Salesforce Marketing Cloud Growth Edition: Everything You Need to Know

When Salesforce rebranded it’s suite of Marketing products, popular modules for messaging and customer journeys were re-branded as Marketing Cloud Engagement. On the other hand, Marketing Cloud Account Engagement (previously Pardot) is tailored for B2B and account-based marketing scenarios. Now, the question arises: Is Marketing Cloud Growth Edition more closely associated with Marketing Cloud Engagement or Marketing Cloud Account Engagement?

Designed for B2B and SMB (small to medium-sized) enterprises, the Marketing Cloud Growth Edition signifies a whole new realm of possibilities built on the core Salesforce platform.

Einstein 1, or ‘On Core’ Platform

Marketing Cloud Growth Edition is anchored in Data Cloud, marking the debut of Marketing Cloud on the core Salesforce platform, known as Einstein 1. The Einstein 1 platform was introduced at Dreamforce ’23 as the revamped core Salesforce platform designed to efficiently handle generative AI. At the same event, a roadmap hinted at numerous AI-powered features for Marketing Cloud to be developed on Data Cloud. Salesforce has emphasized leveraging Data Cloud’s technology to enhance its marketing products. There are many benefits to bringing all of this functionality On-Core (On the Einstein 1 Platform), including:

  • Mapping to Salesforce Data Cloud: Core objects are linked to a Data Cloud data model, provided as a standard feature but also adaptable to suit your requirements. For instance, you can easily incorporate additional objects into your Salesforce data model if needed.
  • Flows instead of Engagement Studio or Journey Builder: Marketing Cloud Growth Edition’s automation is driven by Flow, a robust platform-wide tool within Salesforce. This means that marketing users will engage with a streamlined version, with further discussion on “non-admin flows” to come.
  • Einstein Generative AI: Marketing Cloud currently encompasses a range of “Einstein” features, serving as the overarching brand for predictive and generative AI tools. Its capabilities are set to enhance as users leverage the Einstein 1 platform for tasks like message creation, natural language segmentation, and beyond.

Unlocking The Power of Salesforce Campaigns

With Salesforce Marketing Cloud Growth Edition, users get a whole new unified view of campaigns, directly on the Einstein 1 Platform. This means that marketing teams will no longer have to juggle between various platforms or duplicate efforts, instead, they can tap into the full potential of Salesforce campaigns. As a result, businesses can expect a more seamless integration with their sales and service departments, leading to better alignment across all customer-facing teams.

Salesforce Campaigns

After naming your campaign, you will see a range of next steps to choose from:

  • Single Email with Einstein: Utilize Einstein’s generative AI to help craft email messages, adjusting tone and length as needed. By providing natural language prompts, you can generate a segment and campaign brief with ease.
  • Single Email Template
  • Message Template Series: Access a multi-step interface (similar to Engagement Studio or Journey Builder) for comprehensive campaigns.
  • Signup Form Template
  • Blank Email Campaign

Ultimately, the unification of Campaigns into one Salesforce object means that marketers will have an easier time building and focusing on the outcomes and quality of their campaigns, and less time worrying about integration and capturing every detail that could go into a campaign’s ROI calculation and attribution.

Features of Salesforce Marketing Cloud Growth Edition

With Salesforce Marketing Cloud Growth Edition comes a whole bunch of new features that have been included in different iterations on Marketing Cloud products, however, this brings them more under one roof in a simple way that any end-user can incorporate.

Einstein Co-Create

Einstein Co-Create

Utilize Salesforce’s generative AI feature to swiftly create campaigns, emails, and segments.

  • Craft campaign assets and emails rapidly: Enhance efficiency with generative AI assistance in developing campaign content and email drafts.
  • Strategically build customer segments: Employ AI cues to construct targeted customer lists for all outreach endeavors, without the need for SQL expertise or custom reports.
  • Evaluate and authorize campaign results: Refine Einstein Generative AI by endorsing or correcting outputs akin to Reddit, while directly modifying emails, campaigns, or briefs.

Create Segments with AI

Create Segments with AI

Utilize Generative AI for segment building.

  • Streamline segment creation with AI: Utilize Generative AI cues to craft customer segments using everyday language.
  • Engage data in tailored journeys: Pinpoint customers and compile lists for your email campaigns and customer journeys.
  • Supervise and authorize results: Educate Einstein by endorsing or rejecting results, and directly refine segments.

AI-Assisted Content Generation

Enhance efficiency and speed up email writing using Generative AI

AI-Assisted Content Generation
  • Streamline writing tasks: Utilize Generative AI to spark innovative ideas and compose email content
  • Craft tailored messages swiftly: Reduce content creation time and engage with customers more efficiently
  • Supervise and authorize results: Guide Einstein through endorsing and refining outputs, and directly adjust emails, campaigns, or briefs.

Einstein Send Time Optimization

Send emails at the optimal time for each subscriber to enhance engagement.

Einstein Send Time Optimization
  • Tailor email delivery to suit each customer: Increase open rates and interaction by sending messages when recipients are most receptive.
  • Outshine your email competitors: Position your content prominently in the inbox to attract the attention of your audience and stand out from other emails.

AI-Assisted Forms and Landing Pages

Attract new leads and expand your contact list

AI-Assisted Forms and Landing Pages
  • Effortlessly craft personalized landing pages: Create forms and landing pages quickly using pre-designed templates and intuitive drag-and-drop tools
  • Enhance landing pages for mobile devices: Responsive HTML design ensures content adjusts seamlessly to any screen size
  • Expand and cultivate your contact list: Guide new leads through automated journeys to deepen engagement

Salesforce Flow

Automate multi-channel customer journeys

Salesforce Flow
  • Create automated paths: Provide tailored experiences using automated criteria, wait times, and varied routes based on engagement levels.
  • Link customers to sales and service: Automate alerts to sales and service teams along the customer journey.
  • Enhance multi-channel communication: Utilize email and SMS to reach customers through preferred engagement channels.

SMS for Marketing Cloud Growth

Create diverse customer journeys for your small business clientele.

SMS for Marketing Cloud Growth
  • Streamline multi-channel communication: Utilize email and SMS for effective messaging that connects with customers where they’re most active.
  • Issue timely reminders: Boost participation and interaction through automated SMS event alerts.
  • Enhance upsell/cross-sell efforts: Notify customers of contract expirations and provide tailored promotions.
  • Conclusion

Overall, the Marketing Cloud Growth Edition offers a powerful and streamlined platform for B2B and SMB enterprises to improve their marketing efforts. With its integration into the core Salesforce platform, users can easily leverage

Engagement Scoring

Identify the prospects showing the most engagement

Engagement Scoring
  • Pinpoint the prospects with the highest likelihood of conversion: Assess a prospect’s level of engagement with your marketing through past interactions, and easily access their engagement score on the lead or contact page
  • Focus on nurturing prospects further: Segment prospects requiring additional nurturing and guide them through an automated journey
  • Direct the most engaged leads to the sales team: Set up automatic notifications for the sales team to initiate follow-ups once a prospect reaches a sufficient level of engagement

Reporting Dashboards

Enhance your marketing resources with real-time engagement metrics.

Reporting Dashboards
  • Optimize landing pages, emails, and SMS for maximum impact: Gain clear insights on how your audience interacts with your content – and refine your approach for better engagement.
  • Swiftly pinpoint underperforming assets: Identify which resources are not meeting expectations, allowing you to make necessary adjustments.
  • Analyze bounce rates and unsubscribes effectively: Boost email deliverability by monitoring subscriber attrition closely.

Salesforce Marketing Cloud Edition Comparison

Targeted at B2B, SMB (small-medium) organizations based on the functionality that will be available, now, at its launch. This includes lead capture, sending leads on journeys with email and SMS, automating notifications to sales and service teams, engagement scoring*, and reporting for engagement on assets (such as emails, SMS, landing pages and forms). With a starting price of $18,000, it’s more expensive than the lowest-cost Salesforce Account Engagement (previously Pardot) SKU, which is the other B2B marketing automation platform offered by Salesforce.

Marketing Cloud (Growth Edition) VS. Account Engagement (previously Pardot)

The primary differentiator for Marketing Cloud Growth Edition is it’s native capability to integrate SMS through Salesforce Flow which is not currently a capability of Account Engagement (previously Pardot). Additionally, as of posting this blog, Growth Edition has far surpassed Account Engagement in terms of its AI-assisted capabilities and content support. Additionally, Growth Edition’s form-building capabilities far surpass Account Engagement’s through it’s capacity to allow drag-and-drop editing of fields right from the Salesforce lead record.

Marketing Cloud Growth Edition VS. Marketing Cloud Engagement

When comparing Marketing Cloud Growth Edition to Marketing Cloud Engagement, it’s essential to highlight the distinct advantages each platform offers. Marketing Cloud Growth Edition is designed with SMB and B2B organizations in mind, focusing on streamlined, efficient campaigns across email and SMS channels supported by AI-driven insights. Its integration with Salesforce Flow enables a seamless connection between marketing efforts and sales or service teams, ensuring a cohesive customer experience.

Marketing Cloud Engagement, on the other hand, caters to a broader audience, including large enterprises, with more complex and scalable marketing needs. It offers a wider range of features, including advanced audience segmentation, comprehensive multi-channel campaigns, and deeper analytics for a detailed understanding of marketing performance.

Choosing between the two ultimately depends on your organization’s size, marketing goals, and desired level of integration with Salesforce services. Both platforms are powerful tools in the Salesforce ecosystem, designed to enhance marketing efficiency and effectiveness.

Salesforce Marketing Cloud VS. HubSpot

When it comes to B2B marketing automation for SMBs, HubSpot stands out as a major player with a comprehensive offering. As a current HubSpot customer, it’s important to note that Marketing Cloud Growth Edition doesn’t perfectly match all of HubSpot’s features. For instance, features like HubSpot CMS, chatbot, social media monitoring and posting, and HubSpot video are not available in Growth Edition.

In terms of email and SMS-based marketing automation, both Marketing Cloud Growth and HubSpot offer a similar range of features. However, a key advantage of Growth Edition is its seamless integration with Sales Cloud, eliminating the need for additional integrations that often frustrate HubSpot and Salesforce users. Moreover, there is no requirement for middleware or iPaaS tools to connect the two platforms.

Notably, Marketing Cloud Growth Edition includes SMS text messaging as a native feature within workflows, while HubSpot would need a third-party SMS application for the same functionality.

Salesforce Marketing Cloud Pricing and Limitations (Growth Edition)

Pricing for the Marketing Cloud Growth Edition is $18,000 per year. This package includes all the features outlined in this blog. With the Marketing Cloud Growth Edition, you’ll receive:

  • 180,000 email sends per organization per year.
  • 10,000 unified profiles linked through Data Cloud.
  • 10,000 activation and segmentation credits for use with Data Cloud.
  • SMS at a rate of $10 per 1,000 sends.

You can easily purchase extra credits for any of the above services based on your requirements.

Summary: Marketing Cloud Growth Edition

The Marketing Cloud Growth Edition emerges as a robust platform tailored for B2B and SMB enterprises, aiming to streamline and enhance marketing endeavors.

Its deep integration with the Salesforce platform, contrasted with competitors, enables a seamless workflow for marketing automation, including SMS and email journeys, engagement scoring, and sophisticated reporting dashboards.

This native integration eliminates the need for external connectors, thereby simplifying the process of managing lead engagement and nurturing.

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In the competitive landscape of B2B marketing automation platforms for SMBs, the Marketing Cloud Growth Edition stands out with its advantageous integration with Sales Cloud and comprehensive feature set, even when compared to heavyweights like HubSpot. Despite lacking some of HubSpot’s functionalities such as CMS and social media tools, Growth Edition’s pricing model, including email sends, unified profiles, and SMS capabilities, presents a compelling offering. The platform’s potential to significantly improve marketing efficiency and outcomes, coupled with its straightforward pricing and lack of requirement for middleware, positions the Marketing Cloud Growth Edition as a distinguished choice for SMBs looking to optimize their marketing strategies.

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