Tag: B2B

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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Customer Experience

How businesses can meet expectations of the connected customers?

As per Salesforce’s latest State of the Connected Customer report, In today’s highly-connected and data-driven business world, customers expect more personalized, quick and seamless customer experiences. Enterprises are doing their best by embracing latest technical tools and acumen business minds to offer the best customer experiences. Technology & digitalization has empowered customers to reach a diverse scale of business in various ways. In order to stimulate customer’s attention and retain them, businesses need to think beyond offering a solution. The must look to offer more connected, and personalized experiences.

To understand how businesses can meet customer expectations, Salesforce Research surveyed over 7000 consumers worldwide which included individual buyers as well as business buyers. The survey report has been embedded in Salesforce’s second edition of the State of the Connected Customer report.

Here are few key points from the report which will help your business stay ahead of the competition.

Creating a comprehensive customer experience

As per the report, 80% of the customers feel that the experience a business offers is as important as its product or service, and 57% of the customers say they have stopped purchasing from a company because a competitor has offered a better experience. Customers have become more empowered than ever before. They are pushing companies to do better when it comes to creating a comprehensive customer experience. 95% of the customers say they are more likely to be loyal to a company whom they trust. 67% of the customers say their expectation for good experiences is higher than ever.

A personalized B2B marketing

The idea of B2B marketing is not new, but slowly it is gathering steam. 82% of the business buyers expect the same experience as they get at the time of personal buying. But surprisingly, only 27% of the B2B buyers say companies are doing a great job when it comes to offering a B2B experience. This indicates an ample amount of improvement is required for B2B service providers. B2B buyer expectations are becoming more specific and consumerized. Let’s see few other findings from the report;

  • 72% of the business buyers expect service providers to offer a personalized engagement to their business needs.
  • 69% expect Amazon-like buying experiences.
  • 67% think vendors are offering more retail-like experiences than ever before.
  • 67% have switched vendors for a more consumer-like experience.

Creating a seamless customer journey

A customer buying journey must be shaped by constant communication and instant gratification. As per 84% of customers, being treated like a human, rather than number is very crucial to win their business and trust. Another 70% say connected processes like seamless handoffs between channels or contextualized engagement based on earlier interactions are extremely important. So, this has become important for business service providers to consider every customer touch point during a buying journey. 59% of customers say customized engagement based on past interactions is also equally important. During the buying journey, 78% of the buyers expect to interact with salespeople who act as trusted advisors with in-depth product knowledge and industry needs. Post-purchase, customers expect to avail 24/7 support from the service providers. Self-service tools and chatbots are rapidly gaining in popularity as they can offer seamless and quick customer support around the clock.

Incite customers with innovative solutions

Innovative solutions are no more an option for any business. In order to win more customers, they have to build innovative products. 56% of the customers (including 66% of business buyers) actively look to buy from the most innovative companies. Technology is playing a significant role in building innovative solutions. The Salesforce State of the Connected Customer report says 59% of customers say companies need to offer top-notch digital experiences to keet their business. 59% also say they are more eager to work with companies using artificial intelligence (AI) to improve their experiences. Emerging technologies are transforming customers and their expectations. the Internet-of-Things (60%), voice assistants (59%), and AI (51%) are topping customer expectations.

Earn customers’ trust, and their data

To offer the experiences that customer expects, companies need a blend of technology and data. But if you look at recent incidents, customers are not trusting companies when it comes to managing personal data. 62% of customers say they are more afraid of their data being compromised now than they were two years back, and 45% of the customers feel doubtful about how companies use their data. At times it looks like a distant dream for companies to offer personalized experiences when their customers don’t trust them. And without data, you can’t offer a personalized experience. However, when the benefits of customer data use are clearly explained, a majority of the customers are actually in. Let’s look at few of the stats;

  • 82% of customers will share relevant information about themselves in exchange for connections between their digital and in-person experiences.
  • 81% of customers will share relevant information about themselves in exchange for more consultative help from salespeople.
  • 85% of customers will share relevant information about themselves in exchange for proactive customer service.
  • For 92% of customers, the ability to control what personal information is collected makes them more likely to trust a company with that information.

Developing trust, and balancing personalization with privacy, will be key for companies to meet customer expectations in the Fourth Industrial Revolution.

 

Source: Salesforce, Salesforce State of the Connected Customer Report