{"id":3333,"date":"2022-04-14T21:32:21","date_gmt":"2022-04-14T21:32:21","guid":{"rendered":"http:\/\/corraogroup.com\/blog\/?p=3333"},"modified":"2022-04-15T17:16:03","modified_gmt":"2022-04-15T17:16:03","slug":"pardot-renamed-to-marketing-cloud-account-engagement","status":"publish","type":"post","link":"https:\/\/corraogroup.com\/blog\/2022\/04\/pardot-renamed-to-marketing-cloud-account-engagement\/","title":{"rendered":"Pardot Renamed to Marketing Cloud Account Engagement"},"content":{"rendered":"<p>On April 6th, Salesforce changed the name of their B2B marketing automation tool, Pardot, to Marketing Cloud Account Engagement. You may be familiar with Marketing Cloud, Salesforce\u2019s B2C digital marketing automation and analytics software. We\u2019ll take a look at the \u201cwhy\u201d behind the big name change, and look at a few other new name changes as well.<\/p>\n<h3><span style=\"color: #337ab7;\">All Name Changes<\/span><\/h3>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Salesforce CDP \u2192 Customer Data Platform<\/li>\n<li>Interaction Studio \u2192 Personalization<\/li>\n<li>Email, Mobile, Ad, Journey Studios \u2192 Engagement<\/li>\n<li>Pardot \u2192 Account Engagement<\/li>\n<li>Datorama \u2192 Intelligence<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><span style=\"color: #337ab7;\">The \u201cWhy\u201d<\/span><\/h3>\n<p>With these name changes, Salesforce is making Marketing Cloud more consistent and more understandable to marketers looking at the entire platform. It\u2019s not just name changes either, Salesforce is continuing to integrate with these best-of-breed technologies, making their CRM even more powerful than before.<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><b>Aligning with the marketer\u2019s language<\/b> &#8211; Salesforce has aligned its Marketing Cloud products with terms that marketers use in their day-to-day activities to help make their values easier to understand. For example, \u201cmany marketers are looking for the capability and value of real-time <i>Personalization<\/i>, not an \u2018<i>Interaction Studio<\/i>\u2019\u201d (Salesforce). Marketing Cloud\u2019s previous naming convention came from add-ons that have been acquired by Salesforce and kept their original name.<\/li>\n<li><b>Continued unification<\/b> &#8211; Salesforce\u2019s unified platform is one reason it&#8217;s the #1 CRM.\u00a0 This renaming further shows users that Salesforce continues to integrate best-of-breed technology within their system. Products are continuing to receive advanced integrations within each other, giving users access to quality data and technology they\u2019ve never had before.<\/li>\n<li><b>Future enhancements<\/b> &#8211;\u00a0 These changes create new pathways down Salesforce\u2019s product roadmap. Recently, <a href=\"https:\/\/www.salesforce.com\/news\/press-releases\/2021\/06\/02\/salesforce-unveils-new-digital-360-innovations-to-help-companies-go-digital-faster\/\">Marketing Cloud added WhatsApp and Snapchat<\/a> for advertising, targeting, messaging, and more. Integrations like these continue to be made, as the marketer\u2019s strategy changes frequently.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><span style=\"color: #337ab7;\">Takeaways<\/span><\/h3>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><b>Blending B2B and B2C<\/b> &#8211; Pardot has always been labeled as the B2B marketing automation tool, whereas Marketing Cloud is for B2C marketing. Recently, B2B and B2C marketing have never been closer than before, overlapping in many buying qualities and strategies. With the recent trend of B2B and B2C blending, this takes another step in the right direction.<\/li>\n<li><b>No Account Access<\/b> &#8211; One of the most frequently asked questions since the name change has been \u201cdoes Account Engagement (Pardot) now have more than read-only access to Account objects\u201d? Currently, Account Engagement still only has bi-directional updates with the Lead and Contact objects within Salesforce. Nothing in Salesforce\u2019s current roadmaps state otherwise, but this could be the beginning of that process!<\/li>\n<li><b>Some things stay the same<\/b> &#8211; Most things are staying the same, especially underneath the Account Engagement hood:\n<ul>\n<li>Pricing and packages<\/li>\n<li>SKU names on your Salesforce contract<\/li>\n<li>Features and functionality<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Pardot\u2019s name change to Marketing Cloud Account Engagement is a big deal, but don\u2019t forget all of the other name changes listed earlier. As Salesforce continues to integrate its products even more than before, these names should stay. For now, how do we best say the new name after knowing it as Pardot since 2007? Marketing Cloud Account Engagement Engagement Studios doesn\u2019t exactly roll off the tongue as Pardot Engagement Studios does. Account Engagement? MCAE? That\u2019s for us to decide and have fun with. The new \u201cPardashian\u201d term is just around the corner!<\/p>\n<p><a href=\"https:\/\/www.salesforce.com\/blog\/next-gen-marketing-cloud-vision-product-name-change\/#h-the-why-behind-the-change\">Salesforce\u2019s full article on Marketing Cloud\u2019s name changes.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>On April 6th, Salesforce changed the name of their B2B marketing automation tool, Pardot, to Marketing Cloud Account Engagement. You may be familiar with Marketing Cloud, Salesforce\u2019s B2C digital marketing automation and analytics software. We\u2019ll take a look at the \u201cwhy\u201d behind the big name change, and look at a few other new name changes &hellip; <a href=\"https:\/\/corraogroup.com\/blog\/2022\/04\/pardot-renamed-to-marketing-cloud-account-engagement\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Pardot Renamed to Marketing Cloud Account Engagement&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":3337,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/corraogroup.com\/blog\/wp-json\/wp\/v2\/posts\/3333"}],"collection":[{"href":"https:\/\/corraogroup.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/corraogroup.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/corraogroup.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/corraogroup.com\/blog\/wp-json\/wp\/v2\/comments?post=3333"}],"version-history":[{"count":4,"href":"https:\/\/corraogroup.com\/blog\/wp-json\/wp\/v2\/posts\/3333\/revisions"}],"predecessor-version":[{"id":3339,"href":"https:\/\/corraogroup.com\/blog\/wp-json\/wp\/v2\/posts\/3333\/revisions\/3339"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/corraogroup.com\/blog\/wp-json\/wp\/v2\/media\/3337"}],"wp:attachment":[{"href":"https:\/\/corraogroup.com\/blog\/wp-json\/wp\/v2\/media?parent=3333"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/corraogroup.com\/blog\/wp-json\/wp\/v2\/categories?post=3333"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/corraogroup.com\/blog\/wp-json\/wp\/v2\/tags?post=3333"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}