• Deanna Rubiano

Meet Marketing Cloud Account Engagement

In case you haven’t heard, Salesforce Pardot is now Marketing Cloud Account Engagement. Here we discuss the reasoning behind the name change and what it means for you moving forward.

Why the name change?

Earlier this year, Salesforce announced that they are renaming Pardot and several other products as part of their new vision of integrating “Marketing Cloud into one unified platform”.

Over the years, Salesforce has acquired numerous martech products and retained their brand names, leaving users confused and failing to communicate that they’re all in one platform. In particular, Pardot was said to directly compete with what was then called Marketing Cloud (now ‘Marketing Cloud Engagement’). They have been differentiated as B2B and B2C platforms, respectively, even if this isn’t the case; businesses choose between the solutions based on what fits the complexity and length of their sales cycle rather than what type of audience they serve.

With Pardot now called Marketing Cloud Account Engagement, it is crystal clear that it falls under the Marketing Cloud umbrella. By using language that marketers already use, it is easier to understand the values and capabilities of the products in their martech suite, and thus, it is easier for you to choose the right solution for your business needs. Also, you and your team don’t need to worry about mispronouncing ‘Pardot’!

Here’s a list of the other name changes, in case you were wondering:

  • Salesforce CDP → Customer Data Platform

  • Interaction Studio → Personalisation

  • Datorama → Intelligence

Rest assured that renaming the products did not immediately change their infrastructure, login access, and URLs.

Why ‘Marketing Cloud Account Engagement’?

Since ‘account engagement’ is a standard marketing term, you must differentiate between the usage of the term as a metric and the Salesforce platform. This might be difficult for you and your team, but the name change is clever.

In the B2B world, ‘account’ refers to an organisation or business that you work or hope to work with. So, account engagement describes how well you can engage with an account to win them as a customer or continue working with them as your client. Since Pardot has been primarily used to win over business accounts rather than getting sales directly from consumers, it is fitting to have ‘account’ in its new name to position it as the solution for organisations with high-value clients and longer sales cycles (although it is not limited to these).

In Salesforce’s words: “Account Engagement…helps you align marketing and sales around leads, buyers, and accounts to close deals faster”.

‘Marketing Cloud Account Engagement’ may be longer than ‘Pardot’, but now it will be quicker and easier to understand the value it brings you and your team!

Contact us if you’d like to learn more about this name change and how it affects you and your team.