Marketing Automation
Helping you stay connected with your customers
Get the Most Out of Marketing Automation
Marketing Cloud Account Engagement, powered by Pardot, is Salesforce’s email marketing and automation platform. It helps you connect marketing and sales, nurture relationships, and make sure your messages reach people at the right time.
It works hand in hand with Salesforce, letting you create personalised customer journeys, share meaningful updates, and build trust through thoughtful communication — all while saving time through automation.
At Cairies, we help you make sense of Account Engagement and get the most from it. We’ll work alongside you to set it up, simplify your processes, and make sure it genuinely supports your goals.
Every organisation uses it differently. Many of our customers begin by tackling a specific need, like improving how they communicate with prospects or staying in touch with existing clients. Here are a few ways we’ve helped teams make their marketing run more smoothly.
Unified marketing and sales process
Marketing and sales teams often have the same goals but work in different ways. When the two aren’t fully connected, leads can fall through the cracks or opportunities get missed.
We help you bring both teams together by creating shared processes, clear handovers, and a single view of your customers in Salesforce.
Here are some of the ways we can help:
- Design a joined-up marketing and sales process for leads
- Define clear criteria for marketing-qualified and sales-qualified prospects
- Automatically route qualified leads straight to your sales team
If you’d like to strengthen the link between marketing and sales, get in touch to find out how Salesforce and Marketing Cloud Account Engagement can help.
Targeted customer communication
Your customers aren’t all the same, so the messages you send shouldn’t be either. By using the data already in Salesforce and Account Engagement, you can group customers by their interests, needs, or stage in the journey — and talk to each group in a way that feels relevant to them.
We’ll help you make the most of what you already have — from tidying up your data to setting up simple automations that send the right message to the right people.
Here are a few ways we can help:
- Develop clear customer profiles to understand their needs and pain points
- Offer guidance on creating practical customer segments using your Salesforce data
- Design tailored email journeys for each customer group
We’ll work with you to turn your data into conversations that feel more personal — helping you stay connected with customers and grow lasting relationships.
Track campaign performance
Once your campaigns are up and running, it’s important to know what’s working — and what isn’t. Account Engagement includes built-in reports that show you how emails are performing, from open rates and link clicks to unsubscribes and bounces.
By linking your marketing activity in Account Engagement with your sales data in Salesforce, you can see which campaigns are generating real opportunities — and understand the return on your effort and spend.
Here are a few ways we can help:
Set up simple dashboards to track your email and campaign results
Show you how to understand engagement reports in Account Engagement
Connect Salesforce data so you can measure ROI and spot new opportunities
We’ll show you how to read your data with confidence — spotting trends, learning what your audience responds to, and using that insight to shape future campaigns.
Your Questions Answered
Am I ready for Marketing Cloud Account Engagement?
Marketing Cloud Account Engagement (formerly Pardot) can no longer be bought as a standalone product — it now comes bundled with other Salesforce editions.
The pricing model is a little different from standard Salesforce: you pay per platform rather than per user licence.
- Some advanced features, like custom reports, may require an additional cost.
There are different versions of Marketing Cloud Account Engagement, which one do I need?
There are a few different versions of Marketing Cloud Account Engagement (formerly Pardot), but for most small to medium-sized businesses, the Growth edition has everything you need to get started.
If you’d like to connect with Google Ads and see which keywords bring in the best return, that feature is available as an add-on.
Account Engagement includes standard reports, but if you want more advanced, customisable dashboards, the Plus edition includess B2B Marketing Analytics for deeper insights.
If your sales team would benefit from seeing how leads and customers are engaging with marketing, you might also want to look at Salesforce Engage — just note that it’s an extra cost per user.
Marketing Cloud Account Engagement seems expensive, is it better than other systems?
It can seem like a big investment, but the real value of Marketing Cloud Account Engagement is how closely it works with Salesforce. Because the two systems are fully connected, you can see your marketing and sales activity in one place — making it easier to track what’s working and where leads are coming from.
This connection also helps your teams work better together. Marketing and sales can agree on what makes a lead “ready to hand over,” define simple steps in the customer journey, and automatically pass qualified leads straight into Salesforce — saving time and reducing missed opportunities.
Why do I need a Partner to help me set it up?
Before you can start using Marketing Cloud Account Engagement, it needs to be connected to Salesforce and configured to track website activity, send emails, and score leads correctly.
Working with a Salesforce partner saves you time and helps you get it right from day one. We can make sure everything is set up properly, show your team how to use it, and tailor the setup to fit the way your business actually works.
What does a typical Marketing Cloud Account Engagement implementation involve?
The main steps in setting up Marketing Cloud Account Engagement include:
Technical setup – connecting the system to Salesforce, enabling email sending, and setting up tracking so you can see which pages your visitors are viewing.
Email campaign setup – creating branded email templates, building customer lists for segmentation, and setting up automated nurture campaigns in Engagement Studio.
Importing customer data – bringing your existing contacts into the system and organising them into useful lists.
- Training – helping your team understand how everything fits together and how to use it day to day.
A basic setup typically takes around 40 hours, costs from £3,600, and can be completed within a few weeks.
Every organisation is different, so we’ll work with you to agree on a scope, timeline, and quote that fits your goals and budget.
What else should I know before buying Marketing Cloud Account Engagement?
Talk to others who already use Salesforce to get a feel for what’s worked well for them and what to look out for.
Chat with a trusted Salesforce Partner before signing up — they can help you work out what your organisation really needs (and what it doesn’t).
You can upgrade your Salesforce edition later, but you can’t downgrade — so start simple and scale up as you grow.
Longer contracts with Salesforce often come with better discounts.
The success of Salesforce and Account Engagement depends as much on your people as the technology. Involve your senior team early and make sure they’re part of the process.
How do I build loyalty and trust in my brand through email marketing?
The key to building loyalty is staying connected. Email marketing lets you nurture relationships with new leads while keeping existing customers engaged with useful, relevant content.
We can help you:
Create a better customer experience with personalised, branded emails.
Design nurture programs that send the right messages at the right time to build trust and strengthen your brand.
We have Marketing Cloud Account Engagement, but are not getting much from it and struggling to justify the cost.
If you feel like you’re not getting the value you expected from Account Engagement, we can help you turn things around.
Here’s how we support you:
We start with a review of how you’re using the system to see what’s working — and what isn’t.
We look for simple ways to make your setup more effective and help you get better results from your campaigns.
We’ll then share a clear set of recommendations with estimated costs and timescales, so you can see exactly what improvements are worth making.
How do I take advantage of Salesforce data in Marketing Cloud Account Engagement?
Salesforce and Account Engagement work best when they’re fully connected. By sharing data between the two, you can see the full picture of how leads and customers interact with your business — from first click to closed deal.
We can help you:
Give your sales team better visibility of customer engagement activity.
Let sales send branded, personalised emails using Account Engagement.
Use Salesforce data to send more targeted, relevant emails based on customer interests.
Get in touch to find out how we can help you with Marketing Automation
What Our Customers Say
I wanted to get up and running with a survey tool quickly and without having to redesign our existing processes. We’ve worked with Cairies for a long time and because they know our business so well, I knew they could help us implement something effectively, without requiring a lot of my team’s time.
The result was a simple, actionable process that allows us to formalise the valuable feedback we get from our customers.
The most successful part of working with Cairies is that they delivered what we required on time and to a very high standard. Given our day to day commitments, and extent of what we needed to do for GDPR, we couldn’t have done it without them, they were a lifesaver!
I highly recommend working with Cairies because they are professional, thorough and easy to work with. I look forward to working with them again in the future.
The team has valued working alongside Emma and Andrew on the implementation of our new salesforce system. They were able to explain more complicated IT jargon in a simple way, which ensured that the process from start to finish was very smooth. They were very responsive to any questions we had and were a joy to work alongside. We hope to work again with them in the future and we would highly recommend them.
Cairies were instrumental in helping us set up and start using Pardot and expertly guided us through key integrations with Salesforce and our website. They’ve been a valued resource and we couldn’t have launched some strategic projects as efficiently or successfully without them.
Cairies were key in helping our company take the next step to grow and integrating Salesforce into our day to day life. They provide a professional, helpful and friendly service and would highly recommend to anyone looking to start using or to improve their use of Salesforce.
The Salesforce & Marketing Automation Consultancy
