Is Marketing Cloud Growth signalling the end for ExactTarget?

Introduction

The marketing technology landscape has evolved dramatically over the past decade, with Salesforce Marketing Cloud emerging as a dominant force in digital marketing automation. However, as Salesforce continues to expand Marketing Cloud capabilities, many industry experts and long-time users wonder: is this growth signalling the end for ExactTarget?

ExactTarget, once a leading email marketing platform, was acquired by Salesforce in 2013 for $2.5 billion and became the foundation for Marketing ClouWhile ExactTarget still exists in some form, Salesforce has been integrating its features into the broader Marketing Cloud ecosystem, causing its standalone identity to fade.em.

1. The Rise and Fall of ExactTarget

A Brief History of ExactTarget

ExactTarget was founded in 2000 as an email marketing platform designed to help businesses manage and automate their email campaigns. It quickly gained traction due to its user-friendly interface, robust segmentation, and strong deliverability rates.

By the early 2010s, ExactTarget had become a leader in email marketing, competing with platforms like Marketo, HubSpot, and Mailchimp. Its success led to an IPO in 2012, but just a year later, Salesforce acquired the company to bolster its marketing automation capabilities.

Why Salesforce Acquired ExactTarget

Salesforce’s acquisition of ExactTarget was strategic:

• Expansion into Marketing Automation: Before the acquisition, Salesforce primarily focused on CRM (Sales Cloud and Service Cloud). ExactTarget provided the missing piece: a powerful email and digital marketing tool.
• Competing with Adobe and Oracle: Adobe’s acquisition of Neolane and Oracle’s purchase of Eloqua pushed Salesforce to strengthen its marketing stack.
• Transition to the Cloud: ExactTarget’s SaaS model aligned perfectly with Salesforce’s cloud-first approach.

After the acquisition, ExactTarget was rebranded as Salesforce Marketing Cloud, though some legacy features remained under the ExactTarget name.

2. The Growth of Salesforce Marketing Cloud

Since the acquisition, Salesforce has aggressively expanded Marketing Cloud capabilities beyond email marketing. Today, it includes:

• Email Studio (formerly ExactTarget’s core email tool)
• Journey Builder (omnichannel customer journey automation)
• Advertising Studio (paid media integration)
• Social Studio (social media management)
• Datorama (AI-driven analytics)
• CDP (Customer Data Platform)

This expansion has positioned Marketing Cloud as an all-in-one digital marketing suite, far beyond what ExactTarget originally offered.

Key Differences Between ExactTarget and Marketing Cloud

As Marketing Cloud grows, ExactTarget’s standalone features are becoming less prominent.

3. Is ExactTarget Being Phased Out?

Signs That ExactTarget Is Fading

1. Rebranding Efforts:

Salesforce has systematically rebranded ExactTarget features under Marketing Cloud (e.g., Email Studio).

2. Feature Deprecation:

Some legacy ExactTarget functionalities are no longer being updated.

3. Salesforce Focus on AI & Omnichannel:

ExactTarget was built for email, but Marketing Cloud now emphasises cross-channel engagement.

4. Migration Encouragement:

Salesforce offers incentives for ExactTarget users to upgrade to full Marketing Cloud.

However, is ExactTarget completely gone?

Not yet. Many businesses still use Email Studio, which is essentially ExactTarget’s engine. However:

• New customers are directed to Marketing Cloud, not ExactTarget.
• Innovation is shifting toward AI and automation, leaving classic email tools with fewer updates.

For all practical purposes, ExactTarget as a standalone product is in maintenance mode, with Salesforce prioritizing Marketing Cloud’s broader capabilities.

4. What Does This Change Mean for ExactTarget Users?

If you’re still using ExactTarget’s legacy features, here’s what you should consider:

Pros of Staying on ExactTarget

• Familiarity: If your team is used to ExactTarget’s interface, switching may require training.
• Cost: Marketing is pricier, so smaller businesses may prefer sticking with Email Studio.
• Email-Only Needs: If you don’t need omnichannel marketing, ExactTarget’s core features may suffice.

Reasons to Migrate to Marketing Cloud

• Future-Proofing: ExactTarget won’t receive major updates.
• Advanced Features: AI, journey orchestration, and CDP integration are only in Marketing Cloud.
• Salesforce Ecosystem Benefits: Deeper CRM integration improves personalization.

Migration Considerations

• Data Migration: Moving from ExactTarget to Marketing Cloud requires planning.
• Training: New features like Journey Builder require some time to learn.
• Cost Increase: Marketing Cloud is an enterprise-tier investment.

5. The Future of Email Marketing in Salesforce Ecosystem

While ExactTarget’s standalone future looks uncertain, email marketing remains a core part of Marketing Cloud. However, the focus is shifting:

Trends Shaping the Future

1. AI-Powered Personalisation: Einstein AI helps optimize send times and content.
2. Cross-Channel Journeys: Email is just one touchpoint in a broader customer journey.
3. Privacy & Compliance: With stricter data laws (GDPR, CCPA), Salesforce is enhancing compliance tools.
4. Predictive Analytics: Beyond opens/clicks, AI predicts customer behavior.

Will Email Marketing Disappear?

No, email is still the highest ROI channel. But it’s no longer a siloed tool. Instead, it’s part of an integrated marketing strategy within Marketing Cloud.

Conclusion: Marketing Cloud growth

Salesforce Marketing Cloud growth clearly shows that ExactTarget’s days as a standalone platform are numbered. While its technology lives on in Email Studio, innovation is now centred around omnichannel marketing, AI, and deeper CRM integration.