During the Marketing & Commerce Keynote at Dreamforce 2024, Salesforce announced the latest edition of Marketing Cloud built on Data Cloud — Marketing Cloud Advanced Edition! Expected to be released in November 2024, this new edition expands the features and functionalities of Marketing Cloud Growth Edition, released in February of this year.
What Comes with Advanced Edition?
Let’s dive into what Marketing Cloud Advanced Edition brings to the table.
Path Experiment
Path Experiment allows Marketers to maximize engagement with your audience through testing. This new feature allows marketers to test variations within marketing content, such as different subject lines, variations in channels, such as sending an SMS instead of an email, and even variations in cadence, such as sending an email in 3 days versus 1. Path experiment allows marketers to test up to 10 paths within a single experiment, customize the distribution percentage across the paths, and automatically randomize individuals between the paths to help ensure fair, unbiased results. There is no limit to the number of Path Experiments that can be included in one Flow.
Einstein Engagement Frequency
Einstein’s capabilities will also be expanded in Marketing Cloud Advanced Edition. First, we have Einstein Engagement Frequency which assists Marketers in sending the right number of messages to their audience. Einstein Engagement Frequency provides insights into the distribution of email sends and subscriber engagement, suggesting the optimal frequency to maximize engagement. This data can then be used to create segments, allowing marketers to suppress or target subscribers who are over or under-saturated.
Einstein Engagement Scoring
Next, we have Einstein Engagement Scoring, which helps predict how likely each subscriber is to open, click, and stay subscribed to an email communication. Einstein Engagement Scoring’s data can be used to create segments, send subscribers down different Flow paths, or even help personalize content more effectively.
Unified Conversations with SMS
With the new Digital Engagement add-on, Marketing Cloud Advanced Edition enables marketers to transform one-way promotions into a conversation with their audience. Marketers can respond to messages in real time using the unified customer data within Data Cloud and automate interactions with connected chatbots.
Looking Toward the Future
What other features and functionality would you like to see Salesforce bring to Marketing Cloud Growth or Advanced Edition? Let us know in the comments!
