High-Impact Account Engagement for B2B Growth
B2B marketing success depends on more than generating leads. It depends on attracting the right accounts, nurturing prospects effectively, and aligning marketing efforts with sales outcomes. Our Salesforce Marketing Cloud Account Engagement services help organisations drive predictable pipeline growth through structured, insight driven B2B marketing automation.
We believe B2B marketing automation works best when it is aligned with real buyer journeys, clean data, and clearly defined handoffs between marketing and sales.
Our consulting led approach ensures Salesforce Marketing Cloud Account Engagement is implemented as a revenue acceleration platform, not just an email tool.
- Revenue goals before automation
- Buyer journey clarity before campaigns
- Data accuracy before scoring
- Sales alignment before handoffs
- Scalability before customisation
- Governance before growth
- Enablement before dependency
- Measurement before optimisation
Power Smarter B2B Engagement
Why Account Engagement Implementations Fail
Despite strong capabilities, many Account Engagement implementations fail to deliver pipeline impact.
Marketing & Sales Misalignment
Lead definitions, scoring models, and handoff criteria are unclear or inconsistent.
Poor Lead Quality
Automation focuses on volume instead of intent and fit.
Disconnected CRM and Marketing Data
Incomplete integration reduces visibility and trust between teams.
Over Engineered Automation
Complex programs are hard to manage and rarely optimised.
Limited Reporting & Attribution
Teams struggle to connect marketing activity to pipeline and revenue.
Low Adoption Across Teams
Lack of training and clarity limits usage
and impact.
B2B Marketing Strategy & Use Case Design
We define lead stages, account strategy, buyer journeys, and success metrics.
Lead Scoring, Grading, & Qualification
We design scoring and grading models that reflect real buyer intent and fit.
Enablement & Continuous Optimisation
We train teams and continuously refine programs based on performance insights.
Frequently asked questions
Salesforce Marketing Cloud Account Engagement, formerly known as Pardot, is a B2B marketing automation platform designed to generate, nurture, and qualify leads in alignment with sales teams.
Yes. Account Engagement is Salesforce’s current name for Pardot, with expanded capabilities and deeper Salesforce CRM integration.
It means starting with revenue goals, buyer journeys, and sales alignment before building automation, ensuring real pipeline impact.
Yes. We optimise existing setups to improve lead quality, automation effectiveness, reporting, and adoption.
We design shared data models, campaign structures, lead stages, and reporting to ensure marketing and sales operate from the same view of the customer.
We base scoring on behavioural intent and grading on fit criteria, aligned to sales feedback and conversion data.
Yes. We design Account Engagement to support ABM strategies through account segmentation, targeted journeys, and sales alignment.
Success is measured through lead quality, conversion rates, pipeline influence, revenue attribution, and operational efficiency.
Yes. We design and optimise email journeys, landing pages, forms, and automation rules.
Yes. It integrates with Salesforce CRM and can be connected to external tools where required.
Yes. We enable reporting across engagement, campaign performance, pipeline influence, and ROI.
We focus on simplicity, enablement, documentation, and shared success metrics across teams.
Timelines depend on scope and maturity, but most engagements are delivered in phases to ensure early value.
Yes. Enablement and continuous optimisation are part of our engagement model.
Frontial combines B2B marketing consulting with hands on Salesforce delivery, ensuring alignment, adoption, and measurable revenue impact.
