How can you take advantage of new marketing opportunities without disrupting established workflows? A phased transition to the Salesforce Marketing Cloud Next platform combines evolving existing processes with the targeted preparation of data, content, and automations.
Last updated
October 2026
Project duration
3 months
Customer since
January 2016
Haas has been using Salesforce since 2016. Since then, the setup has grown step by step: It started with Pardot, which is now called Marketing Cloud Account Engagement, and then added Sales Cloud and Experience Cloud, among other features.
With Marketing Cloud Next, Haas aims to continue down this path, focusing primarily on integrating external marketing data more closely with existing lead and contact data in Salesforce. One goal is to establish a stronger foundation for marketing reporting within the Salesforce environment.
At the same time, the transition should not become a large-scale migration project or disrupt existing marketing processes unnecessarily. That’s why aquilliance is first establishing the technical foundation and implementing initial core processes in Marketing Cloud Next with Haas. Then, they will empower the internal team to gradually migrate additional processes independently.
Haas Fertigbau GmbH is headquartered in Falkenberg, Lower Bavaria. The company designs, manufactures, and erects prefabricated wood-frame buildings. Since its founding in 1972, the company has combined four distinct segments of the construction industry: prefabricated housing, residential construction, industrial and commercial construction, and agricultural construction. Its offerings range from single-family homes and multi-story residential buildings to production facilities and agricultural buildings.
Falkenberg is the flagship company of the Haas Group, a family-run business. The company’s in-house planning and design teams, along with its own production capabilities, cover key stages of construction projects. Each respective sector carries out the entire construction process purposefully and successfully, drawing on the expertise and experience of a personal consultant.
Since 2016, Haas has used Salesforce, initially with Pardot and Sales Cloud, later expanding to include Experience Cloud. Therefore, the transition to Marketing Cloud Next must take into account how the new workflows will integrate with the existing Salesforce environment.
Together, forms, email sequences, and automated follow-up actions fulfill a business function. They capture leads, nurture prospects, and provide information for further processing. Therefore, when making the switch, the entire workflow must be considered. Simply migrating individual pieces of content does not ensure that these interdependencies are maintained.
The existing Pardot setup has evolved over the course of several years in order to meet the requirements of Haas. Today, processes, content, and automations are intertwined in many areas. At the same time, new requirements are emerging for data, campaigns, and other marketing functions. Therefore, when transitioning to Marketing Cloud Next, it is essential to determine which existing workflows are needed and how to effectively integrate them with the new environment.
Would you like to learn more about Salesforce Marketing Cloud Next?
With Marketing Cloud Next, Haas hopes to create new opportunities while avoiding the need for a complete migration of its existing Pardot setup. The focus is on improving the data foundation for marketing and reporting, introducing new features such as AI, and taking an approach that aligns with available budgets and internal capacity.
A key starting point is integrating external marketing data more closely with existing Salesforce leads and contacts. The goal is to simplify campaign management and leverage existing Salesforce Flow expertise. The Salesforce administration team at Haas has extensive experience with Flows, so efficiency gains are expected in the creation and management of campaigns.
This results in the following requirements for the project:
The first step is determining which processes are suitable for Marketing Cloud Next and the results they should deliver. This process identifies the necessary data, content, and automations. At the same time, we will assess which existing elements need to be carried over, adapted, or rebuilt.
To get started, we select clearly defined processes that can be fully mapped within Marketing Cloud Next. At Haas, these include lead generation via forms, catalog orders, and inquiries about the online catalog.
For each process, we document the business task, required data and content, and follow-up actions. At the same time, we define the criteria for successful implementation.
The next step is to determine the necessary data and technical requirements for the selected processes. Based on this information, Data 360 and Marketing Cloud Next will be set up.
This includes data structures, permissions, consents, and tracking, among other things. The integration of additional data sources is also considered. Marketing, Salesforce administration, and other technical teams, if necessary, coordinate their respective tasks.
Existing content is reviewed, and if necessary, adopted or adapted. The associated automations are then set up as campaign flows.
This involves defining the events that trigger a workflow, the applicable conditions, and the follow-up actions. The entire process, including data processing, consents, and communication, is tested before approval.
Although other processes will initially remain in Pardot, the Haas team is becoming familiar with the new environment by implementing collaborative use cases. Their existing expertise in Salesforce Flows provides a solid foundation for working with the new campaign flows.
Following the technical setup and onboarding, Haas can gradually migrate additional forms, automations, and similar processes independently. This enables the team to adapt the pace of migration to their capacity and deploy external support specifically where needed.
Marketing Cloud Next is built on the Salesforce platform. Data 360 serves as the foundation for identifying target audiences and personalizing content, while campaign flows automate processes. These features provide a foundation for integrating marketing data, CRM data, content, and automation more closely.
The required data depends on the specific process and desired analysis. Data 360 consolidates information from Salesforce and other connected sources, making it available for marketing processes.
For Haas, the integration of additional marketing data is especially important. In the future, information from Google Ads and Google Analytics will be linked more closely to existing leads and contacts in Salesforce, laying the foundation for more comprehensive marketing reporting.
Once the necessary integrations are in place, personal and email interaction data from Pardot can be included as well. The specific information required will be determined on a case-by-case basis. From the very beginning, data quality, updates, and consent must be taken into account.
In Marketing Cloud Next, campaigns serve as organizational frameworks for target audiences, content, automated steps, and analytics. This makes managing the individual components of a marketing process within the broader context easier.
Automations are controlled via campaign flows. For Haas, this approach offers an additional advantage. The internal team is already familiar with Salesforce Flows and can apply that knowledge to new marketing processes.
Review and migrate suitable content from Pardot to the new environment. With the “Copy to CMS” feature, Salesforce allows you to transfer relevant content to the Salesforce CMS. This includes forms and email content.
Whether transferring content makes sense or if a fresh start is more appropriate depends on the specific process and existing technical implementation. Salesforce CMS enables centralized management and reuse of content for future campaigns.
Simply transferring content via “Copy to CMS” does not mean that the existing process logic is also transferred. For Marketing Cloud Next, engagement programs, follow-up actions, and other automations must be considered and implemented separately.
Taking a phased approach helps minimize the effort involved. First, only the automations necessary for the chosen processes are set up. Additional workflows can be added later using the same principle.
Haas is interested in Marketing Cloud Next’s new AI features, such as those for campaign preparation and content creation. Additional channels, such as SMS and WhatsApp, can be added as needed.
Initially, however, the focus is on the technical foundation and core operating processes. Additional features and channels can then be added gradually.
Since the transition is happening in phases, Haas does not need to migrate its entire Pardot setup at once. While the first processes are being set up and tested in Marketing Cloud Next, other workflows can remain in Pardot initially.
Meanwhile, the team is gaining hands-on experience with the new environment and building on its existing Salesforce Flow expertise. Then, additional forms, automations, and processes can be transferred gradually.
This enables Haas to control the pace of migration, internal capacity, and external effort. Meanwhile, the technical setup paves the way for integrating marketing and Salesforce data more closely and for adding new features in a targeted manner later on.
Felix Enzinger
Digital Solutions Specialist at Haas Fertigbau GmbH
“It was important for us to approach the transition to Marketing Cloud Next in a structured way, without disrupting existing processes unnecessarily. Together with Aquilliance, we established a solid foundation for this transition. We particularly appreciate the collaborative partnership and practical knowledge transfer. As a result, we are increasingly able to drive further development independently.”
What might your transition from Pardot to Marketing Cloud Next look like?
We’ll work together to review your existing Pardot processes, new requirements, and available data.
Then, we’ll determine the best use case for getting started, identify reusable content, and pinpoint missing technical requirements.
Based on this information, we will outline the next steps for your marketing team.
Head of Marketing Operations
Begin with a clearly defined marketing process and determine its future goals. Then, gather the necessary data, content, and automations and test the entire workflow. Based on the results, prioritize additional processes.
Yes, you can continue to run existing Pardot processes while setting up selected workflows in Marketing Cloud Next. First, determine which system is responsible for each process, and how consent and delivery will be coordinated. For migrated processes, it should be clear when the previous components can be phased out.
Data 360 (formerly Salesforce Data Cloud) is the essential foundation for Marketing Cloud Next. It provides data for audience targeting and personalization. The sources you connect depend on your use case. Clarify the licensing requirements, included quotas, expected usage, and who is responsible for the setup in advance.
You can use the “Copy to CMS” feature to import suitable forms and email content. However, for more complex content, it may be better to rebuild it from scratch. Note that existing automations and follow-up actions are not automatically transferred. They must be implemented and tested separately in Marketing Cloud Next to ensure they function as intended.
Yes, once the appropriate integration is in place, you can use selected personal and email interaction data via Data 360. The specific data required depends on your target audience, personalization strategies, and analytics. Also, be sure to verify data quality, ensure the data is up to date, and take existing consents into account.
Your marketing team will work in an integrated campaign environment, defining target audiences, content, and business requirements. The Salesforce administration team and the relevant technical teams will manage permissions, data structures, automations, and other related tasks. If additional data sources are involved, the IT or data teams may also be included. This is why a clear division of responsibilities and joint testing are essential from the beginning.
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