Nate Skinner, Vice President of Product Marketing at Salesforce, has been in B2B marketing for ten years with a focus on enterprise software, cloud, and mobile technology. Nate is responsible for B2B marketing for Salesforce, Pardot, and Einstein. In this episode, Nate and I are diving into Salesforce Einstein Account-Based Marketing (ABM). You’re going to learn what it is, how it’s used, and examples of Salesforce Einstein in action.
If you’re a regular listener to this podcast, you’ve noticed that I’m paying quite a bit of attention to artificial intelligence (AI) and how it impacts marketing professionals and the sales process. I believe the lines are blurring between marketing and sales. My conversation with Nate provides more validation that we’re seeing the convergence of marketing and sales, and how AI and account-based marketing play a significant role in this convergence.
Salesforce and Artificial Intelligence
Salesforce started in 1999 with the vision of transforming the enterprise software landscape and the technology model with cloud computing. They’re the leader in marketing applications and the number one CRM software provider in the world. Salesforce set up a new business model with subscriptions and a distinct philanthropy model setting aside one percent of their equity and employee’s time to create salesforce.org.
Nate says that AI has tremendous promise for B2B marketers. Salesforce’s AI product Einstein is “everyone’s data scientist.” For example, it gives B2B marketers the ability to do predictive lead scoring. This used to be a rules-based process, but Einstein provides automated lead scoring capabilities. Einstein can also create look-alike audiences so the marketer can reproduce previous marketing campaigns that were successful with a similar audience. It also provides vast campaign and opportunity insights.
Trends of AI in B2B Marketing
In the “age of the customer,” everything is expected to be personalized, relevant, and device agnostic. Nate referenced CareerBuilder as one example of a brand using Einstein Account-Based Marketing (ABM). The company was able to increase their response rate on offers from 30% to 90% by leveraging the built-in intelligence in Einstein.
According to Constellation Research, 92% of surveyed companies plan to execute ABM in 2017, but only 19% are confident they can execute their strategy. The reason people are unsure about ABM is that they’re confused about what it is. ABM isn’t new though – it was just difficult to scale in the past. Einstein allows companies to take part in ABM using broad-based marketing strategies and tactics to target specific buyers.
Nate says marketing is sales. If you can’t can’t gauge the impact of your marketing efforts, then you can’t show the value. ABM allows you to measure the value of your marketing. While salespeople are using CRM for their day to day activities, marketing is creating their campaigns separately. The two are not in sync and collaboration is broken. Einstein brings the two together by integrating with both marketing and sales.
“Marketing is sales. ABM allows us to measure the value of marketing.” @renniksn with @bernieborgesClick To TweetSika, a commercial construction product manufacturer, has a finite list of target customers. Einstein ABM simplifies how they identify key accounts and how to market to these companies. Valpak is another brand that has seen major benefits from Salesforce. They were challenged with generating high-quality leads through their website. Valpak reinvented their marketing presence on their site with a redesign and the addition of a lead generation tool. This allowed for a 30% increase in lead conversion, and in a mere 90 days they closed over $1M using Salesforce, Salescloud, Pardot, and Einstein.
Salesforce strives to empower the Trailblazers, those customers, and partners that are setting the bar with Einstein. They’ve set up Trailhead to educate everyone (not just customers) on how they can harness AI, Einstein, ABM, and more to further their careers. Whether you’re in B2C, B2B, the non-profit sector, government, small business, midsize business, or an enterprise, you can benefit from Einstein Account-Based Marketing.
Featured On This Episode:
- Nate Skinner on LinkedIn and Twitter
- Salesforce’s website
- Visit the Vengreso website
- Follow Vengreso on Twitter
- Social Media Strategies Summit’s website – Use the code SBENYC for 15% off of the 2017 New York event!
- Discover how to boost your sales through the Vengreso Social Selling Virtual Boot Camp
- Write a review of this podcast in iTunes
- Social Business Engine on Twitter: @sbengine
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This article was originally published on Social Business Engine.
10 thoughts on “15 LinkedIn Profile Optimization Tips to Get Found This 2023”
My LinkedIn account was ranking on the first page for best mommys blog keyword quite a few years back and I didn’t have any idea. While working, I stumbled upon the Analytic section of LinkedIn and saw that most of the visitors are coming from search engine later on I realized that in my profile I’ve used “Mommy’s blog” word a lot of time and that is the reason why it was ranking well on SERP. This is how I came to know about SEO and I was also amazed by the fact that how easy it was to rank for competitive keywords back then. Anyways loved your article and please share more tips on SEO.
Thanks for sharing. The number of times you mention a word or phrase is still a factor for sure.
We love hearing tips as well as questions our reader, so keep them coming!
Should I change keywords overtime based on what’s popular on the internet?
There is a lot of value in this article, especially for those looking to improve their visibility on LinkedIn. My favorite of the fifteen tips shared in this article is number nine. I’ve observed that people with custom profile links, seem to get more attention than those who haven’t customized their LinkedIn profile URL. Interesting article, thank you for taking the time to put it together.
Customizing LinkedIn URLs create more visibility for sure! Thank you, Bret.
I agree with the recommendations, they are a very important part of our strategy on LinkedIn, it can give confidence to potential customers (or leaders when someone is looking for a job).
People shouldn’t underestimate keywords on their LinkedIn profile! This helped potential buyers to find me on LinkedIn more easily when they searched for certain products and/or services. Thanks Viveka!
Thank you for another great blog post. For the alt text and/or naming images, do you mean two to three different keyword phrases as a maximum, like this?
B2B cybersecurity content marketing writer , technical writing cybersecurity content , cybersecurity technical writer , David Geer
Or can you add more keyword phrases than this?
Hey David – I honestly don’t know the efficacy of adding more keywords than that. I would stick with what you have above.
All the information is very helpful which can help us to increase our Profile ranking on LinkedIn. Another big interesting article, this blog is very useful for the Optimization of my LinkedIn profile.
I also get much knowledge from this blog.
thank you keep sharing.