From Legacy to Next: Marketing Cloud’s Great Unification

At Connections 2025, Salesforce announced one of its biggest moves in years: Marketing Cloud Next. Billed as the future of customer engagement, Marketing Cloud Next isn’t an upgrade—it’s a complete re-imagining of how brands connect in the age of AI.

The core idea is simple: marketing can’t be one-way anymore. With AI and agentic capabilities woven through every layer, Marketing Cloud Next turns static campaigns into ongoing, intelligent conversations across every channel. 

This isn’t just a product release—it’s a clear declaration of where marketing is heading. 

From Legacy to Next: How Marketing Cloud is Transforming

Marketing Cloud has always been Salesforce’s flagship for digital engagement — helping brands send emails, launch campaigns, and track customer interactions. Over the years, Salesforce expanded its capabilities by acquiring tools like ExactTarget, Pardot, Datorama, and Loyalty Management, eventually packaging them into editions like Marketing Cloud Growth and Advanced. 

 Marketing Cloud Next is not a brand-new product, but rather the next evolution of the foundation that already powers Growth and Advanced editions. It unifies, rebuilds, and simplifies the experience for the AI era—so marketers spend less time stitching tools and more time orchestrating conversations. 

3 Key Shifts in Marketing Cloud Next

• Unification of Tools 

Instead of juggling multiple, separate products, Marketing Cloud Next brings Salesforce’s marketing-related solutions into one connected platform. This includes Growth & Advanced editions, Personalization, Marketing Intelligence, Loyalty Management, and more — creating a seamless experience for marketers. 

• Simplicity Across B2B and B2C 

Whether you’re targeting businesses or consumers, campaigns now run from a single app. This eliminates the complexity of managing different tools for different audiences, reducing integrations and boosting efficiency. 

• Powered by Data Cloud 

At the heart of MC Next is Salesforce Data Cloud — providing real-time, unified customer profiles across Sales, Service, Commerce, and Marketing. This makes personalization smarter, faster, and more consistent across the entire Salesforce ecosystem. 

With these shifts, Salesforce is making it clear: Marketing Cloud Next isn’t just about sending messages, it’s about sustaining context and creating intelligent conversations. 

Ready to move from campaigns to conversations?  

Marketing Cloud Next is live, and the first win starts with one moment that matters. Contact us here to learn more.