Introduced in 2024, Marketing Cloud Growth Edition and Marketing Cloud Advanced Edition empower Salesforce Data Cloud users with the unparalleled ability to run marketing automation campaigns using existing customer data. To determine which tool is right for them, many people are now comparing Marketing Cloud Growth vs Advanced.
So, what are the tools, and how do you know which tool is right for you?
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What is Marketing Cloud Growth Edition
Marketing Cloud Growth Edition is a Salesforce Data Cloud tool that enables smaller organizations to leverage their existing customer data for marketing automation campaigns. The tool was conceptualized as a data-driven content management system designed for scalability.
EBQ Tip: If you are a larger organization or looking to leverage Salesforce’s AI capabilities, then the Marketing Cloud Advanced Edition could be the tool for you.
Marketing Cloud Growth Edition’s Key Features
While the features mentioned below do not contain all of Marketing Cloud Growth Edition’s features, we wanted to shout out a few that stood out to our Salesforce experts.
Multi-channel journeys
Marketing Cloud Growth Edition allows you to develop an omnichannel customer journey that unifies email, SMS, and WhatsApp touchpoints. With this journey builder, your sales and marketing team can visualize where your customers are receiving your messages and how often you are reaching out to them.
EBQ Tip: While the Salesforce Marketing Cloud Journey Builder guide covers a different Salesforce product, you can still take a few of the Journey Builder’s best practices to inform your Marketing Cloud Growth strategy.
Advanced personalization
Marketing Cloud Growth Edition enables more dynamic content options on digital marketing campaigns based on cross-object data obtained through Salesforce Data Cloud. Dynamic content is variable content blocks that you can adjust based on known customer data, such as job titles, geographic locations, and even product preferences.
Now, Data Cloud users can create more personalized content in less time by leveraging existing customer data.
Opportunity influence and reporting
Marketing professionals often feel frustrated because they have little visibility on how their efforts have led to paying customers. Marketing Cloud Growth Edition gives users a clearer understanding of how individual campaigns are influencing their overall sales pipeline.
This tool also provides greater transparency on how leads interact with your inbound and outbound marketing efforts, such as forms, landing pages, emails, and texts.
Optimize your Salesforce Marketing Cloud Growth Edition with our team of certified Salesforce marketers. From initial setup to campaign execution, we provide comprehensive services to maximize your Salesforce tools.
What is Marketing Cloud Advanced Edition?
An expanded version of Marketing Cloud Growth Edition, the Marketing Cloud Advanced Edition leverages Salesforce AI technology to empower marketers to develop more sophisticated customer engagement strategies.
Marketing Cloud Advanced Edition is typically marketed to enterprises. In other words, businesses with a larger customer database and a larger budget would benefit most from this robust tool.
Some notable Marketing Cloud Advanced Edition functionalities
This list does not cover all the additional capabilities offered in Marketing Cloud Advanced Edition.
Predictive scoring
Gone are the days when you need to manually score each prospect to gauge which leads would engage with your marketing materials. With the Advanced Edition, you can now utilize Salesforce’s predictive analytics to target the warmest prospects with more frequent messaging.
Predictive engagement frequency
Whenever a prospect marks an email as spam, it drastically reduces your email send reputation score. To ensure high deliverability and low friction points, email marketers must pick the perfect time to send a marketing email.
Marketing Cloud Advanced Edition reduces unsubscribe rates by identifying leads that show signs of overwhelm and decreasing marketing message frequency accordingly. Drip campaigns solely target prospects who are actively engaging with your message.
Unified conversations for SMS and WhatsApp
In the past, a dedicated specialist had to manually monitor promotional SMS and WhatsApp campaigns to ensure every response was diligently followed up. Marketing Cloud Advanced Edition allows marketers to unify all conversations in a centralized location — allowing a full 360˚ picture on every touch point.
Path experiment
Many lightweight marketing automation tools do not allow you to test out journeys before you launch the campaign. With Marketing Cloud Advanced Edition, users have the power to test journeys using Salesforce Flows to understand how customers are experiencing your marketing messages.
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