Pardot – Marketing Cloud Account Engagement

Marketing Cloud Account Engagement (formerly known as Pardot) is a Salesforce product that helps B2B marketers improve conversion rates, deliver qualified leads and automate their marketing and sales processes.

Creating meaningful connections with prospective and existing clients plays a critical role in any B2B organisation’s marketing efforts.

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    With 9 out of 10 B2B buyers stating that online content has a significant influence on their decisions, marketers need to craft dynamic messaging, personalisation and relevant conversations that cut through the noise, and ultimately fill their pipeline with high-quality leads that will convert.

    When you’re able to truly understand the success and effectiveness of your marketing and communications, you can gain invaluable insight into user behaviour, and get your message in front of the right buyers, in the right place, at the right time.

    In April 2022 Salesforce announced Pardot’s name was changing to Marketing Cloud Account Engagement (MCAE). This is part of their ‘Salesforce Easy’ innovation goal. You can find out more about it here. We use both Pardot and MCAE interchangeably here.

    What is Pardot?

    Marketing Cloud Account Engagement is a powerful marketing automation solution that supports the needs of B2B organisations in a range of sizes.

    From email marketing to landing pages, lead qualification and lead nurturing, Pardot can be integrated with Salesforce Sales Cloud and Service Cloud in order to pass valuable data between this innovative marketing solution and your business CRM solution.

    Marketing Cloud Account

    Engagement allows marketing teams to track and score customer behaviour and when the time is right, to push these hot leads to the sales team so they are making the best of their time by only contacting prospects who will convert.

    Marketing Cloud Account Engagement and Salesforce Integration with Purus

    We’ve been helping businesses successfully integrate and onboard Salesforce products since 2014. We provide bespoke Salesforce implementation consultation, development, support and training for Marketing Cloud Account Engagement that can be tailored to suit the needs of your business, no matter how small or niche. We also provide consultation and integration services for the following Salesforce Products:

    If you want to sync Pardot to your Salesforce solutions, this will require mapping and expertise. Whether you wish to implement Service Cloud, Sales Cloud or Marketing Cloud Account Engagement, we offer bespoke implementation, development, support and training services that can be tailored to the needs of your business.

    Marketing Cloud Account Engagement Features

    Customisable Dashboard

    Prospect Graphs including active prospects, created prospects and identified companies are shown on the Dashboard.

    Marketing Automation

    Automate various processes in your account with Automation Rules for specific criteria. Create Drip Programs to enable easy and effective lead nurturing.

    Prospective Lead Nurturing

    Identify your Prospects, review your marketing elements and report on all your marketing efforts with ease.

    Seamless Reporting

    Review your various marketing efforts, their results and effectiveness through Pardot reporting, across all marketing elements.

    The Advantages of Marketing Cloud Account Engagement

    Understand ROI of Marketing Efforts

    Through MCAE, companies can get a transparent picture when it comes to the real return on investment of their marketing efforts, through intelligent reporting. Marketing managers can use this data to make smarter decisions and optimise marketing campaigns in order to bring in better leads.

    Effective Email Marketing

    Create segmented lists with precise specifications and send automated email journeys using dynamic content, customer profiling and personalisation strings. Understand what content works with your customers and improves on this through spam analysis and A/B testing.

    Integrate With Ease

    Marketing Cloud Account Engagement integrates with other marketing automation tools and Salesforce products with ease. View Marketing Cloud Account Engagement data in Salesforce, fill in the gaps and get a single, holistic view.

    Use Visual Reporting to Drive Revenue

    Pardot’s Custom Wave and visual reporting for dashboards gives marketers a single source of truth when it comes to understanding the success of campaigns. Gain new insights on campaign performance and make the most of your marketing efforts.

    You’re in Good Company

    Don’t just take our word for it, here are some testimonials from customers like you…

    "I'm going to do more with these guys. they understand me and have helped a lot, sometimes more than they should have, but that's what you need when you're working on a mission critical piece of software - nice job Purus."

    Ian Weston, Mark 3D

    “Great dealing with Purus! Very professional and knowledgeable in what we were trying to achieve. Would definitely use them again"

    Selina Wakleing, Cheval

    Will at Purus was very supportive (and patient) with multiple stakeholders wanting different things and with goal posts moving throughout the project. We now have a system that is robust, user friendly and an ability to input and output effectively to give a better view of our organisation.

    E-light

    "The Purus team were impeccable in their assistance with our Project, I would highly recommend them. Purus brought great experience and recommendations to our project, as well as helping us with a smooth migration."

    Katie Johnson, Aliaxis

    “We've been working with Purus for almost a year. I cannot fault their service - their staff are knowledgable, friendly and always make time to answer your questions/or address any concerns you have."

    Gemma Richie, Alamy

    "I'm going to do more with these guys. they understand me and have helped a lot, sometimes more than they should have, but that's what you need when you're working on a mission critical piece of software - nice job Purus."

    Ian Weston, Mark 3D

    Will at Purus was very supportive (and patient) with multiple stakeholders wanting different things and with goal posts moving throughout the project. We now have a system that is robust, user friendly and an ability to input and output effectively to give a better view of our organisation.

    E-light

    "I'm going to do more with these guys. they understand me and have helped a lot, sometimes more than they should have, but that's what you need when you're working on a mission critical piece of software - nice job Purus."

    Ian Weston, Mark 3D

    “Great dealing with Purus! Very professional and knowledgeable in what we were trying to achieve. Would definitely use them again"

    Selina Wakleing, Cheval

    Frequently Asked Questions

    Why did Pardot change its name to Marketing Cloud Account Engagement?

    Salesforce changed Pardot’s name to Marketing Cloud Account Engagement in April 2022, as part of their company-wide “MC Easy” initiative. You can find out more about it here.

    How does Pardot work?

    Pardot is a powerful standalone B2B marketing automation tool. When integrated with the Salesforce platform, marketers can automatically create and assign qualified leads and make tracked prospect activities visible to the sales team.

    What is B2B Marketing Automation?

    Marketing automation refers to the software that automates marketing and engagement to help generate leads, close deals and measure your marketing success. B2B companies can engage and reach potential clients in various ways including: email, social media, lead nurturing, inbound marketing, digital advertising, landing pages and forms.

    Is Pardot automation suitable for my business?

    Pardot provides a full solution that helps B2B marketers create meaningful connections that can help generate more sales and close more deals. Pardot will generate a better ROI, revenue and results for your business.

    What sort of insights will Pardot provide?

    With Pardot and Salesforce reporting, marketers can track the success of their campaigns, measure audience engagement and understand the impact of the emails that are sent out. B2B Marketing Analytics will organise and analyse data across all sales and marketing, allowing you to make informed data-driven decisions in your sales.