Is This the End of Marketing Cloud (ExactTarget)?

When we talk about Salesforce Marketing Cloud (SFMC), we’re really discussing what’s now known as Marketing Cloud Engagement. The name change alone was an early signal that the platform as we’ve known it is evolving, and announcements made at Dreamforce and Connections confirm that big changes are on the horizon. 

Let’s explore what this means for the marketers who use SFMC daily.

A Quick History of Salesforce Marketing Cloud

If you’ve been around the Salesforce ecosystem, you probably know that SFMC wasn’t originally a Salesforce product. It started as ExactTarget, a powerful email marketing tool acquired by Salesforce in 2013. 

ExactTarget brought with it features like Journey Builder, which became a hallmark of the Salesforce Marketing Cloud. But there was a catch – as ExactTarget wasn’t built on Salesforce Core, connecting it to native Salesforce platforms required workarounds.

Here’s a great infographic for the Salesforce Marketing Cloud that explains the logic behind it and its evolution:

For instance, while connecting SFMC to Salesforce CRM was straightforward via Marketing Cloud Connect, integration with other Salesforce acquisitions like Commerce Cloud was a different story. These challenges have long shaped how marketers approach SFMC, especially if they’ve worked with other Salesforce Core products that “just work” together.

Fast forward to 2022: Salesforce rebranded SFMC as Marketing Cloud Engagement and gave its B2B counterpart, Pardot, the name Marketing Cloud Account Engagement. This wasn’t just a cosmetic change; it reflected a broader shift in Salesforce’s marketing ecosystem, which now includes components like Marketing Cloud Personalization (formerly Interaction Studio) and Marketing Cloud Intelligence (formerly Datorama). These changes are key to understanding where SFMC is heading.

Where Does Salesforce Marketing Cloud Stand Today?

SFMC has been a cornerstone of the Salesforce ecosystem, standing shoulder-to-shoulder with other marketing giants like Adobe Engage. Journey Builder, one of SFMC’s flagship features, remains a marketer’s dream, offering an intuitive way to visualize and adapt customer journeys.

Then there’s Einstein AI, which brings tools like Engagement Scoring, Messaging Insights, Send Time Optimization, and Content Selection to the table. These features empower marketers to fine-tune their campaigns without writing a single line of code.

For the more technical crowd, Automation Studio is a powerhouse for managing customer data, creating audience segments, and running reports. While it’s less user-friendly than Journey Builder, its capabilities make it indispensable for advanced marketers.

In recent years, Salesforce has also invested heavily in certifications for SFMC, from entry-level exams like the Marketing Associate certification to advanced credentials for developers and consultants. This reflects the platform’s enduring importance within the Salesforce ecosystem.

Even SFMC’s dedicated conference, Connections, held annually in Chicago, has been a celebration of the platform – though this year’s event hinted at a shift. The spotlight moved to Salesforce Data Cloud, raising questions about SFMC’s future prominence.

What’s Next for Salesforce Marketing Cloud?

The 2024 updates announced at Dreamforce and Connections were revealing. While SFMC received some noteworthy enhancements (e.g., better real-time access in Automation Studio and expanded Einstein AI capabilities), the most exciting developments revolved around Data Cloud and AI enhancements.

Salesforce also introduced Marketing Cloud Growth (MCG), a new tool designed for small and mid-sized businesses (SMBs) built natively on Salesforce Core. MCG simplifies what SFMC customers have been requesting for years: seamless integration across marketing, sales, service, and commerce—all powered by Salesforce’s Einstein 1 platform. Features like natural language audience segmentation and campaign automation promise to make this tool more accessible than SFMC for smaller teams.

Meanwhile, the upcoming Marketing Cloud Advanced Edition, set to launch in 2025, will cater to larger enterprises with features like Path Experimentation and Unified Conversations. These updates suggest that Salesforce is repositioning its marketing offerings, with SFMC and its new counterparts carving out distinct niches.

Why “Marketing Cloud on Core” Matters

The shift to Marketing Cloud on Core is perhaps the most significant change. Historically, SFMC’s external origins meant marketers had to wrestle with connectors and duplicate data to integrate it with other Salesforce tools. By moving SFMC to Salesforce Core, these barriers disappear. The platform will natively access data in Data Cloud, creating a unified experience for marketers and eliminating the need for cumbersome integrations.

For businesses already using Salesforce Core products, this shift is a game-changer. Data management will be streamlined, standard CRM data will flow seamlessly into Data Cloud, and marketers will spend less time on setup and more time crafting impactful campaigns.

So, Is This the End of Salesforce Marketing Cloud?

Far from it. Instead, we’re witnessing a transformation. Marketing Cloud Engagement will remain a top-tier platform for advanced marketing automation, particularly for enterprises with the resources to customize and integrate it. However, newer tools like Marketing Cloud Growth promise a more accessible, AI-driven future for SMBs and marketers seeking simplicity.

In the end, the choice between platforms will depend on your needs. If you’re already working with Data Cloud or want a tool that deeply embraces AI, Marketing Cloud Growth could be the better fit. But for those who need a tried-and-true powerhouse with robust customization options, SFMC isn’t going anywhere – at least, not anytime soon.

Final Thoughts

As marketing evolves, the tools that lean into AI and prioritize seamless integration will help teams deliver faster, smarter, and more personalized customer experiences. Salesforce seems poised to meet that future head-on.