Salesforce Marketing Cloud Account Engagement
Salesforce's B2B marketing automation formerly known as Pardot
From $1250/mo
What is Salesforce Marketing Cloud Account Engagement?
Salesforce Marketing Cloud Account Engagement (formerly Pardot, rebranded in 2022) is Salesforce's B2B marketing automation platform. It is purpose-built to work natively inside Salesforce CRM, making it the natural choice for B2B organizations that are already invested in the Salesforce ecosystem and want marketing automation without the integration complexity of connecting a third-party tool.
The platform covers email marketing, landing pages, forms, lead scoring and grading, engagement programs (automated nurture sequences), and B2B analytics. Einstein AI powers predictive lead scoring, behavior scoring, and campaign insights. Account Engagement's key differentiator is the depth of its native Salesforce integration — sales reps see real-time marketing engagement data (email opens, page visits, content downloads) directly in their Salesforce contact records, enabling precise follow-up timing. For Marketo vs Pardot decisions, the primary factor is typically existing CRM: Marketo is the better choice with Microsoft Dynamics or no CRM; Pardot wins when Salesforce CRM is already in place.
Key Features
- Email Marketing & Nurture Programs
- Landing Pages & Forms Builder
- Lead Scoring & Grading
- Engagement Studio (visual automation)
- Einstein AI (predictive scoring, insights)
- Native Salesforce CRM Sync
- Account-Based Marketing
- Sales Alerts & Notifications
- B2B Analytics
- Social Media Posting
Pros & Cons
Pros
- Native Salesforce integration — no sync delays or mapping issues
- Sales reps see full marketing engagement history in CRM
- Einstein AI predictive scoring works across CRM and marketing data
- Strong governance and compliance controls for enterprise
Cons
- Expensive — starts at $1,250/mo for 10K contacts
- Requires Salesforce CRM to unlock full value
- Email editor and templates feel dated
- Less intuitive for marketers without Salesforce experience
Pricing
Model: Subscription (by contacts, billed annually)
| Plan | Price | Key Limits |
|---|---|---|
| Growth | $1,250/mo | 10,000 contacts, email + landing pages + scoring |
| Plus | $2,500/mo | 10,000 contacts, advanced automation, custom roles |
| Advanced | $4,000/mo | 10,000 contacts, AI, business units |
| Premium | $15,000/mo | 75,000 contacts, predictive analytics |
Frequently Asked Questions
- What is the difference between Pardot and Marketing Cloud?
- Pardot (now Account Engagement) is Salesforce's B2B marketing automation platform focused on lead nurturing and sales alignment. Marketing Cloud is Salesforce's B2C marketing platform focused on mass email, SMS, and customer journeys. B2B companies use Account Engagement; B2C companies use Marketing Cloud.
- Do I need Salesforce CRM to use Pardot?
- Technically no, but practically yes. Account Engagement's core value proposition is its native Salesforce CRM integration. Without Salesforce CRM, you lose the sales alignment features that justify its price. Companies without Salesforce CRM are typically better served by HubSpot or Marketo.
- Is Pardot being discontinued?
- No. Salesforce rebranded Pardot to Marketing Cloud Account Engagement in 2022 but has continued developing the product. It remains a core Salesforce product for B2B marketing automation.