Marketing Cloud Account Engagement for B2B Commerce Growth
Your marketing team generates leads. Your sales team does not know which ones to call. We implement Salesforce Marketing Cloud Account Engagement so your team can score, nurture, and hand leads to sales when they meet the criteria you define.
The Challenge
Your Leads Are Not Being Nurtured. Sales Does Not Know Which Ones to Call.
Only 5% of leads are sales-ready when first generated. The other 95% need nurturing. Without a structured programme, those leads are called too early and lost, or abandoned entirely while the team chases new ones. B2B buyers spend only 17% of their buying journey meeting with vendors, the rest is research (Gartner, 2026). If your brand is not present during that research phase with relevant content, a competitor will be.
79% of marketing leads never convert into sales. Lack of lead nurturing is the most common cause. (MarketingSherpa)
Leads Sent Too Early
Marketing sends leads to sales, but sales says they are not ready, because no scoring or nurturing has happened yet.
Platform Never Configured
Account Engagement was purchased years ago, but nobody has set it up properly, so it sits unused.
No Attribution Visibility
Campaigns run, but nobody can track which ones generate pipeline or revenue.
No Shared Lead Definition
Sales and marketing do not agree on what a qualified lead means, so handoffs break down.
Our Solution
Implementation Configured Around Your Sales Process, Not Generic Defaults
We define what a qualified lead looks like for your business, build the scoring model around that, create the nurture journeys, and connect everything to Salesforce Sales Cloud.
Discovery and Assessment
Assess Salesforce org health, available content assets, and current lead routing. Define qualified lead criteria, scoring model, and nurture structure.
Platform Configuration
Set up the platform, connect to Salesforce, configure tracking, build forms, and define scoring and grading rules.
Journey Build and Testing
Build nurture journeys in Engagement Studio. Test every branch and trigger before any live leads enter the system.
Launch, Training, and Reporting
Go live with monitoring. Train marketing and sales on scoring, journey management, and reporting. Set up attribution dashboards.
What We Deliver
Six Marketing Cloud Account Engagement Services
Use Cases
Five Account Engagement Use Cases for Commerce and B2B Teams
Platforms and Integrations
Platforms We Connect to Account Engagement
Marketing Cloud Account Engagement
Sales Cloud
Experience Cloud
Data Cloud
Salesforce Commerce Cloud
Shopify Plus
Adobe Commerce
Website forms
Landing page tools
Campaign tracking
CRM data sources
Why Innovadel
Salesforce Marketing Cloud Consultants With a Commerce Background
16+ Years of Experience
16+ years of Salesforce and commerce expertise across B2B and B2C engagements.
Commerce-Specific Implementations
Account Engagement implementations for B2B wholesale, dealer, and account-based commerce businesses.
Proven Salesforce Integration
Proven integration with Salesforce Sales Cloud, Commerce Cloud, Experience Cloud, and ERP systems.
Trusted by Leading Commerce Brands
Trusted by MVMT, Movado, Brooks Brothers, Golf Town, Laura Canada, Riskified, and Life is Good for commerce platform work.
Fixed-Scope Delivery
Fixed-scope delivery with practical training and post-go-live support.
Engagement Models
Four Engagement Models
Quick Start: Account Engagement Quick Start
Platform setup, Salesforce connection, lead scoring, one capture form, and one nurture journey. Typically 6 to 10 weeks, depending on Salesforce org readiness and available content. Best for: companies implementing Account Engagement for the first time.
Build: Lead Nurture Setup
Multiple journeys, scoring model, grading rules, content mapping, sales handover workflows, and reporting. Best for: teams needing full nurture programmes built from scratch.
Connect: Salesforce and Account Engagement Integration
Connect Account Engagement to Sales Cloud, Commerce Cloud, or Experience Cloud. Lead activity and scoring are visible in Salesforce. Campaign attribution is connected to the pipeline. Best for: teams needing better sales-marketing alignment and CRM integration.
Sustain: Campaign Optimisation Retainer
Journey optimisation, new campaigns, scoring refinement, A/B testing, and monthly performance reporting. Best for: ongoing Salesforce Marketing Cloud consulting and campaign improvement.
FAQs
Common questions
What Is Marketing Cloud Account Engagement?
Salesforce's B2B marketing automation platform, previously called Pardot. It scores leads based on behaviour, runs automated nurture journeys, and connects to Salesforce CRM. Built for B2B buying cycles with longer sales processes and multiple decision-makers.
What Is The Difference Between Account Engagement And Marketing Cloud Engagement?
Account Engagement is the B2B automation platform for lead scoring and nurturing. Marketing Cloud Engagement is the high-volume email and journey platform for B2C and enterprise lifecycle marketing. They are separate products with different pricing and technical architectures.
What Is Salesforce Exacttarget Marketing Cloud?
ExactTarget was the email platform Salesforce acquired in 2013, rebranded as Salesforce Marketing Cloud. The ExactTarget name is no longer used officially. The current B2B automation product is Marketing Cloud Account Engagement.
What If We Do Not Have Content Assets Ready For Nurture Journeys?
This is the most common implementation blocker. A nurture journey with no content is just an empty sequence. Before we build anything, we run a content audit to map what exists against each buyer stage. Where gaps exist, we either delay that journey stage or help the team prioritise what to produce first. Launching with fewer journeys and real content produces better results than launching with full journeys and placeholder emails.
Who Manages Account Engagement After Go-Live?
Your marketing team manages it day to day, updating journeys, reviewing lead scores, and launching campaigns. We train them on this during handover. For teams without a dedicated marketing operations resource, we offer an ongoing support retainer covering journey updates, scoring refinement, and monthly reporting. Most clients move to independent management within 3 to 6 months.
Turn Commerce Leads Into Qualified Sales Opportunities
Talk to Innovadel about Marketing Cloud Account Engagement for your B2B or commerce business. We will assess your Salesforce setup, your content, and your sales process, then tell you what a realistic implementation looks like.