When I meet new clients as a Salesforce Marketing Cloud consultant, I’m often asked the same questions over and over. So, I decided to write a Salesforce Marketing Cloud FAQ, in the hope to answer some of the basic questions before we meet. Then, if you have further questions, I’d love to hear from you directly.
What is the Difference between Sales Cloud and Marketing Cloud?
It’s easy to distinguish between Sales Cloud and Marketing Cloud, as the Sales Cloud is a CRM, supporting the sales team. Marketing Cloud is a marketing platform, mostly supporting the marketing team. Salesforce also facilitates distributed marketing, with deep integration between Sales and Marketing Clouds.
Is Marketing Cloud a CRM?
Marketing Cloud is not a CRM. However, you can linked to Salesforce Sales Cloud (which is a CRM) via Marketing Cloud Connect.
What is included in Salesforce Marketing Cloud?
How does Salesforce Marketing Cloud work?
What can Marketing Cloud do? I often feel like answering with ‘what can’t it do’.
Salesforce Marketing Cloud is a premium marketing automation platform. At its core, it has enterprise-level ways of getting massive amounts of customer data in, multiple options to segment the data, and a superior journey builder and email template builder to create engaging 1:1 customer journeys at scale, omni-channel: via email, mobile texts or in app messages.
Beyond the core, it has many other features, such as Social Listening and Social Customer Service facilities in Social studio.
Lear more about all the builders & studios:
Is Social Studio part of Marketing Cloud?
The answer to this question is: yes and no. Yes, Social Studio is located within the Salesforce marketing cloud. But, no, you don’t automatically have access to it. Salesforce prices it separately, and must enabled it.
Who uses Salesforce Marketing Cloud?
So, you have read the section ‘What is the difference between Salesforce Marketing Cloud and Pardot?’, you can understand that B2B companies mostly use Pardot; and B2C companies mostly use Marketing Cloud.
Many top brands use Salesforce Marketing Cloud. Examples are Eurostar, Aldo, WeddingWire, DonorsChoose.org , KLM and many others. Marketing Cloud is often used by companies with 50-200 employees and 10M-50M dollars in revenue.
How Much is Salesforce Marketing Cloud?
As Marketing Cloud has about a dozen builders and studios – some of which are priced separately, it really depends how you would like to use Marketing Cloud. There is a further pricing differentiation for the number of messages you wish to send.
In a free initial consultation with us, we would be glad to discuss your needs.
Simply set up a chat now:
How do I Know if I have the Marketing Cloud?
When you buy Salesforce, you typically buy Salesforce Sales Cloud, or Service Cloud. Or maybe Communities. You buy Marketing Cloud seperately. There is a separate login for marketing cloud. You can ask your Salesforce Admin if your company has purchased Marketing Cloud. It’s not something that you can ‘look up’ in your Salesforce org as an ordinary users.
What is the Difference between Salesforce Marketing Cloud and Pardot?
While both are marketing automation platforms, these are two completely different products. People often think that Pardot is ‘simpler’. It is. But I also see that most companies are using just the bare minimum of Pardot, while there is so much more under the hood. Stay tuned for an upcoming course on Pardot on this website.
While Pardot supports the marketing for considered sales, such as in B2B scenarios, but also consumer industries and products that are important and expensive. For example, real estate, university degrees, certain kinds of insurance. The process of learning about the product or service, with the decision to purchase, is done over a period of time. Prospects are tracked on the website, graded by desirability as a client and scored for their interest in your product or service. Prospect profiles are built carefully over time, in the various steps the prospect takes, interacting with your website, email and your team.
Salesforce Marketing Cloud is a platform for supporting the marketing and customer journeys for transactional sales, i.e. the time difference between learning and deciding to buy is much shorter. Think backpacks or computer gear. Marketing Cloud can handle mass audiences and send out millions of emails.
(Update: Pardot is renamed to Marketing Cloud Account Engagement as of April 5, 2022)
Learn more about Pardot here:
How does Salesforce Connect to Marketing Cloud?
What does Salesforce Connect allow you to do? Salesforce Marketing Cloud Connect allows you to connect Salesforce Core, i.e. Sales Cloud or Service Cloud. Note that you can also connect Salesforce Communities, Commerce Cloud to Marketing Cloud.
Is Marketing Cloud Connect free?
Marketing Cloud Connect is not free. There is a Salesforce fee for enabling this separate product. As this relates to data modelling and some of the more technical aspects of Marketing Cloud, you should really involve a certified expert consultant to set this up.
How do I set up Marketing Cloud Connect?
‘How do you set up a marketing cloud connector?’ Again, this is something for which you should hire a experienced and certified Salesforce Marketing Cloud Consultant or Developer for and not do yourself.
Note that Certified MC Admins or MC Email Specialists are not suitable for this work.
Do I need a Consultant to set up Marketing Cloud ?
Yes, you do.
Certain parts of Marketing Cloud functionality can be incredibly complex. There are 6 programming languages that come to play in Marketing Cloud. Your desired solution likely will use some of these. Typically, companies do not have this skillset in house. A Certified Marketing Cloud Consultant typically studied well over a year to become certified, and that is after several years of experience with the software.
Furthermore, your company must adhere to data regulations & laws in the world of email marketing. In addition, there are many best practices that can fast track your business results from your investment.
You will see that an experienced and certified Salesforce Marketing Cloud Consultant can offer you tremendous value to:
- Actually be able to implement the desired business case. Some seemingly innocent customer journeys can require magical massaging of different data sources and filtering. That is not something that someone who used MailChimp or Marketo before can handle.
- Fast-track your project.
- Adopt best practices and avoid pitfalls.
- Train your staff.
- Ensure that your Marketing Cloud will actually be used, and/or be used to a greater degree with more sophisticated marketing ideas, workflows and campaigns.
Don’t settle for just any marketing automation consultant. Go with experienced and certified Salesforce Marketing Cloud Consultants. Like CloudAnalysts.
That’s it for our Salesforce Marketing Cloud FAQ. If you have suggestions on other questions and topics to add here, let us know.
Interested to learn if Salesforce Marketing Cloud could be good for your business?
Feel free to contact us with any questions – big or small – re. Marketing Cloud.
We love to share what it can do and help you frame a bespoke marketing solution, leveraging as many builders and studios as you may need.
Interested in a chat?
Beyond this Salesforce Marketing Cloud FAQ, I’ll be soon also writing a Salesforce FAQ and a Pardot FAQ. This will answer questions customers also asked.
- Is Salesforce just a CRM?
- Does Salesforce Do Email Marketing?
- Is Pardot a CRM?
- Why is it called Pardot? (Update: Pardot is renamed to Marketing Cloud Account Engagement as of April 5, 2022.)
- And More.