12 Mar The future of ABM (Account Based Marketing) and Pardot
When one wants to understand the future of ABM, one should listen to the leaders in the marketing automation industry, and those who drive it – marketing automation product strategists.
Last February 20th, we read an interview with Michael Kostow, SVP and GM at Salesforce Pardot. Michael is responsible for driving Pardot product strategy and market execution.
We will get to the bottom lines of this interview just in a minute. In the last Pardot ’10 Spring release, Pardot users have noticed the presence of Pardot Einstein.
Something dynamic and exciting is happening at Pardot.
Pardot is shifting up a gear – and now promises 6 releases a year (we’ll have to see if they deliver), but one can expect releases from Pardot these: February, April, June, August, October and December !
It all makes sense when you read what the man behind the strategy has to say about ABM.
In the past, we have reported about the Salesforce efforts to put efforts and resources towards aligning, as much as possible, marketing and sales when they introduced Pardot for Lightning. That’s a great strategy executed by Salesforce – leveraging the power of the world’s #1 CRM in order to push and integrate seemlessly with Marketing Automation.
Pardot Einstein does exactly that.
Pardot Einstein is here to automatically pull meaningful Marketing data – to boost Sales in the ‘now’ economy.
Now back to the interview.
When asked about the maturity of Data Management and Sales Intelligent tools baked into today’s ABM platforms, he answered:
ABM platforms are becoming more powerful, providing the insights needed to connect in a more personalized way with prospects. We’re even seeing marketing and sales teams with the ability to connect in real time with prospects based on in-the-moment engagements. A few years ago, that was just a dream.
It’s also critical for sales and marketing to have access to the same sets of data, which ABM enables.
Then, when asked about the roadmap for the next 5 years, he answered:
“Last year, we released an integration with Einstein Account-Based Marketing and Demandbase. This integration gives customers the ability to combine real-time ‘intent-to-buy’ data and account insights from Demandbase with their Salesforce Pardot data.
Additionally, we announced other innovations, like Einstein Behavior Scoring and Einstein Campaign Insights, that enable sales and marketing teams to better align and work from the same data sets, campaign insights, and customer engagement history. “
So, there you have it – it is no surprise that next releases will include enhanced AI insights in Pardot (Under the Einstein module, with the lightning experience).
Which industries use Pardot and marketing automation?
Typical clients include healthcare and life sciences, financial services, and manufacturing. But in the end of the day – any company hoping to deliver high levels of personalization throughout the B2B buying process can benefit from either Pardot or other Marketing Automation solution.
You can check out the full interview here.
Make sure to follow our Marketing Automation YouTube Channel to see examples of client journeys in the B2B business world.