Salesforce Marketing Cloud B2B Account Engagement Growth

Using marketing automation, your marketing team can reach thousands of prospects as part of your B2B marketing efforts in just seconds. Automation performs complex tasks in the background to update prospect records and support your sales team. With marketing automation, you can effectively segment and address your lead personas with a personalized approach.

Digitally advanced marketing teams no longer just grade leads as hot or cold, but use automated lead qualification systems. MCAE's lead qualification system is called scoring and grading. In short, a prospect's score shows you how interested he or she is in your product or service. Grading, on the other hand, shows how well the prospect meets your criteria. The scoring is presented to you as a number, the grading is based on the US Letter System (A,B,C etc.).

MCAE provides you with Engagement Studio, an intuitive marketing automation tool that allows you to send follow-up emails, create a logic-based nurturing campaign, and test scenarios to see how a prospect might navigate the path. You have the ability to send emails to a list of prospects and see how the prospects interact with the emails, and then respond differently based on how the recipient interacted with each email in the drip.

A drip is an automated sequence of messages that can change based on logic you create. This allows marketers to create automated programs that engage the potential customer at every step of the customer journey.