What is an Account Engagement Platform$9000
What is an Account Engagement Platform
An Account Engagement Platform or Customer Engagement Platform is a platform that optimizes each and every touchpoint throughout the customer journey to drive better outcomes for customers, throughout all their interactions with your business. These touchpoints involve all the disparate sales and marketing tools your team utilizes to engage customers, such as Salesforce and CRM, your inbox, dialers, calendars, social media, notes, etc.
Must-Have Capabilities for a Great Account Engagement Platform
Customer Data Platform (CDP) – Integrated data silos while deduplicating and normalizing records so your sales and marketing teams have a single source of rich, accurate account data. Having a single source of data is essential for true Sales and Marketing alignment and if a platform is equipped with an embedded CDP, you can easily hit the ground running.
Intent Data – It is important for data to make sense, so uncovering anonymous and known buying signals on 1st- and 3rd-party websites so you know which accounts are in-market for your solutions today, is important. With a platform that helps in making sense of intent data, you have greater visibility into this Dark Funnel of anonymous activity and can leverage these insights to prioritize your efforts and personalize the buyer experience.
AI-Driven Predictions – AI-driven Predictions have become one of the most important and differentiating features of any data-driven marketing platform. So, an account engagement platform that predicts future outcomes such as identifying ideal customers, account buying stage, and key buying center contacts with historical and real-time behavioral data are the ones you should definitely go for. Predictive marketing is much more important than you believe it is.
Account Identification – Identifying the best accounts to go after is the first and most basic step towards building a solid account-based strategy, without that, your foundation is unreliable. Look for an account engagement platform that is capable of turning anonymous buying signals into accurate account data, whether those buying signals are from known or unknown accounts.
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