Dreamforce 2019 has officially begun, and we are excited to welcome a week of digital transformation, customer engagement, innovation and, of course, fun! Specifically for B2B Marketers, we have a full week planned.
In fact, we already kicked the week off with our B2B Marketing Super Session where we heard from Tracy Eiler, CMO of InsideView, and Andy Bertera, Executive Director at New England Biolabs Inc., to discuss how marketers can drive revenue growth in this new age of intelligent marketing.
The Super Session took place Tuesday, November 19th, as hundreds of marketers gathered together to learn how Salesforce is helping Trailblazers in the B2B marketing transform customer engagement and build lasting relationships.
This was anything but an ordinary session. Why? For the first time ever, Trailblazers took over the stage to share their unique stories with the audience and show how they were using Salesforce for B2B Marketing to engage buyers, close deals and grow relationships at scale.
In case you missed it, here are the top 5 takeaways from the B2B Marketing Super Session at #DF19:
1. Marketing is Evolving at a Rapid Pace (and So Are the Expectations of Your Customers)
It’s never been a more exciting time to be in marketing. Just look at how far we’ve come in the last century — from printed advertising to electronic media. If we look at what’s happened in the past 10 years, more data has become available to digital marketers than ever before. This is changing how we think about our businesses and how we engage with our customers.
As a result, the expectations of B2B buyers are changing. 73% of customers expect companies to understand their needs and expectations. They are expecting a similar experience as they see in their consumer lives with brands like Amazon & Netflix.
A new bar has been set. This means that every interaction with your company needs to be personalized to the individual customer — every single time. And if it’s not, they are likely to switch brands.
Which brings us to the importance of our next takeaway…
2. Bring Marketing, Sales and Service together with Salesforce Customer 360
When a customer engages with your brand, they don’t care if they are working with Marketing, Sales, or Service — they just want to have one great, connected experience.
Marketers need to take on a new role that goes beyond marketing — that encompasses engagement across the entire customer lifecycle. Not only do they need to be thinking about how to drive personalized engagement, but they also need to be thinking about the entire customer experience all the way to retention and advocacy.
The great news is that marketers can do that with the Salesforce Customer 360 — a solution for Marketing, Sales and Service to work together all in one place. It really puts the customer at the center of everything you do.
3. Scale Your Account-Based Marketing Strategy
Research tells us that 92% of B2B organizations plan to start an ABM program, but only 19% are confident in their ability to execute.
Where can marketers begin when it comes to launching and scaling an ABM strategy? That’s exactly what Tracy Eiler, CMO of InsideView, shared today. She took the audience through how they can use Salesforce technology to bring marketing and sales together like never before.
With Salesforce for B2B Marketing, the team at InsideView has a single, 360-degree view of their customer, which allows them to identify their key accounts, engage their target buyers, deliver connected engagements and grow their customer relationships at scale.
4. Put the Power of AI into your B2B Marketing Analytics
B2B marketers are increasingly adopting artificial intelligence (AI) to power the personalized, “Amazon-like” customer experiences now expected by business buyers.
Today we saw how Andy Bertera’s team is leveraging AI and analytics to understand which key accounts to engage and how to grow long-term relationships with them. He even helped us announce an exciting new product – Einstein Analytics for B2B Marketing.
With Einstein Analytics for B2B Marketing, you’ll be able to uncover new marketing insights, attribute impact, and get AI-driven recommendations for all of your marketing, sales, and service data.
5. Trailblazers Lead the Way in Giving Back
Not only did Tracy and Andy share their amazing stories for how they are using Salesforce for B2B Marketing to help change their businesses, but they also shared impactful ways in which they are individually committed to giving back.
Tracy founded a program called Women in Revenue, which is a non-profit organization focused on empowering women leaders in Sales and Marketing. Their mission is to elevate current and future women leaders in technology with education, support, and networking opportunities.
In addition, Andy’s shared his involvement with the Ocean Genome Legacy (OGL), which is a non-profit marine research organization dedicated to exploring and preserving the wealth of information contained in the DNA of marine organisms. Their mission is to acquire, study, preserve, and distribute genetic materials, biological specimens, and information needed to advance research that can help to protect the marine ecosystems and also identify new ways to improve the human condition.
For more marketing innovation, make sure to tune into the Marketing Keynote on Thursday at 2:30pm PT here.