Salesforce Marketing Cloud Products

I’ve been spending some time recently getting more familiar with Marketing Cloud, the suite of tools for marketeers from Salesforce. Suite is probably the right word to use here as when compared to other ‘clouds’ such as Sales, Service, Commerce which can be thought of (more or less) as a single product with various features and a single technology stack, marketing cloud is different. Partially this is because of some of the challenges of the marketing technology space (multi-channel, very high transaction volumes, large data volumes) and also that Marketing Cloud has been built up over time largely through acquisitions (ExactTarget, Pardot, Krux, Thunderhead, Datorama etc).

So it took me some time to figure out the different elements that make up the solution and get concise descriptions of what the principal capability of those solution elements were. Below is my summary, as always welcome any comments or feedback:

Email Studio
Rich personalised email communications at scale

Mobile Studio
Create and send text messages, push notifications (from mobile apps) or Chat App Messaging

Journey Builder
Drag and drop tool to connect elements of marketing journey together — e.g. for on boarding, engagement, loyalty and retention use case

Interaction Studio
Gathers digital and offline touchpoints to create an engagement profile that can then be used to drive appropriate customer experience (drive marketing journey, push lead, task, create a case for followup etc). See how customers flow though lifecycle stages and channels.

Advertising Studio
Manage advertising on channels like google, facebook, linkedin etc. Attract new propspects that behave like your existing customers.

Audience Studio (formerly DMP)
Captures and analyses consumer data from various sources and unify that data to individual customers — performing customer resolution.

Data Studio
Data sharing platform for marketeers, brands and publishers that enables audience discovery, data acquisition, and data provisioning

Social Studio
listen, publish, engage, and analyze your customer’s conversations on social media

Datorama
Measure end to end marketing campaign effectiveness by connecting and analysing all your marketing data (different channels, regions and campaigns etc) in one place. Datorama provides AI powered insights, cross channel reporting and allows marketeers to create alerts as well as share dashboards with other stakeholders. Importantly marketing activity can be tied to business outcomes like lead conversion or product sales.

Pardot

More focused on B2B use cases for lead and prospect nurturing, landing pages and forms.