For the past year, Account Engagement customers have been able to access Marketing Cloud Growth and Advanced Edition functionality alongside their Account Engagement instance. This initiative, called Account Engagement+, is available to all Account Engagement customers and has helped B2B marketers become more efficient and effective.
With Account Engagement+, B2B marketers can reach customers faster across channels, decrease third-party integrations and use more of their data to personalize outreach. This is possible because Account Engagement+ is on the Salesforce platform and has a Data Cloud foundation, making it easier to access cross-departmental and non-Salesforce data and activate it in your marketing.
Here are the top three ways Account Engagement+ helps B2B marketers:
Decrease time to market with Agentforce Campaign Creation
We all know how time-consuming it is to build a campaign. First you need to draft your brief, then create the campaign object, build out your emails and segment, and put everything in a nurture. Overall, a manual campaign can take anywhere between two to eight hours, depending on how many assets you create.
Nurture buyers with cross-departmental journeys
Going to Dreamforce? This session will show how revenue teams can use Marketing Cloud Advanced Edition to engage buyers across departments.
With Agentforce Campaign Creation, B2B marketers can use natural language prompts to build out an end-to-end multi-message, multi-channel campaign in minutes. This includes the brief, the campaign object, any associated assets (including emails, SMS, and even WhatsApp messages) and the nurture.
It also creates a suggested target segment, which you can use to generate a list of customers for your campaign. This can save hours of time, helping B2B marketers to reach their customers faster.
Schedule demos, service appointments with two-way SMS and WhatsApp
Email has long been the gold standard for B2B outreach. However, with inboxes flooded with messages, we know buyers can easily miss important ones.
SMS and WhatsApp outreach can cut through the noise for key interactions such as scheduling demos or service appointments. And with Marketing Cloud Account Engagement+ features like Unified Conversations for SMS and WhatsApp, it’s easy for buyers to respond to a message and get immediate, 24/7 responses from an Agent (AI or human!).
B2B marketers are using Unified Conversations for SMS and WhatsApp to help with:
- Scheduling demos
- Event reminders
- Sending billing reminders
- Scheduling service/maintenance appointments
- Send customer satisfaction surveys and immediately connect them with customer service if the score is low
Before Account Engagement+, MCAE customers could only send SMS and WhatsApp messages through a third-party application. Keeping everything on the Salesforce platform not only cuts back on integrations, but also makes it easier to forward responses to Service or Sales.
Enhance personalization with cross-departmental and non-Salesforce data
We know personalized messages are more likely to get responses than non-personalized ones. We also know B2B marketers have customer data across eight applications on average.
However, Account Engagement customers have long been limited to using their Account Engagement and Sales Cloud data for personalized outreach, making it hard to personalize on external data.
Account Engagement+ allows B2B marketers to action on Salesforce and non-Salesforce data to personalize outreach. Its Data Cloud foundation makes it easy to pull in data across Salesforce and non-Salesforce applications (including ERP data and Product Usage data). Features like Cross-Object Merge Fields and Rule-Based Dynamic Content then allow B2B marketers to use this data and display personalized messages.
This means B2B marketers can now personalize outreach based on things like:
- Order status
- Product purchased
- Product Usage (i.e. upselling a customer from a freemium account to a premium account)
- Service case status
- Contract status
This has been one of the top requests from Account Engagement customers – and with Account Engagement+, B2B marketers can now use this functionality.
Simply, put, Account Engagement+ enhances your current workstreams. It makes it easier to build end-to-end campaigns, and allows you to tap into multi-channel outreach without third-party applications. Most important, the Data Cloud foundation helps B2B marketers activate all of their Salesforce and non-Salesforce data for better personalization.
All Account Engagement customers have access to this functionality today. To get started, contact your account representative, or visit our Learning Map for more information.
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