Maintain your Marketing Cloud Account Engagement Certification

Learning Objectives 

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

• Keep your Account Engagement business unit running smoothly with Optimizer.
  
• Automate tasks with extensibility enhancements in Engagement Studio.
  
• Trigger an external action after a prospect engagement.
  
• Utilize Data Cloud in Account Engagement for segmentation and personalization.
  
• Quickly locate unused files in Account Engagement.
  

Salesforce Certification

If you hold the Salesforce Marketing Cloud Account Engagement Specialist credential, keep in mind that you need to complete this module by the due date to maintain your certification. Another important part of maintaining your credential is ensuring your Trailhead and Webassessor accounts are linked.

Interested in learning more about getting certified? Check out the Salesforce Marketing Cloud Account Engagement Specialist credential.

While anyone can earn this badge, this module is designed for those who hold the Salesforce Marketing Cloud Account Engagement Specialist certification.

Protect the Integrity of Your Certification

The quality of our certification exams and the value our credentials provide are our highest priority. Protecting the security and confidentiality of our exams is essential to providing our customers with credentials that are respected and industry-leading.

As a participant of the Salesforce Certification Program, you’re required to accept the terms of the Salesforce Credential and Certification Program Agreement. Please review the Salesforce certification exam-taking policies in the Salesforce Credential and Certification Program Agreement and Code of Conduct Salesforce Help article for more details.

Salesforce introduced a ton of great feature enhancements over the past year. Let’s take a look at some of the more important ones for this release.

Keep Your Account Engagement Business Unit Running Smoothly with Optimizer

Get performance information, recommendations, and required steps on the Optimizer page when you need them. The Optimizer feature, now generally available, also includes some changes since the last release. Diagnose and treat setup problems that are blocking your access to features with the Configuration Issues table. The Performance Improvement Measures table now includes good measures so that you can see what’s working well in your business unit. Plus, the new Prospect Change Monitor helps you understand which features result in the most prospect changes for your business unit.

Where: This change applies to all Account Engagement editions.

How: Access Optimizer in Account Engagement Settings and review the tables on the page. The top of the Optimizer page shows an overall status (1) and a pie chart summary of prospect changes by feature (2).

Review the tables and correct any critical configuration or performance issues. On the Performance Improvements Measures table, use the filters to show all measures (1). Then, review measures that need attention and measures where your business unit is doing well (2).

Monitor the Source of Prospect Changes

Find out which features are creating or updating prospect records in your business unit with the Prospect Change Monitor. Use the monitor to help you adjust your API integrations and automations that could be eating up processing power in your business unit. Access the Prospect Change Monitor from the Optimizer page in Account Engagement.

Automate Tasks with Extensibility Enhancements

As part of extensibility enhancements, you can now take actions on prospects outside of Account Engagement. With the Winter ’23 release, you can use external actions in Engagement Studio to streamline your marketing tech stack, building external actions for third-party apps.

Supercharge Engagement Studio programs by automatically registering prospects for a webinar, sending them an SMS text, creating a new lead in Salesforce, and more. External actions are built on invocable actions, so you can customize them to fit your business needs. Use external actions independently or in combination with external activities to close automation gaps across platforms.

Where: This change applies to Account Engagement Lightning App in Plus, Advanced, and Premium editions.

Why: Most marketing teams use multiple applications to work with prospects and nurture leads. These extensibility enhancements remove barriers for marketers between Account Engagement and other applications they use to get their jobs done. Use external actions to seamlessly integrate solutions and optimize your marketing.

How: For each third-party app you use to interact with prospects, set up a marketing app extension and work with your developer to create the invocable action that fits your use case. Then, add an action type to your marketing app extension.

After the action is configured, your marketing team can use it in Engagement Studio programs.

Trigger an External Action After a Prospect Engagement

Now you can trigger an external action on any Account Engagement asset that has a completion action. With the Summer ’23 release, external actions have been extended to include completion actions. For example, after a prospect completes a sign-up form, you can register the prospect for a webinar. You can send a text message after a prospect clicks a custom redirect link or send an alert to your sales team when a prospect visits a pricing page.

Where: This change applies to Account Engagement Growth, Plus, Advanced, and Premium editions.

Utilize Data Cloud in Account Engagement for Segmentation and Personalization

Connect Account Engagement with Data Cloud to harness customer data, improve segmentation, and increase personalization. Utilize Data Cloud information, based on all interactions a customer has with your company, to supercharge Account Engagement.

Create the Account Engagement Connector in Data Cloud. Then, in Account Engagement, create dynamic lists based on Data Cloud segments to directly market to your Data Cloud customers. Use Account Engagement to nurture, send emails, and market to your Data Cloud customers. 

The Account Engagement Data Cloud integration allows you to connect your customer data across your tech stack, supercharging your personalized outreach.

Where: This change applies to all Account Engagement editions.

Quickly Locate Unused Files in Account Engagement

The new Last Viewed field on the Files list view makes it easier to free up storage space when you need it. You can see the last time that someone accessed the file online or viewed it in an email or landing page. Sort the files list to find and delete unused files or to identify which files have been accessed most recently. For a consolidated view of your data, export a CSV. In the export file, use the links in the Record Location column to open the file’s record and easily edit or delete them.

Where: This change applies to all Account Engagement editions.

Resources 

• Salesforce Help: Keep Your Account Engagement Business Unit Running Smoothly with Optimizer
• Salesforce Help: Access Account Engagement Optimizer
• Salesforce Help: Monitor the Source of Prospect Changes
• Salesforce Help: Automate Tasks with Extensibility Enhancements
• Salesforce Help: Automate Data Sharing with Third-Party Apps
• Salesforce Help: Work with Extensibility Features | Account Engagement API | Salesforce Developers
• Salesforce Help: Trigger an External Action After a Prospect Engagement
• Salesforce Help: Use Data Cloud Segments in Account Engagement
• Salesforce Help: Create a Segment in Data Cloud
• Trailhead: See What’s New with Marketing | Account Engagement: Data Cloud Integration
• Salesforce Help: Quickly Locate Unused Files