Account Engagement Setup

Implementation Guide
Salesforce, Summer ’23

@salesforcedocs
Last updated: May 16, 2023
© Copyright 2000–2023 Salesforce, Inc. All rights reserved. Salesforce is a registered trademark of Salesforce, Inc., as are other

names and marks. Other marks appearing herein may be trademarks of their respective owners.
CONTENTS

INTRODUCTION ...................................................1

PLAN YOUR ACCOUNT ENGAGEMENT IMPLEMENTATION . . . . . . . . . . . . . 2

INSTALL THE APPEXCHANGE PACKAGE AND CREATE AN ACCOUNT

ENGAGEMENT BUSINESS UNIT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Install the AppExchange Application for Account Engagement . . . . . . . . . . . . . . . . . . . . . . . 3
Enable Account Engagement in Salesforce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

SET UP SALESFORCE USER SYNC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

User Sync Basics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Identify or Create Users in Salesforce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Assign Salesforce Users to Account Engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Transfer User Management to Salesforce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

SET UP THE ACCOUNT ENGAGEMENT LIGHTNING APP . . . . . . . . . . . . . . . 9

Give Users Access to the Account Engagement Lightning App . . . . . . . . . . . . . . . . . . . . . . . . 9

TRACK PROSPECT ENGAGEMENT IN SALESFORCE . . . . . . . . . . . . . . . . . . . . 11

Add the Matched Leads Lightning Component . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Comparison of Engagement History Features . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

MAP ACCOUNT ENGAGEMENT AND SALESFORCE FIELDS . . . . . . . . . . . . . 14

Map Custom Lead Fields to Contact Fields . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Add Standard Fields to Lead and Contact Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Create Custom Prospect Fields . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Map Salesforce and Account Engagement Custom Fields . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Show Account Engagement Data in Salesforce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

MANAGE AND UNPAUSE THE SALESFORCE CONNECTOR . . . . . . . . . . . . . 18

Set Up Connected Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Define Marketing Data Sharing Rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Configure and Unpause the Salesforce Connector (v2) . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Trigger the Initial Prospect Sync . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

ADD A TRACKER DOMAIN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

IMPLEMENT TRACKING CODE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Contents

ADD AND VERIFY A DOMAIN FOR EMAIL SENDING . . . . . . . . . . . . . . . . . . 22

IMPLEMENT DKIM AUTHENTICATION FOR ACCOUNT ENGAGEMENT

EMAIL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

NEXT STEPS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
INTRODUCTION

Account Engagement is your solution for B2B marketing automation and includes powerful tools that generate leads so your sales team
can close more deals. This guide helps you get your Account Engagement business unit online and ready for your marketing team to
build out marketing assets and get campaigns underway.
Setup includes tasks that often span multiple teams, so it’s important to have everything you need in place before you begin. Use the
planning worksheet in this guide to get organized and identify who you need to successfully set up Account Engagement. If you’re
setting up more than one business unit, we recommend you complete an implementation plan for each business unit.

Tip: Business unit setup requires both a Salesforce admin and an Account Engagement admin. To reduce the need for multiple
admins, you can create a custom permission set in Salesforce to delegate Account Engagement tasks to a marketing admin. See
Designate an Admin for Marketing Setup Tasks.

1
PLAN YOUR ACCOUNT ENGAGEMENT IMPLEMENTATION

Print or save this worksheet to help you map out your implementation from start to finish. If you’re using multiple business units, make
a copy for each one. Some setup tasks require both a Salesforce admin and an Account Engagement admin to complete. We recommend
your implementation stakeholders plan and collaborate closely to execute setup tasks.
Download the Account Engagement Implementation Planning Worksheet

SEE ALSO:
Designate an Admin for Marketing Setup Tasks

2
INSTALL THE APPEXCHANGE PACKAGE AND CREATE AN
ACCOUNT ENGAGEMENT BUSINESS UNIT

First, your Salesforce admin must install the AppExchange package for Account Engagement, then create a business unit in Marketing
Setup. After you assign an admin for your business unit, set up Salesforce User Sync.

Install the AppExchange Application for Account Engagement

Before setting up your Salesforce connector, install the Account Engagement (Pardot) AppExchange package in your Salesforce org.
Enable Account Engagement in Salesforce
A Salesforce admin must enable new business units and appoint an Account Engagement admin. If you have multiple business
units, appoint an Account Engagement admin to each unit.

Install the AppExchange Application for Account Engagement

Before setting up your Salesforce connector, install the Account Engagement (Pardot) AppExchange
USER PERMISSIONS
package in your Salesforce org.
To install the Pardot
Important: Don’t install the package directly from AppExchange. You must install the package
package:
as described here. • Download AppExchange
1. Get the installation link. Packages (in Salesforce)
This package updates your Salesforce org with a custom application, custom tab, and custom
fields under leads and contacts. To display all fields, modify your view.

2. Review actions, and click Install.

3. On Step 2 of the install wizard (Choose security level), select Grant access to admins only.

Enable Account Engagement in Salesforce

A Salesforce admin must enable new business units and appoint an Account Engagement admin.
EDITIONS
If you have multiple business units, appoint an Account Engagement admin to each unit.

Important: The admin assigned to set up the business unit can’t be changed and their name Available in: All Account
can’t be edited. If that user is removed from Account Engagement or their role is updated, Engagement Editions
their name remains as a historical record on the business unit setup page.
1. From Marketing Setup, under Business Unit Setup, click Assign Admin. USER PERMISSIONS
2. Name your business unit and assign your Account Engagement admin. If you’re working with To enable Account
multiple business units, we recommend setting up one business unit at a time. Engagement for your org:
3. Save your changes. After you save, the admin receives an email to start the setup process for • Customize Application
and Modify All Data
their business unit.
To create business units:
4. In Marketing Setup click Setup Assistant and turn on Account Engagement in your Salesforce
• Customize Application
org to make the Lightning app available only to your Account Engagement admins. and Modify All Data

3
Install the AppExchange Package and Create an Account Enable Account Engagement in Salesforce
Engagement Business Unit

After you complete provisioning and admin assignment, contact your Account Engagement admin to make sure they received the email
to set up their assigned business unit. Work closely with your Account Engagement admin to complete key setup tasks, such as setting
up Salesforce User Sync.

4
SET UP SALESFORCE USER SYNC

Salesforce User Sync makes it easy to create and manage Account Engagement users from Salesforce, so we strongly recommend you
set it up as part of your implementation. To set up User Sync, your Salesforce admin assigns users to Account Engagement from Salesforce.
Then, your Account Engagement admin transfers user management to Salesforce.

User Sync Basics

User Sync moves Account Engagement user access settings to Marketing Setup in Salesforce. Synced user records in Account
Engagement are read-only and inherit information from Salesforce.
Identify or Create Users in Salesforce
Before you set up Salesforce User Sync, make sure you know which users need access to Account Engagement. If you’re brand new
to Salesforce, create new users that you then assign to Account Engagement.
Assign Salesforce Users to Account Engagement
First, have your Salesforce admin assign Salesforce users to Account Engagement. We recommend that you begin with the users
who manage the implementation. After users are assigned, transfer user management to Salesforce and return to Marketing Setup
at any time to assign more users.
Transfer User Management to Salesforce
After your Salesforce admin has assigned users to Account Engagement, your Account Engagement admin can map Salesforce
profiles to user roles in Account Engagement. Then, the Account Engagement admin transfers user management to Salesforce to
create an Account Engagement profile for users assigned from Salesforce.

User Sync Basics

User Sync moves Account Engagement user access settings to Marketing Setup in Salesforce. Synced user records in Account Engagement
are read-only and inherit information from Salesforce.

Note: Pardot is now known as Marketing Cloud Account Engagement. We wish we could snap our fingers to update the name
everywhere, but you can expect to see the previous name in a few places until we replace it, including in the app itself.

Process Overview
If you use the legacy version of User Sync, make sure you also review Considerations for Moving to the Latest Version of User Sync. If
you're not sure what your User Sync status is, see Find the Right User Sync Documentation.
To take advantage of Salesforce User Sync, first assign Salesforce users to Account Engagement and then transfer user management to
Salesforce. This process requires a Salesforce admin and an Account Engagement admin. Depending on the structure of your business,
it’s possible you need more than one person to complete all the tasks.
This video walks through User Sync setup: Manage Engagement Users with Salesforce User Sync (English Only).

User Management
Here’s how user management works after user management is transferred to Salesforce.

5
Set Up Salesforce User Sync User Sync Basics

• An Account Engagement user record is created for any user assigned to Account Engagement in Salesforce. You can assign users
individually, or based on public group, role, or role and subordinates.
• The Salesforce user record is the source of truth. All Account Engagement user fields update to match the Salesforce record.
• When a user sends an email in Account Engagement, the email is sent from the email address on their Salesforce user record.
• Account Engagement user alerts and notifications are sent to their Salesforce email.
• If an assigned user is in the recycle bin in Engagement, the user record is restored.
• To delete an Account Engagement user, unassign them in Salesforce. Unassigning a user sends their record to the recycle bin in
Engagement.
• If there’s an Account Engagement user with the same email address as a Salesforce user but they’re not mapped, User Sync skips
them. A new Account Engagement user record isn’t created and the existing user profile isn’t synced.
• Changes to user records in Salesforce typically sync within 10 minutes. If you have tens of thousands of users, the sync can take up
to an hour.

Salesforce Profiles and Account Engagement Roles

When you assign users to Account Engagement, you add them to the Marketing Users group or the Sales Users group. User group
assignments can be used for sharing rules, and they correspond to default Account Engagement role assignments.
Salesforce profiles are mapped one-to-one to Account Engagement user roles, but some scenarios require a more granular Salesforce
profile. If your users that share a Salesforce profile need different levels of access in a business unit, you can give a user a more granular
profile.

Example: Jon and Deepa both have the Marketing profile in Salesforce. Jon needs the Marketing Manager role in the Europe
business unit, and Deepa needs the Marketing role. Because Jon and Deepa share the original profile, and profiles are mapped
one-to-one to user roles, the Salesforce admin creates a unique profile for Jon. The Europe business unit admin maps the new
profile to the correct Account Engagement user role.

Important: Assign admins and most other Account Engagement users to the Marketing User group in Salesforce. The Sales User
group is only for sales reps who need restricted access to Account Engagement.
After users are assigned to Account Engagement, the Account Engagement admin can update the profile-to-role mapping table for the
Marketing User group, or leave the default mapping in place.
Here’s how roles are determined by default:
• Users in the Sales Users group always inherit the Sales role in Account Engagement. This role mapping can’t be edited.
• Users in the Marketing Users group have their Salesforce profile mapped to the Marketing role in Account Engagement. This mapping
is editable.
• If the Account Engagement admin who created the business unit is in the Marketing Users group, they retain the Account Engagement
admin role.
This chart shows how user assignments translate to default roles. The default Account Engagement role is editable for all users assigned
to the Marketing Users group in Salesforce.

6
Set Up Salesforce User Sync Identify or Create Users in Salesforce

Identify or Create Users in Salesforce

Before you set up Salesforce User Sync, make sure you know which users need access to Account Engagement. If you’re brand new to
Salesforce, create new users that you then assign to Account Engagement.

SEE ALSO:
Add a Single User
Add Multiple Users

Assign Salesforce Users to Account Engagement

First, have your Salesforce admin assign Salesforce users to Account Engagement. We recommend
EDITIONS
that you begin with the users who manage the implementation. After users are assigned, transfer
user management to Salesforce and return to Marketing Setup at any time to assign more users. Available in: Account
Assigned users don’t have access until you set up permissions for Account Engagement Lightning Engagement business units
App. Users assigned to the Sales Users group in Salesforce are given the Sales role in Account created after the Summer
Engagement. Changing a user’s role must be done in Salesforce. ’20 release

1. From Marketing Setup, in the Quick Find box, enter Business, and then select Business
Unit Setup. USER PERMISSIONS
2. Next to your business unit, click Manage Users. To assign Salesforce users
3. Click Edit User Assignments. to business units:
• Customize application
4. Use the dropdowns to add users to the Marketing Users group and the Sales Users group. and manage users
5. Save your changes. To see a list of your assigned users, click View All Users.

7
Set Up Salesforce User Sync Transfer User Management to Salesforce

After users are assigned, the Account Engagement admin can transfer user management to Salesforce where a profile is created for each
assigned user.

Transfer User Management to Salesforce

After your Salesforce admin has assigned users to Account Engagement, your Account Engagement
EDITIONS
admin can map Salesforce profiles to user roles in Account Engagement. Then, the Account
Engagement admin transfers user management to Salesforce to create an Account Engagement Available in: Account
profile for users assigned from Salesforce. Engagement business units
1. Open the Salesforce Connector page. created after July 20, 2020
or with Salesforce User Sync
•
In Account Engagement, select Admin and then select Connectors. Click next to the enabled before that date
Salesforce Connector, and select Edit.
• In the Lightning app, select Account Engagement Settings and then Connectors. Click USER PERMISSIONS
next to the Salesforce connector, and select Edit Settings.
To transfer user
2. Click the User Sync tab. management to Salesforce:
• Account Engagement
3. Review the default user roles for each Salesforce profile. If needed, use the dropdowns to change Administrator role
the assigned roles. You can come back and edit the profile-to-role mapping table later.
4. Save your changes, and then click Opt In to transfer user management to Salesforce.
After user management is transferred, a profile is created for each user assigned in Salesforce. User changes in Salesforce typically take
about 10 minutes to take effect.

8
SET UP THE ACCOUNT ENGAGEMENT LIGHTNING APP

To grant users access to Account Engagement, set up the Account Engagement Lightning app. The Lightning app offers an elevated
integration experience and allows your sales and marketing teams to work side-by-side on one platform.

Give Users Access to the Account Engagement Lightning App

An admin must enable the Account Engagement Lightning App, and then the required permission to users.

Give Users Access to the Account Engagement Lightning App

An admin must enable the Account Engagement Lightning App, and then the required permission
EDITIONS
to users.
Pardot is now known as Marketing Cloud Account Engagement. We wish we could snap our fingers Available in: Professional,
to update the name everywhere, but you can expect to see the previous name in a few places until Enterprise, Performance,
we replace it, including in the app itself. and Unlimited Editions with
any Account Engagement
1. Verify that your Account Engagement and Salesforce users are linked. We strongly recommend
Edition
Salesforce User Sync. See Manage Users with Salesforce User Sync.
2. From Marketing Setup, open the Setup Assistant. Make sure that Account Engagement is
USER PERMISSIONS
enabled.
To enable the Account
Engagement Lightning app:
• Customize Application
To edit app permissions:
• Manage Profiles and
Permission Sets

3. Give users access to the B2BMA Canvas connected app.

a. From Salesforce Setup, in the Quick Find box, enter Connected, and then select Manage Connected Apps.
b. Select b2bma_canvas.
c. Click Manage Profiles or Manage Permission Sets to assign the connected app to users who need access.

4. Assign the Account Engagement User, Sales Cloud User, Service Cloud User, or CRM User permission set.
a. From Marketing Setup, in the Quick Find box, enter Permission Sets, then select Account Engagement User, Sales
Cloud User, Service Cloud User, or CRM User from the list.
b. Click Manage Assignments.
c. Click Add Assignments and choose all users who need access.

Note: If you'd rather use a custom permission set, create and assign one with the Allow access to all Pardot features app
permission. For maximum flexibility, don’t choose a license for the new permission set. To access the Lightning App, users still
need the Account Engagement User, Sales Cloud User, Service Cloud User, or CRM User permission set license.

5. Make the Lightning App visible to profiles.

9
Set Up the Account Engagement Lightning App Give Users Access to the Account Engagement Lightning App

a. From Salesforce Setup, in the Quick Find box, enter App Manager, and then select App Manager.
b. Find Pardot app with the App Type Lightning, and then edit it.
c. Click User Profiles, and then select all profiles that need access to the app.

After the app is enabled, it appears in the App Launcher for all users with a Sales Cloud, Service Cloud, or CRM user seat who have the
app permission assigned.

10
TRACK PROSPECT ENGAGEMENT IN SALESFORCE

Your campaigns track valuable engagement data that can tell you how well your marketing assets
EDITIONS
resonate with your customer base. When you bring all of the activity types and metrics in one place,
you have a collection of features called Engagement History. Decide what Account Engagement Available in: Professional,
data is most valuable to you and your users, and surface it throughout Salesforce. Enterprise, Performance,
Engagement History is an umbrella term for a variety of features–engagement metrics overviews, and Unlimited Editions with
engagement activity feeds, and data visualization. Account Engagement
Growth, Plus, Advanced, or
Note: Engagement History Dashboards aren’t supported in Account Engagement Sandboxes. Premium Edition Edition

Add the Matched Leads Lightning Component

Use the Matched Leads Lightning component to find and convert engaged leads from an account record in Salesforce. The component
lists the most relevant account leads ordered by level of engagement.
Comparison of Engagement History Features
Engagement History is a generic term for a collection of fields, related lists, and other Lightning components that make it possible
to show valuable prospect engagement data on your most used records.

11
Track Prospect Engagement in Salesforce Add the Matched Leads Lightning Component

Add the Matched Leads Lightning Component

Use the Matched Leads Lightning component to find and convert engaged leads from an account
EDITIONS
record in Salesforce. The component lists the most relevant account leads ordered by level of
engagement. Lightning App Builder
1. From Setup, in the Quick Find box, enter Lightning App Builder, and then select available in: both Salesforce
Lightning App Builder. Classic and Lightning
Experience
2. Select the page where you want to add the component, and click Edit.
3. In the Components list, enter Matched Leads, and then select Matched Leads. Lightning Home and utility
bar pages available in:
4. Drag the Matched Leads component where you want it to appear in the page layout. Lightning Experience
5. Save your work. Lightning app and record
6. To specify who can use the page layout, click Activation, and then enter the assignment details. pages available in: both the
Salesforce mobile app and
Lightning Experience

Email application pane

pages available in: both
Salesforce Classic and
Lightning Experience

Available in: Group,

Essentials, Professional,
Enterprise, Performance,
Unlimited, and Developer
Editions

USER PERMISSIONS

To add the Matched Leads

component:
• Customize Application

Comparison of Engagement History Features

Engagement History is a generic term for a collection of fields, related lists, and other Lightning
USER PERMISSIONS
components that make it possible to show valuable prospect engagement data on your most used
records. To use Engagement History:
Pardot is now known as Marketing Cloud Account Engagement. We wish we could snap our fingers • Account Engagement
User, CRM User, Sales
to update the name everywhere, but you can expect to see the previous name in a few places until
Cloud User, or Service
we replace it, including in the app itself. Cloud User permission
Note: set

• All Engagement History components require a CRM User, Sales Cloud User, or Service
Cloud User permission set.

12
Track Prospect Engagement in Salesforce Comparison of Engagement History Features

• The majority of Engagement History components are available with all Account Engagement editions. Engagement History
Dashboards require Growth, Plus, Advanced, or Premium edition.
• Components using the List Emails object include automated emails from Engagement Studio, completion actions, and
automation rules. They don’t include operational emails.
• Objects marked in this table with an asterisk (*) show engagement history data by default.

Feature Available On... Data Storage Prerequisites

Metrics Fields • Campaign Salesforce • Connected Campaigns
• Marketing Link* • Field-level security: Access to engagement
• Marketing Form* history metrics
• Landing Page*
• List Email

Related List (Marketing Assets) Campaign Salesforce • Connected Campaigns

Related List (Activities) • Lead Account Engagement • Logged in to Account Engagement via
• Contact Salesforce SSO
• Account
• Person Account
• List Email
• Marketing Link*
• Marketing Form*
• Landing Page*

Engagement History Metrics Campaign Salesforce • Connected Campaigns

Lightning Component

Engagement History Custom • Lead Account Engagement • Logged in to Account Engagement via
Lightning Component Salesforce SSO
• Contact
• Person Account

Engagement History Dashboard • Campaign CRM Analytics platform • Pardot permission set
Lightning Component This data is updated
• Account • Connected Campaigns (for a dashboard on
every 8 hours. campaign records only)
• Lead
• Contact
• Person Account
• Opportunity

13
MAP ACCOUNT ENGAGEMENT AND SALESFORCE FIELDS

To make sure Account Engagement and Salesforce share data properly, edit your lead and contact page layouts in Salesforce and map
Salesforce and Account Engagement fields.

Map Custom Lead Fields to Contact Fields

Mapping fields in Salesforce ensures that the contact record pulls in all Account Engagement data from the lead record during
conversion.
Add Standard Fields to Lead and Contact Pages
To get a full view of your customer, you can add marketing engagement data to your lead and contact records. Add standard fields
from Account Engagement onto your lead and contact page layouts.
Create Custom Prospect Fields
When the default fields in Account Engagement don’t capture the prospect data you need, create your own custom fields. You can
map and sync your custom fields with the CRM.
Map Salesforce and Account Engagement Custom Fields
To allow syncing, map prospect and account custom fields.
Show Account Engagement Data in Salesforce
The AppExchange application adds Account Engagement fields and Visualforce pages, but they’re not displayed automatically. To
display them, add them to your Salesforce lead and contact page layouts.

Map Custom Lead Fields to Contact Fields

Mapping fields in Salesforce ensures that the contact record pulls in all Account Engagement data
USER PERMISSIONS
from the lead record during conversion.
To map lead fields:
Note: Pardot is now known as Marketing Cloud Account Engagement. We wish we could
• Customize Application
snap our fingers to update the name everywhere, but you can expect to see the previous (in Salesforce)
name in a few places until we replace it, including in the app itself.

Important: Don’t map the Pardot URL lead field and Pardot URL contact field. Mapping
these fields to each other creates duplicate prospects and breaks Visualforce pages.
1. Navigate to the object management settings for leads.
2. In the Lead Custom Fields & Relationships section, click Map Lead Fields.
3. Click the Contact tab, and map the fields.
4. Save your work.

14
Map Account Engagement and Salesforce Fields Add Standard Fields to Lead and Contact Pages

Add Standard Fields to Lead and Contact Pages

To get a full view of your customer, you can add marketing engagement data to your lead and
EDITIONS
contact records. Add standard fields from Account Engagement onto your lead and contact page
layouts. Available in: both Salesforce
1. Find the Lead or Contact page layout. Classic and Lightning
Experience
• If you’re using Lightning Experience, from Setup, in the Quick Find box, enter Object
Manager, and then select Object Manager. Click the name of the object (Lead or Contact) Page layouts available in: all
that you want to manage, and scroll to the Page Layouts section. editions
• If you’re using Salesforce Classic, from Setup, in the Quick Find box, enter the object name Creation and deletion of
(Lead or Contact), and then select Page Layouts. page layouts available in:
Professional, Enterprise,
2. Open the layout that you want to edit.
Performance, Unlimited,
3. In the Page Layout Builder, select Fields, and then scroll to find the Account Engagement fields. and Developer Editions
Pardot is now known as Marketing Cloud Account Engagement. We wish we could snap our
fingers to update the name everywhere, but you can expect to see the previous name in a few USER PERMISSIONS
places until we replace it, including in the app itself.
To add standard fields:
4. Drag the fields onto your layout. • Customize Application
5. To add Account Engagement action buttons to the layout, select Buttons, and then drag the
buttons to your layout.

6. Save your work.

7. To preview the updated page layout, navigate to a lead or contact record, and then confirm that the selected fields or buttons appear.

Create Custom Prospect Fields

When the default fields in Account Engagement don’t capture the prospect data you need, create
EDITIONS
your own custom fields. You can map and sync your custom fields with the CRM.
1. Open the Prospect Fields page. Available in: All Account
Engagement Editions
• In Account Engagement, select Admin > Configure Fields > Prospect Fields.
• In the Lightning app, select Account Engagement Settings > Object and Field
Configuration > Prospect Fields. USER PERMISSIONS

2. Click + Add Custom Field. To create custom fields:

• Account Engagement
3. Name the field. The name is used internally for identification, and isn’t visible to prospects. Administrator role
4. Don’t edit Custom Field ID. This ID isn’t visible to prospects.
5. Configure field settings.

15
Map Account Engagement and Salesforce Fields Map Salesforce and Account Engagement Custom Fields

6. When finished, click Create custom field to save.

Map Salesforce and Account Engagement Custom Fields

To allow syncing, map prospect and account custom fields.
USER PERMISSIONS
Keep these considerations in mind when mapping fields.
To map fields:
• Before you can map custom fields, create the corresponding custom field in Account
• Account Engagement
Engagement. Administrator role
• If a Salesforce field is already mapped, it doesn’t display in the dropdown.
• Custom field mapping isn’t case sensitive. For example, the two custom fields Account_Type
and account_type on the contact record must map to the same field on the prospect record.
• To map a custom field on both the lead object and contact object to the same Account Engagement field, the API name of the
Salesforce fields must be identical.
• Account Engagement fields don’t sync with lookup or geolocation Salesforce field types.
• Don’t map number type fields to Salesforce phone type fields. Phone fields contain non-number characters and don’t sync correctly.
Instead, map Salesforce phone type fields to text type fields.
1. In Account Engagement, open the custom field for editing.
2. From the Salesforce Field Name dropdown, choose the field you want to map.
3. To sync field setting changes from Salesforce, select Keep this field’s type and possible values (for dropdowns, radio buttons,
checkboxes) in sync with the CRM.
4. (Optional) Edit sync behavior.
Repeat these steps for each custom field you want to sync.

Note: Mapping an Account Engagement custom field with a Salesforce field doesn’t trigger a sync with the CRM.

Show Account Engagement Data in Salesforce

The AppExchange application adds Account Engagement fields and Visualforce pages, but they’re
USER PERMISSIONS
not displayed automatically. To display them, add them to your Salesforce lead and contact page
layouts. To customize page layouts:
• Customize Application
Note: Pardot is now known as Marketing Cloud Account Engagement. We wish we could (in Salesforce)
snap our fingers to update the name everywhere, but you can expect to see the previous
name in a few places until we replace it, including in the app itself.
1. Open a lead or contact page layout for editing.
2. Add the Account Engagement custom fields to the page layout.
a. Add a section to the layout.
b. Name the section.
c. Select 2-Column, and click OK.
d. Return to the Fields section of the drag-and-drop editor, and scroll right to locate the custom fields.
e. Drag all the custom fields in to the new section.
f. (Optional) Drag the Google Analytics fields to the section.

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Map Account Engagement and Salesforce Fields Show Account Engagement Data in Salesforce

3. Add Account Engagement activities and list membership to your layout.

a. Add a section to the layout.
b. Name the section.
c. Select 1-Column, and click OK.
d. In the editor, scroll to the Visualforce Pages section.
e. Drag Pardot Activities, Pardot List Membership, and Pardot Social Data to the new section.

4. Save your work.

Repeat these steps for lead and contact page layouts.

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MANAGE AND UNPAUSE THE SALESFORCE CONNECTOR

New Account Engagement business units come equipped with Version 2 of the Salesforce connector, which is created in a paused state.
There are a few things we recommend you have set up before you unpause the connector and begin syncing data with Salesforce.

Set Up Connected Campaigns

It’s a great idea to connect your Account Engagement and Salesforce campaigns. You can save time, reduce clutter, and get access
to valuable cross-product features. For example, work with campaign influence attribution models, Engagement History, and Einstein
Campaign Insights for a complete view of your business. Plus, you can work with prospects and data without leaving Salesforce.
Define Marketing Data Sharing Rules
If you have Account Engagement Advanced or Premium edition, you can use Marketing Data Sharing rules to define what data you
want to sync with Salesforce objects.
Configure and Unpause the Salesforce Connector (v2)
Version 2 of the Salesforce connector is created in a paused state. An Account Engagement admin must configure the connector
and unpause it to begin syncing data.

SEE ALSO:
Salesforce Connector Settings

Set Up Connected Campaigns

It’s a great idea to connect your Account Engagement and Salesforce campaigns. You can save time, reduce clutter, and get access to
valuable cross-product features. For example, work with campaign influence attribution models, Engagement History, and Einstein
Campaign Insights for a complete view of your business. Plus, you can work with prospects and data without leaving Salesforce.

SEE ALSO:
Connected Campaigns Implementation Guide

Define Marketing Data Sharing Rules

If you have Account Engagement Advanced or Premium edition, you can use Marketing Data Sharing rules to define what data you
want to sync with Salesforce objects.

Note: Sometimes, assigned users have more access to Salesforce data in Account Engagement than they do in Salesforce. To
restrict access, manually create sharing rules that match your Marketing Data Sharing rules and apply them to the Account
Engagement marketing user group.

SEE ALSO:
Marketing Data Sharing

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Manage and Unpause the Salesforce Connector Configure and Unpause the Salesforce Connector (v2)

Configure and Unpause the Salesforce Connector (v2)

Version 2 of the Salesforce connector is created in a paused state. An Account Engagement admin must configure the connector and
unpause it to begin syncing data.
1. Open the Salesforce Connector page.
•
In Account Engagement, select Admin and then select Connectors. Click next to the Salesforce Connector, and select
Edit.
•
In the Lightning app, select Account Engagement Settings and then Connectors. Click next to the Salesforce connector,
and select Edit Settings.

2. Review your connector settings.

The connector uses the integration user to sync. If you want to sync selected records, change the connector user to a user with the
appropriate permissions or set up Marketing Data Sharing before unpausing.

3.
To begin syncing, click , and then select Unpause.

Trigger the Initial Prospect Sync

After you’ve connected Salesforce and Account Engagement, import existing leads and contacts into Account Engagement. The
connector doesn’t automatically create prospects from existing Salesforce leads and contacts. After import, Account Engagement
syncs the prospect record with the existing Salesforce lead or contact record. Future updates to records in either system then sync
automatically.

Trigger the Initial Prospect Sync

After you’ve connected Salesforce and Account Engagement, import existing leads and contacts into Account Engagement. The connector
doesn’t automatically create prospects from existing Salesforce leads and contacts. After import, Account Engagement syncs the prospect
record with the existing Salesforce lead or contact record. Future updates to records in either system then sync automatically.

Note: If your business unit allows multiple prospects with the same email address, you must import by CRM ID to match leads
and contacts with prospects. If you don’t import by CRM ID, prospects imported by email address create duplicate leads or contacts
in Salesforce. New Account Engagement business units allow multiple prospects with the same email address by default.

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ADD A TRACKER DOMAIN

Add tracker domains using CNAME records for link rewriting and vanity URLs.
USER PERMISSIONS
Note: Pardot is now known as Marketing Cloud Account Engagement. We wish we could
To manage domains in
snap our fingers to update the name everywhere, but you can expect to see the previous
Account Engagement:
name in a few places until we replace it, including in the app itself. • Account Engagement
Work with your IT team or hosting provider to complete these steps. Administrator role
1. Open the Domain Management page.
• In Account Engagement, select Admin and then select Domain Management.
• In the Lightning app, select Account Engagement Settings and then Domain Management.

2. Scroll to Tracker Domains, and click + Add Tracker Domain.

3. Work with your IT team or hosting provider to set up a CNAME record for the subdomain that you want to use. Set the record to
point to go.pardot.com.
4. Choose whether to validate a parent domain or the root domain directly. Your IT team or hosting provider can help you add validation
keys to your domain.
• To validate a parent domain, copy the domain’s validation key from the Tracker Domain table. Set up a TXT record with an empty
host (or the [@] symbol), and then paste the domain’s validation key into the TXT record. For example, if you use
go.marketing.yourdomain.com as a tracker domain, the validation key is accepted in either
marketing.yourdomain.com or yourdomain.com.
• To validate the root domain, open the Tracker Domain table, click Tools, then click Download Validation File. Add the
downloaded file to the root domain. For example, if your tracker domain is www2.example.com and the validation file’s name
is marketing_1234.txt: https://example.com/marketing_1234.txt or https://www.example.com/marketing_1234.txt.

5. Wait for your DNS to propagate, which can take up to 24 hours.

6. From the Tracker Domain table, click the gear icon for your domain, and click Validate.
By default, the first validated domain is set to primary. To use a different primary validated tracker domain, click the gear icon and select
Set as primary.
You can designate one primary tracker domain per business unit, and it must be unique across all your business units. Each tracker
domain counts toward the limit, even if it’s based on the same domain.

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IMPLEMENT TRACKING CODE

Each Account Engagement campaign has its own unique tracking code. Add the code to a web
EDITIONS
page to track visitor and prospect activity. We recommend that you add the code to high-value
pages only, such as landing pages or specific product listings. Don’t place the code on more general Available in: All Account
pages like the home page on your website. Engagement Editions
Important: This process implements first-party tracking code. Business units created after
February 13, 2023 use first-party tracking by default. If you don’t have first-party tracking set USER PERMISSIONS
up, upgrade to first-party tracking or you can implement tracking code for third-party cookie
tracking instead. To view tracking code:
• Account Engagement
1. Open the Domain Management page.
Administrator or
• In Account Engagement, select Admin and then select Domain Management. Marketing role
• In the Lightning app, select Account Engagement Settings and then Domain
Management.

2. Scroll to the Tracking Code Generator and select the domain you want to generate code for.
3. (Optional) Override the default campaign.
4. Copy the code.
5. In your web page HTML, paste the campaign tracking code before the close body tag (</body>).

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ADD AND VERIFY A DOMAIN FOR EMAIL SENDING

To send emails in Account Engagement, you must add at least one verified sending domain. A
EDITIONS
domain is verified by a validation key that you add to your DNS records.
1. Open the Domain Management page. Available in: All Account
Engagement Editions
• In Account Engagement, select Admin and then select Domain Management.
• In the Lightning app, select Account Engagement Settings and then Domain
Management. USER PERMISSIONS

2. Click Add New Domain. To manage sending

domains:
3. Enter the domain that you want to send emails from, and click Create domain. • Account Engagement
4. In the Actions column, click Expected DNS Entries and copy the validation key. Administrator role
5. Work with your IT team to add the validation key to your DNS configuration as a TXT record for
the specific domain or subdomain that you want to verify.
6. After you update your DNS configuration, return to the Domain Management page in Account Engagement.
7. In the Actions column, click Check DNS Entries to verify your domain.
Repeat these steps for each domain that you want to send from in Account Engagement.

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IMPLEMENT DKIM AUTHENTICATION FOR ACCOUNT
ENGAGEMENT EMAIL

To improve your email deliverability, set up DomainKeys Identified Mail (DKIM) as an additional
EDITIONS
form of email authentication. Work with your IT team to implement DKIM for each domain that you
want to send emails from in Account Engagement. Available in: All Account
1. Open the Domain Management page. Engagement Editions
• In Account Engagement, select Admin and then select Domain Management.
• In the Lightning app, select Account Engagement Settings and then Domain USER PERMISSIONS
Management.
To manage sending
2. In the Email Sending Domains section, find the domain that you want to set up DKIM for, and domains:
click Expected DNS Entries. • Account Engagement
Administrator role
3. Copy the DomainKey value.
4. Work with your IT team to add the DomainKey value to your DNS configuration as a TXT record.
After you correctly add your TXT record, your domain shows as verified. If you have errors, Account Engagement provides a link with
details on the Domain Management page.

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NEXT STEPS

After you complete the technical setup for Account Engagement, you can set up any additional features you need. At this point, you
can also bring in your marketing team to start using Account Engagement.

Create and Customize Marketing Assets

Bring in your marketing team to get started creating assets and using Account Engagement. Take advantage of Account Engagement’s
folders and file hosting capabilities, and build out forms, landing pages, templates, and automations for your business.

Recommended Features and Add-Ons

Here are some features we recommend for getting the most out of Account Engagement. Depending on your Account Engagement
edition, these features are available as paid add-ons.
For more options on customizing how Account Engagement works with Salesforce, check out Connecting Pardot and Salesforce.
• Business to Business Marketing Analytics Plus (B2BMA+): B2BMA+ is a growing collection of intelligent marketing tools for
B2B marketers. The Account-Based Marketing and Marketing Campaign Intelligence apps help you explore your data and identify
improvements with Einstein Discovery.
• Salesforce Engage: Salesforce Engage lets marketing share its content with sales to boost your company’s selling power. Sales
reps can use marketing-approved email templates to contact prospects at the right moment and track the effectiveness of the
messages in Salesforce.
• Sandboxes for Account Engagement: Use Sandboxes for Account Engagement to test configuration changes before implementing
them in your production account. An Account Engagement sandbox is a business unit that is provisioned from a Salesforce sandbox.
Sandboxes for Account Engagement are available in Advanced and Premium editions, and as a paid add-on in Plus edition.

SEE ALSO:
B2B Marketing Analytics Plus
Sales Emails and Alerts
Create a Sandbox for Account Engagement

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