What Does Account Engagement’ Actually Mean?

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With Pardot recently being renamed to Marketing Cloud Account Engagement’, much of the community has been quick to point out that account engagement’ is a pretty well-used marketing term that could easily confuse users and their wider teams.


Chris Thompson
Chris Thompson

3 mins


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With Pardot recently being renamed to Marketing Cloud Account Engagement’, much of the community has been quick to point out that account engagement’ is a pretty well-used marketing term that could easily confuse users and their wider teams.

For example, in a meeting about marketing performance, team members could share their latest social media account engagement statistics but then switch to talking about marketing automation and email performance via Account Engagement. To the majority of listeners, it could be difficult to differentiate between a marketing phrase and the Salesforce platform.

Not only this, there are many other marketing terms that sound very denmark phone number similar to account engagement’, such as:

Account-based marketing (ABM)
Account-based sales (ABS)
Account-based engagement (ABE)
Confused what the difference is between each of these? You’re not alone! Many marketers are scrambling to understand the nuances.

Allow me to explain all.



The definition of account engagement’
For those marketers who manage social media profiles, you’ll often say or hear account engagement’ when discussing how well your audience interacts with your account via likes, shares, comments, reactions, and so on.

Example: “Our Facebook account engagement has increased 10%