Back in February of this year, Salesforce played a card from their hand that everyone had been anticipating for a while. This was Marketing Cloud Growth Edition, the first glimpse of what a marketing app built in alignment with Salesforce’s core platform looks like.
While there was little said about Marketing Cloud Growth Edition at Connections ‘24, the conference for Salesforce marketing professionals, we had an inkling that Salesforce was ramping up for something bigger.
This “something” is the fact that Account Engagement customers (formerly Pardot) gain access to Marketing Cloud Growth Edition features – for free. This is to get Account Engagement customers using, and advocating for, Marketing Cloud Growth Edition.
When Is It Available?
There will be a staggered roll-out, regionally. Currently, this is where we’re at:
- Available for customers now: AMER (US and Canada)
- Coming later in 2024: UMEA (Africa), UK, and Switzerland.
This is due to keeping data residency at the forefront. This means that data will be stored in regional data centers – for example, the EU data center is in Frankfurt, the Latin America one is leveraging the US, and, when it comes, the UMEA (Africa) data center will leverage the UK’s.
Why Not Marketing Cloud Engagement?
So, why now Account Engagement, and not Marketing Cloud Engagement? During the Marketing Cloud Growth Edition launch, based on the functionality that is currently available, this offering is targeted at B2B, SMB (small-medium) organizations – your classic Account Engagement (Pardot) ideal customer profile. You can read more about the features here.
How To Get Access
When your region is eligible, you’ll need to reach out to your Salesforce Account Executive to get Marketing Cloud Growth Edition provisioned. To find out who this is, you can visit the My Account app in your Salesforce org.
To check which region your Salesforce instance resides, you can follow this guide.
If you want to check which country falls into which region, you can check out this document.
Salesforce has provided documentation for the set-up. All documentation can be accessed from this home page on Salesforce Help.
The high-level steps are:
- Connect Account Engagement and Data Cloud.
- Set Up Marketing Cloud Growth for Account Engagement Users.
- Set Up Consent and Subscriptions.
- Prepare Account Engagement Content for Campaigns in Marketing Cloud Growth.
Then, you’ll be ready to create campaign records in the new, purpose-built, interface.
What People Are Saying
Marketing Champions have been posting this news on LinkedIn. Join the discussion with Jen Kazin, Anthony Lamot, and others, if you’re keen.
If you’re interested in the future of Marketing Cloud, you may find the conversation we had with Bobby Jaina, CMO for Marketing Cloud, insightful.
