Salesforce Marketing Cloud Account Engagement (Pardot)

01Jun

Marketing Cloud Account Engagement AddThis

Account Engagement AddThis, is an analytics tool for tracking the contents shared through any of the social media has been maintained in this tool. Marketing Cloud Account Engagement AddThis by Oracle. Oracle has made the business decision to terminate the AddThis service on May 31, 2023. After this date, the Account Engagement connector will be removed. The Add Social Media Button and the “Forward to a Friend” option on an email will no longer be available since they were powered by the AddThis feature. How will this impact my legacy content? Emails that have already been delivered will have broken AddThis links. If AddThis functionality is not removed from existing content, then the content will be impacted in various ways:* Email content that has the social image buttons added will continue to have those image buttons. The buttons just won’t work.* Automated emails will also continue to have AddThis links. Those links will not work.* Otherwise, there will just be a blank space wherever the AddThis merge fields were used. Account Engagement Email Forwarding When an Account Engagement email is forwarded, it retains all the tracking information for the original recipient. If the new recipient interacts with the email, it will be logged and tracked under the original recipient’s prospect record. This can also lead to a Visitor Association Change. Because of the risks involved, we recommend against forwarding Account Engagement tracked emails. marketing cloud account engagement AddThis Like1 Related Posts 50 Advantages of Salesforce Sales Cloud According to the Salesforce 2017 State of Service report, 85% of executives with service oversight identify customer service as a Read more How Travel Companies Are Using Big Data and Analytics In today’s hyper-competitive business world, travel and hospitality consumers have more choices than ever before. With hundreds of hotel chains Read more Marketing Cloud Account Engagement and Salesforce Campaigns The interplay between Account Engagement and Salesforce Campaigns often sparks confusion and frustration among users. In this insight, we’ll demystify Read more Mapping Your Customer Journey Creating a customer journey map is a crucial undertaking for businesses aiming to improve the customer experience and foster long-term Read more

June 1, 2023in Marketing Automation, Salesforce Marketing Cloud Account Engagement (Pardot)

Salesforce Marketing Cloud Advertising Studio

29May

How to Connect Marketing Cloud Account Engagement and Advertising Studio in Salesforce

How to Establish Connectivity Between Marketing Cloud Account Engagement and Advertising Studio in Salesforce. Looking to optimize your cross-channel marketing with email and ads? Use the power of Sales Cloud to connect Account Engagement and Advertising Studio for a unified strategy across platforms. Requirements Advertising is part of Marketing Cloud, but can be purchased as a standalone product. Thisprocess works the same whether you have only Advertising or full Marketing Cloud access. Connect Account Engagement and Advertising Studio in Salesforce Connecting Marketing Cloud Account Engagement and Advertising Studio involves tasks across Salesforce, Account Engagement, and Marketing Cloud. It’s not a straightforward ‘plug and play’ solution and may necessitate a Salesforce Partner like Tectonic, especially for those less advanced in the platform. If you choose to proceed independently, ensure you meet the following requirements: If any of these requirements are not met, collaboration with other Salesforce admins and Account Engagement/Marketing Cloud users may be necessary to complete the following tasks. It is advisable to follow the tasks in order, as those within Salesforce and Account Engagement must be done before finalizing the setup in Marketing Cloud. Salesforce Tasks Marketing Cloud Account Engagement Tasks Decide how Account Engagement prospects sync with the Salesforce campaign. Options include: Choose a method based on your Pardot setup. For example, adding new subscribers to a LinkedIn advertising campaign using Automation Rules. The setup in Marketing Cloud involves three separate tasks: create a data import, an automation,and an Advertising Audience. The tasks in this section are the same regardless of whether you havefull access to Marketing Cloud or have purchased only Marketing Cloud Advertising. Marketing Cloud Tasks Configuration involves three parts: Connect Account Engagement and Advertising Studio The setup is now complete, and Marketing Cloud Account Engagement and Advertising Studio are connected. New prospects in MCAE added to the Salesforce campaign will automatically update the Advertising Audience based on the sync frequency set. After you complete the setup process, prospect data from Account Engagement is fed into MarketingCloud Advertising via Salesforce. The setup process outlined in this insight facilitates the flow of datafrom Account Engagement to Salesforce, and then from Salesforce to Marketing Cloud Advertising.This high-level overview of the data flow after setup is complete. An Account Engagement prospectis added to a Salesforce campaign, which updates a Salesforce report, which is used to create aMarketing Cloud data extension. The data extension is the source for an Advertising Audience. Connect Marketing Cloud Account Engagement and Advertising Studio in Salesforce Content updated February 2024. Like1 Related Posts Salesforce Data Studio Data Studio Overview Salesforce Data Studio is Salesforce’s premier solution for audience discovery, data acquisition, and data provisioning, offering access Read more How Travel Companies Are Using Big Data and Analytics In today’s hyper-competitive business world, travel and hospitality consumers have more choices than ever before. With hundreds of hotel chains Read more Marketing Cloud Account Engagement and Salesforce Campaigns The interplay between Account Engagement and Salesforce Campaigns often sparks confusion and frustration among users. In this insight, we’ll demystify Read more Integration of Salesforce Sales Cloud to Google Analytics 360 Announced In November 2017, Google unveiled a groundbreaking partnership with Salesforce, outlining their commitment to develop innovative integrations between Google Analytics Read more

24Apr

Salesforce Public Sector Solutions

Enhance public service efficiency with tailor-made solutions for government operations with Salesforce Public Sector Solutions. Streamline government digital service delivery, leveraging automation and AI for accelerated services. Deploy ready-to-use applications designed for government service, and expand your digital service capabilities with a flexible and scalable cloud platform. Automate workflows to deliver immediate value while preparing for future needs. Customer Experience Place your constituents at the core of your operations. Deliver customer-centric experiences across services and outreach using apps and digital tools crafted specifically for the public sector. Employee Engagement Revamp the employee experience from recruitment to collaboration and personnel action requests. Enable employees to succeed from any location with accessible resources and digital-first tools. IT Innovation Develop, integrate, and deploy government apps aligned with mission objectives. Connect legacy systems securely on a cloud platform, empowering IT teams, system integrators, partners, and program leads to transform technical challenges into opportunities for innovation. Government Health and Human Services Transform your system of record into a system of engagement to manage critical programs effectively. Incorporate apps connecting EHR data, treatment plans, and patient preferences for better long-term outcomes. Salesforce Government Cloud Scale and secure your applications on a compliant government cloud. Leverage commercial CRM capabilities meeting compliance standards like FedRAMP, DoD IL2/4, SOC, and more. Enable stakeholders to access critical information securely on any device, allowing IT to focus on innovation and employees to engage effectively. Empower public sector employees and agents to handle inquiries and provide superior service. A comprehensive view of customer data enables employees to deliver impactful and immediate services. Self-Service Portals and Communities Meet constituent expectations for easy-to-use, self-service experiences. Salesforce community portals enable customers to request services, track status, and collaborate with service providers on their preferred channel. Relationship Management Discover, track, and nurture relationships with employees, customers, and partners. Create a 360-degree view of constituent interactions for relevant communications and exceptional service. Emergency Response Management Prepare for the future with tools to report, track, and coordinate emergency communications. Reimagine emergency response with an agile platform for better response and recovery. License, Permit, and Inspection Management Digitally accelerate every step in the license and permit approval lifecycle. Empower constituents and employees to collaborate effectively and remove application approval bottlenecks. Employee Productivity and Collaboration Focus on creative problem-solving and improving core processes. Automate clerical tasks to reduce paperwork and maximize collaborative capabilities. Outreach and Engagement Reinforce your mission through timely and personalized messages. Use a multichannel marketing platform to engage with constituents and customize their experience. Digital Commerce Capture additional revenue with unified digital commerce channels. Provide a consistent ecommerce experience across web, store, mobile, and social transactions for your government organization. Advanced Analytics Enhance every interaction with customer-centric data and analytics. Examine engagement patterns to improve the experience for both citizens and employees. With improved resolution and service levels, caseworkers and employees can allocate time to other essential programs. Salesforce understands the significance of industry-leading security practices to protect customer data. Our security practices, embedded across technology, programs, and processes, ensure high levels of data integrity, confidentiality, and availability. For over two decades, we have partnered with organizations in highly regulated industries, such as government, financial services, healthcare, and utilities, earning their trust in securing their data. Salesforce Government Cloud Plus, built on AWS GovCloud (US), adheres to security and privacy controls for compliance with FedRAMP High, DoD IL4, and additional frameworks like IRS 1075, NIST SP 800-171, and DoD Privacy Overlays. Security Measures: Salesforce Government Cloud Plus is a dedicated instance of Salesforce’s industry-leading Platform as a Service (PaaS) and Software as a Service (SaaS) multi-tenant public cloud infrastructure. It is specifically isolated for use by U.S. federal, state, and local government customers, U.S. government contractors, and Federally Funded Research and Development Centers (FFRDCs). Hosted on infrastructure provided by Amazon Web Services, Inc. (“AWS”), Salesforce Government Cloud Plus ensures the security and separation of customer data through its innovative multi-tenant database architecture. Multi-tenancy: Salesforce’s multi-tenant database architecture delivers operational and cost efficiencies without compromising the security of each organization’s data. This architecture, coupled with secure logical controls, ensures the separation of customer data. Salesforce Public Sector Solutions: Transform public service delivery with flexible and secure e-government tools that support both online and in-person transactions. Public employees and administrators manage a vast number of transactions daily, enhancing service delivery for constituents. Content updated February 2024. Like1 Related Posts Salesforce Artificial Intelligence Is artificial intelligence integrated into Salesforce? Salesforce Einstein stands as an intelligent layer embedded within the Lightning Platform, bringing robust Read more Salesforce’s Quest for AI for the Masses The software engine, Optimus Prime (not to be confused with the Autobot leader), originated in a basement beneath a West Read more Salesforce Data Studio Data Studio Overview Salesforce Data Studio is Salesforce’s premier solution for audience discovery, data acquisition, and data provisioning, offering access Read more Salesforce Government Cloud: Ensuring Compliance and Security Salesforce Government Cloud public sector solutions offer dedicated instances known as Government Cloud Plus and Government Cloud Plus – Defense. Read more

April 24, 2023in Salesforce Einstein, Salesforce Experience Cloud, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Public Sector Solutions

Salesforce Marketing Cloud Account Engagement

24Mar

Cannot See ‘Edit in Builder’ Button in Account Engagement

When Salesforce Marketing Cloud Account Engagement added the Lightning Email Template Builder feature, certain permission set requirements became necessary in order for the feature to be available to your email builders. What do you do if you cannot see ‘Edit in Builder’ Button in Account Engagement? This change came with Salesforce’s Winter ‘21 release. Who: Creating and managing Email Template Builder templates is available to users with the Access Lightning Content Builder or Manage Content Builder permission. Any user that can send an email can use email template builder templates. Note: Email Template Builder isn’t available for previously created Classic and Lightning email templates. ‘Edit in Builder’ Button in Account Engagement Note: Email Template Builder isn’t available for previously created Classic and Lightning email templates. What your missing is the location the templates are and where you can edit them. I had the same problem. Go to your app launcher (the rubics cube top left) and go to view all, then email templates. This is where you can view and edit them, it’s not in setup! https://help.salesforce.com/apex/HTViewSolution?id=000358345&language=en_US Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

March 24, 2023in Salesforce Marketing Cloud Account Engagement (Pardot)

15Mar

Salesforce Account Engagement

With Salesforce’s rebranding of Pardot to Marketing Cloud Account Engagement, there has been some confusion between Salesforce account engagement as a platform and account engagement as a score. We aim to provide clarification. The Account Engagement Overview dashboard offers a holistic view of marketing metrics from an account-centric perspective, organizing data by account rather than leads, channels, or products. By default, the dashboard displays information for the top engaged accounts over the last two weeks. What is account engagement? Account engagement refers to how effectively you engage with a specific account as a whole, aiming to build a relationship and secure or retain them as a client. In the realm of social media management, the term “account engagement” is often used to gauge audience interaction via likes, shares, comments, reactions, etc. For example, “Our Facebook account engagement has increased by 10% in the last quarter.” This represents just one aspect of the term. In B2B marketing, an “account” typically denotes a business or organization currently engaged or of interest. Within an account, there may be multiple contacts, such as Marketing Managers and Business Development Managers. Engagement Index The engagement index serves as a metric to monitor engagement levels among application users and website visitors. It incorporates factors like visit information, user actions, key performance indicators (KPIs), and segment data within a specified business cycle. Establishing an Engagement Index This metric is designed to measure the extent of involvement from both site visitors and application users. It considers factors such as visit information, user actions, KPIs, and membership in specific segments, all tracked throughout a defined business cycle. Utilizing the Engagement Index Once configured and synchronized, you can access and review user and account engagement scores in the Personalization interface. Engagement Score Usage After setting up and syncing your engagement score, you can view user and account engagement scores in Personalization. Engagement Score Components Your engagement score comprises key components: Basis for the Engagement Score The engagement score is based on previous visits and decays over time. If a visitor hasn’t visited your site for an entire business cycle, the score decreases. If no visit occurs for two business cycles, the score drops to zero. Account Engagement Score This score reflects the engagement level of an account based on email open rates, clickthroughs, and form submissions. Weighting factors amplify the importance of critical engagement interactions. Using Account Engagement with Salesforce Integrate Account Engagement with Salesforce to streamline sales and marketing efforts. Features like Engagement History, Sales Emails and Alerts, and the Salesforce connector bring data, assets, and actions together. Connecting Account Engagement and Salesforce Set up the Salesforce connector to share data across systems. Track Prospect Engagement in Salesforce Utilize Engagement History to track valuable engagement data within Salesforce. Account Engagement in Lightning Experience Operate sales and marketing side by side on a single platform with the Account Engagement Lightning app. Sales Emails and Alerts Enable marketing to share content with sales reps using Sales Emails and Alerts. Generate Leads with Account Engagement Landing Pages and Forms Leverage Account Engagement to create tailored landing pages and forms for lead generation. What Does “Account Engagement” Actually Mean? The recent renaming of Pardot to Marketing Cloud Account Engagement has sparked discussions about potential confusion between the term “account engagement” as a marketing phrase and its representation in the Salesforce platform. What is Account-Based Marketing (ABM)? Account-Based Marketing (ABM) is akin to account engagement but on a more intense level. ABM focuses on specific high-value target accounts, emphasizing a growth strategy that nurtures relationships with ideal decision makers over an extended period. Salesforce’s Reasoning Salesforce’s decision to rename Pardot to Marketing Cloud Account Engagement was driven by the tool’s primary use for winning business accounts, particularly in longer sales cycles and nurture activities associated with B2B transactions. The platform renaming aligns with the tool’s capability to support high-value, sales team-led products or services, making it a powerful solution for account-based engagement in the evolving landscape of B2B transactions. So the Account Engagement score can be generated based on data from essentially every Salesforce Cloud, including Salesforce Marketing Cloud Account Engagement. The Account Engagement score is a measure. The Account Engagement platform is a marketing automation tool. Authored by Tectonic’s Marketing Consultant, Shannan Hearne. Content updated March 2024. Like1 Related Posts 50 Advantages of Salesforce Sales Cloud According to the Salesforce 2017 State of Service report, 85% of executives with service oversight identify customer service as a Read more How Travel Companies Are Using Big Data and Analytics In today’s hyper-competitive business world, travel and hospitality consumers have more choices than ever before. With hundreds of hotel chains Read more Marketing Cloud Account Engagement and Salesforce Campaigns The interplay between Account Engagement and Salesforce Campaigns often sparks confusion and frustration among users. In this insight, we’ll demystify Read more Integration of Salesforce Sales Cloud to Google Analytics 360 Announced In November 2017, Google unveiled a groundbreaking partnership with Salesforce, outlining their commitment to develop innovative integrations between Google Analytics Read more

March 15, 2023in Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Sales Cloud

01Mar

What Does Pardot Marketing Cloud Account Engagement Do

What does Pardot Marketing Cloud Account Engagement do? Pardot Marketing Cloud Account Engagement is a useful B2B marketing tool from Salesforce. Pardot is a marketing automation platform offered by Salesforce as part of the Salesforce Marketing Cloud. It is designed to help businesses automate and streamline their marketing processes, primarily focusing on lead generation and nurturing. Pardot Marketing Cloud’s Account Engagement feature refers to tools and functionalities within Pardot that enable users to track and analyze the engagement of accounts (organizations or companies) with their marketing efforts. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

March 1, 2023in Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Personalization

24Feb

What Is Account Engagement’s Evolution?

Marketing Cloud Account Engagement’s evolution as a B2B (Business-to-Business) marketing automation solution that was originally created by David Cummings and Adam Blitzer in 2007 has been a long story. It was purchased by ExactTarget in 2012 and then was finally acquired by Salesforce in 2013. Salesforce was quick to scoop up ExactTarget in June of 2013 for $2.5 billion, with Marc Benioff tweeting: I am thrilled that @ExactTarget includes @Pardot the fastest growing marketing automation & lead nurturing company for Salesforce customers. Account Engagement allows businesses to create meaningful connections, generate pipelines, empower sales, and grow relationships over time. “Pardot” in Latvian means “to market or sell,” which illustrates its main purpose best. It helps companies build meaningful connections, generate more robust pipelines, and empower sales teams to close more deals faster. And as Salesforce has developed and evolved the platform it still helps to market and sell. In 2018 Salesforce built the Pardot Lightning App to align better marketing and sales activities and easily integrate Pardot with another Salesforce product – Sales Cloud. Another big Account Engagement evolution. In the same year, Salesforce launched another product version – Pardot Einstein. It is powered up with AI (Artificial Intelligence) features for: Why Salesforce Marketing Cloud Account Engagement? Email marketing and personalization: Craft personalized email marketing campaigns with dynamic content tailored to individual recipients, such as newsletters or event invitations. The software offers intuitive segmentation, profile management, and seamless integration with Sales Cloud and Service Cloud. Marketing teams can efficiently create professional email campaigns at scale, nurturing customer engagement from initial prospecting to loyal advocacy. Lead generation: Salesforce Marketing Cloud Account Engagement ensures a constant flow of high-quality leads into the pipeline through landing pages, forms, search tools, and social media connectors. The solution provides customizable templates and empowers marketers to craft tailored content using a visual editor. Comprehensive event management and tracking capabilities enable marketers to oversee every aspect of lead generation from a centralized platform. Engagement History dashboards: Empower sales and service teams with actionable insights for meaningful interactions with potential buyers. Embedded Engagement History Dashboards within leads, contacts, accounts, and opportunities offer complete visibility into customer interactions with marketing initiatives. This allows users to identify the most engaged prospects and seamlessly transition them to the sales team for further engagement. ROI reporting: Gain a deep understanding of the customer journey from initial clicks to final conversions with Salesforce Marketing Cloud Account Engagement. Marketers can attribute individual closed leads to specific marketing efforts, analyze campaign performance across various channels, and create custom data views to track prospect engagement. By sharing key insights and making data-driven decisions, teams can continuously refine and optimize marketing strategies. Pardot (also known as Marketing Cloud Account Engagement) is a marketing automation and lead generation tool from Salesforce. It helps marketers identify prospective customers and convert them into actual customers. It provides a full suite of B2B marketing automation tools to equip sales teams to close more deals. With Salesforce Marketing Cloud Account Engagement, brands can scale B2B marketing and drive efficient growth with marketing and sales alignment. The software enables building lasting relationships with customers through personalized outreach. It gives reps full visibility into prospect engagement and seamlessly passes along leads. Furthermore, Salesforce Marketing Cloud Account Engagement connects the marketing tech stack and takes the guesswork out of lead and account scoring through data-driven insights. Like1 Related Posts How Travel Companies Are Using Big Data and Analytics In today’s hyper-competitive business world, travel and hospitality consumers have more choices than ever before. With hundreds of hotel chains Read more Marketing Cloud Account Engagement and Salesforce Campaigns The interplay between Account Engagement and Salesforce Campaigns often sparks confusion and frustration among users. In this insight, we’ll demystify Read more Mapping Your Customer Journey Creating a customer journey map is a crucial undertaking for businesses aiming to improve the customer experience and foster long-term Read more Salesforce Campaign Attribution Explained Campaign Influence in Salesforce enables the attribution of multiple campaigns to an opportunity, although each opportunity can only have one Read more

February 24, 2023in Salesforce Marketing Cloud Account Engagement (Pardot)

14Feb

Zip Code Field in Salesforce Account Engagement

When incorporating a zip code field into an Account Engagement form, it’s crucial to choose the text option for the format, especially if form completions may come from locations beyond the United States. Zip Code Field in Salesforce Account Engagement can be one of the primary blockers to healthy sync. For seamless synchronization between systems, specific field mappings are established for the account object when validating your Salesforce connector in Account Engagement. Salesforce serves as the default primary system, and on the contact object, this field is identified as Mailing Postal Code in Salesforce. Similarly, when verifying the Salesforce connector in Account Engagement, certain prospect fields are mapped to lead or contact records for efficient syncing between systems. In most instances, Salesforce functions as the primary system, and on lead objects, this field is referred to as Postal Code in Salesforce. Handlebars Merge Tips: Pardot introduced Handlebars Merge Language (HML) in late 2019 as a means to incorporate personalization into Pardot (Account Engagement) assets. HML replaces the older %%Mergetag%% language in Pardot, using a new format of double curly brackets or “handlebars” {{ }}. One of the notable features of HML is its ability to employ conditional logic for displaying content. Zip Code Field in Salesforce Account Engagement BONUS: Administrators and individual users within Account Engagement have the ability to manage time zone, language, and data formats for the user interface (UI) display. Supported languages and locales include English, Japanese, German, Spanish, and French. Account Engagement admins can configure this when creating a user record by going to Account Engagement Setting > User Management Users. Additionally, individual users can control their language and locale settings under Account Engagement Settings > Account Engagement > My Profile. By Tectonic’s Salesforce Marketing Consultant, Shannan Hearne Like1 Related Posts How Travel Companies Are Using Big Data and Analytics In today’s hyper-competitive business world, travel and hospitality consumers have more choices than ever before. With hundreds of hotel chains Read more Marketing Cloud Account Engagement and Salesforce Campaigns The interplay between Account Engagement and Salesforce Campaigns often sparks confusion and frustration among users. In this insight, we’ll demystify Read more Mapping Your Customer Journey Creating a customer journey map is a crucial undertaking for businesses aiming to improve the customer experience and foster long-term Read more Salesforce Campaign Attribution Explained Campaign Influence in Salesforce enables the attribution of multiple campaigns to an opportunity, although each opportunity can only have one Read more

February 14, 2023in Salesforce Marketing Cloud Account Engagement (Pardot)

02Feb

Cleaning Up Marketing Cloud Account Engagement

Cleaning Up Marketing Cloud Account Engagement By Tectonic Salesforce Marketing Consultant, Shannan Hearne In a well-utilized Salesforce Marketing Cloud Account Engagement instance, data accumulation is inevitable. To declutter your Account Engagement database, consider the following best practices recommended by Salesforce and Tectonic. Cleaning Up Marketing Cloud Account Engagement Reach out to Tectonic today if your Account Engagement data is cluttered or if you are considering implementing Account Engagement and looking for a quick start solution. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

February 2, 2023in Marketing Automation, Salesforce Marketing Cloud Account Engagement (Pardot)

21Jan

A Salesforce Architect’s view of Salesforce Marketing Cloud Account Engagement

Account Engagement, previously known as Pardot, is a widely used marketing automation tool among Salesforce customers. Originating in 2007, it initially operated independently from the core Salesforce platform. However, in recent years, Pardot has progressively integrated into the core Salesforce platform, a shift driven by its popularity and the benefits of integration. Salesforce Architect’s view of account engagement analyzed. The combination of its popularity and integration into the core platform makes Account Engagement an intriguing area for architects to explore. This exploration aims not only to capitalize on its features but also to ensure data quality and application performance are not compromised. If you’re aiming to streamline manual lead assignment, this guide offers insights into the intricacies of Account Engagement. While the order of topics may not align with everyone’s perspective, it provides valuable information on the advantages and peculiarities of Account Engagement. By embracing the principles of Salesforce’s Well-Architected Framework, this guide delves into critical considerations as Account Engagement evolves in sophistication and power. Salesforce’s Well-Architected Framework: An Overview 1. Scalability: Optimize the data model structure for efficient data retrieval and manage data volume effectively. 2. Performance: Design with concurrent requests in mind (throughput optimization) and enhance response speed (latency optimization). 3. Availability: Identify, prioritize, and characterize risks while ensuring effective mitigation approaches. The guide starts with a focus on the data model, progressing to throughput optimization, latency optimization, and concluding with a comprehensive analysis of risks and their consequences. The Account Engagement Data Model Account Engagement, formerly known as Pardot, is favored among Salesforce customers for its seamless integration with the core platform. While initially an acquisition by Salesforce, the data model and user interface of Account Engagement have gradually aligned. 1. Prospects: Individual records in Account Engagement, representing known individuals generating activities like email clicks and form submissions. 2. Visitors: Unidentified sessions on your website, converted to known prospects when associated with a prospect record. 3. Assets: Emails, forms, landing pages, etc., on which prospects generate activities. 4. Campaigns: Account Engagement and Salesforce use the same campaign object with Connected Campaigns, linking assets to Salesforce campaigns. How is Account Engagement Connected to Salesforce Core? For those unfamiliar with the Salesforce connector for Account Engagement, the guide recommends a preliminary review. The standard out-of-the-box connector syncs objects, shares objects, and manages field sync behavior. 1. Standard Out-of-the-Box Connector: 2. Custom Object Sync: 3. Asset Sync: Salesforce Architect’s view of account engagement The guide also touches on the sharing model, user permissions, and the user interface, promising a return to these topics later. Throughput Optimization Throughput optimization focuses on designing and optimizing solutions for the number of concurrent requests within a given time interval. Several factors affect the speed of an Account Engagement instance, falling into the throughput optimization and latency optimization categories. 1. Bulkification: 2. Database Queries: 3. Account Engagement Optimizer: 4. Bulkification ‘by Design’: 5. Throttling: 6. Email List Sends: 7. Segmentation Queries: The guide suggests efficient strategies for segmentation to optimize processing power. Latency Optimization Latency optimization aims to improve how fast a solution responds to requests and demand. This section delves into considerations related to the sharing model, reports, and the user interface. 1. Account Engagement Sharing Model: 2. User Permissions: 3. Report Performance: 4. B2B Marketing Analytics: 5. User Interface: 6. Testing Assets: Account Engagement (Pardot) Risk Assessment Risk assessment is a critical aspect of maintaining system operation, user satisfaction, and business processes. The guide outlines potential risks, their consequences, and mitigation strategies. 1. Prospect Identifier: 2. Field Sync Behavior: 3. Custom Object Sync & Segmentation Reliability: 4. Connector Sync Latency: 5. Connector Sync Errors (Metadata Changes): 6. Redundant Automation Rules / Engagement Studio Programs: 7. Throttling: 8. Segmentation Queries: 9. Database Limits: 10. Syncing Profiles: – Unmonitored syncing profiles may grant excessive privileges. 11. Report Performance: – Choosing the right report type and avoiding unnecessary objects is crucial. 12. B2B Marketing Analytics: – Connector sync errors impact data quality in analytics. 13. Page Load Speed: – Responsible use of components and monitoring page load impact ensures optimal user experience. 14. Testing Assets: – Regular checks on live assets and automation changes prevent unnoticed breakages. This insight emphasizes that Account Engagement presents a compelling avenue for architects. By applying the principles of the well-architected framework, architects can navigate the evolving landscape of Account Engagement, ensuring optimal performance and data quality. Like Related Posts How Travel Companies Are Using Big Data and Analytics In today’s hyper-competitive business world, travel and hospitality consumers have more choices than ever before. With hundreds of hotel chains Read more Marketing Cloud Account Engagement and Salesforce Campaigns The interplay between Account Engagement and Salesforce Campaigns often sparks confusion and frustration among users. In this insight, we’ll demystify Read more Mapping Your Customer Journey Creating a customer journey map is a crucial undertaking for businesses aiming to improve the customer experience and foster long-term Read more Salesforce Campaign Attribution Explained Campaign Influence in Salesforce enables the attribution of multiple campaigns to an opportunity, although each opportunity can only have one Read more

January 21, 2023in Salesforce Marketing Cloud Account Engagement (Pardot)

18Jan

Marketing Cloud Account Engagement and Google Analytics with Heeet from the AppExchange

Introducing Google Analytics with Heeet for Marketing Cloud Account Engagement: A Solution for Holistic Insights Heeet serves as a connector between Salesforce and various channels, including Google Analytics and Google Ads. It goes beyond the limitations of existing connectors, providing detailed first and last touch data into Salesforce and recording essential conversion points in Google Analytics as “goals.” Heeet’s philosophy is to eliminate guesswork in lead acquisition costs, offering organizations a comprehensive solution for enhanced marketing insights. Heeet allows marketing teams to: – Sync all their paid campaigns with your Salesforce campaigns. – Track where their digital leads are coming from without cookie – Measure ROI of their investments – Send conversion data to Google Analytics TRACK ALL TRAFFIC SOURCES IN SALESFORCE – First/Last Click Channels (SEO, SEA, Social, Direct, Other) – First/Last Click UTMS (name, source, keyword) – First/Last Click Landing Urls – Interactions per channels before form completion Heeet is available on the Salesforce AppExchange. If you need assistance installing and implementing Heeet to track Account Engagement traffic sources, contact Tectonic today. Heeet automates all your marketing KPIs in Salesforce by telling you what marketing activities are truly driving revenue, what are your true marketing & sales acquisition costs and how your marketing contents & SEO are influencing acquisition and revenue. Multitouch attribution, campaign ROI, acquisition costs, SEO and content engagement, GA4 integration and more. Trully see how each digital channels, campaigns & keywords contribute to your revenue. MULTITOUCH COOKIELESS TRACKING Trully see how each digital channels, campaigns & keywords contribute to your revenue. Heeet advanced digital influence feature enables you to have a clear understanding on: Digital channels, campaigns and keyword impact: measure how each channels (SEO, SEA, Social Ads, Social Organic,…), campaigns and keywords are contributing to your lead acquisition and revenue. Enhanced Campaign ROI: identify all opportunities that have been influenced by your campaigns to really measure their effectiveness and show their true ROI. SALESFORCE INTEGRATION WITH GOOGLE ADS, FACEBOOK ADS, BING ADS AND LINKEDIN ADS Connect your paid ads platforms with Salesforce. In few clicks, connect Salesforce with your different paid platforms tools (Google Ads, Facebook Ads, Linkedin Ads, Bong Ads) Campaign Data Sync: your paid campaigns are created and updated automatically in Salesforce Campaign Historical data: Monitor your campaigns performances evolution over time (costs, impressions, clicks, # of leads, revenue,…) directly in Salesforce. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

January 18, 2023in Google Analytics, Marketing Automation, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Sales Cloud

Connecting Marketing Cloud Account Engagement, Marketing Cloud, and Salesforce

04Jan

Salesforce and Account Engagement

Here’s a breakdown of the key differences between Salesforce and the marketing automation platform Account Engagement: Distinguishing Factors: Additional Information about Account Engagement In summary, while both SFDC and MCAE are integral parts of Salesforce’s cloud-based offerings, they serve distinct purposes in the realm of CRM and marketing, catering to different needs and audiences. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

January 4, 2023in Salesforce Marketing Cloud Account Engagement (Pardot)

04Nov

1 to Many Account Based Marketing

Discover the solution to your marketing challenges with Programmatic ABM, also known as 1:Many Account Based Marketing, where technology scales reach and personalization for a larger number of accounts. In the challenge of winning customers and expanding your base, the traditional approach of casting a wide net and hoping for success falls short. Account-Based Marketing (ABM) emerged as a strategic alternative, focusing on specific high-value accounts through tailored campaigns and personalized messaging. Different types of ABM can be applied based on business goals, needs, and resources. 1 to Many ABM 1:Many ABM, or Programmatic ABM, represents the least intensive form. It targets a large number of accounts simultaneously, relying on technology and automation with tools like Salesforce and Einstein AI. While campaigns and content are not individually tailored, they address a larger group with similar characteristics, categorized based on industry, size, location, goals, needs, and challenges. This approach proves beneficial for businesses aiming to reach a broad audience on a limited budget, as it demands fewer resources and offers cost-effectiveness. Salesforce Marketing Cloud Account Engagement, formerly Pardot, is a great tool for 1 to many account based marketing. Characterized by targeting 100 to 1000+ accounts, 1:Many ABM exhibits low personalization compared to other ABM types. Resources needed are generally low to moderate, given the automated nature of campaigns. The team structure may not require an ABM strategist but will need content writers and integration/analytics experts. As the most cost-effective option, it suits businesses on a limited budget. Use Cases Use cases for 1:Many ABM encompass lead and demand generation, entry into new markets or product promotion, and educating potential customers. It proves effective in campaigns designed to attract new leads, launch products, or provide information to move potential customers down the sales funnel. An exemplary 1:Many ABM campaign executed by DocuSign involved a targeted display ad campaign for over 450 enterprise accounts. The campaign ran across six different industries. The ad messaging and content were customized based on industry and the customer’s buying stage. Thus aiming to boost website traffic, improve click-through rates, and increase meaningful customer conversations. If you are ready to explore Salesforce Account Engagement and 1 to many account based marketing, contact Tectonic today. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

November 4, 2022in Account Based Marketing, Data, Enterprise, Salesforce, Salesforce Implementation Services, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Technology

05Sep

Account Engagement and Connected Campaigns

You connect Salesforce campaigns to Account Engagement with Connected Campaigns. If you’re new to Salesforce and Account Engagement, the Connected Campaigns feature is already partially enabled. Connect campaigns to save time, reduce clutter, and access valuable cross-product features and reporting. For example, work with Campaign Influence attribution models, Engagement History, and Einstein Campaign Insights for a complete view of your business. Plus, you can work with prospects and engagement data without leaving Salesforce. To streamline the way that you provide multifaceted campaign data to sales and marketing teams, connect your Salesforce and Account Engagement campaigns. As a prospect interacts with the marketing assets on an Account Engagement campaign, metrics are pushed to its equivalent Salesforce record. From there, marketers can track influence, and sales users can clearly see the prospect’s journey to becoming an opportunity. If you purchased Account Engagement after March 22, 2019, Connected Campaigns is partially enabled by default. To configure campaigns to work best for your business, complete a few tasks. To work with Account Engagement Campaigns in Account Engagement Lightning App, add the Account Engagement Campaigns tab to the navigation. Now you’re ready to start creating Salesforce campaigns. Each time you create a campaign in Salesforce, an equivalent campaign is created in Account Engagement. That Account Engagement campaign generates new prospects and tracks marketing engagement, which appears as Engagement History on your campaign records. To automatically create lead records from new prospects, add an assignment completion action to your marketing forms. To automatically add prospects as members to a campaign, create an automation. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more

September 5, 2022in Marketing Automation, Salesforce Marketing Cloud Account Engagement (Pardot)

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