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Salesforce Marketing Cloud Pricing – How to get most value

Jun 26, 2024

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Salesforce Marketing Cloud is a powerful platform that offers various tools to enhance your marketing efforts. However, understanding its pricing can be a bit challenging due to its complexity and the various factors that influence the cost. In this article we will break down things down in 2 parts: Salesforce Marketing Cloud pricing for Engagement (fka SFMC) and Marketing Cloud Account Engagement pricing (fka Pardot). For each part, we are looking not just at the Salesforce list prices, but also how the marketing team, the finance director, and the sales director can get most value from each platform.

Part 1: Salesforce Marketing Cloud Pricing for Engagement

1.1 SFMC’S Value for the Marketing Team

Overview of Marketing Cloud Engagement: Marketing Cloud Engagement is designed to help your marketing team create personalised and data-driven campaigns across multiple channels, including email, social media, mobile, and web. It offers tools for audience segmentation, journey builder, email studio, and more. Its Content Builder is ideal for team collaboration, getting improved usage out of marketing assets and building new email campaigns from scratch by just leveraging others already built.

Pricing Insights: The pricing for Marketing Cloud Engagement is generally based on several factors such as the number of contacts, email sends, and additional features or add-ons. It typically starts at a few thousand dollars per month and can scale significantly based on your needs.

Key Considerations:

  • Number of Contacts: The more contacts you manage, the higher the cost.
  • Email Sends: Costs can vary based on the volume of emails you plan to send.
  • Add-Ons: Advanced features like AI-powered insights, additional storage, or premium support can add to the cost.

1.2 Salesforce marketing cloud pricing and value for the Sales team

Enhancing Sales Alignment: Marketing Cloud Engagement can help align marketing and sales efforts by providing insights into customer behaviours and preferences, which can be leveraged to tailor sales strategies.

Lead Management:

  • Lead Scoring: Use insights from marketing campaigns to prioritize leads based on their engagement and likelihood to convert.
  • Integration with CRM: Seamlessly integrate with Salesforce CRM to ensure sales teams have up-to-date information on leads and customers.

Performance Metrics: Track the effectiveness of marketing campaigns and their impact on sales. Metrics such as lead conversion rates, sales cycle length, and revenue growth are critical for evaluating the success of marketing initiatives.

1.3 SFMC Pricing insights for the FCO

Cost Structure: Understanding the cost structure is crucial for budgeting and financial planning. Marketing Cloud Engagement’s pricing model is subscription-based, with potential costs including the base subscription fee, add-ons, and overage charges for exceeding contact or email limits.

Budget Planning:

  • Base Subscription: Starts at approximately $1250 or £1,000 per month for basic plans, for up to 10,000 contacts. (Published rack rates as of June 26, 2024. We have however managed to realise significant discounts for our clients, so takes these prices as indicative rather than ‘set in stone’. )
  • Add-Ons: Additional features like advanced analytics may increase costs by hundreds or even thousands of dollars per month. In addition, premium support costs 30% of net license fees, although standard support is freely included.
  • Overages: Exceeding contact or email limits can lead to additional charges, so it’s important to monitor usage closely.

ROI Consideration: Investing in Marketing Cloud Engagement can significantly enhance your marketing efforts, leading to higher engagement and conversion rates. It’s important to measure the ROI by tracking metrics such as customer acquisition cost, customer lifetime value, and overall campaign performance.

Salesforce Marketing Cloud Pricing – Engagement

SFMC
EDITION

PRO

CORPORATE

ENTERPRISE

FOCUS
Personalised marketing automation
Personalised cross-channel strategic marketing
Sophisticated journeys across channels, brands, and geographies
PRICING
$1,250 or £1,000 GBP/org/month* (billed annually)
$4,200 or £3,360 GBP/org/month* (billed annually)
Pricing by quote
USE CASES
Email Marketing
Content Creation
Robust analytics
Journey Orchestration
Mobile Messaging
AI-Powered Insights
Journey Orchestration
Multiple BU’s
Global platform
    BUILDERS & FEATURES:
Email Marketing
Yes
Yes
Yes
Content Builder
Yes
Yes
Yes
Mobile Messaging
Yes
Yes
CRM Integration
Yes
Yes
Yes
Manage Multiple BU’s
Yes
Yes
Journey Builder
Yes
Yes
Automation Studio
Yes
Yes
Yes
Powered by Einstein
Yes
Yes
Einstein Recommendations (Email)
Yes
Yes
Yes
Einstein Recommendations (Web)
Yes
Yes
Einstein Engagement Scoring
Yes
Yes
Einstein Engagement Frequency
Yes
Yes

While this is a comprehensive table, there are more details to be had. We would welcome the discussion of your needs and your team’s capacity of marketing automation and then can fill you in more of the rest. Contact us for a free initial consultation.

Part 2: Salesforce Marketing Cloud Pricing for Account Engagement fka Pardot

2.1 Pardot pricing and value for the Marketing Team

Overview of Marketing Cloud Account Engagement: Pardot, now known as Marketing Cloud Account Engagement, is a B2B marketing automation platform that helps your team create and manage lead generation campaigns, email marketing, and lead nurturing processes. It has unique tracking features, whereby you can uncover every step a prospect takes on your web and how it interacts with your marketing assets and campaigns on social media and other sides as well. Beyond this, it has a sophisticated lead scoring and grading. Thirdly, its deep Salesforce integration, special ABM analytics dashboard, list segmentation automations and engagement studio journey creations allows you to do ABM to a level that is not matched by other email packages on the market. See all reasons why Pardot if you want more.

Pricing Insights: Pardot’s pricing is typically based on the number of users and the features included in the plan. It also starts at around £1,000 or $1,250 per month for the basic plan and can go up significantly for more advanced features and higher user counts. We at CloudAnalysts help companies to get most of of the lowest cost packages to enhance their value and ROI from the software.

Key Considerations:

  • Number of Users: The cost increases with the number of users who need access.
  • Feature Set: Basic plans include core features, while more advanced plans offer features like AI-powered analytics, custom user roles, and advanced reporting.
  • Contact Database Size: Larger contact databases may require higher-tier plans.

2.2 Pardot’s Value for the Sales team

Enhancing Sales Alignment: Pardot provides tools that help bridge the gap between marketing and sales teams, ensuring that sales teams receive high-quality leads and actionable insights.

Lead Management:

  • Lead Scoring and Grading: Use Pardot’s scoring and grading system to prioritize leads based on engagement and fit.
  • CRM Integration: Seamlessly integrate with Salesforce CRM to provide sales teams with detailed information on lead activity and history.

Performance Metrics: Track key metrics such as the number of qualified leads generated, lead-to-opportunity conversion rate, and the impact of marketing efforts on sales pipeline and revenue.

2.3 Pardot Pricing insights for the FCO

Cost Structure: Pardot’s pricing is also subscription-based, with different tiers offering varying features and user limits. Understanding the cost implications of each tier is important for financial planning.

Budget Planning:

  • Basic Plan: Starts at around $1,250 of £1,000 per month for up to 10,000 contacts. It includes essential as well as many advanced features.
  • Advanced Plans: Higher-tier plans can range from $2,000 to $4,000 per month or more, depending on additional features and user licenses.
  • Additional Costs: Consider potential additional costs for extra user licenses, premium support, and overages.

ROI Consideration: Pardot can improve lead management and marketing efficiency, leading to better-qualified leads and higher conversion rates. Assess the ROI by tracking metrics such as lead quality, conversion rates, and overall campaign ROI.

Pardot Pricing

SFMC
EDITION

GROWTH

PLUS

ADVANCED

PREMIUM

FOCUS
Fuel growth with marketing automation
Power innovation with advanced marketing automation and analytics.
Sophisticated journeys across channels, brands, and geographies
Enterprise-ready features with predictive analytics and support.
PRICING
$1,250 or £1,000 GBP/month up to 10,000 contacts billed annually
£2,200 GBP/month up to 10,000 contacts billed annually
£3,520 GBP/month up to 10,000 contacts billed annually
£12,000 GBP/month up to 75,000 contacts billed annually
HIGHLIGHTS
Lead Nurturing and Scoring
Engagement History Dashboards
Campaign Reporting and Insights
Cross-Channel Journeys
Multitouch and ABM Dashboards
B2B Marketing Analytics
Dedicated IP Address
AI-Powered Capabilities
Business Units and Sandboxes
Includes All Capabilities
Premier Success Plan
Increased Performance and SLA Support
    FEATURES
Lead Generation, Qualification, and Management
Yes
Yes
Yes
Yes
Email Marketing and Personalisation
Yes
Yes
Yes
Yes
Advanced Dynamic Content
£400/month
Yes
Yes
Yes
Prospect Tracking
Yes
Yes
Yes
Yes
Business Units and Developer Sandboxes
Yes
Yes
Artificial Intelligence for Marketing and Sales
Yes
Yes
Predictive Analytics and Personalised Product Support
Yes
External Activity API
Yes
Forms & Landing pages
50
Unlimited
Unlimited
Unlimited
Tracked Social Posts
YES
Yes
Yes
Yes
Automation Rules
50
100
150
150
Engagement Programs(akin to Journey Builder)
Yes
Yes
Yes
Yes
Lead Scoring and Grading
Yes
Yes
Yes
Yes
Competitor Monitoring
100
250
1000
1000
Custom Object Integration
£400/month
YES
YES
B2B Marketing Analytics Plus
£
£
5 licenses
Einstein Account Identification, Send Time Optimisation, Einstein Lead Scoring, Einstein Behaviour Scoring, Einstein Campaign Insights and Einstein Engagement Frequency
YES
YES

Over to you

Understanding the pricing of Salesforce Marketing Cloud Engagement and Marketing Cloud Account Engagement (Pardot) is essential for making informed decisions. Whether you are part of the marketing team, a finance director, or a sales director, knowing the cost structure and potential ROI can help you justify the investment and plan accordingly. All will benefit from a tailored approach to evaluating and leveraging marketing cloud’s powerful tools to achieve their business objectives. Remember that we are here to help.

Questions

re. Salesforce marketing cloud pricing

Call us!

If you have any questions regarding Salesforce marketing cloud pricing, or would like insights on how to bring the cost down from where you are today, we do this for a living and have helped many customers cut overage fees, get the most out of the smallest package. We can also help you analyse which marketing automation platform is best for your business needs, today and in the future.

Interested to learn more?

We would be very happy to help you.