Salesforce Marketing Cloud Account Engagement Explained

A widely utilized Salesforce product, Marketing Cloud Account Engagement is Salesforce’s B2B marketing solution. This platform places a primary emphasis on email marketing and incorporates additional features for creating landing pages, generating forms, along with capabilities for lead scoring and reporting.

Supplementary Products: Sales Emails and Alerts (previously Salesforce Engage), B2B Marketing Analytics Plus, Engagement History Dashboards. MCAE has a wide variety of add-on products to extend capabilities.

Grow revenue and scale customer engagement with B2B marketing automation software built directly into your CRM. Unite your customer data on one platform and scale efforts with AI.

What is the difference between MC Account Engagement and Marketing Cloud?

Marketing Cloud offers more diverse features for a wide range of channels. MC is suitable for intricate, large-scale B2C campaigns. Account Engagement is more streamlined for B2B interactions, focusing on lead management and sales alignment.

What is Account Engagement in Salesforce?

As Salesforce describes the platform: “Account Engagement helps you align marketing and sales around leads, buyers, and accounts to close deals faster.”

Is Account Engagement part of Marketing Cloud? Although the new rebrand unifies Marketing Cloud and Marketing Cloud Account Engagement under the same product suite, MCAE continues to operate a purposefully independent product architecture.

Pardot (Account Engagement) is used for ‘considered purchases’ where there are long sales cycles and multiple decision-makers. Which is typical of B2B sales, but not exclusively. Marketing Cloud is best suited to transactional purchases across multiple marketing channels. Which is typical of B2C sales, but not exclusively.

It leverages all your information on a prospect in Salesforce, collected through forms, campaigns, and interactions with your business across various platforms.