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Salesforce drops ExactTarget name from flagship product

October 9, 2014

Say goodbye to the ExactTarget brand, at least in one capacity.

Scott McCorkle, formerly CEO of ExactTarget Marketing Cloud, announced in a blog post Tuesday that the signature marketing product would now be called Salesforce Marketing Cloud. Accordingly, McCorkle's title changed to CEO, Salesforce Marketing Cloud.

The new moniker signified an enhanced product, he said. But it also underscores changes still under way since Salesforce.com acquired the local marketing automation firm for $2.5 billion in July 2013.

Salesforce started out offering customer relationship management services, but it now targets businesses with an array of cloud-based applications used in managing marketing, sales, customer support and more.

The new marketing cloud has been fortified by some of the company’s recent acquisitions, McCorkle said, including its $689 million purchase of social media manager Buddy Media in May 2012. ExactTarget is the company’s most expensive disclosed acquisition, according to tech industry publication Gigaom.com, and the name has had strong staying power.

“The Salesforce Marketing Cloud brings together the incredible innovations of ExactTarget, Radian6, Buddy Media, and Social.com and forms the hub of the world’s most innovative marketing platform based right here in Indianapolis,” McCorkle said in an email response to IBJ.

McCorkle took on the title of CEO, ExactTarget Marketing Cloud, after ExactTarget co-founder and former CEO Scott Dorsey stepped down this summer. McCorkle previously was ExactTarget's president of technology and strategy.

Company officials didn’t immediately respond to questions about the fate of the ExactTarget brand elsewhere. The name still appears in web URLs, email addresses and—physically—on the Guaranty Building on Monument Circle, its local base of operations.

ExactTarget, founded in 2000, has been known for its orange-hued branding. In his blog post, McCorkle suggested that wouldn't change.

“We are very proud of our heritage, and you will see it shine through in both our unending commitment to your success and in our branding,” he said, “as orange will remain our Marketing Cloud accent color.” 

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