Mastering Salesforce Marketing Cloud Updates:
What Marketers Need to Know Post-Dreamforce 2024
As the dust settles after Dreamforce 2024, it’s time to unpack the latest Salesforce Marketing Cloud updates. This year’s announcements introduce powerful features across all Marketing Cloud products, especially for Marketing Cloud on Core, and signal a shift in focus that marketers need to be aware of. Whether you’re using Marketing Cloud Engagement (ExactTarget), Account Engagement (Pardot), or the new Marketing Cloud Advanced edition, the updates provide marketers with greater flexibility, improved AI integration, and new ways to engage with audiences.
In this blog, we’ll cover the key updates to Salesforce Marketing Cloud, break down their intended uses, and explore how they can transform your marketing strategy. If you’re thinking about implementing or upgrading your Marketing Cloud solutions, read on to understand how these changes could impact your business—and reach out to us for guidance.
1. Marketing Cloud on Core: The Future of Marketing Cloud
At Dreamforce 2024, Salesforce made it clear that Marketing Cloud on Core will be central to their strategy moving forward. This version of Marketing Cloud leverages Salesforce’s core platform, integrating more tightly with tools like Data Cloud, Sales Cloud, and Service Cloud. It introduces several new capabilities designed to help marketers create more efficient, personalized, and data-driven campaigns.
Key Features:
- Marketing Cloud Advanced: This new tier is designed for SMBs but comes packed with advanced features typically reserved for larger enterprises. Some standout tools include:
- Path Experiment: Marketers can test multiple customer journey paths simultaneously, allowing for faster optimization.
- Einstein Engagement Frequency & Scoring: AI-powered insights help you determine the optimal number of messages to send without overwhelming your audience.
- AI-Powered SMS Conversations: Enables keyword-based and two-way SMS interactions, a feature marketers have long awaited.
- Rule-Based Dynamic Content: Email content can now be personalized based on real-time data triggers.
- Agentforce Integration: This feature allows you to manage an entire campaign lifecycle with the help of an AI agent, from planning and segmentation to execution and performance tracking.
- Einstein Personalization: Get real-time recommendations based on customer behavior, helping you deliver highly relevant content to individual users.
- Einstein Marketing Intelligence: This feature brings powerful Tableau-like reporting capabilities to Marketing Cloud, allowing marketers to visualize spend and campaign performance and quickly adjust strategies based on data.
These updates are designed to close the gap between Marketing Cloud on Core and other versions, but the feature gap remains significant. It may take 3-4 years for this new offering to fully mature, but the potential for future scalability and tighter integration with Salesforce’s other products makes this a worthwhile investment.
2. Marketing Cloud Account Engagement (Pardot)
For B2B marketers using Account Engagement (Pardot), Salesforce has introduced free access to Marketing Cloud on Core for customers with Data Cloud or Enterprise+ licenses. This move signals Salesforce’s intent to shift more users to the core platform. While Pardot will continue to be supported, its evolution is uncertain, and many experts predict the product could be sunset in the next 2-3 years.
Key Takeaways:
- Start planning for a transition to Marketing Cloud on Core if you’re heavily reliant on Pardot.
- Explore how Data Cloud and Agentforce can enhance your B2B campaigns by delivering deeper insights and more automated workflows.
3. Marketing Cloud Engagement (ExactTarget)
Salesforce has also introduced some much-needed updates to Marketing Cloud Engagement (formerly ExactTarget), which remains a leading solution for B2C marketers. While this version of Marketing Cloud is still the most robust for certain use cases, Salesforce is investing heavily in Marketing Cloud on Core, meaning some features may be deprioritized in the future.
What’s New:
- SuperMessage Consumption Reports: Marketers now have access to more detailed consumption reports, giving greater visibility into message usage across campaigns.
- Real-Time Segmentation with Data Graphs: Data Cloud now powers real-time segmentation, enabling marketers to create and act on audience segments instantly.
4. Einstein and AI Integration Across All Versions
A key theme from Dreamforce 2024 was the continued investment in AI, with Einstein AI becoming more embedded across all versions of Marketing Cloud. From AI-powered recommendations in emails to predictive scoring in SMS campaigns, Salesforce is making it easier for marketers to use AI-driven insights without needing data science expertise.
The real-time capabilities of Einstein Personalization and Einstein Marketing Intelligence will be a game-changer for marketers looking to personalize at scale and optimize spend in real-time. The ability to create real-time, data-driven experiences has never been more achievable, and these tools will allow businesses to stand out in increasingly crowded markets.
5. What These Changes Mean for You
The updates to Salesforce Marketing Cloud reflect a shift towards tighter integration with Salesforce’s core platform and a deeper reliance on AI. While Marketing Cloud on Core still has some catching up to do, the long-term benefits are clear. Companies looking to future-proof their marketing strategy should consider investing in Marketing Cloud on Core and embracing the power of Data Cloud and Agentforce.
For those currently using Account Engagement or Marketing Cloud, these updates highlight the need to stay flexible. Transitioning to Marketing Cloud on Core may be inevitable as Salesforce continues to focus on this version. However, Pardot and ExactTarget remain valuable tools, especially for businesses that need their specific capabilities.
6. Preparing for the Future: What Marketers Should Do Now
To make the most of these updates, we recommend that marketers:
- Assess their current Marketing Cloud environment: Identify which version of Marketing Cloud you’re using and explore whether the new features on Core could benefit your business.
- Leverage AI where possible: Take advantage of Einstein’s AI-driven tools for personalized messaging and real-time insights.
- Plan for the long term: If you’re using Pardot or ExactTarget, start considering how Marketing Cloud on Core could fit into your marketing stack.
- Invest in training: The upskilling required to master the new features—especially for AI and Data Cloud—will be crucial for staying competitive in the years to come.
Ready to Maximize Your Marketing Cloud Investment?
The latest Salesforce Marketing Cloud updates offer powerful new tools that can transform how you engage with customers. From AI-driven personalization to real-time segmentation and campaign optimization, these features open the door to more effective marketing strategies. Whether you’re already a Marketing Cloud user or thinking about starting a new project, now is the time to evaluate your options and prepare for the future.
Building Trust Starts With A Conversation.
At V2 Strategic Advisors, we have the expertise to help you navigate these changes and ensure you’re getting the most out of Salesforce Marketing Cloud. Reach out to us today for pro tips, time-saving strategies, and expert advice on how to implement these features effectively. Let us support your marketing vision and take your campaigns to the next level!
