Hand sales the leads worth a call.

SALESFORCE MARKETING CLOUD ACCOUNT ENGAGEMENT

B2B marketing automation that sales trusts

Marketing Cloud Account Engagement, formerly Pardot, is Salesforce’s B2B marketing automation. It scores and grades leads, nurtures them with automated programs and hands sales the ones worth a call, with every touch tracked back to the CRM.

Salesforce lets Account Engagement customers add Marketing Cloud Next capabilities through Account Engagement+, on Data 360. Customers on the Growth, Plus, Advanced and Premium editions already have it. FORWARD implements and optimizes Account Engagement for retail, hospitality, telecom and e-commerce companies, and tells you when the “+” is worth switching on.

Key benefits

Leads sorted for sales

Score and grade leads automatically, so sales calls the best ones first.

Nurture that runs itself

Engagement Studio programs, dynamic emails and automated follow-ups reach each prospect with timely, relevant content.

ROI you can trace

See cost and results per campaign, from first touch to closed deal.

From Pardot to Account Engagement+

Account Engagement+ gives access to Marketing Cloud Next Growth or Advanced through permission set licenses. Data 360 is the prerequisite, and messaging and Einstein credits come with it, plus Agentforce campaign creation and segment creation. Your existing setup keeps running. Read how it fits in Marketing Cloud Next. Account Engagement also gives you tools to manage consent and protect data under GDPR.

Have more questions? Here’s an FAQ

What is Account Engagement, and is it the same as Pardot?

Yes. Pardot, Salesforce’s B2B marketing automation platform, was renamed Marketing Cloud Account Engagement in April 2022. It scores leads, runs nurture programs and aligns marketing with sales on the Salesforce CRM.

Account Engagement or Marketing Cloud Engagement?

Account Engagement is for B2B: long sales cycles, several stakeholders and lead scoring. Marketing Cloud Engagement is for B2C: email, mobile and journeys at volume. If you sell to both, we map which one covers what.

What is Account Engagement+, and do we have to move to Marketing Cloud Next?

Account Engagement+ lets you use Marketing Cloud Next Growth or Advanced capabilities next to your current setup, on Data 360. Customers on the Growth, Plus, Advanced and Premium editions already have it. You do not have to move. It is worth it when you want unified data, Agentforce and richer segments on top of your B2B automation.

What does Account Engagement cost?

Salesforce publishes the editions and prices on its pricing page. License cost depends on the edition and the add-ons you choose, and implementation comes on top. We scope it with you after a first workshop, so you can compare it with what you spend today.