Salesforce MC Growth Edition: Your Financial Services Marketing Hero
Overview of Salesforce Marketing Cloud Growth Edition
Salesforce has announced a new marketing automation capability called Marketing Cloud Growth Edition. This is the first product built natively on Salesforce's Einstein core platform that brings together CRM data, automation, and AI-powered insights tailored for small and medium businesses (SMBs). Designed for simpler B2B use cases, Marketing Cloud Growth Edition focuses on key capabilities like campaign management, lead capture forms, email and SMS messaging, basic workflow automation, AI features, analytics, and more. It starts at $18,000 per year, making it more affordable than Salesforce's other Marketing Cloud products. The pricing also includes 10,000 unified data profiles powered by Salesforce Data Cloud for crafting targeted messaging.
Key Features and Benefits
Here are some of the notable features included with Marketing Cloud Growth Edition:
- Lead capture forms - Create web forms to capture new leads easily right within Salesforce. Forms are built using Salesforce CMS and can be written directly to CRM objects.
- Email campaigns - Design, send, and track email campaigns. Leverages Salesforce CMS and Einstein AI for optimizing send times. Supports 180K emails per year.
- SMS campaigns - Send SMS campaigns to contacts at scale. Priced at $10 per 1,000 SMS messages.
- Workflow automation - Automate tasks like sending notifications or updating records using Salesforce Flow. Events like form submissions can trigger workflows.
- Unified customer profiles - Unify data from marketing, sales, and service to build complete profiles for personalization. Gets 10K profile unifications.
- Analytics - View standard reports and dashboards for engagement metrics across campaigns powered by Salesforce Data Cloud.
- Einstein AI - Generate campaign ideas and content with Einstein, optimize send times, and more with no data science expertise required.
- Easy setup - Get started quickly with guided configuration steps optimized for SMB marketing teams.
The idea is Marketing Cloud Growth Edition gives SMBs an integrated marketing and CRM platform to capture leads, run campaigns, and analyze performance without the complexity of larger Marketing Cloud editions. And it's all natively embedded within Salesforce Lightning.
Why It Fits Financial Services Firms
There are a few reasons why Marketing Cloud Growth Edition can be a great fit for small and mid-sized financial services organizations looking to scale up marketing:
1. Accessible Pricing
The $18K per year pricing makes robust marketing automation much more attainable for smaller financial firms compared to products like Salesforce Marketing Cloud Enterprise. The included SMS messages and data unifications also help maximize value. Add-on costs like additional emails, SMS, profiles, etc., allow financial companies to cost-effectively scale capabilities as marketing goals grow over time.
2. Integrates Financial Data
Out-of-the-box integration with Financial Services Cloud gives marketers easy access to valuable accounts, contracts, and other financial data right within the platform. This financial data can be used to segment contacts and power personalized messaging that promotes relevant products and services to the right customers.
3. Drives Growth
With tools like multi-channel campaigns, lead capture forms, and workflow automation, Marketing Cloud Growth Edition provides excellent capabilities for fueling new business growth. Financial services teams can generate more high-quality leads, nurture them via targeted campaigns, and efficiently hand them off to sales - leading to more conversions and revenue.
4. Enhances Personalization
Unified customer profiles combine data from marketing, sales, service, and financial sources all in one place. This gives a complete 360-degree view of contacts. Leveraging these data-driven profiles, financial brands can craft highly personalized messaging and customer experiences. More relevance typically leads to better engagement and conversions.
5. Provides Powerful Insights
Embedded analytics make it easy for financial marketers to demonstrate campaign ROI and the overall impact of marketing on pipeline and revenue growth. Rich engagement data shows what messages, offers, and campaigns perform best so financial services teams can optimize spending. These insights help secure marketing budget and headcount as tangible value is demonstrated to company leadership.
Conclusion
Marketing Cloud Growth Edition brings together the data, automation, and intelligence financial services teams need to scale marketing operations effectively - all on an accessible Salesforce platform. By integrating financial account data, driving lead generation, enabling personalized cross-channel campaigns, and providing analytics, this edition can help small and mid-sized financial brands cost-effectively deliver the experiences customers expect. The result can be accelerated growth and clearer marketing attribution for financial service providers. And with an upgrade path to Salesforce Marketing Cloud Enterprise, companies have room to expand as needs evolve.