It’s no secret that consumers of today are more astute and demanding than ever.

With content being thrown at them from every direction, it’s important your marketing efforts stand out and get delivered in a streamlined and strategic manner.  

But what if there’s not enough time in the day to do that on top of your current workload? Well, that’s where marketing automation comes in.  

Marketing Cloud Account Engagement (formerly Pardot) enables organisations to track and measure the effectiveness of their marketing communications and campaigns, personalise content and gain insight into user behaviour across multiple platforms.  

So, how can Marketing Cloud Account Engagement help you? We’ll break it down into five main areas. 

  • Lead Generation – The first step in nurturing a lead is capturing an email address. From landing pages to drag and drop forms and email to analytics about “top of funnel” acquisition from organic or paid search, Account Engagement has you covered. 
  • Lead Management – This also includes qualification (through the means of scoring and grading), nurturing (with emails and journeys), segmentation and dynamic content. With the right lead management and systems in place, you can ensure that your team is focusing their efforts on prospects who are sales ready. 
  • Email Marketing – You can create aesthetic, automated email campaigns to align with your customer journeys. You can use their out-of-the-box responsive templates, or code your own using HTML.  
  • Reporting – What’s the point in putting in the effort if you can’t measure it? Account Engagement offers several reporting tools which allow you to measure the success of communications and the return on investment (ROI) with ease.  
  • Aligning Your Sales and Marketing – You can sync with your Salesforce CRM to ensure that everyone is on the same page and has a 360 degree view of your customer. 

As a Salesforce partner, we have a team of Certified Consultants who are ready to help when you make the decision to implement and work with Marketing Cloud Account Engagement. Whether you’re in need of optimising your existing Account Engagement platform or you’re starting from scratch, Carnac Group can help.   

If you’d like to know more about Marketing Cloud Account Engagement and how we can help you join your sales and marketing together, get in touch. 

Image: How to manage leads within Marketing Cloud Account Engagement