Salesforce Marketing Cloud: Features & Pricing

Last updated:
October 24, 2023

Salesforce Marketing Cloud is a complete cloud-based CRM platform that offers a range of feature-rich products to help businesses reach their marketing goals. With capabilities spanning from email marketing to personalized customer journeys, it's no wonder this platform is a top choice for many enterprises. In this article, we'll take an in-depth look at what Salesforce Marketing Cloud offers, how it differs from Salesforce, and its pricing structure.

Key Takeaways:

  • What is Salesforce Marketing Cloud: A comprehensive, cloud-based platform designed for automating, optimizing, and measuring multi-channel marketing campaigns.
  • Difference between Salesforce and Salesforce Marketing Cloud: Salesforce is a CRM-centric tool, while Salesforce Marketing Cloud specializes in advanced marketing automation, with both designed to work in tandem.
  • Features & Products: Includes specialized tools for email marketing (Email Studio), customer journey mapping (Journey Builder), real-time personalization (Marketing Cloud Personalization), and customer data aggregation (Marketing Cloud Customer Data Platform).
  • Pricing: Costs vary depending on business size and needs, with the most popular plan being the Salesforce Marketing Cloud Engagement plan starting at $1250 USD/organization/month, billed annually.
  • Implementation Partner: Twelverays offers specialized consultation for implementing Salesforce Marketing Cloud, providing ongoing support and training tailored to your organization's needs.

What is Salesforce Marketing Cloud?

Salesforce Marketing Cloud is a cloud-based digital marketing CRM platform that enables businesses to automate, optimize, and measure campaigns across multiple marketing channels. Whether it's through email campaigns, social media marketing, or mobile marketing, this platform offers tools that help businesses drive customer engagement and business growth.

Essentially Salesforce Marketing Cloud does three things for businesses: Provides a Complete Suite of Marketing Products, Provides AI-Powered Analytics & Automation, Provides Complete Integration with Other Salesforce Products.

  • Complete Suite of Marketing Products: Salesforce Marketing Cloud offers an array of specialized service products, each targeting different aspects of digital marketing such as email automation, customer journey mapping, and real-time personalization. This makes it a one-stop solution for businesses aiming to conduct multi-faceted marketing campaigns.
  • AI-Powered Analytics: Salesforce Marketing Cloud incorporates Einstein, Salesforce's AI technology, to offer advanced analytics capabilities. These analytics tools provide insights into customer behavior and campaign performance, allowing businesses to adapt their strategies for better outcomes, more efficient customer acquisition, and higher ROI.
  • Integration with Other Salesforce Products: One of the platform's key strengths is its seamless integration with other Salesforce offerings, such as Salesforce CRM. This enables businesses to not only execute campaigns but also track and measure their effectiveness in real-time, all within the Salesforce ecosystem.

Salesforce vs Salesforce Marketing Cloud

Salesforce vs Salesforce Marketing Cloud

While Salesforce primarily focuses on Customer Relationship Management (CRM), Salesforce Marketing Cloud is geared towards a more specialized audience looking for advanced marketing automation tools. Although both are products of the same company, Salesforce Marketing Cloud's core functionalities are designed to complement the CRM capabilities of Salesforce, facilitating more tailored marketing strategies and customer interactions.

Salesforce serves as a foundation for managing customer data, sales pipelines, and other relational interactions, making it indispensable for sales teams and customer service departments.

On the other hand, Salesforce Marketing Cloud specializes in leveraging this customer data to execute highly targeted marketing campaigns across multiple channels like email, social media, and mobile. This enables businesses to have a more unified, data-driven approach to their customer engagement efforts.

Additionally, while Salesforce's capabilities can be extended through various modules and add-ons, Salesforce Marketing Cloud comes as a standalone suite of tools that offer advanced features right out of the box, such as AI-powered analytics and real-time personalization. This makes it a go-to solution for marketing professionals and businesses who need in-depth functionality without extensive customization.

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Salesforce Marketing Cloud Features & Products

Salesforce Marketing Cloud Features & Products

Salesforce Marketing Cloud provides a complete suite of 10 distinct service products, each designed to cater to specific marketing needs and challenges faced by businesses today. These products come equipped with unique features, capabilities, and potential applications, making them highly versatile tools for companies looking to improve their marketing efforts across a range of channels.

Email Studio

Email Studio is an advanced email marketing platform that provides a range of functionalities from basic email marketing functions to AI-powered campaigns. Businesses can use it for everything from transactional emails to personalized messages, making it a key component in any digital marketing strategy. It's ideal for businesses that heavily rely on email marketing for customer engagement.

Email Studio Features: Drag-and-drop content builder, predictive analytics, a/b testing, automated drip campaigns.

Journey Builder

Journey Builder is a visual tool for creating complex, automated customer journeys across multiple touchpoints. It allows businesses to design customer journeys with tailor-made content and interactions. Through automated multi-channel journeys, businesses can engage customers across devices, making it a must-have for any marketing professional. Companies looking to nurture leads and improve customer lifetime value often find this product invaluable.

Journey Builder Features: Customer journey mapping, trigger-based campaigns, multi-channel support (through email, mobile, social, and more), goal metrics and KPI trackers

Marketing Cloud Personalization

Marketing Cloud Personalization includes AI-powered real-time personalization and dynamic content features. Companies can use this tool to segment contacts based on their behavior and preferences, creating a more targeted and effective marketing touchpoints.

Marketing Cloud Personalization Features: Real-time dynamic content adjustment, audience segmentation based on customer behavior, personalization engine (AI for personalized customer experience), retargeting (automatically reach out to customers who have interacted with your brand but not converted.).

Marketing Cloud Customer Data Platform

Marketing Customer Data Platform (CDP) offers features that allow businesses to build comprehensive customer profiles from billions of profiles, including data from other Salesforce products like Sales Cloud. It enables companies to unify and manage all their customer data in a single platform.

Marketing Cloud Data Platform Features: Aggregates data from various sources to create customer in-depth customer profiles, combines data from other Salesforce products, real-time customer profile updates

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Marketing Cloud Intelligence

Marketing Cloud Intelligence

Marketing Cloud Intelligence offers advanced analytics tools to gain insights into customer behavior. These rich analytics help businesses to adapt their strategies, ensuring better outcomes and reduced customer acquisition costs.

Marketing Cloud Intelligence: Customizable analytic dashboards with real-time insights, predictive scoring for customer actions, customer segmentation analytics.  

Marketing Cloud Account Engagement

Marketing Cloud Account Engagement powered by Pardot is a feature especially useful for B2B companies. It offers account-based marketing features to help sales teams focus their efforts more effectively, shortening sales cycles and increasing ROI.

Marketing Cloud Account Engagement Features: Account-based marketing, lead prioritization, sales playbooks (guidelines for sales interactions), revenue attribution (track how much revenue is generated by specific marketing efforts).

Marketing Cloud Advertising

Marketing Cloud Advertising is a feature that focuses on multi-channel campaign execution. From dynamic advertising to social listening, this feature allows businesses to run more targeted ads and measure their effectiveness.

Marketing Cloud Advertising Features: Ad targeting (enables highly targeted ads based on customer data), social listening (monitors social media for brand mentions and sentiments), budget allocation (automated suggestions for where to allocate ad spend), ad creative testing (test different ads to find the most effective ones)

Mobile Studio

Mobile Studio offers mobile advertising capabilities including SMS and app notifications. With Mobile Studio, businesses can manage their mobile marketing strategies effectively, from push notifications to in-app messaging.

Mobile Studio Features: SMS Marketing (SMS based marketing campaigns), push notifications.

Google Marketing Platform

Google Marketing Platform is an integrative feature between Salesforce Marketing Cloud and Google Marketing Platform, including Google Analytics 360. This integration allows businesses to combine Salesforce's customer data with Google's analytics for more comprehensive reporting and better decision-making.

Google Marketing Platform Features: Google analytics 360 sync (data sharing between Salesforce and Google Analytics), cross-platform reports (combined reports across Google products and Salesforce)

Data Sharing

Data sharing is an essential feature for larger businesses or those with multiple business units. Salesforce Data Studio facilitates collaboration by making it easier to share data across different departments, ensuring alignment in marketing efforts.

Data Sharing Features: Cross-departmental data access, real-time sync (real-time updates across different departments), audit trails (track who accessed what data, when and why).

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Salesforce Marketing Cloud Pricing

Salesforce Marketing Cloud Pricing

Salesforce Marketing Cloud pricing varies depending on the size and needs of your business. The cost can range from a basic plan for smaller B2C businesses to more advanced plans for large B2B enterprises.

The most popular plan in Saleforce’s Marketing Cloud is Salesforce's Marketing Cloud Engagement plan priced at $1250 USD/organization/month.

Salesforce Marketing Cloud Engagement Pricing

  • Pro: Starting at $1250 USD/organization/month (billed annually)
  • Corporate: Starting at $4200 USD/organization/month (billed annually)
  • Enterprise: Contact Salesforce for a quote.
  • Features Include: Email Marketing, Content Creation, Integration with Salesforce Sales Cloud, Journey Builder, Mobile Messaging, Powered by Einstein, Manage Multiple Businesses

Salesforce’s Marketing Cloud Engagement plan includes a well-rounded collection of capabilities that span a variety of consumer connection channels, including email and mobile. This plan's adaptability makes it a popular choice for businesses wishing to strengthen their client interaction tactics without committing to more specific or specialized offerings. It's especially popular among organizations that have some expertise with digital marketing and want to expand their efforts.

The other popular Salesforce Marketing Cloud plan is the Salesforce Marketing Cloud Account Engagement plan starting at $1250 USD/organization/month (billed annually).

Salesforce Marketing Cloud Account Engagement Pricing

  • Marketing Cloud Account Engagement: $1250 USD/organization/month (billed annually)
  • Plus: $2750 USD/organization/month (billed annually)
  • Advanced: $4400 USD/organization/month (billed annually)
  • Premium: $15,000 USD/organization/month (billed annually)
  • Features Include: Marketing Automation (incl. Email Marketing), Lead Generation, Landing Page Builders (with templates)  

Saleforce’s Marketing Cloud Account Engagement plan powered by Pardot is another popular choice, especially for B2B companies. Pardot is Salesforce's B2B marketing automation tool, and this plan focuses on generating high-quality leads and accelerating pipeline growth. It's particularly well-suited for businesses that have longer sales cycles and need to maintain strong relationships with leads and customers over time.

The Marketing Cloud Account Engagement plan often appeals to businesses that require a more targeted and account-specific approach to marketing, with features that help in segmenting and nurturing leads, scoring and grading them, and automating marketing tasks to free up staff for more strategic work.

Salesforce Implementation Partner: Twelverays

Salesforce Marketing Cloud is an extensive and feature-rich platform designed to meet the varied needs of modern marketers. Whether you're looking to fine-tune your email marketing efforts, improve customer journeys, or delve into the world of AI-powered analytics, this CRM platform offers tools to meet and exceed your marketing goals.  

Interested in Salesforce Marketing Cloud? Whether you're feeling overwhelmed by its expansive capabilities or simply want to unlock its full potential, Twelverays is the expert digital marketing agency you've been looking for. We don't just specialize in setting up and fine-tuning Customer Relationship Management systems like Salesforce; we specialize in accelerating your impact.

Our team of seasoned consultants will collaborate with you to tailor Salesforce Marketing Cloud to your organization's distinct needs. We’ll guide you through every step, from segmenting your audience and automating campaigns to integrating your CRM with other platforms for a seamless experience. Plus, we offer ongoing support and training to keep your strategies sharp and effective.

Revolutionize your entire marketing game with Salesforce Marketing Cloud. With Twelverays as your implementation partner, you’ll do more than just manage relationships; you'll forge stronger connections and drive transformative change. Ready to get started? Book a Discovery Call today and let's create a digital marketing strategy that's as unique and ambitious as your mission.

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