Drive Sales with Account Engagement

Discover how to drive more qualified leads, nurture prospects through the sales cycle, and sell more effectively with Marketing Cloud Account Engagement. In this 3-day instructor-led course, learn how to design and implement marketing workflows with Engagement Studio to make data-driven decisions and drive your company’s business forward. Create and automate dynamic emails, generate and qualify leads, and leverage reports and data in order to boost sales.

Who Can Benefit

• This course is designed for marketers and Salesforce administrators responsible for designing, building, and implementing marketing workflows and reports with Marketing Cloud Account Engagement. It is also a great foundational course for anyone interested in earning their Marketing Cloud Account Engagement Specialist credential.

Skills Gained

• When you complete this class, you will be able to:
• Enable Account Engagement.
• Explain the relationship created between Account Engagement and Salesforce.
• Generate leads with Account Engagement’s various lead generation tools.
• Manage leads with Account Engagement’s lead management tools.
• Engage leads with Account Engagement’s lead engagement tools.
• Qualify leads with Account Engagement’s scoring and grading functionality.
• Interpret data generated via Account Engagement’s reporting capabilities.
• Design successful end-to-end marketing workflows using Engagement Studio.

Course Content

Lessons and Topics

• Course Introduction
• Review Course Objectives
• Set Learner Expectations
• Review Housekeeping Items
• Review Additional Course Resources
• Explore Course Case Study

• Salesforce Integration
• Understand the Account Engagement-Salesforce Relationship
• Sync Data Between Salesforce and Account Engagement
• Enable Account Engagement in Salesforce
• Create Custom Fields
• Review Salesforce Campaigns

• Administration
• Create an Account Engagement Dashboard
• Authenticate Your Email Sending Domains
• Sync with Third-Party Applications Using Connectors
• Restore Assets from the Recycle Bin
• Create and Assign Users and User Groups
• Understand Usage Governance

• Visitors and Prospects
• Understand Account Engagement Visitors
• Understand Account Engagement Prospects

• List Management
• Create List Types
• Organize Prospects Using Static Lists
• Test Emails Using Test Lists

• Personalization and Email Marketing
• Personalize Your Emails with HML and Advanced Dynamic Content
• Automate Email Marketing
• Create Email Templates
• See What Works Best for Your Audience Using AB Testing
• Track Email Performance Using Email Reports

• Forms and Landing Pages
• Capture Leads with Forms
• Convert Visitors to Leads Using Landing Pages
• Track Leads with Forms and Landing Page Reports
• Measure Clicks Using Custom Redirects
• Create Custom Redirect Reports

• Lead Management
• Trigger Page Actions
• Automate Actions from a Marketing Element Using Completion Actions
• Create a List of Prospects and Use Segmentation Rules to Apply a Segmentation Action
• Define Repeatable Criteria-Based Automation Rules
• Generate Dynamic Lists
• Choose an Automation Tool

• Lead Qualification
• Understand Prospect Scoring
• Grade Prospects Based on Profiles

• Lead Nurturing
• Build an Engagement Program
• Create Engagement Program Reports