Pardot is Changing Its Name
More accurately put, Salesforce is changing the name ‘Pardot’ and renaming the platform ‘Marketing Cloud Account Engagement’. This is a big change and part of the move to bring all the marketing and analytics platforms available in the ecosystem under a single Salesforce umbrella. And imagine giving up a name that means ‘to sell’ in Latvian. Yes, you do pronounce the ‘t’. Summit Technologies LLC breaks it all down for you.
Read on to understand how this will affect your business.
This is certainly not the first name change Salesforce has rolled out.
Here’s a list of what is changing:
Salesforce CDP is now Marketing Cloud Customer Data Platform
Interaction Studio is now Marketing Cloud Personalization
Email Studio, Mobile Studio, Advertising Studio and Journey Builder as a package (basically what ExactTarget originally was) is being referred to as Marketing Cloud Engagement to build customer relationships with personalized marketing and automated journeys
Datorama is now Intelligence
The entire Einstein family of products, Snowflake, and Genie are being added (Salesforce and Snowflake deliver the best-of-breed solution for you to unify, analyze and act on your data and Genie is a tool to use artificial intelligence to create real-time data processing and meet your customers where they are at in the journey)
And of course, Pardot is now Marketing Cloud Account Engagement
For years, Salesforce has been planning how to best position Pardot in the Salesforce ecosystem and often had to explain why it doesn’t really compete with Marketing Cloud, which will be renamed ‘Marketing Cloud Engagement’. Often, the two have been siloed into B2B and B2C platforms, but this differentiation isn’t a tried and true rule, with businesses choosing to use the platform most suited to the length and complexity of their sales cycle, rather than having a business or consumer audience. In fact, for many businesses, both systems are used side by side - one for lead warming and one for customer engagement.
Whether Pardot (Marketing Cloud Account Engagement) or Marketing Cloud (Marketing Cloud Engagement) is right for your business, or perhaps you need both, is a decision a consultation with Summit Technologies can answer.
Salesforce is the first to acknowledge that the vocabulary and names used for the various products they’ve acquired over the years have led to confusion amongst users, fans, and solution shoppers.
According to Salesforce, it’s now clear that Pardot will be brought under the ‘Marketing Cloud’ umbrella as part of the brand’s “new Marketing Cloud vision and vocabulary“.
Many people believe the integration of Pardot and Marketing Cloud is good because every business has unique marketing needs. This is especially true for non-profit organizations that have historically used Pardot for their longer ‘sales’ cycle but can certainly make use of the many Marketing Cloud features too. Add the power of Einstein Analytics and artificial intelligence helps you market smarter and faster.
If this name change isn’t confusing enough for the long-time Salesforce user all of the existing Marketing Cloud products (also known as ‘Studios’) including email, mobile, advertising, and journey, will be known as ‘Engagement’.
This whole move should enable sales and marketing users to take a more omni-channel approach to interactions with leads and customers. Companies who have been torn between Salesforce Marketing Cloud and Salesforce Marketing Cloud Account Engagement (Pardot) may find there is finally a place for both in their sales and marketing arsenals.
Rest assured that despite the name changes, there are no immediate changes to login access, URLs, or product infrastructure.