Salesforce CDP is now Marketing Cloud Customer Data Platform
Interaction Studio is now Marketing Cloud Personalization
Email Studio, Mobile Studio, Advertising Studio and number cambodia Journey Builder as a package (basically what ExactTarget was) is being referred to as Marketing Cloud Engagement
Datorama is now Intelligence
And of course, Pardot is now Marketing Cloud Account Engagement
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Why change the name of Pardot?
Moving forward, there will be little room for pronunciation errors as Pardot is no more. Marketing Cloud Account Engagement is the new name and I already want to just call it MCAE or MarCloud Account Engagement.
For years, Salesforce has been planning how to best position Pardot and often found themselves having to explain why it doesn’t directly 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 clear-cut, 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.
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.
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“. As Salesforce puts it:
The new names are aligned with our strategy to continually integrate Marketing Cloud into one unified platform with a data-first strategy around your customers.
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 Engagement (sometimes MarCloud Account Engagement).