Salesforce customers from across the globe recently tuned into a live webinar hosted by MarCloud Consulting, featuring Chris Pannell, Regional Vice President at Salesforce, and Tom Ryan, Founder and CEO of MarCloud. The session covered everything from Marketing Cloud Growth and Advanced Editions to the role of Data Cloud and Einstein AI.
3 mins
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With the eBook ‘A Guide to Salesforce Marketing Tools’ in your arsenal, you’ll have a go-to, comprehensive, expert guide to understanding and selecting your perfect Salesforce marketing platform(s).
Prefer a written summary? You got it. Keep reading for the key takeaways and insights!
Chris began with a foundational overview of Data Cloud, describing it as “an enabling technology… a layer that sits on top of your data repositories but underneath your front-office applications.” He emphasised its role in eliminating siloed data and creating a unified view of individuals. He explained, “It’s about getting horizontal across the data so you can do everything on the far side of it.”
He also highlighted Agentforce, calling it “a new third wave of AI, which is digital agents or a digital workforce, all powered by Data Cloud.” This functionality is transformative, with applications in the public sector and education, where Chris noted it’s already “revolutionising things.”
Chris explained the strategic importance of Marketing Cloud Growth and Advanced, noting:
“This is the way to go because getting on top of Data Cloud and building your transformation on that platform is where all of our innovation is actually coming from.”
These editions unify CRM and communication tools, allowing businesses to deliver seamless, personalised experiences.
Chris addressed the benefits for existing Marketing Cloud Account Engagement (MCAE) customers, explaining, “This really is that leap to unifying the [existing Salesforce] platforms.” He urged organisations to take advantage of the innovations, especially those prioritising trust and handling sensitive data.
First, Tom offered a brief history of Marketing Cloud:
“In 2013, Salesforce acquired ExactTarget - which was renamed to Salesforce Marketing Cloud - and Pardot, which was more recently renamed Marketing Cloud Account Engagement. Now, ‘Marketing Cloud’ is the umbrella name with products like Engagement and Account Engagement underneath it. Growth and Advanced Editions represent the next evolution.”
He stressed that these editions are powered by Data Cloud, allowing businesses to “market to people, not data,” by unifying fragmented information and enabling real-time personalisation.
For existing Account Engagement users, Tom was clear:
“Should you ditch Account Engagement today and move to Growth and Advanced? Absolutely not. Account Engagement has been around for years and is a brilliant tool.”
However, he encouraged users to “enable Growth or Advanced today as part of a proof of concept,” emphasising that Data Cloud unlocks significant benefits, including marketing to individuals instead of segmented lists.
Tom highlighted several key features of the new Marketing Cloud Editions:
Dynamic content: “You can now use complex branch logic to target individuals based on their specific preferences or behaviour.”
Two-way SMS: “The ability for someone to text in a support request or enquiry, and for you to automatically manage that via automation, is a game-changer.”
Cross-object merge fields: “You can get very personalised, whether it’s showing a renewal date or offering tailored discounts, all powered by Data Cloud.”
Einstein AI was another hot topic. Tom demonstrated how it can reduce campaign creation time to minutes:
“With Einstein, you can create campaigns, segments, and even email content in less than two minutes. It gets you 80% of the way there, leaving the human touch to finesse the rest.”
He also praised features like Einstein Send-Time Optimization: “If someone tends to open emails at 1am, Einstein will pick up on that and schedule accordingly.”
During the Q&A, Chris emphasised the importance of Salesforce’s UK data residency capabilities, particularly for public sector clients:
“With sensitive data, you want to innovate without risking compliance. [Salesforce’s] UK and EU data residency allows you to do just that.”
Tom added advice on consent management:
“Having a strong preference centre isn’t just good practice - it’s essential for GDPR compliance and improving user engagement. It prevents opt-outs and builds trust.”
The MarCloud webinar demonstrated how these Editions simplify marketing by unifying platforms, leveraging AI, and enabling real-time personalisation. Whether your focus is B2B or B2C, Marketing Cloud Growth and Advanced blur the lines, making it easier to connect with your audience.
Catch the full replay for more insights.
Ready to discover how these powerful tools can transform your digital communications? Speak to a Salesforce Marketing Cloud expert about your current setup and how to start using Growth or Advanced for your business.
Liyana has a background in tourism and extensive experience in business development within the programmatic advertising sector. She has successfully executed sales and business development strategies across the Asia-Pacific region. Driven by her strong interest in digital marketing, Liyana decided to pursue her MSc in Marketing with Digital Strategy. She has a passion for technology, digital analytics, and understanding customer behaviour.
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