Marketing and sales teams can kick-start their ABM initiatives with ABM Essentials from Marketo Engage, part of Adobe Experience Cloud. ABM Essentials – the industry’s most complete ABM solution – brings together the power of ABM and Customer Experience Management (CXM) to put people and experiences at the centre of their B2B marketing strategies and create new account-based experiences (ABX).
Helping marketers launch more comprehensive ABX strategies even faster, Adobe is announcing two new innovations in Marketo Engage to empower marketers to provide personalised experiences that their buyers demand across touchpoints.
New artificial intelligence capabilities to identify the right accounts
Brands can already build and prioritise target account lists using Marketo Engage’s Account Profiling, and it is expanding its Account Profiling capability to go beyond existing accounts and contacts. Early next year, Account Profiling will use the AI-powered models to search more than 25 million companies and more than 500 million data points to proactively recommend net-new accounts that are worthy of being considered as target accounts. With the expanded Account Profiling capability, AI will do the work for marketers and uncovers the new accounts faster and easier.
“Account-based marketing (ABM) has become a cornerstone of modern-day B2B marketing, and to be successful, it needs to coexist and augment existing traditional lead-based strategies. As B2B marketers, who haven’t yet made the ABM leap, attempt to define and implement their ABM strategy, we often hear that they are challenged with how to begin and intimidated at the process,” explains Brian Glover, Director of Product Marketing – Marketo Engage, Adobe.
“Even when marketers know the right accounts to pursue, it’s not easy to identify the exact contacts within those accounts, which is why Adobe is expanding its LinkedIn integration. Through the power of Marketo Engage and LinkedIn, marketers can be connected to the right contacts via the world’s most popular professional social network.“
Expanded LinkedIn integration to target the contacts with the accounts that matter most
Adobe recently discovered that, 53% of people in the UK are on social media networks such as LinkedIn, even before they head into the office every morning, making it an ideal channel to discover and target B2B professionals. However, Brian continues “even when marketers know the right accounts to pursue, it’s not easy to identify the exact contacts within those accounts, which is why Adobe is expanding its LinkedIn integration. Through the power of Marketo Engage and LinkedIn, marketers can be connected to the right contacts via the world’s most popular professional social network.”
Marketo Engage’s newest integration with LinkedIn is an extension of its current LinkedIn Matched Audiences capability. Now, marketers can sync a list of accounts from Marketo Engage to LinkedIn, whether the contacts within those accounts are known or unknown, so they can be easily targeted on LinkedIn with paid media.
Furthermore, customers can leverage LinkedIn’s extensive audience segmentation to filter for role, interest, job function and more. This extended LinkedIn capability, now globally available to all ABM Essentials customers, is complementary to existing Marketo Engage LinkedIn integrations, giving marketers the ability to send a list of leads and accounts to LinkedIn from Marketo Engage for personalised ad targeting.
Additionally, to help marketers kick-start their ABM strategy and get started with ABM Essentials, Marketo Engage is offering new ABM-specific services to its customers. An ABM Essentials Launch Pack, ABM Strategic Planning Workshop, and Account Profiling consulting hours are available today for ABM Essentials customers.