Salesforce Marketing Cloud Growth and Advanced Editions are powerful tools that help you and your nonprofit manage your campaigns, analyze your results, and connect with your customers/donors/volunteers. Growth Editions offers essential tools to streamline marketing, while Advanced Edition adds AI-powered insights and deeper personalizations to your campaigns. Let's look at the great features both editions share and the additional power you can get out of the Advanced Edition.

Marketing Cloud Growth Edition Overview

Marketing and Advanced Edition are built on Salesforce's core platform, Einstein 1, which is why they’re called Marketing Cloud on Core. Unlike the older ExactTarget-based Marketing Cloud, they’re fully integrated with Salesforce data, tools, and automation, providing a smoother, more connected marketing experience.

With Einstein 1 natively including Data Cloud and Einstein AI, you can easily create AI-powered apps and unify your data from other systems. Growth edition is geared towards growing organizations looking to power up their marketing with some essentials. Here's a list of some of the features you'll enjoy with Marketing Cloud Growth Edition:

• Revamped Campaign Object

• Campaign Flows (Non-admin Flows)

• Einstein Campaign Briefs

• Scoring Rules

• Email and Form Builder

That's just the tip of the iceberg! We'll explore these features and more in detail later.

Marketing Cloud Advanced Edition Overview

In addition to the features provided by Growth Edition, Advanced Edition also offers the following features:

• Path Experiment

• Unified Conversations for SMS

• Einstein Engagement Frequency

• Einstein Engagement Scoring

Revamped Campaign Object

Those who are familiar with Salesforce will know that the campaign record is the backbone that provides the base for creating and reporting on marketing success. In Marketing Cloud, creating a campaign will reveal several options for the next steps, which you can complete on your own (single email or message series) or with some help from Einstein.

Campaign Flows

Those who are well-versed in Salesforce will recognize the familiar face of Flows. Just as Flows drive the automation of other organizations, Campaign Flows power the automation of the Marketing Cloud. Anytime you create a campaign, a Campaign flow will automatically be coupled to drive marketing automation. Campaign flows are also known as "non-admin flows" as they provide a more slimmed-down interface to build your automation without the hassle of ALL the nodes and elements in Salesforce Flows.

Einstein Campaign Briefs

One option for creating a campaign's next steps is to collaborate with Einstein. Einstein can draft a campaign brief aligned with your goals, create KPIs, suggest components (emails, forms), and find the best target audience (segment) based on your data.

Scoring Rules

Identifying which contacts are highly engaged versus those less involved can be invaluable to your marketing, campaigning, and volunteer efforts. With Scoring Rules, you can configure the rules to align with what your organization believes the scoring should be. The engagement scoring rule builder provides a clean interface to control scoring, like deciding how many points should be added when a contact interacts with an email.

Email and Form Builder

Emails and Forms can be created through guided setup processes. Define your audience, create your message content, choose a sending schedule, and decide if you'd like to track email opens/clicks. The flow builders, like the Lightning App Builder, resemble the drag-and-drop canvases used on Salesforce.

Rules-Based Dynamic Content

Dynamic content displays various content to recipients depending on which one matches their profile. For example, you could display multiple pieces of content based on where the recipient lives. A side panel in Email Builder allows you to build variations for subject lines, preheaders, and content blocks, and configure the rules to determine which variation to display.

We are now going to highlight the features added by Marketing Cloud Advanced, but there are many more features included in Marketing Cloud Growth, such as:

• Consent Management Tools

• Out-of-the-box dashboards to provide analytics on SMS and emails

• Using Einstein to optimize the ideal send time for emails & guard against bot-based interactions with emails that could skew reporting

Path Experiment

Split path experiments allow you to split a campaign flow into multiple paths to test content variations, channels, and wait times between communications. When you create a path, you can set the split percentage to determine the percentage of audience members going down that path (i.e, 70/30). The audience will be randomized and distributed according to each path's split percentage.

Unified Conversations for SMS

Marketing Cloud Advanced Edition extends the SMS channel by enabling Conversational SMS, which opens a two-way dialogue between the customer/donor/volunteer and your team. If you have a Digital Engagement license, you can leverage AI-powered chatbots that work on keyword triggers to handle conversations until they need to be handed off to a human.

Einstein Engagement Frequency

Einstein Engagement Frequency looks at a contact's or subscriber's previous engagement and assigns them a label ("Undersaturated," "On Target," or "Saturated"). This label helps indicate the optimal number of email messages to send in a period of time. You can use this Engagement Frequency field in a Campaign Flow to split contacts into different, more suitable paths for that individual.

Einstein Engagement Scoring

Einstein Engagement Scoring takes the rules-based scoring of Scoring Rules and adds a predictive element. Rather than just showing scoring based on the contact's past engagement, Einstein Engagement Scoring generates predictions on how likely an individual is to stay subscribed, open an email, click an email, or convert.

Person Accounts

Person accounts are not fully compatible with Marketing Cloud on Core, so there are a few considerations you should have in mind if your nonprofit will be utilizing person accounts in your Salesforce org. As you can read in the Considerations for Managing Marketing Consent article, Consent Management is incompatible with person accounts.

However, sending messages to person accounts is supported with special configuration in Data Cloud since Marketing Cloud's data kits do not handle mappings to individual, account, and account contact by default. You should work with a certified partner, such as DB Services, to ensure these mappings are configured correctly.

Even with correct configuration, the following record page lightning components are not supported with person accounts:

• Privacy Consent Status

• Data Cloud Profile Engagement

• Data Cloud Profile Insights

Conclusion

Marketing Cloud Growth and Advanced Editions give nonprofits the tools to automate campaigns, leverage AI, and boost engagement. Growth Edition covers the essentials, while Advanced Edition unlocks advanced experimentation and personalization. Whether you're looking for a way to leverage AI in your marketing efforts or condensed Flows to simplify your marketing automations, Marketing Cloud Growth & Advanced Editions have something for you! Contact DB Services today to see how Marketing Cloud Growth or Advanced can transform your nonprofit’s marketing efforts.