Salesforce is claiming a bit more Account Based Marketing turf with a pair of new features. One uses Einstein AI to find and prioritize key accounts. The other, more intriguingly, lets marketers create “personalized ABM campaigns for every buyer within top-tier accounts…even if they do not have any contacts for that account”. That’s either really hard or really easy. I think what they mean is the campaigns are ready to go when a contact does show up.
Bees to honey or sharks to blood? Either way, adtech vendors keep swarming to replace lost customer identifiers. In today’s news: ad platform LoopMe reports its predictive models for inflight campaign optimization work 96% as well when identifiers are removed, apparently because they look at real-time behaviors rather than history. MetricWorks has combined econometrics and automated experiments to measure the incremental impact of mobile marketing campaigns. Amobee and InfoSum are partnering to enhance Amobee’s audience targeting with InfoSum’s privacy-safe audience data.
It’s probably inevitable that every targeting technique will now be described as cookie alternative. Here we have Epsilon and Verizon Media touting a ten-year-old program that tracks consumers with a combination of transactional data assembled by Epsilon and Verizon Media’s massive first-party data sets. What’s seems to be new is tighter integration between the two sets of identifiers.
Here’s a new buzzword for your Bingo card: “agentic AI”, which describes systems that act by themselves rather than in response to a prompt. Salesforce was all over the concept last week, announcing its Agentforce collection. According to the company, it replaces the “now-outdated copilots and chatbots” with agents “operating autonomously, retrieving the right data on demand, building action plans for any task, and executing these plans without requiring human intervention.”