Category
Email Marketing
Key features
Lead capture and nurturing
Lead scoring and grading
Account-based marketing
01 — Overview
What is
Marketing Cloud Account Engagement
Marketing Cloud Account Engagement is Salesforce's B2B marketing automation product, previously known as Pardot. It runs lead capture, scoring and rules-based nurture programs, supports account-based marketing, and works directly with Salesforce leads, contacts and opportunities. B2B marketing and sales teams use it to generate pipeline and keep marketing and sales aligned in one CRM.
02 — Who it’s for
Ideal Customer Profile
Built for B2B marketing and sales teams at mid-sized and enterprise companies that already run on Salesforce CRM.
03 — Capabilities
Key Features
Lead capture and nurturing
Lead scoring and grading
Account-based marketing
Native Salesforce CRM sync
Email marketing automation
Marketing to sales alignment
AI-assisted engagement
05 — Similar tools
Alternatives
06 — FAQ
Frequently Asked Questions
What is Marketing Cloud Account Engagement used for?
It automates B2B marketing such as lead generation, nurture programs, scoring and account-based marketing, with data shared directly with Salesforce CRM.
Is Account Engagement the same as Pardot?
Yes. Salesforce renamed Pardot to Marketing Cloud Account Engagement in April 2022, and the two names refer to the same product.
Who owns Marketing Cloud Account Engagement?
Salesforce. Pardot was bought by ExactTarget in October 2012, and Salesforce acquired ExactTarget in 2013 (announced June 2013).
Who is it best suited for?
B2B marketing and sales teams already using Salesforce CRM, since it is built on the same platform and works with leads, contacts and opportunities natively.
Ready to try
Marketing Cloud Account Engagement
Salesforce B2B marketing automation, formerly Pardot