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Salesforce Engage: what is it and how to implement it?

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When sales and marketing work in sync, great things will happen: improved customer experience, high customer satisfaction, increased customer loyalty, and more revenue.

So, how to create a better alignment between those two departments? Many famous brands among Salesforce communities have been using Salesforce Engage to do that.

In this article, we’ll walk you through the basics of Salesforce Engage and how to implement it for your company.

Note: New to Salesforce? Check our article “What Is Salesforce And What Does Salesforce Do?” to learn everything about it.

What is Salesforce Engage?

Salesforce Engage is a solution developed by Pardot that helps your sales and marketing teams align with each other. With Salesforce Engage, your marketing team can easily share content with sales reps, and sales reps can use those insights to identify qualified prospects, make data-driven decisions, and close deals faster.

Salesforce Engage Components

Salesforce Engage has four components: Engage Campaigns, Engage Reports, Engage Alerts, and Engage for Gmail and Outlook.

1. Salesforce Engage Campaigns

Salesforce Engage Campaigns allow you to send 1:1 or 1:many campaigns from Salesforce to campaign members, prospects, contacts, and other stakeholders. It makes it quick for you to access marketing-curated content and deliver personalized, valuable content in just a few clicks.

2. Salesforce Engage Alerts

Salesforce Engage Alerts is a real-time feed of your lead or contact’s activities within Salesforce1 and Salesforce. It allows you to keep track of their engagement activities like email opens, link clicks, and page views. Hence, you can know when’s the right time to reach out to a prospect.

3. Salesforce Engage Reports

Salesforce Engage Reports provides you with interactive, real-time reports so that you can quickly monitor the success of your Engage Campaigns. You can analyze what’s working and what’s not. Discover which emails and templates performed best using metrics like view opens, clicks, and click-through rates over a specific timeframe.

4. Salesforce Engage for Gmail and Outlook

Salesforce Engage for Gmail and Outlook is an extension that allows you to send trackable campaigns to prospect directly from Gmail and Outlook. Once installed, it ensures all emails sent from your Gmail or Outlook account are logged in the Prospect/Lead Record synced between Pardot and Salesforce.

That said, connecting Salesforce with Outlook and Gmail isn’t easy as it requires a certain level of technical knowledge. A better solution is to use Email Campaign Salesforce integrations like Revenue Grid.

Revenue Grid is the best sales enablement platform for Salesforce users, powered by artificial intelligence. Revenue Grid helps seamlessly connect your Salesforce account with Outlook and Gmail. You can log everything that happens to your prospects to Salesforce automatically, send email sequences directly from Salesforce, use Salesforce custom fields to personalize emails, and so much more.

Salesforce Engage Implementation Tips

To implement Salesforce Engage successfully, keep the following in mind:

  • You must have a verified Salesforce-Pardot connector to set up Salesforce Engage.
  • Don’t add legacy Custom Permissions for Pardot to your Salesforce profiles.
  • For users to access Salesforce Engage features within Salesforce, they must be linked to a Pardot user.
  • To use Engage for Gmail, the Salesforce user’s profile must have the API Enabled permission.

Salesforce Engage vs. Pardot

Pardot is a platform that empowers B2B marketers to create, deploy, and manage online marketing campaigns from one central place. It’s where your marketers will create content for your sales team to access from Salesforce Engage.

So, do you need Pardot to use Salesforce Engage?

The short answer is Yes. Salesforce Engage requires some Pardot API permissions to function correctly. And to complete configuring Salesforce Engage for your company, you need a Salesforce admin and a Pardot admin.

To summarize, Salesforce Engage is a perfect solution if you’re struggling to communicate with leads at exactly the right moment they want to engage with your business and make every interaction relevant and tailored to their needs. It helps your sales and marketing work smarter and more effectively.

Core UX Writer at Booking.com

Lavender Nguyen is a Freelance Content Writer focusing on writing well-researched, data-driven content for B2B commerce, retail, marketing, and SaaS companies. Also known as an Email Marketing Specialist, she helps ecommerce B2C brands develop high-converting, customer-focused email strategies.