As powerful as ABM campaigns are, they can place a great strain on your organisation’s marketing resources and budget, particularly when you’re targeting several different accounts concurrently. This is where marketing automation comes into play.
Pardot (along with an innate AI module) helps you to automate much of the ABM process to get the most out of your campaigns. Here are some of the ways in which you can utilise Pardot’s marketing automation features to increase the efficiency and profitability of your ABM campaigns:
Identifying key accounts.
You can direct your ABM efforts at high-value accounts by creating an account-centric view across your CRM, engagement, and external data.
Engaging buyers everywhere.
You can build cross-channel and personalised account engagements on a single platform that is natively integrated with your CRM (Salesforce). Harness Pardot’s Engagement Studio to build customer journeys based on your buyer personas and segmentation model.
Delivering connected engagements.
With a single account-centric view, your marketing and sales teams are aligned, placing you in the best position to get the most out of your ABM efforts and close bigger deals. With Pardot’s Account Engagement History view you can easily get a picture of account health and engagement.
Growing customer relationships.
You can optimise your business processes with account analytics to increase customer lifetime value.
With the Salesforce Winter ’20 Release, which was made globally available on 14 October, 2019, Pardot received a new feature that gives sales and marketing users the ability to explore data firsthand by adding Engagement History Dashboards to a tab on account records.
To take advantage of this feature you need to ensure you:
- Enable Embedded Engagement History Dashboards
- Add the Component to Account and Campaign Pages
- Assign the “Analytics View Only Embedded App” Permissions
Measure and optimise campaign performance
With focus now on high-value B2B accounts, it’s important to continually collect data and refine your campaigns to deliver the best messaging to your customers.
Using Pardot’s B2B Marketing Analytics, you can track campaign performance through every channel, track how prospects move through the sales funnel, and easily optimise your campaign content based on real-time insights.