If you’re a digital marketing expert, you’re might looking for outstanding tools to help you reach your audience. Salesforce grants you two tools to help you boost your results right way. When it comes to engaging your customers, choosing the perfect tool may always seem like a difficult task. From what options we have in the market to the full capabilities of each platform, it might be hard to decide on just one if you’re new to the world of marketing automation.
However, at Stellaxius, we’ve made a significant decision to support our goals better: we’ve officially transitioned from Marketing Cloud Account Engagement (formerly known as Pardot) to Salesforce Marketing Cloud Engagement.
1. Why the switch?
While Marketing Cloud Account Engagement (MCAE) is an excellent tool for B2B lead nurturing and sales alignment, we needed a platform that could scale further, connect across more channels, and support more complex, personalised customer journeys. That’s where Marketing Cloud Engagement comes in.
This article explains the main differences between the two marketing solutions from Salesforce. If you’re still wondering if marketing automation is the thing for you at the moment, identify first if you’re ready for marketing automation and how martech solutions can be a huge help on this.
2. What is Marketing Cloud Engagement?
Salesforce Marketing Cloud Engagement is a platform for delivering personalised journeys across different channels and devices, enabling marketers to deliver the right message throughout all phases of the marketing relationship. Whether you’re looking for enterprise-level e-mail, marketing automation, digital advertising or data analytics, this platform will work well for you.
3. How can Marketing Cloud Engagement help you?
Marketing Cloud Engagement helps you engage customers with the right message at the right time and on the right channel, resulting in deeper, more meaningful relationships —the ultimate goal for any marketer. Marketing Cloud Engagement offers its clients several products that can be chosen according to their current needs.
If your goal is to target a particular channel such as email, Email Studio will help you with that. Otherwise, if you wish to target your customers through messaging, Mobile Studio is your product. Or even to connect with your social media audience, Social Studio is the perfect tool. There is also Audience Studio that captures data from any source and device, then unify, segment, and activate audiences to create valuable customer experiences. To gain more insight about your customers Google Analytics 360 is the one, delivering cross-channel journey insights. Also, there is the Advertising Studio, which powers 1-to-1 advertising across Google, Facebook, LinkedIn, Twitter, Pinterest, and Display at scale.
One of the good things about Salesforce is that you do not have to buy a whole package to benefit from certain features. You can choose especially the one that better fits your budget! Also, with Salesforce CDP, the tool is ready for the end of third-party cookies.
4. What is Marketing Cloud Account Engagement?
Marketing Cloud Account Engagement (MCAE), formerly known as Pardot, is a marketing automation tool that can leverage your company by automating your marketing activities and unifying your marketing and sales department. It allows you to track the interaction with the customer and personalize the delivered experience, all in one place!
Plus, if you’re running some loyalty or engagement programs, you can score and grade your customers, better fitting them into the stage of the buying process they are. The process of lead nurturing and qualification is one of the most important features of marketing automation software.
5. How can Marketing Cloud Account Engagement help you?
Marketing Cloud Account Engagement (MCAE) is a great fit when the goal is to generate more leads and move them quickly to the pipeline; engaging your customers with more personalised campaigns, understanding your customer’s engagement to your platform, and what content is more appealing to them. MCAE will also help with the lead assignment based on intelligent lead scoring and grading, which will help you prioritise leads and focus on the ones that are more likely to be converted into a client or an opportunity.
6. What this means for you
This move allows us to engage more deeply and personally with our audiences, on the right channel, at the right time, with the right message. Whether it’s through smarter segmentation, real-time engagement, or AI-powered insights, Marketing Cloud Engagement gives us the tools to elevate your experience.
If you’re exploring marketing automation for your business and wondering which Salesforce solution is the right fit, here’s the quick rule of thumb:
Go with Marketing Cloud Engagement if you want to engage across channels and craft rich customer journeys — best suited for B2C organisations dealing with high-volume, multi-channel campaigns.
Go with Marketing Cloud Account Engagement (MCAE) if your goal is to nurture leads over a long sales cycle and maintain close alignment between marketing and sales — the natural choice for B2B businesses.
Of course, these tools can also be used in conjunction with each other, depending on your strategy. If you have any questions about our switch, or if you’re considering one for your own business, we’re happy to help. Subscribe to our Knowledge Centre to get more articles like this one!
I am a digital marketing specialist, curious about data analytics and CRM. I’m passionate about learning and sharing my knowledge with others. My journey with Salesforce has started recently, and I'm willing to exchange and help in the most diverse topics.
I'm passionate about Digital Marketing and the world of tech. I'm a creative bug with an analytic mind, navigating the world of Salesforce.