know what steps to make next. With collaboration between departments, campaigns can finish just as strong as they began.

6. Advocate Beyond the Close

Just as engagement often drops off after the beginning of the sales journey, it sometimes completely disappears after a sale. This is a costly mistake as your clients want to know that they are valued, and you should aim to build a loyal, long-lasting customer base. Use Salesforce to track customer activity and determine who needs to be nurtured after the deal is closed.

If you have yet to start using Salesforce, wait no more. They offer a free 30-day trial for you to get a feel for the platform. Additionally, they offer training and demos for both new and current users. Both ABM and CRM are very important factors in a company’s success in current times. Try out Salesforce to experience its benefits in your marketing and sales strategies today.

Danni White | Danni White is the Director of Content Strategy and Development at Bython Media and the Editor-In-Chief at TechFunnel.com, a top B2B digital destination for C-Level executives, technologists, and marketers. Bython Media is also the parent company of OnlineWhitepapers.com, BusinessWorldIT.com, List.Events, and TheDailyPlanIOT.com.

Danni White | Danni White is the Director of Content Strategy and Development at Bython Media and the Editor-In-Chief at TechFunnel.com, a top B2B digital destin...

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