I am sure you might have heard about customer engagement frequently these days. In present times it feels like every marketing article we see talks about customer engagement, but what does it really mean? And, better yet, how do we do it?
Customer engagement has become a buzzword for a while now. The internet is filled with articles and studies about creating ‘meaningful customer engagement’.
In today’s customer-centric world, it is no longer enough to just optimize your sales interactions. Rather, you have to consistently work to earn your customers’ loyalty and keep them engaged, especially after-sales is completed.
After all, your customers have endless options, so it’s important that they stay enthusiastic and feel supported throughout their entire experience with your brand. This is where Account Engagement Platforms or Customer Engagement Platforms come into the picture. An account engagement platform is a tool that you need to connect with customers and drive customer engagement. Let’s dive into details of what is Account Engagement Platform?
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.
It helps businesses in managing, analyzing, and optimizing the customer journey. It does this automatically by sending personalized messages to customers across multiple channels, devices, and platforms. Customer engagement tools also help a brand to connect all their customer data in one place and deliver a highly personalized experience for customers.
Must-Have Capabilities for a Great Account Engagement Platform
- Data
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.
- Personalization
Any customer engagement solution can’t gain huge success if it is not capable of delivering personalized engagement solutions. So, having an account engagement platform that delivers the right message across every channel on the basis of deep account data, whether or not accounts already exist in your CRM. Personalization is the final road towards delivering excellent customer engagement.
Our Pick for the Account Engagement Platform that will redefine your customer engagement
There are many account engagement platforms of customer engagement platforms available in the market that are really great and have some mind blowing features, but a perfect and fit-for-all platform is the 6sense Account Engagement Platform. Recently 6sense has been named as a leader in B2B Customer Analytics and also a leader in Account-based Marketing (ABM) platform which are exceptional achievements for a platform that focuses on customer engagement. It was also recognized as an organization of the year for innovation in the sales and marketing industry, which assures that it is an innovative and growing platform. It is #1 when it comes to account identification and is the only account-based platform that leverages AI to orchestrate dynamic journeys based on real-time buyer behavior. It is equipped will almost all the must-have capabilities that help in delivering great customer engagement.
Conclusion
Often, Customer engagement is the result of positive customer experiences. While it can be challenging for a business to keep pace with customer expectations in this fast-moving multichannel universe, it also offers companies more ways than ever to create customer loyalty and develop long-term relationships with customers.
Great account engagement platforms like one of the 6sense act as a one-stop that helps a brand in understanding and engaging at every customer touchpoint and the better-engaged customers are, the longer they will be loyal customers.
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ABOUT THE AUTHOR
Chandrima Samanta
Content-Editor at MartechCube
Chandrima is a Content management executive with a flair for creating high quality content irrespective of genre. She believes in crafting stories irrespective of genre and bringing them to a creative form. Prior to working for MartechCube she was a Business Analyst with Capgemini.