Salesforce marketers have been navigating a whirlwind of changes over the past year, and with every announcement one question looms large: What does the future hold for Marketing Cloud Account Engagement? If you’ve been worried about Marketing Cloud Account Engagement (formerly Pardot), you can breathe easy knowing it is evolving in powerful new ways, especially in conjunction with Marketing Cloud on Core (aka Marketing Cloud Growth and Advanced Edition).
Let’s explore why the future of Salesforce marketing is brighter than ever and how Account Engagement and Marketing Cloud on Core can work together to create a competitive edge for businesses looking to scale their marketing impact.
Marketing Cloud Account Engagement is Evolving
Account Engagement remains a key part of Salesforce’s marketing ecosystem. As the recent Salesforce Marketing Tech Roadmap highlights, Account Engagement is evolving with deeper AI capabilities, enhanced automation, and better connectivity with Data Cloud. Instead of being phased out, Account Engagement is fine-tuned to work seamlessly with the latest Salesforce innovations.
Marketing Cloud on Core is Changing the Game for Marketers
Account Engagement and Marketing Cloud on Core are essential components of Salesforce’s marketing ecosystem, each serving a unique yet complementary purpose. Account Engagement continues to be the trusted tool for B2B marketers, while Marketing Cloud on Core brings an expanded, AI-powered, data-driven marketing approach. Built on the Einstein 1 Platform, these solutions create a seamless, unified experience across Sales, Service, and Marketing, leveraging AI and Data Cloud to enhance customer interactions. Rather than replacing one another, these tools are evolving side by side to offer marketers a more connected and intelligent way to engage with their audiences.
What’s Exciting About Marketing Cloud on Core?
- Generative AI helps marketers create AI-driven campaigns, emails, and segments in minutes.
- Einstein AI provides predictive insights with Einstein Send-Time Optimization and Einstein Engagement Frequency, and Einstein Engagement Scoring.
- Data Cloud ensures every customer touchpoint is informed by a single source of truth, say goodbye to disconnected marketing efforts.
- Omnichannel marketing is effortless with native email, SMS, and WhatsApp channels.
The Dream Team: Marketing Cloud Account Engagement Paired with Marketing Cloud on Core
The real magic happens when Account Engagement and Marketing Cloud on Core work together. Here’s how they complement each other:
- Lead Nurturing & Cross-Channel Engagement: Imagine a B2B marketing manager running a nurture campaign for high-value prospects. Account Engagement ensures these leads receive timely, relevant emails based on engagement, while Marketing Cloud on Core supplements this with SMS reminders and AI-driven segmentation, creating a truly engaging experience for each customer.
- Segmentation + Personalization: A marketing operations specialist wants to create highly personalized experiences for prospects. Automate lead nurturing based on behavioral triggers with Account Engagement’s Engagement Studio. At the same time, Marketing Cloud on Core dynamically adjusts messaging using Dynamic Content built within the Data Cloud Data Graph, ensuring every touchpoint is tailored to the recipient’s journey.
- Sales Alignment + AI-Powered Insights: Picture a sales team receiving AI-powered lead insights. Account Engagement scores Leads based on interactions, ensuring sales reps prioritize the most engaged prospects. Meanwhile, Marketing Cloud on Core uses AI to predict customer needs, alerting sales when a lead is likely to convert.
What This Means for Marketers
With Account Engagement advancing and Marketing Cloud on Core opening new possibilities, Salesforce marketers have more tools than ever to drive impactful engagement. The key takeaway? Marketing Cloud Account Engagement is evolving, and when combined with Marketing Cloud on Core, it unlocks even more significant marketing potential. The shift to a unified Salesforce marketing ecosystem means:
- More automation and AI-driven insights to improve efficiency.
- A seamless user experience across Salesforce products.
- Greater flexibility to adapt marketing strategies to changing customer behaviors.
- The ability to scale effortlessly with Data Cloud.
If you’re ready to explore how Account Engagement and Marketing Cloud on Core can work together for your organization, reach out to Sercante so we can help you start experimenting with the latest AI-driven features. The future of marketing is here! Are you ready to make the most of it?
