Personalisation in Salesforce Account Engagement [eBook]

Gone are the days of starting an email with ‘Hi [firstname]’ and expecting this level of personalisation to engage prospects. Consumers expectations have changed - and this isn’t a bad thing! Properly personalising the customer journey allows marketers to build better relationships, convert more leads, and increase sales value. For Salesforce Account Engagement customers, perfecting personalisation is possible, with the right guidance.

Coloured background with text Salesforce Account Engagement [eBook]

Let’s be clear, true personalisation means using hard data to craft experiences that deliver the type of content a prospect or customer is most interested in, at the precise moment they need it, and on the channels they prefer to be contacted on.

It considers what you know about a contact in your database; their demographics, psychographics, and behavioural data points.

Why?

Audiences want to feel recognised and have their specific needs addressed based on the prior information they’ve shared with your business (first-party data only! Using third-party data such as purchased lists can have the opposite effect and alienate them).

Not only this, they expect to receive high levels of personalisation across the full customer lifecycle, not solely during the lead generation and nurture phase.

The Salesforce State of Marketing Report found that 60% of marketers using a lifecycle approach to personalisation were high performers, versus the 48% who don’t being under-performers. This shows there’s a direct correlation between lifecycle personalisation and performance. 

Reaching personalisation nirvana means integrating marketing, sales, customer service, commerce; any team that interacts with your customer for onboarding, service, or retention!

Maybe this all sounds quite overwhelming. Naturally, there’s a lot to consider, including:

  • How and when you collect prospect data to use in your personalisation strategy.

  • Integrating your tech stack to ensure visibility and alignment across teams.

  • Automating personalisation efforts for a more streamlined and effective approach. 

Thankfully, you don’t have to take the journey alone. 

Written specifically for Salesforce Account Engagement customers, we’ve penned a digital guide to ‘Perfecting Personalisation in Salesforce Account Engagement’.

eBook cover page with text Perfecting Personalisation in Salesforce Account Engagement

What to expect from the eBook

Firstly, this eBook addresses the typical bottlenecks that prevent marketers from executing perfect personalisation (okay, nothing is ‘perfect’ but as close as you’ll get!).

It helps you to identify where you may need to make changes internally to support a sound personalisation strategy and rollout, and how to solve some of the key issues we see in our prospects’ and clients’ businesses.

Next, we examine the planning stage. From mapping your customer journey to writing a plan, you’ll find the basics that can’t be overlooked if you’re to achieve the highest state of Salesforce personalisation.

Then, we run you through all of the Salesforce Account Engagement features available. Some are obvious - Engagement Studio, for example, exists to enable marketers to better tailor campaigns and communications to segmented audiences. Other features are often overlooked and undervalued, such as a correctly customised preference centre.

The full contents of the eBook include:

  • What to expect from this eBook

  • Meet the author

  • Personalisation is for life(cycle)

  • What’s the personalisation problem?

  • Planning your personalisation strategy

  • Top Account Engagement features

  • Next stop: Perfect personalisation

So if you’re looking for a step-by-step guide to rolling out a sophisticated personalisation strategy in your business, download this eBook before you do anything else! Like I said, it’s tailored to Salesforce customers so you can rest assured that it’ll be packed with useful insights and takeaways.

Download the free eBook here.

Have a question or want to chat about tailored support for your business? We’re always happy to chat! Request a call with one of our Salesforce marketing experts.

Tom Ryan headshot

Tom Ryan

Founder & CEO of MarCloud, Tom has been on both sides of the fence, client-side and agency, working with Salesforce platforms for the best part of a decade. He's a Salesforce Marketing Champion and certified consultant who loves to co-host webinars and pen original guides and articles. A regular contributor to online business and marketing publications, he's passionate about marketing automation and, along with the team, is rapidly making MarCloud the go-to place for Marketing Cloud and Salesforce expertise. He unapologetically uses the terms Pardot, Account Engagement and MCAE interchangeably.

Featured resource

eBook cover with text Perfecting Personalisation in Salesforce Account Engagement

Perfecting Personalisation in Account Engagement

To make personalisation easier for marketers using Salesforce Account Engagement, we’ve put together an entire ebook that outlines the strategies and tools for perfecting personalisation across the customer lifecycle.

Personalisation eBook

More recent posts

B2BMA Nirvana by MarCloud logo and illustrated characters

Ready to reach marketing nirvana?

Our market-leading framework, 'B2BMA Nirvana by MarCloud', addresses every part of Account Engagement (Pardot) and your Salesforce ecosystem. Using this framework, MarCloud experts have the wisdom and experience to guide you on the path to complete marketing and reporting clarity.

Reach the highest state of Salesforce marketing so you can save time, deliver quality leads, and generate more revenue using Marketing Cloud Account Engagement (Pardot) and other Salesforce platforms. Whatever your current circumstance, we'll get you to a place where everything works.

B2BMA Nirvana by MarCloud
Illustrated characters holding a MarCloud banner

Sign up to the MarCloud Newsletter

MarCloud is a team of certified Pardot, Marketing Cloud, and Salesforce specialists. We help businesses to unlock the potential of marketing automation. Sign up to receive regular Marketing Cloud content to help you align your technology with your business goals.

Sign up to the newsletter