How to audit Salesforce Marketing Cloud Account Engagement
In today's fast-paced digital landscape, optimising your technology stack is crucial for business success. Just as regular spring cleaning refreshes your home, a thorough audit of your Salesforce Marketing Cloud Account Engagement (formerly Pardot) platform can unlock hidden potential and drive better results.
Over the years, Salesforce Marketing Cloud Account Engagement has evolved significantly, offering a wealth of features to streamline marketing processes. Yet, even seasoned users may overlook untapped opportunities or outdated practices hindering their performance.
To maximise the return on your technology investment, a comprehensive audit is essential. This involves identifying areas for improvement, eliminating inefficiencies, and aligning your platform with evolving business goals.
Defining Your Audit Purpose
Before embarking on a Salesforce Marketing Cloud Account Engagement audit, it’s crucial to establish clear objectives. Understanding the specific outcomes you aim to achieve will guide your audit process and ensure that your efforts are aligned with your overall business goals.
What do you hope to accomplish with your audit?
Consider these potential objectives:
- Improve lead quality and conversion rates: Identify areas where lead nurturing can be enhanced and conversion funnels optimised.
- Enhance customer experience: Analyse customer interactions to identify pain points and opportunities for improvements
- Optimise marketing ROI: Evaluate marketing campaign performance and allocate resources effectively.
- Strengthen data governance: Ensure data accuracy, consistency, and compliance with regulations.
Setting Key Performance Indicators (KPIs)
To measure the success of your audit, establish specific KPIs. These metrics will help you track progress and determine the impact of your improvements. Some examples of relevant KPIs include:
- Increased email open rates
- Higher click-through rates
- Improved lead-to-opportunity conversion rates
- Reduced marketing costs
- Increased customer lifetime value
By clearly defining your audit goals and KPIs, you’ll create a solid foundation for your audit process and ensure that your efforts are focused on delivering tangible business value.
Unlocking Salesforce Potential
To ensure your Salesforce Marketing Cloud Account Engagement instance is working optimally, consider these key areas:
- Feature Evaluation: Assess your current feature set and identify gaps. Explore new Account Engagement-related features that could enhance your marketing efforts.
- Campaign Optimisation: Review your campaign structure for efficiency and effectiveness. Are you leveraging Campaign Influence to its full potential?
- Automation Assessment: Analyse your automation workflows to identify outdated or redundant processes. Consider upgrading to newer automation tools like Flows.
- Data Quality: Conduct a thorough audit of your Salesforce data to ensure accuracy and consistency. Clean up outdated or incorrect information.
- User Management: Review user profiles and permissions to optimise security and productivity.
- Settings Review: Examine Salesforce settings to identify potential areas for improvement or customisation.
- Training and Enablement: Assess your team’s knowledge of Salesforce and Account Engagement. Provide necessary training to maximise user adoption and effectiveness.
By systematically evaluating these areas, you can uncover opportunities to improve data quality, enhance user experience, and drive better business outcomes.
Aligning Your Marketing Ecosystem
To achieve optimal results, it’s essential to consider your entire marketing technology stack. This includes evaluating your marketing policies, third-party tools, and integrations.
- Policy Compliance: Ensure your marketing activities comply with relevant laws and regulations, such as data privacy and consumer protection laws.
- Tool Evaluation: Assess the effectiveness of your marketing tools and identify opportunities to streamline processes or improve performance.
- Integration Optimisation: Review your integrations between Account Engagement, Salesforce, and other marketing tools to ensure seamless data flow and eliminate errors.
By taking a holistic approach to your marketing technology stack, you can create a more efficient and effective marketing operation.
Regularly auditing your Salesforce platforms is essential for maintaining a high-performing marketing engine. By identifying areas for improvement, implementing best practices, and leveraging the latest features, you can drive better results and achieve your business goals with Salesforce Marketing Cloud Account Engagement.
At Pracedo, we’re not just Salesforce Consultants. We’re the driving force behind innovation, change, and visionary solutions dedicated to boosting revenue. Our mission is to redefine the customer journey by simplifying processes and helping people to work smarter, not harder. Our purpose is to create a lasting impact on people, organisations, and communities, all powered by the capabilities of Salesforce.
Our holding company, Ascendion is a global, leading provider of AI-first software engineering services, delivering transformative solutions across North America, APAC, and Europe. Headquartered in New Jersey, Ascendion combines technology and talent to deliver technical debt relief, improve engineering productivity solutions, and accelerate time to value, driving clients’ digital journeys with efficiency and velocity. Guided by “Engineering to the power of AI” [Engineering AI] methodology, Ascendion integrates AI into software engineering, enterprise operations, and talent orchestration, to address critical challenges of trust, speed, and capital.
Tags: Data, Salesforce, Marketing Cloud Account Engagement, CRM
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Zoe Nicholson, Marketing Cloud Lead at Pracedo
This article was written by Zoe Nicholson. Zoe is a dedicated and skilled professional who joined Pracedo in 2020. With a suite of Salesforce certifications and an IS Business Analyst Qualification under her belt, Zoe has successfully executed numerous Marketing Automation projects across various industries. Her expertise lies in implementing solutions within the Salesforce Marketing Cloud suite, consistently delivering value through automation.
Zoe excels in client collaboration, guiding them to recognise and harness the power of automation. Her technical acumen, combined with her ability to manage projects of varying sizes, makes her an invaluable asset in driving marketing success through innovative automation strategies.
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