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.

This platform reduces manual labor from usual marketing and sales tasks to speed up sales cycles for teams.
It has connected data and predictive recommendations built-in, allowing marketers to understand what account-based marketing campaigns perform best, why they performed well, and what will likely perform next.

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:

Comprehensive marketing insights,
Advanced audience segmentation,
Powerful lead scoring,
Lead trends analysis.

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.