Salesforce Marketing Cloud

Introduction

Salesforce is arguably one of the most well-known software companies in the world. It was founded in 1999 and started as a SaaS company focused on customer relationship management.

What is the Marketing Cloud used for?

The Marketing Cloud is designed to combine all marketing channels in one place. With the help of the software, marketing activities such as email, social media, mobile apps, SMS, websites, and more can be centrally managed and created.

The software includes the following core functions, among others:

In addition, there are apps provided by Salesforce and other vendors through the Salesforce AppExchange that further enhance the program and adapt it to specific needs.

There are more than 4,000 apps available on AppExchange, serving a wide range of industries, including healthcare, finance, retail, and many others.

The Marketing Cloud is therefore a very powerful digital marketing automation tool with advanced analytics capabilities. Interestingly, it is not the only marketing software offered by Salesforce.

Marketing Cloud vs. Pardot

Another Salesforce product that sometimes causes a bit of confusion is Salesforce Pardot. The confusion arises because both products are used for marketing purposes.

However, the tools differ in that Pardot is primarily designed for B2B (Business-to-Business) marketing. It is aimed at companies that want to automate their marketing and sales processes and guide leads through the sales funnel.

The Marketing Cloud, on the other hand, focuses on B2C (Business-to-Consumer) marketing. It is particularly suited for companies that want to run complex, large-scale marketing campaigns across multiple channels.

How does the Marketing Cloud work? 

Salesforce Marketing Cloud is a standalone software and is not built on the core Salesforce platform. The technology behind the Marketing Cloud is based on a different platform that was acquired in 2013. However, both platforms can be integrated with each other.

Combining the CRM with the Marketing Cloud allows companies to seamlessly coordinate marketing, sales, and customer service activities. This integration is made possible through a connector that synchronizes data between the two systems.

The Marketing Cloud consists of two types of modules - Studios and Builders. Studios and Builders focus on different aspects of marketing. Studios are specialized in content creation and channel management, while Builders focus on data management and automation. This specialization enables users to work more efficiently by providing exactly the tools they need for their specific tasks.

Studios

Studios are designed for managing content and specific marketing channels. They focus on creating, managing, and delivering content across different platforms. Each Studio is specialized in a different area of marketing.

Examples include:

Builders

Builders are tools designed for managing data and automating marketing campaigns. They focus on orchestrating and executing campaigns, using data to personalize and optimize marketing activities.

Journey Builder: Enables marketers to design and automate customer journeys across multiple channels. It helps create personalized experiences based on customer behavior and data.

Audience Builder: Provides advanced segmentation capabilities, allowing marketers to create detailed audience segments using data from various sources, including CRM systems.

Marketing Cloud Einstein 

The name Einstein is recognized worldwide as a symbol of intelligence. This inspired Salesforce to name its artificial intelligence within the Marketing Cloud Einstein - to emphasize how smart and powerful the tool is.

The AI can analyze customer data and past interactions to help personalize campaigns, predict customer behavior, and optimize marketing efforts — ultimately leading to better results.

The AI includes the following core features:

Einstein Send Time Optimization: Sends emails at the ideal time for each recipient to increase open rates.

Einstein Engagement Scoring: Identifies the contacts with the highest engagement and helps prioritize outreach.

Benefits: By leveraging artificial intelligence, Marketing Cloud Einstein can help save time, improve campaign performance, and ultimately achieve a better return on marketing investment (ROI).

The artificial intelligence within the Marketing Cloud is an exciting and rapidly evolving area that continues to gain new capabilities. For example, at the time of writing this article, the Generative AI feature had just been introduced. It assists in creating email subject lines, text content, and even custom brand personalities to craft more engaging marketing messages.

What advantages does the Marketing Cloud offer? 

According to Salesforce, the Marketing Cloud leads to:

Our experience in the industry has shown that we can confirm these statements. When used correctly, the software becomes a powerful tool. It has helped numerous companies increase their revenue, and it is no coincidence that Salesforce has become a heavyweight in the IT industry with worldwide recognition.

Which companies is the Marketing Cloud suitable for?

The Marketing Cloud is one of the most powerful software solutions on the market, but not the only one. There are many options available, and as with any purchasing decision, it is important to compare alternatives carefully before making a choice.

Which criteria should be considered for or against the Marketing Cloud? The decision is always highly individual, as every company has different priorities and operates in its own way. Below are some characteristics that can help you evaluate whether it’s the right fit.

The Marketing Cloud may be a good fit for your organization if you:

Are you considering introducing marketing software into your organization? Feel free to contact us for a free initial consultation and get expert advice from our market professionals.

Success Stories of Marketing Cloud 

There are numerous success stories involving the Marketing Cloud from world-renowned companies. The pharmaceutical giant Bayer used the platform to improve its sales through data-driven strategies.

Salesforce serves as Bayer’s central data platform, enabling the targeted collection of information and providing the team with a comprehensive 360-degree customer profile. Bayer developed a database containing numerous attributes and data points.

This data foundation made it possible to create micro-segments based on criteria such as preferred communication channels or professional interests. Using the Marketing Cloud, these micro-segments were leveraged to design tailored customer journeys and campaigns. In this way, Bayer was able to attract new customers and encourage doctors who already prescribed their products to recommend additional ones.

The company achieved further success by integrating several features of Einstein, Salesforce’s AI system, which helped improve the effectiveness of newsletter headlines and optimize message delivery timing.

Another major corporation, Coca-Cola, achieved a 30 percent increase in email open rates through the Salesforce Marketing Cloud by delivering personalized content and offers to its customers.

The German company Adidas used the Marketing Cloud’s automation features for its email campaigns, resulting in an average cost reduction of 40 percent and an 8 percent increase in channel contribution for dynamic newsletters compared to the previous year.

Costs of SF Marketing Cloud

Salesforce uses a tiered pricing model, where the cost varies depending on the available features. The prices for these plans are generally based on factors such as contact volume, send volume, and access to advanced functionalities.

The Basic plans are designed for small businesses, while the Pro plans target growing companies with more complex requirements. The Enterprise plans offer the highest capacity and the most advanced features, typically used by large enterprises.

In addition, there are optional add-on modules available for specific needs such as social media management or advanced marketing analytics. Since Salesforce provides customized pricing, you need to contact the company directly to receive a quote based on your organization’s specific requirements.

To give you a general idea, costs typically range from around €1,250 per month up to €15,000 per month or more, depending on the business plan.

The previously mentioned modules, such as Social Studio and Data Cloud for Marketing, have their own separate pricing structures.

There is also a special pricing model for nonprofit organizations, which offers lower rates starting at around €500 per month.

Conclusion

Salesforce is a leading provider of software solutions, founded in 1999 and originally specialized in customer relationship management (CRM). Over the years, the company has significantly expanded its portfolio, leading to the creation of the Salesforce Marketing Cloud. Today, this platform is one of the leading tools in the business world, enabling centralized management and creation of marketing campaigns across various channels such as email, social media, mobile apps, and more.