Salesforce Marketing Cloud Account Engagement is a powerful marketing automation platform that can help you nurture leads, close more deals, and grow your business. However, with so many features and capabilities, it can be tough to know where to start.
Here are three tips to help you get the most out of Account Engagement (fka Pardot):
1. Set up your Salesforce Connector: The Salesforce Connector is a critical piece of the Salesforce Account Engagement puzzle. It allows you to sync your lead and contact data between Salesforce and Account Engagement, so you can have a complete view of your customers in one place.
Once you’ve set up the Salesforce Connector, you’ll need to import your existing lead and contact data into Account Engagement. You can do this manually or by using the Salesforce Import API.
2. Create automated engagement programs: Account Engagement’s automation features allow you to create personalized campaigns and nurture leads through the sales funnel. With automation, you can send targeted emails, create landing pages, and track engagement metrics.
To create an automated engagement program, navigate to Engagement Studio and click New Automation. Select the type of program you want to create (e.g., nurture program, welcome series, etc.) and give it a name.
Once you’ve created your program, you can start adding steps. Steps are the different actions that will be taken in your program.
Once you’ve added all of the steps to your program, click Save and Activate. Your program will now start running and nurturing your leads.
3. Use the Account Engagement Optimizer: The Account Engagement Optimizer is a tool that can help you improve the performance of your account. It provides insights into your engagement metrics and recommendations for improvement.
To access the Account Engagement Optimizer, navigate to Marketing Setup > Account Engagement Optimizer.
On the Optimizer dashboard, you’ll see an overview of your engagement metrics, such as email open rates, click-through rates, and website visits. You’ll also see a list of recommendations for improvement.
To implement a recommendation, simply click on it and follow the instructions.
By following these three tips, you can get the most out of Salesforce Account Engagement and improve your marketing results.
Bonus tip: Salesforce Account Engagement is constantly evolving, so it’s important to stay up-to-date on the latest features and capabilities. You can do this by reading the Salesforce Account Engagement documentation and following the Salesforce Account Engagement blog.