Written By:
Andy Carlson | Marketing Cloud Architect
Salesforce’s Digital Marketing suite is an ever-evolving powerhouse offering cutting-edge solutions tailored to meet the diverse needs of businesses worldwide.
Among the marketing software, Marketing Cloud Account Engagement (Pardot), Marketing Cloud Engagement, and Marketing Cloud Growth each wield unique characteristics and capabilities to drive sales, enhance customer engagement, and fuel business growth. But what is the difference between these products really?
Let’s take a comparative deep dive into the various Salesforce products and their associated features, functionalities, pricing, metrics and more to help you determine the right choice for your company.
Marketing Cloud Account Engagement (Pardot/MCAE):
Designed for small to medium-sized business with little to no technical marketing resources, MCAE is Salesforce’s dedicated B2B marketing automation platform. MCAE can be a total game-changer for businesses looking to streamline their marketing campaigns and sales processes. At its core, MCAE enables marketers to create personalized email campaigns, nurture leads, and drive engagement throughout the customer experience. Its intuitive interface and robust automation features empower marketers to deliver the right message to the right audience at the right time, thereby maximizing conversion opportunities. Leveraging MCAE’s lead scoring, tracking, and analytics capabilities, businesses can gain valuable insights into prospect behavior and tailor their strategies for optimal results.
Ease of Use: Relatively Easy (2 out of 5)
Licensing Cost Per Org: $1,250/month w/Unlimited Licenses
Cost to Implement: Starts at $5k
Cost to Manage: $5k/month to manage (Cost increases as DB increases)
Core Functionality: Email, Landing Pages, Segmentation, Forms, A/B Testing, Dynamic Content, API integration
Required Level of Expertise for Success (1 to 5): (2) Basic marketing automation functionality with little expertise
Marketing Cloud Engagement (MCE):
Designed for medium to enterprise-sized businesses with technical marketing resources, MCE is a comprehensive marketing platform designed to orchestrate seamless omnichannel marketing experiences across email, social media, mobile, and more. Marketing Cloud Engagement empowers marketers to create dynamic, personalized campaigns that resonate with customers at every touchpoint. From email marketing and social media advertising to mobile messaging and customer journey mapping, MCE offers a plethora of content creation tools and automation capabilities to engage audiences effectively. Its robust analytics and Einstein AI-driven insights enable marketers to track performance, optimize campaigns, and drive tangible results.
Ease of Use: Relatively Difficult (4 out of 5)
Licensing Cost Per Org: $1,250/month w/20 License default (can add more)
Cost to Implement: Starts at $15k
Cost to Manage: $15k/month to manage
Core Functionality: Email Studio, Content Builder, Journey Builder, Transactional Sends, Multi-channel Fulfillment (SMS/MMS, Push Content), powerful Automation (SQL, API, ETL), Analytics, Einstein AI
Required Level of Expertise for Success (1 to 5): (4) Basic marketing functionality can be achieved by a non-technical individual, but many aspects will require technical resources
Marketing Cloud Growth (MCG):
Designed for small to medium-sized businesses with technical resources and multiple sources of customer data and no single source of truth, Salesforce’s latest option Marketing Cloud Growth prioritizes data management, business expansion, and revenue generation. This specialized offering integrates seamlessly with Salesforce CRM, leveraging advanced lead generation, lead scoring, and predictive analytics to identify high-value prospects and prioritize sales efforts. By aligning marketing and sales strategies, MCG enables businesses to accelerate pipeline growth, drive conversions, and maximize revenue opportunities. Its emphasis on data-driven decision-making and collaboration fosters a unified approach towards business expansion and customer acquisition.
Ease of Use: Relatively Difficult (4 out of 5)
Licensing Cost Per Org: $1,500/month w/20 License default (can add more)
Cost to Implement: Starts at $10k
Cost to Manage: $5k/month to manage
Core Functionality: Email, Transactional Sends, Multi-channel Fulfillment (SMS/MMS, Push Content), powerful Automation (SQL, API, ETL), Analytics, AI
Required Level of Expertise for Success (1 to 5): (3) Basic marketing functionality can be achieved by a non-technical individual, but, like MCE, numerous facets will require technical resources. More limited than MCE, but also has flexibility.
The Rub
Salesforce’s menu of digital marketing solutions offers a diverse array of tools and functionalities to address the evolving needs of businesses in today’s digital landscape. Whether it’s automating B2B marketing processes, orchestrating omnichannel campaigns, or driving revenue growth, Marketing Cloud Account Engagement (Pardot), Marketing Cloud Engagement, and Marketing Cloud Growth empower marketers to enhance their customers’ lifecycle, achieve their goals, and unlock new opportunities for success. By leveraging these powerful platforms, businesses can stay ahead of the curve, engage customers effectively, optimizing their workflows, and drive sustainable growth in a competitive marketplace.
If you’d like assistance determining which Salesforce Marketing Cloud product meets your business needs and budget, contact The CRM Firm.
