Salesforce Marketing Cloud vs Campaign Monitor: $1K+/month vs $9.00+/month. There has to be a good reason for such a price differential. Oh, and there are quite a few of them! And I’d take the £1K /month option any day.
But before I explain their worth, I’d like to make it clear that marketing software tools have to be evaluated in terms of the value they can create for your organisation, rather than merely in cost.
Having used simple tools like AWeber, MailChimp or CampaignMonitor for decades, we see moving from CampaignMonitor to Marketing Cloud, or Pardot, as a natural progression on one’s journey of becoming a more sophisticated marketer.
What is CampaignMonitor
CampaignMonitor is a great introductory tool for people who are relatively new to email marketing. There are templates you can leverage, and you can set up a drip campaigns of 3-4 emails in a row with a few days in between once someone has signed up on your webform. And then it reports back on the clicks/opens on that.
“A great tool to begin driving once you obtained your license to get comfortable on the road of email marketing.“ — That is CampaignMonitor in a nutshell.
Salesforce Marketing Cloud takes it from there. It lets you drive beyond the horizon, in any way you want, with any level of sophistication that you are willing to set up.
A Professional Marketers’ Platform
Beyond all the tools and templates that the simple packages have, Salesforce Marketing Cloud comes with all tools up to a professional grade. Such as a customisable visual image library called Content builder. You can create all kind of content blocks, templates, or final emails there. Templates can be partly locked, to ensure that marketers and other users only send on-brand marketing communication. Easily pick and reuse image and other content blocks of past campaigns for new engagements by effective filters you can set up in Content Builder’s visual overview.
Marketing Cloud comes with 160 reports out of the box. And you can create any kind of reports or measure to see the results of campaigns, campaigns by type of customer, campaigns in each section of their customer journey, sorted by country, etc.
In Marketing Cloud, the simple ‘open and clicks’ report does not even sit in Reporting. It sits in Email Studio. Reporting, getting real insights on what works and what doesn’t, comes with a workbench all of its own. There, you can measure a million things beyond clicks and opens; operating in the realm of sales and satisfaction of any marketeers. Answer questions like ‘How effective was my entire campaign over time’.
While basic email packages let you create drip campaigns which literally drip emails into recipients inboxes at timed intervals, Salesforce Marketing Cloud is an interactive engagement platform.
This goes far beyond sending a different email based on a recipient’s clicks or opens. Its hyper-integration with Salesforce core allows you to create Triggered email Sends.
Say a customer had a 10 am appointment in your clinic but was a ‘no show’. When a patient coordinator records in Salesforce Service Cloud that the person did not show up for the appointment, that new field status can automatically trigger a re-scheduling invitation email to a patient.
This incredibly effective, timely communication requires no work for the already busy Patient Coordinator who now can directly go on serving other patients who are showing up.
This is just a simple example of a triggered send. We have designed extremely sophisticated customer journey communication plans.
Beyond triggered sends, you can schedule sends and set emails that directly respond to customer behaviour in the journey.
Marketing Cloud Customer Engagement Planning
Marketing Cloud Multi-channel Approach
Salesforce Marketing Cloud goes beyond email.
‘Email is for old people’, our daughter would say. She lives on social. Well, Marketing Cloud Social Studio listens for customer engagement on a multitude of social platforms and allows marketeers to timely respond, or rather, join the conversation.
Marketing Cloud also seamless integrates Mobile messages, or even retargeting advertisements to past website visitors into its planned customer journeys.
Marketing Cloud Email Personalisation
Personalisation in Marketing Cloud is not about addressing someone with Sir if he’s male. It’s about understanding your prospects likes and dislikes and serving up solutions you can offer that fit like a glove, in the ‘color and style’ that pleases that person most.
To orchestrate such tailored marketing, Marketing Cloud allows marketeers to connect data from anywhere with its platform: sales data, event data, customer profile data, survey results – any data you wish.
The world of email marketing is fast moving and evolving. Salesforce Marketing Cloud stays at the frontier of such innovations. So that today, we can help you set up interactive emails, where customers can engage with your web content or start answering your survey directly from within the email.
Salesforce Marketing Cloud vs Campaign Monitor
— I hope this begins to clarify the difference between the two.
Where to Start
Of course, when moving from Campaign Monitor to Salesforce Marketing Cloud, you do not have to start with the most complex solution. We typically migrate a client over with a solution that takes them a notch up, implements their existing vision, or addresses a key challenge for them.
Then, over time, we work with them to design and implement increasingly sophisticated solutions.