I think this is an excellent move because every business is so different, yet all can find a solution that suits them through the single integrated Marketing Cloud. This is especially true for non-profit organisations, that have historically used Pardot for their longer ‘sales' cycle and considered marketing approaches but can certainly make use of the many Marketing Cloud features too.
Pardot isn't the only product getting a name change either. As announced by Salesforce at the Salesforce World Tour in Sydney, the following platforms and ‘Clouds' are also being renamed:
Salesforce CDP is becoming ‘Customer Data Platform'.
Interaction Studio is renamed to ‘Personalization'.
Datorama will be known as ‘Intelligence'.
Additionally, all of the existing Marketing Cloud products (also known as ‘Studios') including email, mobile, advertising, and journey, will be known as ‘Engagement'.
From this point forward, MarCloud will refer to Pardot as Account denmark phone number example Engagement (sometimes MarCloud Account Engagement).
The benefits of Pardot becoming Marketing Cloud Account Engagement
Sometimes you might need Account Engagement with Advertising or you might want the Intelligence piece alongside your email marketing efforts.
With the change, I think it will help marketers understand which tool to use for Account-Based Marketing, multi-channel marketing, and recognising which products in the suite will be most effective.
It will make teams less platform or channel-focused and better able to deliver a seamless, consistent service for potential and existing customers, in one place and across many channels.
In a nutshell, the idea is that the platform will become easier to use, have a more unified feel and be more flexible in its utility.
Of course, as humans, we're hardwired to resist change, so the news that Pardot is changing names, along with other Salesforce products, isn't welcomed by everybody in the community. I'll admit, it presents challenges, especially for consultants like us who so clearly position ourselves as experts in the technology. Being experts in ‘Account Engagement' is a little more ambiguous than being experts in ‘Pardot'. Nonetheless, we're visionaries here! So we're on board with the name change and we'll roll with it in the best way we can to ensure our clients and all users become familiar with the new vocabulary.
When will the changes happen?
The first changes will happen across the company's marketing and sales materials, and on the website. Updates to the products themselves, Help and Training, Customer Success, and other support documentation won't begin until later in 2022. More information regarding these updates will be released closer to the time.
For now, just rest assured that despite the name changes, there are no immediate changes to login access, URLs, or product infrastructure.
One thing is for sure, Salesforce is becoming a one-stop-shop for your marketing tools and the consolidation of tech, alongside some clarity, is extremely refreshing given the number of tools out there.
If you’d like a hand understanding what this name change means for you and your team, get in touch. We can also conduct a free Marketing Cloud Account Engagement (formerly Pardot) audit for your account.
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Tom Ryan
Founder & CEO of MarCloud, Tom has been on both sides of the fence, client-side and agency, working with Salesforce platforms for the best part of a decade. He's a Salesforce Marketing Champion and certified consultant who l
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