Tag: Datorama

Pardot Rebranding Image
Pardot

Pardot Rebranding: What changed and What Remains the Same?

Introduction 

Salesforce has recently announced the rebranding of Pardot, which is one of Salesforce’s best marketing automation tools. For a platform that was doing fantastic, the sudden change of the name prompts many questions in our heads.

If you haven’t heard already, Salesforce has recently announced the rebranding of many of its products. Among many of those products is Pardot, one of Salesforce’s best marketing automation tools. 

The platform will now be called ‘Marketing Cloud Account Engagement‘ or “MCAE”. This is a significant and highly emotional change for the Pardot community; like many, yet mispronounced by others, treasured the name. Yes, you spell the ‘T’ at the end, unlike what you might have heard it being pronounced.

So, why the change? Read on to learn why these changes are being made and what they signify for the Pardot community.

What is Pardot?

David Cummings and Adam Blitzer, co-founders of Pardot, founded Pardot in 2007. They stumbled across the word “Pardot,” a Latin word that means “to market or sell”, while looking for a suitable name. While many people question how to pronounce Pardot at first (commonly mispronounced as “par-deaux”), it’s pronounced exactly as it’s spelt.

Pardot Name

 

Today, Pardot is the leading B2B marketing automation solution for marketers to generate high-quality leads so your sales team can close more deals faster. Powered by AI and built on the world’s number one CRM (Client Relationship Management), it allows customers to align their marketing and sales teams in all one place. 

 

Learn How: Pardot Marketing Automation is essential to generate more ROI

 

The cost-effectiveness of Pardot and its attraction to new users as an easy tool with a short learning curve made it an immediate hit with marketers.

The Reason Behind Pardot’s Rebranding

“The new names are aligned with our strategy to continually integrate Marketing Cloud into one unified platform with a data-first strategy around your customers.”

 

Pardot isn’t the only rebranding done by Salesforce, as mentioned earlier. The other products have also received new names like Datorama is now Marketing Cloud Intelligence, Interaction Studio is now Marketing Cloud Personalization, etc. See any pattern here? The changed names are somehow more functional, as they let the users know exactly what the platform is all about. And this is the main reason behind the rebranding.

Salesforce “Easy” was one of the five innovation goals announced at Dreamforce ’21, Salesforce’s annual global event. The “Easy” campaign’s primary goal was to make Salesforce setup, installation, and configuration simple. “MC Easy”, another initiative that branched off from Salesforce “Easy”, can be indicated as the catalyst for the rebranding of Pardot.

Salesforce’s Marketing Cloud results from a decade’s worth of acquisitions. And they kept the original names after acquiring the platforms. Salesforce intends to make Marketing Cloud’s various product names consistent and immediately understandable by all customers, partners, and even internal teams by rebranding. 

Is Marketing Cloud Account Engagement the same as Pardot?

The good news for the Pardot community, only the name has changed. The products, add-ons and functionality of Pardot will remain the same. MCAE’s aim to align marketing and sales around leads, buyers, and accounts stay the same. By October 2022, the Pardot Classic App will be retired from all organizations.

There are some implications associated with rebranding. Here are some of them:

  • Pardot “Account Engagement” will allow Salesforce to communicate “side-by-side” with SFMC. 
  • A clear cut distinction between B2B and B2C has been created, repositioning Pardot (now MCAE) as a B2B platform.
  • The name “Pardot” was very recognizable and easy to communicate, which could be a concern, as it won’t be easy to adjust to a new name for the users. 
  •  Marketing Cloud Account Engagement is instead a generic term used for the platform.
  • “Account Engagement” does not represent all Pardot clients’ needs.

To sum up

By Rebranding Pardot and other platforms, Salesforce is trying to align its customer’s needs and simplify its platform. Having said that, we would love to hear your opinions about the same!

 

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Salesforce

Salesforce is adding new integrations for marketers following their Datorama acquisition

Six-months back Salesforce acquired Israeli marketing intelligence platform Datorama. The cloud-based AI software was used by marketers to optimize their marketing campaigns and workflows in order to make them more effective by consolidating and pulling insights from data and enabling the reporting across channels and campaigns instantly to make real-time decisions. Datorama had a strong portfolio of 3000+ customers across the globe including multiple Fortune 500 companies before the acquisition. Salesforce had plans to use Datorama to prop their own data analytics capabilities within the Marketing Cloud as well as to complement its integration with Google Analytics 360 and Marketing Cloud Einstein.

Recently Salesforce has announced new integrations within the marketing intelligence platform and also introducing new developer tools and “activation” tools for marketers. The new “connectors” will enable marketers to import data from the Salesforce Marketing Cloud to Datorama with a single click. This new integration will include a Marketing Cloud Social Studio connector, soon followed by a Marketing Cloud Email Studio connector and a Mobile Studio connector. This will help the marketers to connect all of these data sources in one integrated place. Data from email campaigns, social channels, mobile platforms, websites, advertising, sales, events etc can be put in a single place.

Datorama is also rolling out a new Developer Portal for developers and IT professionals looking to collaborate with their marketing team. With this new portal, developers can build custom data integrations. For example, a service provider can use the Platform API within the Portal to build a standard workflow for setting up new clients. This will pull all the specific required metrics and data streams for the client. The portal will also offer marketers custom visualization options. Datorama is adding an “Activation Center” which will allow marketers to take actions or send notifications based on the real-time analysis of their customer data. This will help them understand how campaigns are performing and they can also optimize their campaigns in real-time whenever required.

We are expecting Salesforce to keep on adding new integrations in Datorama platform for marketers in coming days to make campaigns easy, personalized, and effective. This will help the world’s #1 cloud CRM provider to get the crown of world’s #1 cloud marketing software. Currently, Salesforce’s Marketing Cloud is making customer interaction personalized by creating cross-channel customer journeys that deliver exceptional experiences across email, mobile, social, advertising, the web, and more. To know more about how can you leverage Marketing Cloud to build and manage personalized customer journeys, get in touch with our Certified Marketing Cloud experts.

AI, Salesforce

Salesforce acquires Marketing Intelligence firm Datorama to accelerate it’s AI investments

World’s no.1 CRM provider, Salesforce has acquired Israeli marketing intelligence firm Datorama to accelerate its AI initiatives. Though the financial terms of the deal were not disclosed, but few reports indicate that the deal is worth more than $800 million.

Salesforce has been a key player in the world of digital transformation which is transforming companies to move their business to the cloud platform in order to bring more scalability.

Datorama’s cloud-based AI platform has been used by many marketers to connect and draw business insights from data that can be used to optimize workflows and offer more personalized customer services. Currently, Datorama has more than 3,000 global customers and employs over 400 people. They previously raised $50 million in private money.

Salesforce aims to use this acquisition to reinforce its own data analytics inclinations within its Marketing Cloud. Datorama’s platform will support and integrate with Google Analytics 360 and Salesforce’s Marketing Cloud Einstein to take Salesforce’s AI initiatives to the next level.

Datorama CEO and co-founder Ran Sarig said in a blog that; “This deal will enable their company to move with higher rate while increasing data intelligence for Salesforce customers. Salesforce’s acquisition of Datorama will enhance Salesforce’s Marketing Cloud with expanded data integration, intelligence, and analytics, enabling marketers to unlock insights across Salesforce data and the myriad of technologies used in today’s marketing and consumer engagement ecosystem,” Sarig added.

Earlier this year, Salesforce has acquired Mulesoft & Cloudcraze in March. Datorama’s deal will be their third biggest acquisition of this year. Adding to this, they also integrated Google Analytics 360 & their Einstein service. This suggests Salesforce’s plan to strengthen their AI platform.

 

Source: Salesforce