Pardot, which is now known as Marketing Cloud Account Engagement, is a marketing automation platform that helps businesses attract, engage, and nurture leads. It is designed for B2B companies and is a Salesforce product.
One of the key features Account Engagement is its ability to track the behavior of leads on a company’s website. This allows businesses to see which pages a lead has visited, how long they stayed on each page, and what forms they have filled out. This information can then be used to create targeted marketing campaigns and personalize the lead’s experience on the website.
Another important feature of Marketing Cloud Account Engagement is its lead scoring and grading system. This system assigns a score to each lead based on their behavior and engagement with the company. Leads are then grouped into different grades, such as “hot,” “warm,” or “cold,” which helps sales teams prioritize which leads to follow up on.
Pardot also offers a range of marketing tools such as email campaigns, landing pages, and forms that can be used to engage with leads. These tools can be used to create personalized and automated marketing campaigns, which can help increase conversions and drive revenue.
Pardot also integrates seamlessly with Salesforce, allowing businesses to manage their entire customer journey from one platform. This means that data from Pardot can be used to inform sales and customer service teams about a lead’s behavior and engagement, helping them to better understand the customer and provide a more personalized service.
In summary, Marketing Cloud Account Engagement ( MCAE ) is a powerful marketing automation platform that can help businesses attract, engage, and nurture leads. Its tracking and scoring features, marketing tools, and Salesforce integration make it a great choice for B2B companies looking to improve their marketing and sales processes.