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What features or functionality are available with Marketing Cloud Account Engagement?

公開日: Oct 31, 2024
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The key features that are part of Marketing Cloud Account Engagement (formerly know as Pardot) are: 1. Lead Management and Nurturing Functionality: Manages the lead lifecycle, from acquisition to nurturing and conversion, by automating follow-up communications based on lead behavior and engagement. Benefits: Enables personalized, timely follow-ups to build relationships with leads and move them through the sales funnel. 2. Lead Scoring and Grading Functionality: Assigns scores and grades to leads based on their engagement and demographic information to determine their quality and sales-readiness. Benefits: Helps prioritize high-quality leads, allowing sales teams to focus on the most promising prospects and improving the efficiency of the sales process. 3. Engagement Studio (Drip Campaigns) Functionality: Automates email campaigns that are triggered based on customer actions, allowing for continuous, relevant touchpoints along the customer journey. Benefits: Keeps leads engaged with personalized content and improves the likelihood of conversion by nurturing them over time. 4. Campaign Tracking and Analytics Functionality: Tracks the effectiveness of campaigns across multiple touchpoints, providing insights into ROI, engagement, and conversion rates. Benefits: Enables marketers to optimize campaigns based on performance data, improving the overall effectiveness of marketing efforts. 5. CRM Integration Functionality: Integrates directly with Salesforce CRM, ensuring that marketing and sales data are synchronized for a cohesive view of leads and customer interactions. Benefits: Improves alignment between marketing and sales teams by providing a shared view of customer information, activity, and engagement history. 6. Dynamic Content and Personalization Functionality: Delivers personalized messaging and content based on lead behavior, demographics, and engagement. Benefits: Increases engagement by showing content tailored to leads' interests, needs, and position in the buying journey. 7. Einstein AI for Lead Scoring and Insights Functionality: Uses Salesforce’s Einstein AI to provide predictive lead scoring and engagement insights, helping identify leads most likely to convert. Benefits: Increases conversion rates by leveraging AI to focus efforts on leads that are most likely to engage, maximizing marketing and sales productivity. 8. Landing Page and Form Builders Functionality: Provides tools for creating custom landing pages and forms to capture lead information and engage visitors. Benefits: Simplifies lead capture with easy-to-build pages and forms, enabling data collection and lead generation directly from marketing assets. 9. Sales Alignment and Notifications Functionality: Notifies sales teams in real time when high-value leads take specific actions, such as downloading content or visiting key pages. Benefits: Ensures that sales reps can follow up promptly with engaged leads, improving responsiveness and the chances of conversion. 10. ROI and Revenue Attribution Functionality: Connects marketing efforts to revenue outcomes, allowing marketers to attribute revenue back to specific campaigns, channels, or interactions. Benefits: Provides visibility into the impact of marketing activities on revenue, allowing teams to better allocate resources and optimize budgets. However, these are just some of the feature and functionality available. For more, check out our Marketing Cloud Account Engagement page at https://www.salesforce.com/marketing/b2b-automation/ or watch the demo here: http://sfdc.co/eBe9l
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