Use the Salesforce Marketing Cloud Account Engagement (formerly known as Pardot) destination to capture, track, score and grade leads. You can also design lead tracks for all stages of the pipeline for targeted market audiences and customer groups through email drip campaigns and lead management with nurturing, scoring and campaign segmentation.
Compared to Salesforce Marketing Cloud Engagement which is more oriented towards B2C marketing, Marketing Cloud Account Engagement is ideal for B2B use cases involving multiple departments and decision makers which require longer sales and decision cycles. In addition, you also maintain closer proximity and integration with your CRM to make appropriate sales and marketing decisions. Note, Experience Platform also has connections for Salesforce Marketing Cloud Engagement, you can check them on the Salesforce Marketing Cloud and (API) Salesforce Marketing Cloud pages.
This Adobe Experience Platform destination leverages the Salesforce Account Engagement API > Prospect Upsert by Email endpoint, to add or update your leads after activating them within a new Marketing Cloud Account Engagement segment.
Marketing Cloud Account Engagement uses the OAuth 2 with Authorization Code protocol to authenticate to the Account Engagement API. Instructions to authenticate to your Marketing Cloud Account Engagement instance are further below, in the Authenticate to destination section.
To help you better understand how and when you should use the Marketing Cloud Account Engagement destination, here is a sample use case that Adobe Experience Platform customers can solve by using this destination.
The marketing department of an online platform wants to broadcast an email-based marketing campaign to a curated audience of B2B leads. The platform’s marketing team can add new leads or update existing lead information through Adobe Experience Platform, build audiences from their own offline data, and send these audiences to Marketing Cloud Account Engagement, which can then be used to send the marketing campaign email.
Refer to the sections below for any prerequisites that you need to set up in Experience Platform and Salesforce and for information that you need to gather before working with the Marketing Cloud Account Engagement destination.
Note the following prerequisites in order to export data from Platform to your Marketing Cloud Account Engagement account:
A Marketing Cloud Account Engagement account with a subscription to the Marketing Cloud Account Engagement product is mandatory to proceed.
Your Salesforce account should have the Salesforce
Account Engagement Administrator role. This is required to create custom prospect fields.
Finally, your account should also be able to access the Account Engagement Lightning App.
Reach out to Salesforce Support or your Salesforce account administrator if you do not have an account, or the account is missing the Marketing Cloud Account Engagement subscription or the Account Engagement Administrator role.
Note down the items below before you authenticate to the Marketing Cloud Account Engagement destination.
||Your Marketing Cloud Account Engagement account username.|
||Your Marketing Cloud Account Engagement account password.|
||To find the Account Engagement Business Unit ID, use Setup in Salesforce. From Setup, enter Business Unit Setup in the Quick Find box. Your Account Engagement Business Unit ID begins with
Refer to the Marketing Cloud Account Engagement rate limits which details the limits imposed by your plan and would also apply to the Experience Platform executions.
If your Salesforce account administrator has restricted access to trusted IP ranges, you need to contact them to get Experience Platform IP’s allowlisted. Refer to the Salesforce Restrict Access to Trusted IP Ranges for a Connected App documentation if you need additional guidance.
Marketing Cloud Account Engagement supports the activation of identities described in the table below. Learn more about identities.
|Prospect Email Address||Mandatory|
Refer to the table below for information about the destination export type and frequency.
|Export frequency||Streaming||Streaming destinations are “always on” API-based connections. As soon as a profile is updated in Experience Platform based on audience evaluation, the connector sends the update downstream to the destination platform. Read more about streaming destinations.|
To connect to this destination, follow the steps described in the destination configuration tutorial. In the configure destination workflow, fill in the fields listed in the two sections below.
Within Destinations > Catalog, search for Salesforce Marketing Cloud Account Engagement. Alternatively you can locate it under the Email marketing category.
To authenticate to the destination, select Connect to destination. You will be navigated to the Salesforce login page. Enter your Marketing Cloud Account Engagement account credentials and select Log In.
Next, Select Allow in the subsequent window to give permissions to the Adobe Experience Platform app to access your Salesforce Marketing Cloud Account Engagement account. You will need to do this only once.
If the details provided are valid, the UI displays a message: You successfully connected to Salesforce Marketing Cloud Account Engagement account message and a Connected status with a green check mark, you can then proceed to the next step.
To configure details for the destination, fill in the required and optional fields below. An asterisk next to a field in the UI indicates that the field is required. Refer to the Gather Marketing Cloud Account Engagement credentials section for any guidance.
|Name||A name by which you will recognize this destination in the future.|
|Description||A description that will help you identify this destination in the future.|
|Account Engagement Business Unit ID||Your Salesforce
You can enable alerts to receive notifications on the status of the dataflow to your destination. Select an alert from the list to subscribe to receive notifications on the status of your dataflow. For more information on alerts, see the guide on subscribing to destinations alerts using the UI.
When you are finished providing details for your destination connection, select Next.
Read Activate profiles and audiences to streaming audience export destinations for instructions on activating audiences to this destination.
To correctly send your audience data from Adobe Experience Platform to the Marketing Cloud Account Engagement destination, you need to go through the field mapping step. Mapping consists of creating a link between your Experience Data Model (XDM) schema fields in your Platform account and their corresponding equivalents from the target destination.
To correctly map your XDM fields to the Marketing Cloud Account Engagement destination fields, follow the steps below.
In the Mapping step, select Add new mapping. You will see a new mapping row on the screen.
In the Select source field window, choose the Select attributes category and select the XDM attribute or choose the Select identity namespace and select an identity.
In the Select target field window, choose the Select identity namespace and select an identity or choose Select custom attributes category and specify from the list of Prospect API fields from the available schema.
Repeat these steps to add any mappings between your XDM profile schema and Marketing Cloud Account Engagement:
|Source Field||Target Field||Mandatory|
An example with the above mappings is shown below:
When you have finished providing the mappings for your destination connection, select Next.
To validate that you have correctly set up the destination, follow the steps below:
Navigate to one of the audiences you had selected. Select the Activation data tab. The Mapping ID column displays the name of the custom field which is generated within the Marketing Cloud Account Engagement Prospects page.
Log in to the Salesforce website. Then navigate to the Account Engagement > Prospects > Pardot Prospects page and check if the prospects from the audience have been added / updated. Alternatively you can also access Salesforce Pardot and access the Prospects page.
To check if the prospects have been updated, select a prospect and verify if the custom prospect field has been updated with the Experience Platform audience status.
All Adobe Experience Platform destinations are compliant with data usage policies when handling your data. For detailed information on how Adobe Experience Platform enforces data governance, see the Data Governance overview.