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Salesforce aligns its products under Marketing Cloud

29 May 2022 3 min read Technology
In April, Salesforce announced several of its MarTech products and add-ons will be renamed.

Salesforce announced name changes to their marketing cloud products as part of their "Easy" campaign at Dreamforce in 2021. The initiative aims at simplifying the Salesforce Marketing Cloud product suite, to be more intuitive and consistent across the stack. 

We’ll cover the name changes in more detail, and what this means to the Marketing Cloud communities.

Marketing Cloud Engagement

Previously known as:

  • Marketing Cloud Email Studio
  • Email, Messaging, and Journeys

Marketing Cloud Engagement focuses on email marketing, newsletters and personalised user journeys. Previously, Salesforce had offered two customer engagement products – Marketing Cloud Email Studio and Email, Messaging and Journeys— and has streamlined them into one offering.

Salesforce aligns its products under Marketing Cloud.

Marketing Cloud Account Engagement

Previously known as:

  • Pardot

Marketing Cloud Account Engagement is Salesforces B2B and account-based marketing product. It enables marketers to identify leads to sales, create and track automated marketing campaigns, analyse prospect activity and engagement, and guide prospects across the user journey.

Marketing Cloud Customer Data Platform

Marketing Cloud Customer Data Platform (CDP) is Salesforce's self-service customer data platform, that drives personalisation and engagement features.

Marketing Cloud Personalisation

Previously known as:

  • Interaction Studio

Acquired by Salesforce in 2021, Interaction Studio's rename brings it under the Marketing Cloud umbrella. It offers real-time personalisation, helps marketers understand individual user experiences, and provides macro-level insights into which products and offers are driving sales conversions.

Marketing Cloud Advertising

Previously known as:

  • Advertising Studio

Marketing Cloud Advertising allows marketers to coordinate display advertising  across digital advertising platforms using your CRM data to attract customers across digital touchpoints.

Marketing Cloud Intelligence

Previously known as:

  • Datorama

Marketing Cloud Intelligence powered by Datorama is Salesforce's marketing reporting and visualisation product that enables B2B and B2C marketers to leverage data for reporting, measurement and optimisation.

Digital Experiences

Previously known as:

  • Salesforce CMS

Previously described as a 'hybrid CMS', Salesforce CMS has evolved into Digital Experiences, a digital experience platform (DXP). It features pre-built apps, easy-to-use drag-and-drop tools, and low-code web tools to help grow your brand and engage users.

Salesforce Sales Enablement

Previously known as:

  • myTrailhead

myTrailhead will soon become Salesforce Sales Enablement. It remains the learning and fun training hub for Salesforce's products, which is ideal for marketers looking to upskill and make the most out of the platform.

Stay up to date with our latest MarTech Capability Matrix

The Marketing Technology (MarTech) space is rapidly evolving, with frequent acquisitions, re-brands, and little commonality in how the various marketing technology platform's capabilities align to a common user journey. 

This can make it challenging for you to assess potential MarTech and AdTech vendors, or understand which capabilities to unlock in your preferred technology stack.

Our MarTech Capability Matrix features the capabilities of the major technology vendors used in Australia, including Google, Salesforce, Adobe, Microsoft, Oracle, SAP, Sitecore, Optimizely, and Hubspot.

Download the MarTech Capability Matrix

Download the MarTech Capability Matrix

Learn more about our Salesforce Marketing Cloud services

Questions? Speak to our technology consultants.

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