Salesforce Marketing Cloud

Table of Contents

  1. Key Features
  2. Brief History
  3. Executive Team
  4. Competitors

Salesforce Marketing Cloud is a comprehensive digital marketing platform designed to help businesses create and manage personalized, one-to-one customer journeys across all channels. Its primary differentiator is its deep, native integration with the broader Salesforce Customer 360 ecosystem, providing a unified view of the customer by connecting marketing activities directly with data from sales, customer service, and commerce teams.

https://www.salesforce.com/marketing/

Key Features

  • Journey Builder: Design and automate personalized customer journeys across various channels.
  • Email Studio: Create and manage targeted email campaigns with advanced segmentation.
  • Mobile Studio: Engage customers through SMS, push notifications, and group messaging.
  • Social Studio: Publish, engage, and analyze social media content across platforms.
  • Advertising Studio: Manage and optimize advertising campaigns on social media and display networks.
  • Data Studio: Access and share second-party data for audience expansion.
  • Analytics Builder: Measure and analyze campaign performance with customizable dashboards.
  • Einstein AI: Leverage artificial intelligence for predictive analytics and personalized recommendations.
  • Marketing Cloud Connect: Integrate Marketing Cloud with Salesforce CRM for unified customer data.
  • Interaction Studio: Deliver real-time, personalized experiences based on customer behavior.
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Brief History

Salesforce Marketing Cloud was not built from the ground up but was instead assembled through a series of strategic acquisitions. The foundation was laid with the acquisition of social media listening platform Radian6 in 2011 for $326 million and social media management platform Buddy Media in 2012 for $689 million.

The most significant and defining acquisition was that of marketing automation leader ExactTarget in 2013 for $2.5 billion. This purchase formed the core of the Marketing Cloud, bringing with it powerful email marketing, journey automation, and mobile messaging capabilities. Importantly, ExactTarget had acquired B2B marketing automation provider Pardot just months before its own acquisition by Salesforce, thus bringing B2B functionality into the portfolio. Over the years, Salesforce has continued to add to the platform, acquiring data analytics provider Datorama in 2018 for over $800 million and real-time personalization engine Evergage in 2020, which have since been rebranded and integrated as Marketing Cloud Intelligence and Personalization, respectively.

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Executive Team

  • Marc Benioff: Chair & CEO, Salesforce
  • Ariel Kelman: President and Chief Marketing Officer, Salesforce
  • Stephen Hammond: Executive Vice President & General Manager, Marketing Cloud
  • Bobby Jania: Chief Marketing Officer
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Competitors

  • Adobe Marketing Cloud: Offers integrated marketing solutions with a focus on data-driven personalization.
  • Optimizely One
  • Oracle Marketing Cloud: Provides marketing automation and customer data management tools.
  • HubSpot: Known for its user-friendly inbound marketing and CRM platform.
  • Insider: Specializes in cross-channel marketing and AI-driven personalization.
  • Emarsys: Focuses on omnichannel customer engagement and automation. useinsider.com

Reference Links

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