• by Ray Schultz , March 16, 2021

B2B marketing and sales teams have a new solution from Salesforce for creating account-based marketing (ABM) campaigns across email, web, social, and digital events. 

Salesforce has added two new features within Salesforce Digital 360 that it says will help brands apply Einstein, a Salesforce technology, to identify accounts that exhibit the strongest buying signals.

One of the new tools -- Einstein Key Account Identification -- uses AI to surface the accounts with the highest likelihood to make purchases, the company says. 

In addition, it provides recommendations and insights for companies trying to sell to these accounts.  

The other new offering, Accounts as Campaign Members, uses AI-powered insights to create personalized ABM campaigns for top-tier accounts, says Salesforce.

This utilizes Pardot’s B2B marketing automation technology to target campaigns.

Teams can tier accounts in prioritized order, using their Salesforce CRM and marketing engagement across the web, the company states.

One firm that has tried the new capability is Salesforce consulting partner Sercante. 

"Using Einstein Key Account Identification has given us an AI boost in prospect identification and outreach," says Andrea Tarrell, CEO and founder of Sercante. 

ABM capabilities are essential as live interactions have dwindled in response to COVID-19, Salesforce contends. 

“Pre-pandemic B2B reps met customers where they were looking to do business — dinner meetings, live entertainment events and industry conferences,” writes Meredith Brown, senior vice president and head of product, Salesforce Pardot.

Brown adds: “Now, these customer interactions are primarily happening digitally from anywhere, with Zooms as the new conference rooms and sales deals closed in home offices.”