Recently, a lot of my customers have been enquiring about how they can improve their Account-Based Marketing (ABM) strategy using Salesforce and Pardot. There are several features available now that can be leveraged for ABM. Read on to find out the different use cases for these tools!
Pardot Tools and Features
Dynamic Content
Dynamic content on the web and in emails are a great method to reach out to specific accounts, displaying different content variations based on what you know about them. It’s a feature used by marketers to personalise communications and show how well you know your customers.
You can use Dynamic Content to display custom HTML based on prospect criteria. When a prospect matches the criteria, a variation of the content displays. An example of this is by basing dynamic content on the Industry field, and customising the messaging displayed:
Nurture Programs
Engagement programs can be used to nurture key account prospects and provide them with offers, case studies and valuable content about your products and services. You can leverage campaign member statuses and Salesforce Tasks to collaborate with Account Managers on ABM nurture campaigns.
Salesforce Tools and Features
Accounts as Campaign Members
You can now add Accounts as campaign members in order to group together your key accounts and produce reports to monitor account activity and success. The capabilities of this feature are fairly limited. It is not possible to segment prospects by their account’s campaign membership or report on account campaigns in Pardot.
Once enabled, you can add accounts as campaign members to campaigns, and leverage campaign member statuses to indicate actions taken for the account for a specific campaign. You can then create a report to share with your team in order to increase collaboration:
Einstein Key Accounts Identification (Beta)
This feature creates a scoring model which is based on your previous opportunity data, and provides a tier ranking for individual accounts. It includes account attributes and engagement metrics.
Einstein looks for patterns in your accounts and related objects to find the attributes that are most important to a successful outcome.
There are three components to the Einstein Key Accounts card:
- Tier ranking – this is a letter range which indicates that the account has correlations with other successful accounts, with A being the highest tier and a good indication.
- Likeliness to convert – Einstein calculates this and provides a good indication of whether this account may convert based on historical data trends.
- Key factors – provides insight about the attributes such as industry or company size that impact the ranking and likeliness to convert.
Account-Based Marketing Dashboard – B2BMA
There is an out of the box dashboard in B2BMA available now, which provides insights on your most engaged and profitable accounts.
Filter this dashboard by account or by date range to see the total pipeline value, open opportunities, contacts and sales events per account. This way, you can prioritise your top accounts and ensure things keep moving.
Next Steps and Recommendations
Consider enabling some of these features to monitor and empower your ABM strategy. First, I recommend the following actions:
- Identify your Key Accounts
- Consider which features and tools to enable
- Create a pilot campaign to test your strategy
- Review and optimise before rolling out to Key Accounts
For support with your strategy, please get in touch!
