Driving Strategy, Implementation and Execution for Einstein ABM

Account-based marketing (ABM) is a popular and much-hyped movement in today’s B2B marketing strategy space. Most practitioners and thought leaders agree that optimized data, CRM, and Marketing Automation play a critical role in any account-based approach. ABM can create and drive the right prospects into the funnel, create better engagement, and increase the ROI on strategic accounts in your business. The most effective ABM programs require a multi-channel approach that keeps your company’s message in front of key decision makers at your target accounts.

Source – Q&A: 10 ABM FAQs — And Five More That B2B Marketers Should Ask More Often, March 2017, Forrester

Radius and Bluewolf have come together to provide insights and a detailed blueprint on how to plan, build and execute an account-based marketing strategy, leveraging Salesforce Einstein ABM Services Accelerator.

What is Einstein ABM Services Accelerator?

Einstein ABM Services Accelerator is a transformative solution that enables collaboration, insight and orchestration on Salesforce to enable Account-Based Marketing.

Account-Based Marketing focuses on real-time collaboration across marketing and sales on target accounts. When integrated with Pardot, the new tools available from the ABM Partners like Radius, make it possible to operationalize Sales and Marketing Alignment on Salesforce. Once Sales and Marketing agree to work from the same account list, they can turn to AI to surface insights on an account that guide them to the next best action.

Salesforce provides the critical infrastructure and sales insights an organization needs for the backbone of an ABM transformation. And now with Bluewolf quarterbacking organization mobilization, and Radius delivering the industry’s best B2B data and integrated intelligence, Salesforce customers can accelerate their ABM adoption and maximize the revenue benefit.

How can you maximize results for Einstein ABM?

Modern go-to-market organizations can realize the revenue potential of Einstein ABM by utilizing the Radius Revenue Platform, in combination with Bluewolf’s mature delivery methodology to implement and innovate rapidly.

Reorienting a company from traditional demand generation and sales development to ABM is not a simple transition. The ABM transformation touches all aspects: people, process, and technology in the go-to-market organizations. Through Align™ workshops and roadmap design, Bluewolf brings stakeholders together to build consensus on an ABM methodology: the critical set of selecting target account list, and one-to-one marketing strategies. Radius works side-by-side with Bluewolf and the clients to incorporate the best data, intelligence, and channel strategy applications to move key indicators across business functions.  

Any initiative that has the potential to transform the customer engagement model requires buy-in from both the business and IT. By bringing system integration and customer experience expert — Bluewolf —  to the table, alongside the leading data and predictive intelligence platform —  Radius — clients can move from legacy systems to an AI-driven ABM model in Salesforce Einstein. You can see every phase, task, and deliverable in the Einstein ABM Blueprint.

What’s the impact of bringing Bluewolf and Radius into an Einstein ABM implementation?

Why would an organization invest time, budget, and effort to make this shift? And what is the incentive for technology vendors, service providers, and sellers to push the transformation forward?

The answer is simple: outweighed return on long and short term revenue.  Research-backed takeaways by the ABM Leadership Alliance and TOPO can help organizations understand the impact of pursuing an ABM strategy with technology at its core.

Einstein ABM

 

We believe that ABM has become a dominant go-to-market strategy because big data, sophisticated analytics, and sales enablement capabilities will accelerate B2B marketing’s ability to plan and execute ABM strategies at scale.

Q&A: 10 ABM FAQs – And Five More That B2B Marketers Should Ask More Often, March 2017, Forrester

While the reason to shift is simple, the execution is hard and most companies have not started their journey. According to Forrester, ABM is still a greenfield market as 64% of B2B marketers have yet to initiate account-based activities. The delay in action can be attributed to the top three challenges to implementing ABM cited marketing leadership.

  1. Sales and Marketing Alignment
  2. Execution: Process, Data, Orchestration
  3. Target List / Account Selection

Together, Radius, Bluewolf, and Einstein ABM are uniquely positioned to overcome these exact challenges.

The proliferation of vendors, thought-leadership, and early case studies will continue to apply adoption pressure to modern B2B leaders. Sellers and marketers can take advantage of this seismic shift by becoming river guides to organizational buy-in and implementation.

The Einstein ABM Blueprint

Even with an intuitive software like Salesforce Einstein, making the ABM transformation doesn’t happen overnight. But with a detailed plan of who needs to do what, when, and experts to guide you along the way, even the largest organization can migrate to an account-based approach.

Read the detailed Einstein ABM Blueprint to see every task and deliverable to fully implement Salesforce Einstein ABM and Radius.

This document is what actual practitioners in marketing and sales use along the entire journey – from early stage audits all the way till you run an omnichannel campaign targeted toward the perfect accounts.

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