Blue background with the title "Marketing Cloud Growth & Advanced: Features You Should Know About." The image includes Salesforce's Agentforce avatar beside various icons such as a bar chart, envelope and data diagram.
April 21, 2025 Enterprise Sales and Marketing, Marketing Automation

Salesforce Marketing Cloud Growth & Advanced: Features you should know about

by Saad Khan

Marketing Cloud Growth & Advanced: Features you should know about

Salesforce introduced a new edition of Marketing Cloud last year, called Marketing Cloud Growth. This edition, built on the ‘core’ Salesforce platform (referred to as ‘Marketing Cloud on core’), can natively use Data Cloud capabilities and Einstein’s generative tools. Geared towards B2B and SMB organizations, this blog post will delve into some key features of Marketing Cloud on core.

Smarter Templated Campaigns

You can now create smarter, much powerful campaigns in Marketing Cloud. Marketing Cloud campaigns come preconfigured with flows that help you build automated multi-step customer experiences.

Once you start building a campaign, you will see a range of options to choose from in Marketing Cloud. Each campaign option comes with a preconfigured flow. These flows automate content and campaign tasks such as sending or publishing content, creating records in Salesforce, etc.

Einstein AI

Since Marketing Cloud is built on the Einstein 1 (Core) Platform, you can leverage AI-powered features to make your campaigns more powerful and efficient. Some features of Einstein’s Generative AI in Marketing Cloud include:

Co-Create Campaigns with Einstein
You can leverage Einstein AI to help reduce time and effort by streamlining the content creation process. By inputting campaign goals and prompts, Einstein AI can help you generate a campaign brief and also generate content like email subject lines, headings, and body text.

Screenshot of the Co-Create with Einstein email builder, displaying an AI-generated subject line suggestion via AgentForce on the left, with email components listed above. On the top write, setting properties are visible, including style and data source options. Screen is white with black and blue writing and highlights.

Einstein Segment Creation
Since Marketing Cloud taps into Data Cloud, you can leverage unified profiles to target and create your audiences. Einstein AI can also help you co-create relevant segments based on unified data available from Data Cloud.

Screenshot of the "Create Segment with Einstein' page, showing segment details and suggested attributes to include or exclude. On the far right, an AI chat with Einstein assists in building the segment.

Einstein Send Time Optimization
With Einstein Send Time Optimization, Marketing Cloud can advise you to send emails at the optimal time based on data from past email campaign performance. This increases the likelihood of your emails performing better with greater engagement rates.

Einstein Metrics Guard
Einstein Metrics Guard works by analyzing if your email’s opens or clicks really came from a human. The model looks at engagement patterns to predict if an open or click is real and then assigns a confidence score that ranges from 0% – 100% to assess if the engagement was human initiated or machine generated.

Einstein Engagement Scoring
With Engagement Scoring, Einstein AI predicts prospects with the highest likelihood of conversion. This predictive score is based on historical opens and clicks, and overall engagement for each individual. This feature is available for Marketing Cloud Advanced Edition only.

Einstein Engagement Frequency
The Einstein Engagement Frequency feature analyzes each contact’s engagement record and then determines the optimal frequency for sending emails. This feature is helpful to reduce subscriber email fatigue by only sending the right number of emails. This feature is available for Marketing Cloud Advanced Edition only.

New Content Builders

Marketing Cloud Growth and Advanced Edition introduces an exciting new content creation platform built on Salesforce CMS, offering streamlined tools for email, form, and landing page development. This integration provides several key advantages:

  • Unified asset management through Salesforce CMS, enabling cross-platform utilization including Experience Cloud
  • Centralized repository for all digital assets, enhancing organization and accessibility
  • Intuitive drag-and-drop builders providing consistent user experience across different content types

While Marketing Cloud Account Engagement (Pardot) offers similar capabilities, the Marketing Cloud implementation delivers a more refined user experience, setting a new standard for efficiency in content creation.

Screenshot of the demo landing page editor featuring a large animated image of mountains and trees with 'Company Logo" at the centre. The page includes the title "let's design a signup page" and toolbars on. both sides of the customizing landing page layout and content.

Power of Salesforce Flow

Marketing Cloud comes with its own “marketing-friendly” version of Salesforce Flows that will power your automation. The interface is similar to Salesforce Flows and allows you to create multi-step and multichannel journeys.

Screenshot of a page with central search bar labeled add element and a selection of content elements below. An open Einstein bot chat appears in the bottom right corner, while a blue "Active" button is visible in the top right corner.

SMS and WhatsApp Functionality

Marketing Cloud Growth offers built-in SMS and WhatsApp messaging capabilities, providing an advantage over Marketing Cloud Account Engagement (Pardot) for business communications. While both platforms cater to B2B and SMB organizations, Marketing Cloud’s native messaging features enable more comprehensive multichannel strategies without requiring further integrations.

Conclusion

The future of Marketing Cloud looks promising with its deep integration with Salesforce Core, Einstein AI features and flow capabilities. The potential to improve marketing efficiency and reduce effort coupled with other features makes Marketing Cloud Growth & Advanced Edition stand out from other Salesforce MA platforms such as Marketing Cloud Account Engagement (Pardot) and Marketing Cloud Engagement (ExactTarget). We are excited to see how Salesforce plans to develop this platform and what possibilities it may hold in the near future.

Want to chat about driving customer success – and making sure you’re looking at the right metrics? Get in touch! We love talking about this stuff.

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