Salesforce Marketing Cloud Account Engagement (MCAE, formerly known as Pardot) is a native Salesforce CRM platform that offers B2B-focused marketing solutions. This platform helps companies manage relationships with leads and customers through its robust tools, such as Lead Scoring and Grading, personalised journeys, automations, and more, helping to nurture, re-engage, and strengthen customer loyalty. 

MCAE supports marketing teams in qualifying, nurturing, and aligning their strategies, personalising communications, and automating workflows. 

Synchronisation with Salesforce CRM Leads and Contacts 

The full integration with Salesforce CRM enables the automatic synchronisation of qualified Leads and Contacts with the CRM. This ensures that both marketing and sales teams have up-to-date, synchronised information about each individual, allowing them to invest in new strategies. 

Companies can prioritise marketing efforts by developing campaigns and strategies focused on lead qualification. Once qualified, leads are then passed on to the sales team to begin the sales process. This alignment enables both teams to collaborate effectively, ensuring successful sales outcomes and fostering long-term relationships with customers, promoting loyalty after conversion. 

Lead Nurturing 

The creation of personalised journeys allows for the development of highly segmented lead nurturing strategies, delivering relevant content at every stage of the customer journey, thus increasing the chances of conversion. Within these journeys, various actions can be configured, such as email sending, field updates, task creation in Salesforce CRM, and more. Additionally, dynamic paths can be built based on specific criteria, such as certain lead fields or whether the customer has opened the email. 

Lead Scoring and Grading 

These two tools support marketing strategies by enabling precise lead qualification. They allow companies to evaluate a customer’s level of interest in the business and determine whether the lead profile aligns with what the company considers most valuable. This facilitates the transfer of highly qualified leads to the sales team, optimising time and effort. 

Lead Scoring measures a lead’s interest level by evaluating interactions such as website visits, form completions, or content downloads. This tool helps prioritise the most engaged leads, allowing for the creation of segmented journeys and enabling the sales team to focus on leads with the highest scores. 

Lead Grading evaluates the lead’s profile against the ideal customer criteria. For example, a company operating exclusively in Portugal would assign a higher grade to leads from Portugal compared to those from other countries. This way, the company can prioritise leads not only based on engagement but also on alignment with the ideal customer profile. 

Reports and Performance Analysis 

Salesforce Marketing Cloud Account Engagement offers valuable reports, such as the Prospect Lifecycle. This report details the entire journey of the prospect, from their first interaction with the company, through conversion and qualification, to becoming a sales opportunity. It also provides insights into the number of successful deals and the revenue generated from these conversions. 

Another important report is campaign analysis, which allows the tracking of campaign effectiveness by measuring KPIs such as conversion rate, opportunities generated, and campaign ROI. 

One of the key benefits of Salesforce integration is the ability to gain a comprehensive view of the customer journey, from the first contact to the final sale, making it easier to analyse the customer lifecycle. 

B2B Marketing Automation 

B2B campaign automations reduce manual work by sending personalised communications automatically, based on lead interactions or changes to specific fields. 

Automations allow for the configuration of various actions to be triggered at the right time and for the right person, ensuring the relevance of the content, and on a large scale. 

Advanced Segmentation 

MCAE enables the creation of highly segmented B2B audiences based on demographic, geographic, and behavioural data. Static or dynamic audiences can be defined, ensuring that information is only sent to the right people, maintaining the relevance of communication. 

A well-structured segmentation strategy has a significant impact on the lead lifecycle, accelerating sales and connecting marketing and sales teams with the right leads at the right time. 

Effective B2B Relationship Management 

Effective B2B relationship management with Salesforce Marketing Cloud Account Engagement is essential for maximising lead interaction and conversion potential. The synchronisation of leads and contacts with Salesforce CRM ensures that all relevant information is centralised, providing a complete view of the customer or prospect. 

Lead nurturing enables the building of stronger, more personalised relationships, with targeted messaging throughout the customer journey. Automations optimise processes, facilitating the creation of highly personalised campaigns, while reports offer performance analysis and valuable insights. 

Together, these integrated tools provide efficient management, enhancing B2B relationships and driving commercial results. 

Interested in learning more about Salesforce Marketing Cloud Account Engagement? Fill out the form, and we’ll get in touch with you soon. 

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Salesforce Marketing Cloud is Salesforce’s B2C-focused tool that helps businesses deliver relevant campaigns and personalised content to each customer, while also supporting the development of customer journeys. Personalisation in marketing is essential to creating content that aligns with the profile and expectations of each customer. By leveraging online behaviour and even purchase history, companies can segment their audiences and create personalised experiences across various touchpoints, from awareness to loyalty. With the different Studios and Builders in Salesforce Marketing Cloud, it’s possible to create unique and innovative experiences, and even use artificial intelligence to enhance content and journey personalisation by predicting needs and adjusting communication to what is most convenient for each individual. 

The Importance of Personalisation

Even though customers may like the same product or service category, each one has different tastes and needs. Personalising the experience helps increase engagement with a company’s content and even promote a closer relationship with the customer by delivering messages and offers tailored to their needs and interests. 

Personalisation ensures a more genuine and unique experience because a customer with specific tastes and behaviours can build a relationship of trust with a company that knows them and delivers exactly what they need. Imagine a customer from a children’s store who bought a size 20 pair of shoes for their child, receiving an email six months later with special offers for size 21? It may seem simple, but knowing that the company understands them and their family, and even knows their child’s current shoe size, could be a significant advantage, don’t you think? 

Intelligent Segmentation 

For intelligent segmentation, it’s important to build detailed and targeted profiles to send specific messages in the Customer Journeys. 

It’s essential not only to personalise the customer experience at each touchpoint, from awareness to loyalty, but also to create intelligent segmentation to build effective and personalised campaigns that make sense in crafting the overall experience. 

How to achieve intelligent segmentation? 

It is possible to create segmentations based on demographic, geographic, and even behavioural data, such as customers who have purchased in the last six months, customers who haven’t purchased in the last three months, regular customers, and those needing re-engagement, allowing for the sending of personalised customer journeys and improving the precision of content. 

Using Data and Content for Personalisation 

With Salesforce Marketing Cloud, it’s possible to gather data through forms and surveys and even collect real-time data on online behaviour and purchase history. An online store could send personalised content to someone who had a negative experience with a product or service (giving it a low rating), expressing that their opinion is valued, their points of view will be reviewed, and perhaps even offering a discount on another product or service to demonstrate that not all experiences are negative and to seek their trust again. Or they could create an Abandoned Cart Journey, reminding the customer of the items left in the cart and that they still have time to complete the purchase. What an amazing customer Journey, don’t you think? 

The more data a company has about a customer, the more personalised the content can become, and the stronger the connection with the customer will be. Within a single email, hundreds of different experiences could be offered, each tailored to the individual desires and needs of the customers, speaking directly to each one. 

Another important consideration is the use of A/B testing, as this tool allows companies to test different personalisation approaches and identify which one generates the most engagement and conversion. 

Marketing Automation and Omnichannel in Customer Journeys 

The Journey Builder is a powerful tool within Marketing Cloud. It allows personalised content to be sent at scale while still targeting distinct profiles and behaviours. With Journey Builder, it’s possible to send messages at the right moment for each customer, using AI tools, for example, to deliver the message at the best time for each individual, based on their behaviour. A single journey working for each individual. Amazing! 

The customer experience can be delivered across multiple channels in the Customer Journey (Email, SMS, WhatsApp, etc.) while still respecting each individual’s preferences. The key is to maintain a consistent narrative across all the touchpoints where the customer interacts. 

Salesforce Marketing Cloud is a highly powerful tool for attracting, retaining, and keeping customers close to a company. By personalising content, it’s possible to reach audiences with varied tastes and behaviours, offering them exactly what they need at the right moment. Additionally, with automated journeys working for the company, it will have happy and satisfied customers while the platform works autonomously, driving more engagement and results. 

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