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Learning Objectives

After completing this unit, you’ll be able to:

  • Describe how Salesforce Engage can help your business.
  • List the four components of Salesforce Engage.
  • Describe how Salesforce Engage works with Pardot and Salesforce.

The Mystery of Aligning Sales and Marketing

The world is full of mysteries. The Loch Ness monster. The Moai sculptures on Easter Island. Amelia Earhart. But perhaps the greatest mystery of all is how to effectively align your sales and marketing teams. Okay, not really. But it is something that most businesses struggle with. When done correctly, it can shorten sales cycles, maximize ROI, and bring harmony to everyone in the organization. If not done correctly, it can lead to missed opportunities, prospects who never become leads, and unnecessary tension between departments.

Enter Salesforce Engage

Here’s the good news: Salesforce Engage is specifically designed to help align your company’s sales and marketing teams, allowing them to work together smartly to sell your product. Your marketing team can use Salesforce Engage to create marketing-approved content, including customized email templates, in Pardot that can be shared quickly and easily with your sales team. And your sales team can access this approved content to nurture marketing qualified leads, make data-driven decisions, and close deals faster—all right from within the Salesforce platform.

Engage Alerts dashboard

Tell Me More

Salesforce Engage consists of four main components: Engage Campaigns, Engage Reports, Engage Alerts, and Engage for Gmail and Outlook. (There’s more to Salesforce Engage than than this, but let’s just focus on these for the time being.)

Salesforce Engage matrix with Engage Campaigns, Engage Alerts, Engage Reports, and Engage for Gmail and Outlook

Engage Campaigns: Launch 1:1 or 1:many campaigns directly from Salesforce using marketing-approved content.

Engage Alerts: Reach out to prospects at exactly the right moment by viewing real-time prospect activity in a card-based column view filtered by the criteria you set up.

Engage Reports: Analyze how leads and contacts interact with your Engage Campaigns by seeing which emails and templates performed best over the last week, last two weeks, last 30 days, or a custom date range. Marketers can use Engage Team Reports to see results from all Engage users’ emails to see which templates and campaigns are performing best.

Engage for Gmail and Outlook: Send trackable emails to prospects directly from Gmail and Outlook.

Powered by Pardot

Think of Salesforce Engage as a supercharged add-on that acts as a bridge between Pardot and Salesforce. On one side you have Pardot, Salesforce’s industry-leading B2B marketing automation solution. On the other side you have Salesforce, the world’s leading CRM. In between is Salesforce Engage, which brings the power of both into one easy-to-use tool.

Venn diagram with Pardot, Salesforce, and Salesforce Engage

Let’s take a closer look at how they work together.

Pardot is designed to help B2B marketers create, deploy, and manage online marketing campaigns from one central platform. Pardot is where your marketers will create content for your sales team to access from Salesforce Engage. It's what allows your sales team to see when their leads or contacts are interacting with various marketing assets. Pardot is also the engine behind tracking the data and monitoring your message’s impact.

Next is Salesforce. As you probably know, Salesforce is the world’s leading CRM system. Your sales team likely lives and breathes in Salesforce, so this is where your sales team will launch Engage campaigns, create lists, receive Engage Alerts, and view Engage Reports to track the effectiveness of all your campaigns.

In the middle is Salesforce Engage. Small, but mighty, Salesforce Engage is what brings the power of marketing automation directly to Salesforce and to your sales reps.

So, to sum it all up:

Do you need Salesforce Engage to use Pardot? Nope.

Do you need Pardot to use Salesforce Engage? Yep.

What about Salesforce? Yep, you’ll need that too.

Is Salesforce Engage Right For you?

Now that you know a little bit more about Salesforce Engage, you might be wondering whether it’s right for you. If so, ask yourself the following:

  • Do you want to reach prospects at exactly the right moment to stay ahead of the competition?
  • Do you want to make every interaction relevant and tailored to prospects' needs in order to drive deals forward?
  • Do you want to get the most out of your time and work effectively - no matter where you are?

If you answered yes to any of these questions, then Salesforce Engage might be right for you.

Still not convinced? See the table below for even more examples of how Salesforce Engage can help you reach prospects faster, be more relevant, and be more productive.

Be First—reach prospects at exactly the right moment to stay ahead of the competition

Be Relevant—make every interaction relevant and tailored to prospects' needs in order to drive deals forward
Be Productive—get the most out of your time and work effectively - no matter where you are
  • Catch prospects at the moment of engagement by acting on real-time alerts.
  • Access a live and customizable feed of prospect activity on your phone, tablet, or desktop.
  • Connect from anywhere using tracked emails in Salesforce, Gmail, and Outlook.
  • Access valuable prospect activity data and insights — right within your favorite tools.
  • Make every conversation meaningful by focusing on marketing assets your prospects are engaging with.
  • Close deals faster and earn your customers’ trust with the right information at the right time.
  • Identify and focus on the hottest leads to get the most out of your time.
  • Send personalized messages to each prospect instantly with 1:many email campaigns.
  • See which sales emails are—or aren’t—working so you can constantly improve your approach.

Sounds pretty good, doesn’t it?

In the next unit, we’ll see how Get Cloudy Consulting is using Salesforce Engage to help align its sales and marketing teams.

Resources

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