Improve B2B lead engagement with Salesforce Account Engagement
Structured engagement for longer B2B buying cycles
B2B buying cycles can be long and involve multiple interactions before a prospect is ready to speak with sales. We implement Salesforce Account Engagement (Pardot) across lead scoring and grading, nurture journeys, landing pages, forms, and email automation to help marketing teams engage prospects consistently throughout the buying process.
Because Account Engagement works with Salesforce, we also align it with Sales Cloud through synced leads and contacts, connected campaigns, and automation rules that route qualified prospects to the appropriate sales representative.
What our Account Engagement experts do for you
Lead Scoring & Grading Setup
Configure behavior-based scoring using signals such as email opens, page visits, and downloads, along with fit-based grading against your ideal customer profile.
Engagement Studio Journey Design
Build branching nurture journeys that respond to prospect behavior instead of sending the same sequence to every contact.
Landing Pages, Forms & Content
Create landing pages and forms connected to campaigns so marketing assets can capture and track prospect information.
Email Marketing & Automation Rules
Set up automated emails, nurture programs, and dynamic content rules that adapt messaging based on prospect behavior and lifecycle stage.
Salesforce & Sales Cloud Alignment
Sync leads and contacts, connect campaigns, and configure automation rules to notify sales when a prospect meets the defined qualification criteria.
Reporting & Attribution
Set up campaign influence and ROI reporting to connect marketing activity with pipeline and revenue.
Account Engagement in action
Here are two examples of what we’ve built with Account Engagement as part of the broader lead management and nurturing services we deliver.
Lead scoring and grading for sales handoff
Marketing teams may generate hundreds of leads while sales teams spend time reviewing contacts that are not ready to buy. At the same time, highly engaged prospects can be overlooked.
How it works
Account Engagement scores prospects based on behaviors such as email opens, page visits, form submissions, and content downloads. It also grades them based on fit signals such as industry, company size, and job title against the ideal customer profile. When a prospect reaches the defined score and grade threshold, an automation rule assigns it to the appropriate sales representative in Salesforce and triggers an alert.
Multi-touch nurture campaigns for long sales cycles
B2B prospects may not be ready to speak with sales after their first interaction. Sending the same email sequence to everyone may not address where each person is in the buying process.
How it works
A prospect who downloads a top-of-funnel asset, such as a whitepaper, can enter an Engagement Studio journey. The journey uses branching paths to send more relevant content based on actions such as email opens, link clicks, and pricing-page visits. As engagement increases, the program can update the score and hand the prospect to sales when the defined criteria are met.
Consistent scoring and nurturing helps sales teams identify which prospects are ready for the next step.
FAQs
Does Account Engagement replace Salesforce Sales Cloud?
No. Account Engagement works alongside Sales Cloud. Leads and contacts can stay synchronized between the two platforms, allowing marketing teams to nurture and score prospects while sales teams work with the same records in Salesforce.
Can lead scoring and grading be customized to our ideal customer profile?
Yes. We configure scoring based on the behaviors that matter to your business and grading based on relevant firmographic and fit criteria.
Can you support a sales cycle that does not follow a standard nurture path?
Yes. Engagement Studio journeys can use branching paths based on prospect behavior, allowing nurture programs to support different stages and buying patterns.
Can our marketing team create landing pages and forms without developer support?
Yes. We can set up templates and a reusable structure that allows marketing teams to create new landing pages and forms for ongoing campaigns.
How does Account Engagement track marketing ROI?
Campaign influence and ROI reporting can connect marketing activity with Salesforce pipeline and revenue, helping teams understand which programs contribute to business outcomes.
Do we need Data Cloud to personalize Account Engagement?
No. Account Engagement can use Salesforce and prospect data for dynamic content and automation. Data Cloud can be added when you need to bring relevant information from systems outside Salesforce.
What can we do for you
Consulting and Advisory
Conduct thorough business audits to craft tailored strategies for your success. Receive actionable insights and recommendations prioritized to meet your needs.
Platform Administration
Streamline your Salesforce operations with our expert administration services. From production releases to analytics, we ensure your platform is primed for success.
Custom Implementation
Tailor Salesforce solutions to fit your unique business requirements. Our seasoned experts guide you through seamless implementation processes aligned with your organization’s goals.
Integration
Seamlessly integrate tools to harness 360-degree customer insights. Align your marketing automation tools with Salesforce policies for enhanced data merging.