If you're worried about Pardot undergoing significant changes, don't fret! We can confirm that Pardot and Marketing Cloud Account Engagement are the same platform, just with a different name. So, rest assured, nothing is going to change - in fact, Marketing Cloud Account Engagement is even better!
Salesforce renamed Pardot to Marketing Cloud Account Engagement in April 2022 to better reflect its capabilities and user base. This platform is designed to help marketers understand customer interactions and create highly personalized experiences. The new name also reflects the product's depth, which includes marketing automation, email, social media, and analytics tools.
You don't need to worry about any significant changes to the platform's format or functionality. It remains the same, with some new and improved features.
Salesforce released a new update for Marketing Cloud Account Engagement, including new features such as personalised customer journeys, integrated marketing automation, segmentation, and predictive analytics. It also included enhanced email marketing, social media marketing, and web analytics capabilities. Additionally, this update includes system enhancements such as the Account Engagement Optimizer to improve system processing in business units. The release also includes API and integration updates, such as new and updated fields for Version 5 of the Account Engagement API.
Take a look at errors for your External Action integrations to ensure they're up to date and make any necessary adjustments. There are new and updated fields for Version 5 of the Account Engagement API.
Fear not, there's nothing you need to do. It's still the same platform - just with a new name. We'll be keeping a close eye on things as they develop, and will keep you in the loop with updates and info from Salesforce. But, if you do have any queries about getting the most out of the Marketing Cloud Account Engagement platform, you know where to go.
Let’s take a look at the functionalities of Marketing
Cloud Account Engagement (Pardot)
When looking to step up your digital marketing game, look no further than Marketing Cloud Account Engagement (Pardot).
Marketing Cloud Account Engagement (Pardot) - is designed for marketers who want to gain a comprehensive understanding of customer interactions and create highly personalized experiences. It is ideal for marketers who want to segment and target customers, personalize campaigns, and measure performance. With its powerful features, marketers of all sizes can make the most out of the product.
A typical use case for marketers to benefit from Marketing Cloud Account Engagement could be to segment customers based on their past purchases or interactions with the company, and then send highly personalised emails or messages to those customers. By doing this, it could help to increase customer engagement, loyalty and improve sales performance. Additionally, the platform's analytics capabilities can be used to measure the success of these campaigns, allowing marketers to optimize their strategies.
A study by Salesforce found that customers using Marketing Cloud Account Engagement saw an average of a 20% increase in customer engagement and a 25% decrease in customer churn. Additionally, the study found that customers using the platform saw an average revenue increase of 10%.
For example, in the UK, big companies such as British Airways, Unilever, and the Royal Bank of Scotland are using Marketing Cloud Account Engagement, and also startups like Deliveroo, Bulb, and Monzo.
In Germany, companies such as Allianz, Lufthansa, and Deutsche Bank are making out of the most of Marketing Cloud Account Engagement, and also startups like N26, Auto1, and FlixBus - all the last three have worked with EMPAUA, and we are so proud to have accompanied them on that journey and see them thrive.
Salesforce Marketing Cloud Account Engagement supports several integrations, including Google Ads, LinkedIn Ads, Facebook Ads, Instagram Ads, and Twitter Ads. It also integrates with Salesforce Sales Cloud, Salesforce Service Cloud, and Salesforce Commerce Cloud. Additionally, the platform has an open API that allows for integration with almost any other system.
What’s important about connecting Marketing Cloud Account Engagement and Sales Cloud? Marketing Cloud Account Engagement will help your business to sell more effectively and build long-term customer relationships, because it integrates with Salesforce Sales Cloud and provides features such as lead nurturing, lead scoring, and ROI reporting.
What is the value of implementing Marketing Cloud Account Engagement?
Marketing Cloud Account Engagement includes capabilities such as:
email marketing automation
smarter lead generation and qualification
the ability to build landing pages and host dynamic content based on customer data
The tool also allows users to segment subscribers by behaviour, attributes or interactions, manage their email preferences, test emails before sending, and download insightful and interactive reporting in real-time.
Marketing Cloud Account Engagement offers a robust marketing automation solution that helps businesses and enterprises maximize their digital marketing strategies. With its Out-of-the-box functionalities, users can track customer behaviour, target personalised messaging with dynamic content and customer insights, capture new leads through forms, and prioritize leads with scoring and grading.
Nurturing and re-engaging with lost opportunities and cold leads is also made easy with Marketing Cloud Account Engagement’s powerful features
Salesforce Pardot is the perfect marketing automation solution for companies focused on customer relationships and interactions. With its native integration to Salesforce data, users can take advantage of its lead management, email marketing automation and multi-channel customer engagement capabilities.
If you are in marketing, you will understand that the value of Marketing Cloud Account Engagement lies in its ability to provide a comprehensive understanding of customer interactions and enable them to create highly personalised experiences to help marketers drive better results. It also helps marketers to better segment and target customers, personalise campaigns, and measure performance.
Marketing Cloud Account Engagement in a glance: 6 things you need to know
Marketing Cloud Account Engagement provides comprehensive understanding of customer interactions and enables highly personalised experiences
Includes powerful tools such as marketing automation, email, social, and analytics
Helps to better segment and target customers, personalise campaigns, and measure performance
Account Engagement Optimiser to improve system processing in business units
New and updated fields for Version 5 of the Account Engagement API
Real-time automation rules and sending domain validation are being retired
The platform also features system enhancements such as the Account Engagement Optimizer to improve system processing in business units, and new and updated fields for Version 5 of the Account Engagement API.
If you need help getting started with Salesforce Marketing Cloud Account Engagement, contact EMPAUA for expert Salesforce support.
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