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 number cambodia 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.
See the Salesforce Marketing Cloud announcement for this change here.
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.
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 loves to co-host webinars and pen original guides and articles. A regular contributor to online business and marketing publications, he's passionate about marketing automation and, along with the team, is rapidly making MarCloud the go-to place for Marketing Cloud and Salesforce expertise. He unapologetically uses the terms Pardot, Account Engagement and MCAE interchangeably.