General Resources
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How Much Does Marketing Cloud Cost in 2024?
Understanding the all the pricing options to implement Marketing Cloud can be tricky, but this guide is a no nonsense guide that will help you understand which modules make sense for you and how much each cost.
Marketing Cloud is a powerful marketing platform with a variety of offerings and add-ons available. The fact that it's so customizable means a couple of things:
It's generally worth it to engage with Marketing Cloud Consultants to get the most out of the platform.
It's a bit hard to figure out exactly how much Marketing Cloud costs because the final price depends on how you use it.
To fully understand how Marketing Cloud pricing works, you need to understand the modules it offers.
Marketing Cloud manages its pricing by modules with almost all modules offering a Starter, Growth or Advanced edition depending on company size and data usage.
Types of Marketing Cloud Modules
Studios
Studios manage content and specific marketing channels. They provide tools for creating and sending marketing messages, as well as for tracking and analyzing the results of your campaigns.
The Marketing Cloud Studios are:
Email Studio allows you to create and send email campaigns, track opens and clicks, and measure the results of your campaigns.
Mobile Studio is used to create and send mobile-optimized marketing messages, track opens and clicks, and measure the results of your campaigns.
Social Studio is to create and send social media posts, track engagement, and measure the results of your campaigns.
Advertising Studio helps you create and manage digital advertising campaigns across multiple channels.
Web Studio helps you create and manage personalized landing pages and microsites.
Automation Studio helps you create and manage automated marketing campaigns.
Builders
Builders manage data and campaign automation. They provide tools for creating and managing customer journeys, as well as for segmenting and scoring your audiences.
The Marketing Cloud Builders are:
Journey Builder (or Marketing Cloud Engagement) helps you create and manage customer journeys, which are automated sequences of marketing messages that are triggered by specific customer actions.
Audience Studio is where you segment your audiences based on their interests, demographics, and behavior.
Data Studio allows you to create and share reports and dashboards that track your marketing data.
Content Builder allows you to consolidate images, documents, and content in a single location.
1. Personalizing Interactions Module
Data Cloud for Marketing (starts at $108,000/year)
The Data Cloud for Marketing consolidates up-to-date data from various sources such as marketing, sales, commerce, service, loyalty programs, and more. This data integration aims to establish a unified profile for each customer.
There's only one pricing structure for this product:
Starter ($108,000 per org per year)
Data Cloud pricing is consumption-based, meaning you pay only for the services you use. Consumption is paid for using Data Services Credits and Segmentation & Activation Credits.
Loyalty Management (starts at $20,000/month)
Loyalty Management is a module within Marketing Cloud enabling companies to easily build, deploy, track, and manage the customer loyalty program across all teams.
There are three pricing tiers for this product:
Starter ($20,000 per org per month)
Growth ($35,000 per org per month)
Advanced ($45,000 per org per month)
There is a lot of overlap across these pricing tiers with a few key differences:
Starter does not enable full Benefits Management, which provides the ability to configure experiential benefits and automatically trigger actions in Salesforce, such as service entitlements, vouchers etc.
Starter does not include Dynamic Promotions Management to manage time-based promotions for targeted segments.
Starter does not offer Partner Administration to onboard cross-industry program partners and manage partner agreement terms.
Advanced plan is the only tier offering multiple programs set up simultaneously.
2. Automating Marketing Journey Module
Marketing Cloud Account Engagement
The Marketing Could Account Engagement allows you to create a robust pipeline, generate leads, and enhance customer experiences. This module is priced based on data usage.
There are four prices for this module:
Growth ($1,250 per month up to 10,000 contacts)
Plus ($2,500 per month up to 10,000 contacts)
Advanced ($4,000 per month up to 10,000 contacts)
Premium ($15,000 per month up to 75,000 contacts)
Most popular (according to Salesforce) is the Advanced package because it includes advanced analytics reportings (not included in Growth Package), as well as Developer Sandboxes to allow further customization and AI features (not included in Plus Package). If you need predictive analytics and personal support, then you'd have to upgrade to Premium (which also includes a lot more contacts).
Marketing Cloud Engagement
Marketing Cloud Engagement is a module that helps you deliver customized and automated email, mobile, and web experiences for each end customer at scale.
It has three different pricing options:
Pro ($1,250 per org per month)
Corporate ($3,750 per org per month)
Enterprise (You need to contact Salesforce to get a custom quote)
Pro Package does not include Journey Builder, Einstein or Mobile messaging. Pro only comes with Email Marketing, Content Creation and it includes integration with Sales Cloud. The main difference between Enterprise and Corporate, on the other hand, is that Enterprise allows you to manage multiple business (across brands and geographies).
3. Advertising Module
Marketing Cloud Advertising
The Marketing Cloud Advertising module is how you manage your ads at scale.
There's only price this module offers:
Professional ($2,000 per month)
With only one pricing offering, Marketing Cloud Advertising gives you all-in-one advertising solutions for reaching customers through different channels like email, mobile, and social media. You can personalize your ads at scale, making them relevant to each customer. It also makes it easy to segment your audience and target specific groups.
4. Measuring and Analyzing Module
Marketing Cloud Intelligence
Marketing Cloud Intelligence is the platform from where you can manage all your marketing data, investments, KPIs, and decisions.
There are three different pricing options to use the platform:
Starter ($3,000 per month)
Growth ($10,000 per month)
Plus (You need to contact Salesforce to get a custom quote)
All three packages include pretty much the same features (data integration engines, data visualization tools, etc). The main difference between the offerings are the number of users and rows included in each one.
Starter includes 10 users and 3M rows.
Growth includes 20 users and 20M rows.
Plus starts at 80 users and 100M rows.
5. Customer Interactions Module
Marketing Cloud Personalization
Marketing Cloud Personalization enables marketers to leverage customer data, preferences, and behavior to deliver personalized content, recommendations, and messaging across various marketing channels.
There are two pricing options:
Growth ($100,000 per year)
Premium ($300,000 per year)
Both options offer almost the same channels (website, email) with the big exception being Mobile (only available with Premium). Premium also includes more AI features.
Salesforce Content Management System
The Salesforce Content Management System allows organizations to effectively manage and distribute their digital content. It serves as a centralized platform where businesses can create, organize, and publish content across various channels, including websites, mobile apps, and other digital touchpoints.
There is no pricing in the Salesforce website regarding this product.
Included with Experience Cloud (otherwise, you need a custom quote)
Included with your Experience Cloud purchase, you get unlimited content records, content types and channels.
FAQ
What are some Marketing Cloud alternatives?
The most common alternatives to Marketing Cloud are Marketo and Hubspot. PeerSpot has done a great job highlighting the differences in this article.
How do I know if I need a Marketing Cloud Consultant?
Here are 12 signs you might need a Marketing Cloud Consultant.
What is the hourly rate of a Marketing Cloud Consultant?
The hourly rate of an experienced Marketing Cloud Consultant depends on a variety of factors, however this page shows averages depending on area of specialty.
How exactly can a Marketing Consultant help me?
What a Marketing Cloud Consultant does is analyze the status of your stance, enlist the problems you want to solve and create a roadmap to execute on. A good consultant will not only execute but guide you through the execution of all the tasks at hand.
Should I hire an independent Marketing Cloud Consultant or a Marketing Cloud Partner?
It really depends on your budget but at FoundHQ, we believe that even in big projects where you're engaging a Consulting Firm or Partner, it's better to have an independent consultant who'll act as a part of your team. This person can make sure that what the Partner is recommending makes sense for your particular business. The main issue with Consulting Partners or Firms is that they're motivated to sell more products, more hours, more work. However, there are great Partners out there. You can check out the Top 10 Marketing Cloud Partners here.
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