Salesforce has a new name for Pardot. This marketing automation tool has been renamed “Marketing Cloud Account Engagement," or simply "Account Engagement.”
Why the Change?
Salesforce is evolving its solutions to connect data, personalization, engagement, and intelligence so marketing and sales professionals can connect with prospective customers in more high-impact ways.
Pardot is not the only product with a name change either. Salesforce is working to create a Marketing Cloud community. Here are all the products being renamed:
- Pardot – Marketing Cloud Account Engagement
- Email, Messaging, and Journeys – Marketing Cloud Engagement
- Marketing Cloud Email Studio (aka ExactTarget) – Marketing Cloud Engagement
- CDP – Marketing Cloud Customer Data Platform
- Interaction Studio – Marketing Cloud Personalization
- Advertising Studio – Marketing Cloud Advertising
- Datorama – Marketing Cloud Intelligence
- myTrailhead – Salesforce Sales Enablement
- Salesforce CMS – Digital Experiences
The new names accentuate which products are part of the Marketing Cloud suite. The new naming system also helps accurately depict modern marketing and sales needs. Each product now speaks to the problem it can help solve. Need help driving account engagement? Nurture leads and stay top of mind with relevant content across channels with “Account Engagement.”
What’s Staying the Same
Even though there’s a new name for Pardot, Salesforce states there are no immediate changes to login access, URLs, or other infrastructure considerations.
Marketing Cloud Account Engagement still focuses on converging marketing and sales on a single marketing automation platform. It supports:
- Lead generation
- Email marketing
- Prospect segmentation
- Prospect management
- Marketing and sales alignment
Learn more about each of these functions here.
A Few Marketing Cloud Summer ’22 Release Highlights
Account Engagement: Conditional Completion Actions
When it came to prospects interacting with marketing assets, marketers previously needed to run multiple automations to segment effectively at scale. The new Conditional Completion Actions allow marketers to run these automations in one place. Get even more granular with personalization on emails, forms, and other assets by only triggering follow-up actions if a prospect meets a certain set of criteria.
For example, as visitors fill out a landing page form, it can route them through personalized experiences based on whether they’re a new prospect or a highly engaged customer. Sales are aligned into the process with automatic alerts, emails, or Slack notifications to trigger an appropriate action at the right time, such as having the account executive follow up with the highly engaged customer after the form was completed.
Personalization: Triggered Campaign Messages
Triggered Campaign Messages combine Marketing Cloud Personalization functions with the outbound communication engine of Journey Builder. This functionality has been designed to help marketing and sales teams re-engage customers on their preferred channel. Now, you can run real-time personalized journeys based on new product catalog and behavioral triggers.
For example, you can automatically engage interested customers across channels about a product they like when it comes back in stock, goes on sale, is expiring soon, or is launching as part of a category they like.
If your organization uses Salesforce as its customer relationship management (CRM) system, is building its presence online, and wants to strengthen customer relationships, Salesforce Marketing Cloud offers powerful tools that can fully integrate with your CRM.
To learn more about or get assistance with Account Engagement and other Marketing Cloud products, please reach out. Connect with the Business Technology Solutions team at FORVIS by using the Contact Us form below.