Salesforce posted an update on April 6 that they will be rebranding in terms of product names for the entire marketing suite. This concerns Marketing Cloud products, Pardot, Datorama, … Big news! HAVIK is eager to give you some extra information about this.

The biggest change: Pardot will change to Marketing Cloud account engagement

For companies that have been working with Pardot for some time, a big question arises
based on their personal interests, why this change? Pardot has technically been part of Marketing Cloud for a while now, the big difference is that Pardot has a clear B2B focus and Marketing Cloud has a larger B2C focus. The ultimate goal of Marketing automation is all about targeting an individual in the most personal way that is possible

Of course, it should be noted that your content must be aligned within a larger strategy when it comes to an end consumer or towards a management profile within a certain organization. Argumentation and motive to purchase a service or product are often different here. With this name change, Salesforce also wants to merge the best of both worlds in order to weave powerful features such as (Scoring & grading, and profiling) that are now separate in Pardot into the full Marketing automation suite of Salesforce. This ranges from real-time personalization on the website to 1-to-1 communication via powerful journey builders.

Why would Salesforce make this change?

Salesforce has its reasons here: to better service their customers and to make the positioning and branding more uniform. On the one hand to avoid confusion in the future, but on the other hand also to bring the products and services even closer together. For the time being, Pardot and Marketing Cloud are and will remain 2 separate platforms. Nonetheless, we can clearly see an increase in synergies Undoubtedly Salesforce will communicate more about this in the coming weeks and months. The official blog of Salesforce can be found here .

How does this translate to the end consumer? We at HAVIK are happy to share some insights on this:

Anno 2022 the line between B2B and B2C is blurring tremendously and we speak more of the term B2ME. So what does this B2ME mean and is it not another buzzword? B2ME relates to the fact that as a company you get more insight into who you are communicating with and that you tailor this communication to this person and not to the company. Each person has different needs and wants to be approached in different ways, depending on their position within the organization or their personal interests.

This does not mean that certain B2B tactics toward account-based marketing or more B2C transactional campaigns that need more volume will no longer exist. We do need to think about the long term and the fact that consumers will become even more discerning in the future.

Long term and vision

Long story short, to do personalization in a data-driven way and to put the customer first, it is necessary that your digital ecosystem is attuned to each other. Salesforce is trying to work hard to make this ecosystem even more future-proof and to have their products and services speak to each other even better in the future than they already do today. There will undoubtedly be changes in the future to better align product features, but Rome was not built in a day. We see clear efforts of Salesforce trying to speak a uniform language, as well as the shift in how organizations look at their marketing approach and efforts. This will translate to the end-user who can expect an even better experience in the future.