Salesforce Marketing Cloud Advanced Edition: Newest at Dreamforce 2024

This week in San Francisco, the tech world is gathered at the highly anticipated Dreamforce 2024 event, where Salesforce is unveiling the latest innovations to transform the future of business.

Part of the Orange Digital CX team is present, absorbing the most relevant trends and looking at how to implement the best solutions for our customers. One of the most exciting news to be unveiled is the launch of Salesforce Marketing Cloud Advanced Edition, a more robust and advanced version of its predecessor, Growth Edition.
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What is Salesforce Marketing Cloud Advanced Edition?

Advanced Edition builds on the capabilities of Marketing Cloud Growth Edition, with the same focus on helping small and medium-sized businesses connect marketing, sales, service and commerce teams on a single platform. However, Advanced Edition takes it a step further, offering additional tools that enable companies to scale their efforts, optimize their customer journeys and better understand their audience with the help of predictive artificial intelligence.

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Here are some of the most important features:

Unified conversations for SMS
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With Advanced Edition, brands can now unify SMS conversations between Marketing, Service and Commerce teams. This allows for a continuous, two-way dialogue with customers through a single SMS number, improving interaction in all areas of the business.

A clear example is how a telecommunications company could use this feature to keep its sales and service teams informed during a retention campaign, renewing contracts via SMS and keeping customers updated on new features.
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2. Real-time experimentation with Path Experiment
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This new approach allows testing different personalized paths within Salesforce flows to optimize customer interactions. The Path Experiment feature allows customers to be randomly assigned different paths, ensuring unbiased results and providing a better understanding of which path is most effective for each customer profile.

3. Sending fewer, but better messages with predictive AI

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One of the most important rules in marketing is not to saturate customers with too many messages. However, with multiple automated campaigns running simultaneously, this task can be complicated. With Einstein Engagement Frequency, marketers can automatically exclude customers who have already received too many messages or include those who need more attention.

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4. Finding the most interested customers with Einstein Engagement Scoring

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Thanks to this AI-powered tool , companies can identify the customers most likely to make a purchase and those who require further follow-up. This eliminates the need for manual analysis, allowing marketing teams to quickly act on the data and maximize their efficiency.

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5. Dynamic content based on rules

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Advanced Edition also introduces dynamic rules for content, allowing you to more effectively personalize the customer experience based on customer behavior and demographics. This personalization capability elevates engagement and improves the relevance of each message.

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Why choose Advanced Edition?

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With Marketing Cloud Advanced Edition, companies can not only improve the efficiency of their campaigns, but also deliver more personalized experiences and better connect with their audiences at key moments. Salesforce continues to expand its offerings to provide companies with the tools they need to create more meaningful interactions and accurately measure results.

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Want to know how to implement Salesforce Marketing Cloud Advanced Edition in your company? At Orange Digital CX we can help you understand and leverage these new capabilities to scale your digital marketing. Contact us and transform the way you connect with your customers.

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