Short answer
Marketing Cloud Account Engagement, formerly Pardot, is Salesforce's B2B marketing automation tool. It handles email nurturing, forms, landing pages, lead scoring and grading, and syncs prospects with Salesforce leads and contacts. It is priced by edition with limits on the number of prospects.
Marketing Cloud Account Engagement (Pardot) explained
Account Engagement is built for considered B2B and financial-services sales: engagement programs nurture prospects over time, scoring and grading flag sales-ready leads, and campaign influence reporting connects marketing to pipeline in Salesforce. Data syncs through the Salesforce connector, and business units can separate brands.
Many firms compare it with HubSpot Marketing Hub when renewing, weighing tighter Salesforce integration against ease of use.
How Vantage Point helps: we implement, clean up and migrate Account Engagement, and help firms compare it with HubSpot.
Frequently asked questions
Is Pardot the same as Account Engagement?
Yes. Salesforce renamed Pardot to Marketing Cloud Account Engagement in 2022.
Does archiving a prospect free up my prospect limit?
Deleting prospects moves them to the recycle bin and removes them from the count; check your edition's limits and data retention needs before mass deleting.