Because “more leads” is rarely the problem
- Leads are often there.
- Still, the process stalls.
- Sales does not trust the signals.
- Marketing gets too little feedback.
- Definitions are inconsistent.
Salesforce Cloud
Account Engagement that really improves lead quality
If your focus is B2B lead nurturing and a clean handover to sales, Account Engagement is a pragmatic approach. Aviando sets it up so that definitions, data and processes fit together and the impact becomes traceable in the CRM.
What Account Engagement stands for
Account Engagement (formerly Pardot) is a B2B marketing automation solution that brings marketing and sales together in the Salesforce context. At its core it is about nurturing leads through journeys, evaluating signals and making the handover to sales plannable.
Why it matters
Nurture tracks without a clear next step
- Nurture tracks run but do not create a clear next step.
- Account Engagement helps when you set up the interplay of process, scoring and handover cleanly.
Our approach
01
Business logic before automation
We do not start with automations. We start with clarity. What lead quality does sales really need? Which criteria show "interest" and "fit"? When is a lead handed over, and what happens afterwards?
02
Scoring and grading with clear rules
Account Engagement works with scoring and grading logic. What matters is not the model alone but that the logic is maintained, understood and improved in feedback cycles day to day.
03
Reusable templates for nurture tracks
We build tracks so that your team can reuse them: with a clear structure, consistent naming conventions, traceable triggers and standards for measurability.
What we implement
Lifecycle definitions and handover process
(incl. SLAs and feedback paths)
Shared scoring and grading logic
for sales and marketing
Reusable nurture tracks
for central use cases instead of one-off solutions
Forms, landing pages and data transfer
into the CRM for further processing
Campaign and tracking standards
for end-to-end traceability
Documentation, training and shared standards
for the team
Typical use cases
Where Account Engagement helps in everyday B2B
- Event follow-up and further development in nurture tracks
- Lead nurturing for specific topics or industries
- Re-engagement for inactive contacts
- Sales handoff with clear criteria and feedback logic
First meeting
Let us work out whether Account Engagement is the right step for you
Deni Panknin analyses your handover to sales, your criteria for lead quality and your need for nurture tracks with you. Together you clarify whether Account Engagement fits you and which use cases you should set up cleanly first.
Deni Panknin
Expert for data-driven marketing