Marketing Cloud Account Engagement

A leading B2B marketing automation platform within the Salesforce ecosystem, competing with HubSpot, Marketo, and Eloqua for enterprise and mid-market B2B marketers

Marketing Cloud Account Engagement is a B2B marketing automation platform, formerly known as Pardot, that helps marketers identify which leads are most likely to convert into customers.¹ It manages the B2B marketing process by tracking prospect interactions, automating follow-up communications, and prioritizing leads for sales teams — for example, capturing leads through website forms, tracking which content prospects engage with, and automatically sending targeted emails that guide them through the buying journey until they are ready to be passed to sales.² Through integration with Advertising Audiences, powered by Marketing Cloud Advertising, the platform connects with online advertising channels including social media and Google Ads, enabling marketers to reach existing customers, generate new leads, suppress specific prospect segments, and re-engage lapsed contacts.³ This combination unites digital touchpoints into a centralized hub for tracking and reporting, provides a more accurate picture of what is and is not working, and allows marketers to use first-party data to build and target lookalike audiences.³ Marketing and sales teams can also leverage Einstein AI to connect with contacts at the right moments, identify top candidates for account-based marketing, surface leads more likely to convert, and determine when prospects are ready to buy.¹ Pricing is structured in tiers — Growth, Plus, and Advanced — based on features and number of prospects, making costs relatively predictable for smaller teams.⁴ Source 1: portstbd.com — What is Pardot (Marketing Cloud Account Engagement)? Source 2: marcloudconsulting.com — What is Marketing Cloud Account Engagement? | Salesforce Source 3: thespotforpardot.com — How Marketing Cloud Advertising and Account Engagement ... Source 4: cloudmasonry.com — Salesforce Account Engagement vs. Marketing Cloud ...