Salesforce Marketing Cloud Account Engagement Consultant

About the Salesforce Certified Marketing Cloud Account Engagement Consultant Credential

The Salesforce Certified Marketing Cloud Account Engagement Consultant certification is intended for professionals with hands-on experience in implementing and managing the Account Engagement (formerly Pardot) application. Candidates are expected to understand how Salesforce administration concepts apply to Account Engagement and be able to design solutions that are scalable, maintainable, and aligned with customer business goals.

This certification covers the full scope of Account Engagement features and their integration with the Salesforce Platform.

Audience Profile

The typical candidate has at least 12 months of practical experience working with the Account Engagement Lightning App and the Salesforce Platform. They should be familiar with best practices in B2B Marketing Automation (B2BMA) and standard out-of-the-box functionality.

A successful consultant demonstrates strong facilitation and consultative skills, enabling them to gather business requirements, design alternative solutions, and implement them effectively.

Skills and Knowledge Measured

Candidates for this certification are expected to:

• Assess a customer’s marketing-to-sales strategy and align goals with Account Engagement features.

• Design strategies based on KPIs to achieve business objectives.

• Recommend automation processes, tools, and features (e.g., Sales Emails, Alerts, Einstein Account Engagement).

• Create and recommend data and content migration strategies.

• Evaluate lead generation, nurturing, and qualification approaches, and translate them into Account Engagement.

• Organize data and assets in a scalable way.

• Use Account Engagement reporting and B2B Marketing Analytics to interpret results and recommend improvements.

• Manage multiple business objectives with Account Engagement Business Units.

• Apply principles of data governance, user management, and data hygiene.

• Configure and maintain integration between Account Engagement and Salesforce.

Note: Candidates are not expected to design Salesforce workflows, Process Builder automations, or triggers, nor troubleshoot DNS, hosting, or CMS issues.

Purpose of the Exam Guide

This exam guide helps candidates evaluate their readiness for the Salesforce Certified Marketing Cloud Account Engagement Consultant exam. It provides details on the target audience, exam objectives, and recommended resources. Salesforce suggests combining hands-on experience with self-study for the best chance of success.

Exam Details

• Format: 60 multiple-choice/multiple-select questions + 5 unscored questions

• Duration: 105 minutes

• Passing score: 68%

• Exam release version: Summer ’23

• Registration fee: USD $200 + applicable taxes

• Retake fee: USD $100 + applicable taxes

• Delivery options: Onsite proctored exam or online proctored environment

• Materials allowed: None (closed book)

• Prerequisite: Salesforce Marketing Cloud Account Engagement Specialist credential

Note: Some exams may include up to five unscored questions for research purposes. These do not affect your score but are included in the total exam time.

This rewritten version keeps all the important details but removes redundancy and makes the flow smoother for learners.

Exam Outline

The Salesforce Certified Marketing Cloud Account Engagement Consultant Exam measures a candidate’s knowledge and skills related to the following objectives. A candidate should have hands-on experience with the Account Engagement application and can demonstrate the application of each of the features/functions below.

Evaluation: 17%

• Given a scenario that includes an assessment of a customer's current Salesforce and Account Engagement landscape as well as business objectives, analyze and make recommendations on a path forward.

• Design a strategy to identify customer business needs based on marketing trends using currently available tools and methods.

Account Configuration: 20%

• Articulate the implications and importance of technical setup.

• Develop a plan to maintain data integrity during data migration.

• Given a usage governance plan, develop and recommend a strategy that addresses organization and authorization (or access).

Automating Business Processes: 17%

• Given a scenario, recommend the best automation tool(s) (automation rule, segmentation rule, dynamic list, completion action).

• Given a scenario, design a sequence of events in Account Engagement to complete a marketing initiative (assets, automation, notifications, etc.).

• Given a scenario, develop and implement a lead nurturing strategy.

Email Marketing: 10%

• Apply email marketing standards and best practices to customer business needs.

Lead Management: 14%

• Given a customer scenario, develop and recommend a lead generation strategy including Account Engagement assets.

• Given a lead qualification threshold, classify prospects appropriately.

• Given a scenario, recommend a model to route qualified and unqualified leads across the business.

Personalizing the Prospect Experience: 8%

• Recommend ways to personalize the prospect experience.

• Design a strategy to meet a company's consent management requirements.

Reporting, Metrics and Analytics: 11%

• Recommend the technical setup requirements for reporting and analytics.

• Identify reporting methods to solve a given scenario.

Sales Emails and Alerts: 3%

• Configure Sales Emails and Alerts for sales use.

• Summarize the benefits of Sales Emails and Alerts.