Account Engagement is the smart marketing automation solution provided by Salesforce. Previously called Pardot, Account Engagement unifies the marketing and sales team within your org to drive pipeline and grow revenue. It tracks prospects coming through various channels, like website, emails, and forms and deliver a personalized experience. It gives you the power to customize your marketing efforts and create targeted engagements to fit your company’s needs. This article discusses basics of Marketing Cloud Account Engagement.
What does Account Engagement do?
Basically, it is a sales funnel starting from tracking visitors, identifying prospects, scoring and grading them based on their activities and information they had filled out, assign the qualified prospects to the sales reps for further follow up. We can create marketing materials, segment prospects into various segmentation lists, create campaigns, add the prospects into suitable campaigns.
Various stages of Account Engagement
Lead generation: With various marketing efforts, we can create interest in prospective customers on the company’s products and services.
Conversion: Website visitors are tracked constantly in Account Engagement. Once they give their contact information, such as an email address, by submitting a Pardot landing page or form, they are converted to a prospect.
Lead nurturing: Prospect activities are tracked in Account engagement. A record is maintained for each prospect like a lead record in Sales Cloud. Prospects are nurtured by sending targeted messages at specific intervals based on a prospect’s actions and whether they’ve met certain qualifying criteria.
Lead qualification: There are thousands of prospects and it nearly impossible for the sales team to contact each one of them. The marketing team need to identify the best prospects and assign them to the sales team. This process is called lead qualification.
Account Engagement uses two metrics for lead qualification: score and grade.
Prospect score: A numerical value indicating how a prospect is interested in your product or service. A prospect’s score can increase or decrease based on how they interact with your marketing materials. We can customize the scoring rules based on the business requirements. For example; Opening an email earns a prospect 10 points, Filling out a form earns him 5 points etc.
Prospect grade: A prospect’s grade is represented by a letter (A, B, C, D, etc.). It indicates how closely a prospect fits the profile of your ideal prospect. A prospect’s grade determines how much interested are you in your client.
Account Engagement lightning app
The Account Engagement Lightning app puts all the marketing automation features in a single place UI right on the Salesforce platform. The sales and marketing team need not switch back and forth between Pardot and Salesforce, they can work together within this single space. All the functionalities they need to engage, and marketing prospects are arranged in tabs where they can simply navigate to.
This article covered the basics of Marketing cloud Account Engagement. To learn more click Market to Your Customers with Account Engagement (salesforce.com).
Take Five Consulting is a technology company, based in Virginia U.S., that specializes in the Mortgage Banking vertical especially LOS implementation and application development. Take Five Consulting creates and implement mortgage technology and software specifically for Mortgage Industry.