#CNX19 Recap: Salesforce for B2B Marketing

Today’s B2B marketers know that marketing technology is rapidly evolving — we are now more connected than ever before.

These technological innovations have allowed marketers to create incredibly differentiated customer experiences across new and exciting interactive channels. For example, last year, the Pardot marketing team ran an entire sales enablement campaign powered by virtual reality. Earlier this year, we jumped into the podcast space with the launch of Marketing Trends. And today, we’re announcing Zoom for Pardot bringing the power of video communication to marketing automation.

With countless ways to interact with each other and our customers, it’s an exciting time to be a marketer!

But this technological innovation has also dramatically changed our customers’ expectations. Our buyers expect every single interaction across all devices to be personalized. And those buyers bring those same expectations of personalization to work with them every day.

So what does this mean for the B2B marketer? This was the question we set out to answer at Connections 2019, the event that brings together leaders across marketing, commerce and service. During Tuesday morning’s Pardot Super Session, B2B Marketing on the World’s #1 CRM, we dug into understand how the role of the B2B marketer is changing and the implications of this shift across marketing, sales and service.

Marketing and Sales are Divided

Because B2B buyers make decisions as a collective unit, B2B marketers have the challenging task of interacting with each key stakeholder in a personalized, targeted way. But this isn’t always easy.

Marketing, sales, and service teams are oftentimes divided, with each team is using different processes, technology stacks, and metrics to achieve success. This makes it incredibly difficult to do important things like:

    • Align on common goals using metrics that matter
    • Leverage artificial intelligence and machine learning to make decisions
    • Execute account-based programs across large organizations with several key stakeholders

Because marketers owns the the entire customer experience, they need a platform that lets them do this across marketing, sales, and sometimes even service.

Salesforce for B2B Marketing is Built on the World’s #1 CRM

Salesforce for B2B Marketing is built on the world’s #1 CRM, which gives marketers an account-centric view of the customer powered by Einstein artificial intelligence.

With Salesforce for B2B Marketing, customers have a single platform where they can orchestrate personalized experiences for every buyer and account across marketing, sales and service. Marketers can use the solution to do things like drive broad-based marketing programs that engage buyers and close deals. They can also use the same suite to orchestrate account-centric programs that help grow key account relationships faster than ever before.

This is extremely powerful because it means marketers can execute 100% of their B2B marketing strategies entirely in Salesforce.

And having one single source of truth means customers can harness the power of artificial intelligence (AI). This gives B2B marketers valuable time back in their day because Einstein AI is recognizing important trends and helping teams make data-driven decisions.

Not only does this unified view help cross-functional teams align, it also means important data and metrics are all in one place. This means marketers can accurately report on their data to understand metrics like which campaigns and channels are driving the most pipeline or which events are helping to close the most deals. Sales teams can see the same exact reports, which helps the entire organization understand the way marketing is contributing to revenue growth.

Trailblazers in B2B Marketing are Leading the Way

Trailblazers in B2B marketing are reshaping their companies and accelerating their careers by focusing on what counts: delivering personalized experiences for their buyers. They’re able to accomplish this by aligning their teams, giving everyone a single view of the buying center, and enabling every customer facing role to work toward joint pipeline and revenue goals.

We’re continuously inspired by our customers with how they use our technology to transform their business and their careers.

To learn more about the best lessons learned at Connections 2019, join us for our upcoming webinar:

Top 10 Takeaways from Connections 2019
Thursday, July 11th, 2019 at 11 AM PT / 2 PM ET