Marketing Account Engagement

When marketing and sales work from the same data, pipelines fill faster.

Most B2B companies have a marketing team generating leads and a sales team working opportunities — and the two rarely talk to each other as well as they should. Marketing sends emails without knowing which leads sales has already engaged. Sales ignores MQL lists because the quality is inconsistent. Nobody knows which campaigns are actually influencing revenue.

Salesforce Marketing Cloud Account Engagement (formerly Pardot) fixes the alignment problem. When it’s set up correctly, marketing knows exactly which leads are showing buying signals, sales gets notified the moment a prospect takes a high-value action, and leadership can see campaign influence on closed revenue — in Salesforce, in real time.

Are your marketing and sales teams working from the same data?

Free consultation — we’ll show you what a properly aligned Account Engagement setup looks like.

Book a Free AI Readiness Assessment

Is This You?

You’re running email campaigns but can’t see their influence on Salesforce opportunities
Sales reps are complaining about lead quality — but marketing has no visibility into why leads are being dismissed
Your lead nurture sequences are manual, inconsistent, or non-existent
You have Account Engagement but it’s not connected properly to your Sales Cloud data
You’re buying contact lists and blasting them — and your deliverability is suffering for it

What We Implement

Lead Scoring & Grading
We configure score (based on engagement actions — email opens, page views, form submissions, asset downloads) and grade (based on profile fit — industry, company size, job title) so your sales team always knows which leads are genuinely worth pursuing and why.
Engagement Studio — Automated Nurture Programs
Multi-step, behaviour-triggered nurture journeys that send the right content to the right prospect at exactly the right moment in their buying journey. We map your buyer journey, identify content gaps, and build the automation logic that keeps prospects engaged between sales touches.
Salesforce CRM Alignment
Proper bidirectional sync between Account Engagement and Sales Cloud — lead assignment rules, campaign influence tracking, prospect activity visibility on Salesforce records, and closed-loop reporting from first touch to closed deal.
Landing Pages & Forms
Connected Account Engagement forms and landing pages that capture prospect data directly into your CRM with progressive profiling — collecting more information over multiple visits without overwhelming prospects with long forms.
Campaign Influence & ROI Reporting
B2B ROI dashboards in Salesforce showing which marketing campaigns influenced which opportunities — so leadership can make investment decisions based on actual pipeline contribution, not vanity metrics.

Our Implementation Process

1

Audit & Alignment Workshop

We review your current marketing operations, Sales Cloud setup, and content assets. We run a workshop with both your marketing and sales leaders to agree on lead definitions, scoring thresholds, and handoff processes before configuring anything.

2

Technical Configuration

Account Engagement connector setup, Sales Cloud sync configuration, email authentication (SPF/DKIM/DMARC), sender reputation assessment, and domain verification.

3

Scoring & Grading Model

We configure score and grade models based on your agreed ICP and buyer journey — with documented rationale for every threshold.

4

Nurture Programs & Automation

We build Engagement Studio programs for your key segments — new leads, stalled opportunities, re-engagement, and post-close onboarding.

5

Reporting & Dashboard Setup

Marketing ROI dashboards in Salesforce, prospect activity reports, and campaign performance views accessible to both marketing and sales leadership.

6

Training & Handover

Marketing team training on day-to-day operations, campaign creation, and performance analysis. Documentation for all automation logic and scoring rules.

What You Get

Sales-Ready Leads Only

Reps receive prospects who have demonstrated real interest and profile fit

Automated Nurture at Scale

Stay in front of every prospect without manual follow-up overhead

Full Campaign Attribution

Know exactly which marketing activity influenced each closed deal

Improved Email Deliverability

Proper authentication and list hygiene keeps you out of spam folders

Aligned Teams

Marketing and sales working from the same lead data and agreed definitions

Reporting Leadership Trusts

Pipeline influence dashboards that connect marketing spend to revenue

Generate More Qualified Leads
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FAQ

We have Account Engagement but aren’t getting value from it — can you help?

Yes — Account Engagement remediation is very common. Most underperforming setups have the same issues: incomplete Sales Cloud sync, no scoring model, and Engagement Studio programs that were built once and never maintained. We’ll audit your setup, identify the gaps, and fix them.

How is Account Engagement different from Marketing Cloud?

Account Engagement is built for B2B — it’s designed around account-level engagement, lead scoring, and sales handoff. Marketing Cloud is built for B2C — high-volume, multi-channel, individual customer journeys. If you’re selling to businesses and your deals go through a sales team, Account Engagement is the right tool.

Do we need a content team to make this work?

You need relevant content — but it doesn’t need to be extensive to start. We prioritise nurture programs around your most important buyer segments and identify the 3-5 content assets that will do 80% of the work. We’ll tell you exactly what you need before you spend time creating it.

What email volume can Account Engagement handle?

Account Engagement is designed for targeted B2B sends, not mass email blasts. If your database is very large (500,000+ contacts) or you need high-frequency B2C sends, Marketing Cloud is a better fit. We’ll assess your volume and use case and recommend accordingly.