In 2024, staying ahead in the game of marketing requires more than just traditional strategies. This is where Salesforce Marketing Cloud comes into play, offering a comprehensive suite of tools to streamline your marketing efforts and drive meaningful connections with your audience. We can break Marketing Cloud into two core products, Marketing Cloud Engagement and Marketing Cloud Account Engagement (former Pardot). Here is our overview.
What is Marketing Cloud Engagement
Marketing Cloud Engagement is one of the core Marketing Cloud components. It is a B2C marketing automation platform that offers a range of AI-driven tools to activate data and deliver personalized campaigns at scale, maximizing customer lifetime value.
What’s included in Marketing Cloud Engagement
- Advertising Studio
- Data Cloud
- Marketing Cloud Intelligence
- Email Studio
- Google Analytics 360
- Marketing Cloud Personalization
- Journey Builder
- Mobile Studio
Explore how ENWAY helps companies set up Salesforce marketing automation to swiftly segment the customer base, craft personalized campaigns, and deploy them with ease, all while gaining valuable insights through efficient analysis.
Key Features of Marketing Cloud Engagement
Source: salesforce.com
Journey Orchestration: Craft personalized customer journeys seamlessly with drag-and-drop tools, incorporating messaging, content, and AI decision-making for enhanced engagement and conversions.
Multichannel Messaging: Connect with customers across email, mobile push, SMS, third-party messaging, and even direct mail from a centralized console, leveraging AI for a cohesive, omnichannel experience.
Cross-CRM Engagement: Break down silos and streamline the customer experience by integrating activities across various touchpoints, ensuring a seamless journey regardless of interaction point.
Email Marketing: Maximize email personalization and campaign efficiency using AI, managing all campaigns, including transactional and promotional messages, from a single platform.
Mobile App Engagement: Engage customers with relevant in-app messaging, utilizing geotargeting and behavioral data to drive app engagement and ROI.
Conversational Messaging: Facilitate direct brand-customer interaction through platforms like SMS and WhatsApp, delivering impactful experiences while gathering valuable customer insights.
Cross-Channel Analytics: Optimize campaigns across email, mobile, and advertising channels with built-in analytics, empowering marketers to drive engagement and customer lifetime value.
Google Analytics Integration: Gain a deeper understanding of customer behavior across channels with seamless integration, refining segments and delivering targeted ads directly from Marketing Cloud Engagement.
Digital Advertising: Activate first-party audience segments across digital ad platforms for enhanced targeting and messaging, seamlessly integrated into customer journeys for a connected cross-channel experience.
In essence, Marketing Cloud Engagement equips businesses with the tools and insights necessary to foster enduring B2C customer relationships, driving engagement, loyalty, and business growth.
What is Marketing Cloud Account Engagement (former Pardot)
Marketing Cloud Account Engagement (ex-Pardot) is a B2B marketing automation platform that forms the second core product of the Salesforce Marketing Cloud.
Find out how to create a landing page in Marketing Cloud Account Engagement and how to use forms to nurture leads.
Key Features of Marketing Cloud Account Engagement:
Source: salesforce.com
Efficient Growth and Team Alignment: Align teams and streamline operations with AI-powered tools directly integrated into your CRM, enhancing collaboration and productivity.
Lead Generation: Accelerate lead generation with easy-to-use landing page builders and personalized, automated cross-channel journeys, powered by AI-driven lead scoring.
Cross-Channel Journeys: Engage prospects across multiple channels by connecting webinar, survey, and SMS apps directly to your marketing programs, ensuring seamless interactions.
Account-Based Engagement: Identify and engage high-potential accounts with Einstein’s insights, collaborating with sales and service teams on a unified platform.
AI Scoring: Leverage Einstein’s AI capabilities to score leads and identify ideal customer profiles based on behavior, maximizing conversion potential.
Engagement History Insights: Gain deep insights into prospect engagement and share data seamlessly with sales and service teams, using dynamic dashboards to track interactions.
Real-Time Sales Alerts: Keep sales and service teams informed with real-time alerts on key marketing interactions, enabling timely follow-ups.
Full-Funnel Multi-touch Attribution: Gain comprehensive insights into marketing and sales impact with AI-powered attribution models, optimizing campaigns for maximum ROI.
Account-Based Marketing Dashboard: Monitor revenue and pipeline performance for key accounts, sharing insights with sales teams to refine outreach strategies.
Out-of-the-Box Analytics: Understand marketing’s impact on revenue with direct Sales Cloud integration, using A/B testing and predictive analytics to drive strategic decisions.
So, Marketing Cloud Account Engagement empowers businesses to streamline operations, maximize engagement, and drive revenue growth in the competitive B2B landscape.
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