AdobeAdvertising Cloud (formerly Adobe Media Optimizer) is an ad management product and is part of the Adobe Marketing Cloud. It delivers a rules-based bidding solution that improves the performance of search engine marketing campaigns and is integrated with Adobe Analytics.
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Salesforce Marketing Cloud
Score 7.8 out of 10
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Marketing Cloud is an AI-powered, cloud-based digital marketing platform within the Salesforce Customer 360 ecosystem. Marketers can segment their audience, deliver personalized messages, track campaign performance, engage leads and accounts, and optimize strategies based on real-time insights.
I think it is good to keep in mind the type of business application you have in mind when selecting Media Optimizer for your company. For us, as an agency, it makes sense for us to utilize the reporting and paid search optimizing portions for our clients as we manage over 300+ clients PPC campaigns. With this tool it is possible to set up campaigns easily and as long as the parameters are set correctly within the portfolio, there is a great opportunity for the tool to do its job and use the simulation/modeling process to run and grow a paid search campaign with ease of human interaction.
Salesforce Marketing Cloud does an excellent job at collecting and storing leads. Once the leads are qualified by workflows and automations established against your qualifiers, you can begin to segment, target, send communication, and track the efficacy of your campaigns. Being that Salesforce Marketing Cloud is an extension of Salesforce CRM, there is little work that needs to be done to ensure that your SQL are migrated to your CRM once they are ready to do so. The seamlessness between the two systems is paramount to the success of our organization.
As with most Adobe products, it can be a little tedious to use and requires a bit of extra training and "googling" around to make sure you are getting things right. It has improved over time within the entire Adobe suite, and I anticipate that this will be true of this as well.
Adobe training and learning platforms can include a lot of technical terminology and jargon that makes it difficult for a novice to understand without feeling like they need a whole new education.
As of this writing, we have just discontinued our use of Adobe Media Optimizer. Other vendors gave us a better rate, a better contract option, and the product is just better than what we had with Adobe at the time. We may revisit Adobe again at the future, but it seems like they have a lot of work to do to catch up with the leader in the space
As of right now we have not seen any other program that integrates as seamlessly into our Salesforce platform. We have barely scratched the surface of all the features and use cases. It would be irresponsible to make a move to another platform in the near future. We have not come up against any limitations that would prompt a need to switch
It definitely takes some instruction to get to be able to use the system. One would struggle trying to get it to work without any previous experience with it. If you are famailiar with the interface it is actually quite fast and easy to maneuver around.
You won't find another solution that has as many features as Salesforce Marketing Cloud Interaction Studio. We all know Salesforce, we all know how big they are and it's not for nothing... Their tools do most of the things you want, need and even imagine. Using it is complicated, but the usability is infinite.
Upgrades and timing of the upgrades were communicated well and planned during off hours for our work. If we did have a campaign scheduled during that time, it would kick-off after the system was back active. There were a few unplanned system down times, but it was a rare occurrence and those times were also short in duration.
Though the make up of MA apps is not built this way today, it would be nice to see them become more real-time. The integration between Salesforce and Pardot is not a true real-time integration. If I modify something in Salesforce, those changes are not automatically reflected in Pardot immediately. There is a delay of about 15 minutes before the systems sync. This delay, although not long, is less than ideal We would love the systems to be integrated real time such that changes are propagated from one system to the other immediately.
They are super knowledgable and help in almost all situations, however sometimes I feel they put you on hold to find the answers themselves as they literally have said. "Can you hold a few minutes while I research that answer for you?" Most of the time they come back with a solution, other times they manually escalate it to someone else.
They're fast and knowledgeable. You will always know what's the status of your request and they usually follow up with phone calls to ask you questions or provide updates. Sometimes it takes them a couple of days to investigate, especially if you have custom "situations" like my company usually does but at least they are very good at managing time expectations.
The trainers at the Pardot user conference (Elevate and Connections) were very knowledgeable and presented the material well. Again, the content was targeted to more of a new user audience, and was not really relevant for folks who had been using the product for 2+ years.
Pardot's online training touches on all topics briefly and vaguely without much indepth exploration into how a final outcome could look, such as Nurturing Campaigns, Email templates, landing page templates, etc... The only true way to uncover Pardot's full capabilities is to have Front End design and coding experience. Without this key skill set, I would not recommend Pardot to another business.
From an IT perspective, once you set up the Javascript beacon and start collecting data there is a waiting game. During this time you can start labeling your site actions which can be labor intensive for a single person, but you don't really have the final end-users on the platform yet. We did a lot of training so users were experienced, but it wasn't until they had their first tasks to accomplish that they started using the system and had questions. I'd recommend setting up some immediate goals for an end-user to start segmenting for the purpose of displaying message campaigns so you can jump start end-user action.
It was a step up from Marin in terms of UI. Very similar functionality to Marin. Compared to Kenshoo Search and Google Marketing Platform it was probably not as advanced but offered the benefit of integrating with other products in the Adobe stack like Adobe Analytics, Adobe Target, and Adobe Campaign.
Salesforce Marketing Cloud stands out for its comprehensive features, scalability, and seamless integration capabilities. Compared to other platforms, its unified suite of tools for email, social media, mobile, and advertising enables streamlined cross-channel campaign management and personalized marketing at scale. We chose Marketing Cloud for its industry leadership, robust ecosystem, and tight integration with Salesforce CRM, allowing us to deliver exceptional marketing solutions and drive measurable results for our clients efficiently.
Salesforce Marketing Cloud helps create profiles for each subscriber. The Contact Builder feature stores information about every subscriber, including whether they're an active customer, their purchase history from the last year, and their email engagement metrics. It also identifies the likelihood of a subscriber churning, aiding in creating personalized campaigns to boost company revenue.
Salesforce Marketing Cloud allows us to more efficiently reach out to a higher number of prospects.
Salesforce Marketing Cloud allows us to nimbly communicate important messages in a timely fashion to facilitate conversion.
Salesforce Marketing Cloud allows us to track who is opening our messages so that we can stop sending to those not interested and focus on the most engaged audiences.
