Account-Engagement-Specialist
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Account Engagement Specialist (Account-Engagement-Specialist)
The Salesforce Certified Account Engagement Specialist exam validates expertise in Account Engagement fundamentals, lead scoring, email marketing, content/forms, and automation, enabling professionals to design and optimize data‑driven campaigns that drive revenue.
105
Minutes
60
Questions
65/100
Passing Score
$200
Exam Cost
Who Should Take This
Mid‑level marketers, sales enablement specialists, and consulting professionals who have 1–3 years of experience with Salesforce Marketing Cloud and want to demonstrate consult‑level proficiency in building and managing account‑based engagement programs. They aim to deepen their analytical skills, improve campaign ROI, and qualify for higher‑impact roles within their organizations.
What's Covered
1
Domain 1: Account Engagement Fundamentals
2
Domain 2: Lead Scoring and Grading
3
Domain 3: Email Marketing
4
Domain 4: Content and Forms
5
Domain 5: Automation
6
Domain 6: Salesforce Integration
7
Domain 7: Analytics and Reporting
8
Domain 8: Implementation
What's Included in AccelaStudy® AI
Adaptive Knowledge Graph
Practice Questions
Lesson Modules
Console Simulator Labs
Exam Tips & Strategy
20 Activity Formats
Course Outline
64 learning goals
1
Domain 1: Account Engagement Fundamentals
2 topics
Platform Architecture
- Identify Account Engagement architecture including business units campaigns prospects visitors and Salesforce CRM connector
- Configure Account Engagement environment including business unit setup technical configuration and Salesforce connector for deployment
- Configure user management including roles permissions and team access for appropriate marketing team collaboration and security
- Analyze platform requirements to recommend Account Engagement architecture supporting multi-team marketing operations and security
Prospect Management
- Identify prospect lifecycle including tracking code visitor identification prospect creation and Salesforce sync for lead management
- Configure prospect custom fields including field types mappings and sync behavior for consistent data between Account Engagement and CRM
- Configure prospect segmentation including lists rules tags and dynamic lists for audience management and campaign targeting
- Analyze prospect data to design lifecycle management strategies optimizing visitor-to-prospect-to-customer conversion rates
2
Domain 2: Lead Scoring and Grading
2 topics
Scoring Models
- Identify scoring components including activity scores categories and decay settings for prospect engagement measurement
- Configure scoring rules including email engagement form submission page view and custom event scoring for prospect prioritization
- Configure scoring categories including multiple scoring models baseline scores and score resets for nuanced engagement measurement
- Analyze scoring effectiveness to design model improvements aligning marketing qualification scores with sales acceptance criteria
Grading and Qualification
- Identify grading components including profile criteria fit indicators and grade thresholds for prospect quality assessment
- Configure grading criteria including company size industry role and custom attributes for ideal customer profile matching
- Configure lead qualification including score-grade matrix handoff rules and notification triggers for sales-ready prospect routing
- Analyze lead quality to design scoring-grading frameworks improving marketing qualified lead accuracy and sales acceptance rates
3
Domain 3: Email Marketing
2 topics
Email Creation
- Identify Account Engagement email features including templates personalization merge tags and rendering across email clients
- Configure email templates including responsive layouts dynamic content and personalization merge fields for effective campaigns
- Configure email testing including rendering previews spam filter analysis and A/B testing for email performance optimization
- Analyze email performance to design template and content strategies improving open rates click rates and overall engagement
Email Programs
- Identify email program types including list emails drip programs engagement programs and autoresponders for automation
- Configure engagement programs including steps rules actions and path branching for multi-path prospect nurture sequences
- Configure drip campaign timing including wait periods send windows and frequency caps for subscriber experience management
- Analyze nurture program data to design sequence optimization strategies improving conversion rates and reducing prospect fatigue
4
Domain 4: Content and Forms
2 topics
Forms and Landing Pages
- Identify form features including standard forms form handlers progressive profiling and dependent fields for data capture
- Configure form design including field selection validation rules completion actions and progressive profiling for smart data collection
- Configure landing pages including template design form embedding and conversion tracking for marketing campaign destination pages
- Analyze conversion data to design form strategies optimizing completion rates while collecting high-value prospect information
Content Management
- Identify content features including custom redirects files and social posting for content distribution and engagement measurement
- Configure content tracking including custom redirect URLs file hosting and download tracking for content marketing measurement
- Configure social posting including connector setup scheduling and engagement tracking for social media marketing coordination
- Analyze content engagement to design distribution strategies connecting content consumption to prospect scoring and nurture paths
5
Domain 5: Automation
2 topics
Engagement Studio
- Identify Engagement Studio features including triggers actions rules and testing for complex multi-path prospect automation
- Configure Engagement Studio programs including entry criteria path logic wait steps and exit conditions for nurture automation
- Configure program testing including seed list validation path verification and outcome monitoring for quality assurance before launch
- Analyze program performance to optimize engagement paths improving prospect progression through marketing funnel stages
Automation Rules
- Identify automation features including rules completion actions segmentation rules and dynamic lists for prospect management
- Configure automation rules including matching criteria field updates tag assignments and notification triggers for data management
- Configure completion actions including follow-up tasks CRM field updates and scoring adjustments for automated post-action processing
- Analyze automation effectiveness to design rule architectures supporting efficient prospect management and data hygiene workflows
6
Domain 6: Salesforce Integration
2 topics
CRM Sync
- Identify CRM connector features including sync behavior mapping rules conflict resolution and queue management for data exchange
- Configure connector settings including field mapping sync priority error handling and sync frequency for reliable data integration
- Configure connected campaigns including hierarchy sync member attribution and engagement reporting for unified marketing analytics
- Analyze sync performance to design troubleshooting procedures and recommend configuration changes for data consistency improvement
Sales Enablement
- Identify sales enablement features including Engage alerts prospect timeline and Einstein lead scoring for sales collaboration
- Configure Salesforce Engage including email templates one-to-one tracking and campaign insertion for sales outreach capabilities
- Configure prospect activity integration including timeline display score visibility and real-time alerts for sales context provision
- Analyze sales-marketing alignment to design handoff workflows improving speed-to-contact and prospect conversion rates
7
Domain 7: Analytics and Reporting
2 topics
Campaign Analytics
- Identify Account Engagement reporting including campaign metrics lifecycle reports and multi-touch attribution for measurement
- Configure campaign reporting including email metrics landing page conversion and prospect lifecycle analysis for program evaluation
- Configure B2B Marketing Analytics dashboards including pipeline attribution engagement funnels and ROI analysis for advanced insights
- Analyze campaign data to design measurement frameworks connecting marketing activities to pipeline generation and revenue
ROI Measurement
- Identify ROI measurement approaches including first-touch last-touch and multi-touch attribution for marketing investment analysis
- Configure attribution reporting including influence models campaign ROI and cost-per-lead metrics for marketing value quantification
- Configure executive dashboards including marketing sourced pipeline marketing influenced revenue and program cost analysis for reporting
- Analyze attribution data to recommend budget optimization strategies maximizing pipeline contribution from marketing investments
8
Domain 8: Implementation
2 topics
Configuration
- Identify implementation considerations including technical setup connector configuration and tracking code deployment for launch
- Configure tracking code installation including first-party tracking custom domains and cross-domain tracking for visitor identification
- Configure IP whitelisting email authentication and sender domain configuration for deliverability and security compliance
- Analyze technical requirements to design deployment plans ensuring reliable tracking secure integration and optimal deliverability
Best Practices
- Identify Account Engagement best practices including data hygiene naming conventions and folder organization for platform health
- Configure maintenance procedures including prospect cleanup unused asset archival and automation auditing for platform optimization
- Configure governance frameworks including naming standards approval processes and documentation standards for organized operations
- Analyze platform health to design optimization roadmaps addressing technical debt and advancing marketing automation maturity
Scope
Included Topics
- Salesforce Certified Account Engagement Specialist exam topics.
Not Covered
- Custom Apex/LWC development.
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