Marketing Cloud Account Engagement – What can the Salesforce marketing tool do?

As a B2B company, you often have a longer and more complex sales cycle than B2C companies. It can be difficult to guide potential customers through the entire sales process while maintaining their interest and engagement. This is where Salesforce Marketing Cloud Account Engagement (formerly known as Pardot) comes in.

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Improve collaboration between marketing and sales with Salesforce Marketing Cloud Account Engagement.

With Salesforce Marketing Cloud Account Engagement (MCAE), you can automate your marketing processes such as email campaigns, lead generation, lead qualification and lead nurturing. This means you can save time and resources by automating manual steps in your marketing process.

But that's not all. By integrating Marketing Cloud Account Engagement into your Salesforce CRM, you can improve collaboration between marketing and sales by coordinating marketing and sales activities and increasing the effectiveness of your sales efforts.

For example, you can track potential customers' activities on the MCAE platform to see which marketing activities are most effective and which potential customers are most engaged.

One of the most useful features of MCAE is lead scoring. This feature scores potential customers based on their interactions with your brand and their interests. This means you can focus your sales efforts on the most engaged and ready-to-buy customers, greatly increasing the effectiveness of your sales efforts.

Create reports and analyses for the right optimisation of your campaigns

Finally, MCAE also offers the ability to generate reports and analyses to measure and optimise the performance of your marketing campaigns.

For example, you can see how many leads were generated by a particular campaign and how many of those were converted into actual sales. This data can help you optimise your marketing strategy and achieve better results.

With Salesforce Marketing Cloud Account Engagement, you can identify high-quality leads and receive automatic notifications when your prospects become active. When a potential customer responds to a specific offer, sales representatives are immediately notified, enabling them to communicate with the right leads at any time and from anywhere. All communication can then be analysed and evaluated.

The pipeline and revenue are also updated in real time, showing the performance of your campaign. This allows you to see which campaigns were successful and led to more business deals, which elements are working and what should be optimised. In this way, you can measure the success of your marketing and sales departments with Salesforce MCAE.

Salesforce MCAE enables you to significantly improve your marketing campaigns and strategies, generate more high-quality leads and thus increase your revenue in the long term.

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Overall, Salesforce Marketing Cloud Account Engagement is a useful marketing automation platform for B2B companies with a complex sales cycle and a longer sales process. By integrating with Salesforce CRM and using lead scoring, you can increase the effectiveness of your sales efforts and optimise your marketing strategy by coordinating marketing and sales activities and promoting collaboration between the two departments. Salesforce MCAE can also help improve the effectiveness of your marketing campaigns by allowing you to evaluate potential customers based on their interests and readiness to buy, and adjust your marketing strategy accordingly. If you want to automate and improve your B2B marketing, Salesforce MCAE is definitely a platform you should consider.

So take advantage of Salesforce Marketing Cloud Account Engagement in your organisation to get more out of your digital marketing strategy and realise the full potential of Salesforce.

Here we have summarised some of the many Salesforce MCAE features and use cases for your organisation:

• Email marketing and newsletter campaigns
• Inbound marketing
• Lead pages
• Landing pages
• Lead funnel
• Lead and opportunity management
• Lead nurturing
• Lead scoring model
• Automatic tracking of Google Ads campaigns and import of Google Ads and Analytics data
• Integration and creation of forms and surveys
• Integration of social media channels
• Real-time personalisation
• Dynamic content for websites and emails (recommendations, industry/interest-specific content)
• Tracking and segmentation (into target groups, customers, etc.)
• Customer journey management

Would you like to learn more about how to use Marketing Account Engagement in your Salesforce system? Then contact us directly and we will see if Salesforce MCAE is the right tool for automating your marketing activities.