Salesforce Marketing Cloud vs. Twilio Segment

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Salesforce Marketing Cloud
Score 7.8 out of 10
N/A
Salesforce Marketing Cloud Account Engagement (formerly Pardot) is a marketing automation platform. Its key features include lead management, lead generation, social selling, and email marketing.
$1,250
per month
Twilio Segment
Score 8.4 out of 10
N/A
Segment is a customer data platform that helps engineering teams at companies like Tradesy, TIME, Inc., Gap, Lending Tree, PayPal, and Fender, etc., achieve time and cost savings on their data infrastructure, which was acquired by Twilio November 2020. The vendor says they also enable Product, BI, and Marketing teams to access 200+ tools (Mixpanel, Salesforce, Marketo, Redshift, etc.) to better understand and optimize customer preferences for growth— all integrations are pre-built and…
$120
per month
Pricing
Salesforce Marketing CloudTwilio Segment
Editions & Modules
Growth
$1,250
/month/up to 10,000 contacts billed annually
Plus
$2,500
/month/up to 10,000 contacts billed annually
Advanced
$4,000
/month/up to 10,000 contacts billed annually
Premium
$15,000
/month/up to 10,000 contacts billed annually
Free
$0.00
Includes 1,000 visitors/mo
Team
$120.00
Includes 10,000 visitors/mo
Business
Contact Sales
Custom Volume
Offerings
Pricing Offerings
Salesforce Marketing CloudTwilio Segment
Free Trial
NoYes
Free/Freemium Version
NoYes
Premium Consulting/Integration Services
YesNo
Entry-level Setup FeeNo setup feeNo setup fee
Additional DetailsSalesforce Engage, an additional offering for sales and marketing alignment, is priced at $50 per month per user.
More Pricing Information
Community Pulse
Salesforce Marketing CloudTwilio Segment
Top Pros
Top Cons
Features
Salesforce Marketing CloudTwilio Segment
Email & Online Marketing
Comparison of Email & Online Marketing features of Product A and Product B
Salesforce Marketing Cloud
6.4
137 Ratings
19% below category average
Twilio Segment
-
Ratings
WYSIWYG email editor3.391 Ratings00 Ratings
Dynamic content5.5119 Ratings00 Ratings
Ability to test dynamic content4.979 Ratings00 Ratings
Landing pages5.890 Ratings00 Ratings
A/B testing8.5120 Ratings00 Ratings
Mobile optimization3.279 Ratings00 Ratings
Email deliverability reporting8.098 Ratings00 Ratings
List management9.395 Ratings00 Ratings
Triggered drip sequences9.366 Ratings00 Ratings
Lead Management
Comparison of Lead Management features of Product A and Product B
Salesforce Marketing Cloud
8.6
93 Ratings
10% above category average
Twilio Segment
-
Ratings
Lead nurturing9.285 Ratings00 Ratings
Lead scoring and grading8.586 Ratings00 Ratings
Data quality management7.686 Ratings00 Ratings
Automated sales alerts and tasks9.181 Ratings00 Ratings
Campaign Management
Comparison of Campaign Management features of Product A and Product B
Salesforce Marketing Cloud
6.9
85 Ratings
9% below category average
Twilio Segment
-
Ratings
Calendaring6.976 Ratings00 Ratings
Event/webinar marketing7.073 Ratings00 Ratings
Social Media Marketing
Comparison of Social Media Marketing features of Product A and Product B
Salesforce Marketing Cloud
6.9
68 Ratings
9% below category average
Twilio Segment
-
Ratings
Social sharing and campaigns6.264 Ratings00 Ratings
Social profile integration7.521 Ratings00 Ratings
Reporting & Analytics
Comparison of Reporting & Analytics features of Product A and Product B
Salesforce Marketing Cloud
7.0
94 Ratings
7% below category average
Twilio Segment
-
Ratings
Dashboards7.789 Ratings00 Ratings
Standard reports6.793 Ratings00 Ratings
Custom reports6.570 Ratings00 Ratings
Platform & Infrastructure
Comparison of Platform & Infrastructure features of Product A and Product B
Salesforce Marketing Cloud
7.2
93 Ratings
5% below category average
Twilio Segment
-
Ratings
API7.065 Ratings00 Ratings
Role-based workflow & approvals7.062 Ratings00 Ratings
Customizability6.182 Ratings00 Ratings
Integration with Salesforce.com9.283 Ratings00 Ratings
Integration with Microsoft Dynamics CRM8.33 Ratings00 Ratings
Integration with SugarCRM5.44 Ratings00 Ratings
Best Alternatives
Salesforce Marketing CloudTwilio Segment
Small Businesses
SALESmanago
SALESmanago
Score 9.6 out of 10
SALESmanago
SALESmanago
Score 9.6 out of 10
Medium-sized Companies
SALESmanago
SALESmanago
Score 9.6 out of 10
SALESmanago
SALESmanago
Score 9.6 out of 10
Enterprises
PFL Direct Mail Platform
PFL Direct Mail Platform
Score 9.4 out of 10
Tealium Customer Data Hub
Tealium Customer Data Hub
Score 8.8 out of 10
All AlternativesView all alternativesView all alternatives
User Ratings
Salesforce Marketing CloudTwilio Segment
Likelihood to Recommend
8.1
(295 ratings)
8.7
(18 ratings)
Likelihood to Renew
9.8
(111 ratings)
-
(0 ratings)
Usability
8.8
(34 ratings)
-
(0 ratings)
Availability
10.0
(11 ratings)
-
(0 ratings)
Performance
9.6
(9 ratings)
-
(0 ratings)
Support Rating
4.0
(35 ratings)
7.7
(8 ratings)
In-Person Training
5.0
(4 ratings)
-
(0 ratings)
Online Training
8.1
(7 ratings)
-
(0 ratings)
Implementation Rating
3.0
(17 ratings)
-
(0 ratings)
Ease of integration
7.0
(2 ratings)
-
(0 ratings)
Product Scalability
9.8
(3 ratings)
-
(0 ratings)
Vendor post-sale
8.0
(2 ratings)
-
(0 ratings)
Vendor pre-sale
10.0
(2 ratings)
-
(0 ratings)
User Testimonials
Salesforce Marketing CloudTwilio Segment
Likelihood to Recommend
Salesforce
Salesforce Marketing Cloud Social Studio is a very good option for publishing administration, following digital marketing campaings performance and results, social listening an monitoring your brand image in social media and other digital media. It has good features for engagement, but falls a little short for customer service. I'm surre it would work much better integrated with Salesforce as a CRM, but we use another CRM platform and it was not possible to integrate.
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Twilio
Best suited: - Merging emails coming from: Facebook leads forms, Unbounce or landing pages forms, Google forms, any other kind of lead generation tool and bundling all that information together for a single user "profile". - Passing events generated in multiple applications by the same user (product selected in web, product discarded in cart, etc) and delivering those events into other applications (like a CRM) Less appropriate: - Reading/updating data directly from segment from a frontend application
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Pros
Salesforce
  • Pardot enables you to set up different environments via the Pardot Business Unit feature, this is helpful for when decentralization is still needed, but you want all business units working with the same tool.
  • Pardot enables you to quickly and easily create automation rules that can clean the database retro-actively.
  • Pardot has the ability to have multiple lead scoring models run at the same time.
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Twilio
  • Multi-platform. Segment has easy integrations in many different web, backend, and app platforms/frameworks. We use the Segment SDK in Android and iOS as well as our node.js backend.
  • Segment is fairly affordable for early-stage companies that are trying out different analytics software. The "developer" plan is free and is suitable for most companies with products that have a small user base.
  • The UI is great! It is extremely intuitive and easy-to-learn, and this made it take very little time to integrate this software into our analytics and marketing workflows.
Read full review
Cons
Salesforce
  • Email templates and drafts are really confusing. I trained various people to create their own templates, but they consistently got confused between publishing a template or just saving a draft, and where they needed to go back to find it.
  • Their help process is broken, at least for our particular use case. Because we have an enterprise license for Salesforce (even though we had a separate license for Pardot) whenever I needed help with something, I'd get stuck down a rabbit hole and couldn't submit a ticket.
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Twilio
  • More and richer sources. For example, MailChimp is a source but the data you get from MailChimp is quite limited. I ended up writing my own scripts to take better advantage of MailChimp's API because Segment's integration was lacking.
  • Better examples on how to set up event tracking. Pageview tracking is easy enough, but it would be nice if they had a sample app and corresponding code for it and showed you, via Git commits, how to add various kinds of events.
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Likelihood to Renew
Salesforce
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
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Twilio
No answers on this topic
Usability
Salesforce
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.
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Twilio
No answers on this topic
Reliability and Availability
Salesforce
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.
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Twilio
No answers on this topic
Performance
Salesforce
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.
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Twilio
No answers on this topic
Support Rating
Salesforce
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.
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Twilio
Over the period it took us to set up, we kept going back to their enablement team to help us with the setup, and they were always ready and were very helpful in the entire process. Even with their documentation, they took the time out to help us work through the process. We've never had a message/email unanswered for more than an hour on working days.
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In-Person Training
Salesforce
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.
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Twilio
No answers on this topic
Online Training
Salesforce
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.
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Twilio
No answers on this topic
Implementation Rating
Salesforce
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.
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Twilio
No answers on this topic
Alternatives Considered
Salesforce
We had some scenarios and limitations on Oracle Data Cloud. With help of Salesforce, we were able to overcome most of those limitations. This made the work more efficient and productive as integration and providing Ad data to other parties became much more sophisticated and easy. This is helping the business in saving a lot of time and effort.
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Twilio
I'm not sure these are "official competitors" (or alternatives) to Segment, but we use them in parallel for different goals. We use Datadog for logging and monitoring and we use Mixpanel to perform data analysis based on the data we gather using Segment (and other sources). I don't think we ever evaluated any other service vs. Segment. I think we got a recommendation on Segment, liked it and decided to use it (and we're happy with it since).
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Scalability
Salesforce
We had approximately 20,000 recipients of most email campaigns, with some higher amounts and some smaller campaigns. The tools is easy to use and the recipient list size is really not a factor in the complexity or work to create and email campaign. Our campaigns could just have easily been sent to many more people, with virtually no additional work.
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Twilio
No answers on this topic
Return on Investment
Salesforce
  • The ability to create sophisticated rules to personalize messages has helped us to create sophisticated rules to personalize messages.
  • The ability to track customer journey performance at every stage helped us to track the performance of customer journeys and make improvements.
  • The ability to quickly build and deploy complex customer journeys without the need for coding allowed us to deploy customer journeys faster and with fewer resources.
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Twilio
  • Segment has enabled us to get a full view of our front end activity, join it to our back-end activity, and get full visibility into our funnels and user activity.
  • Segment lets us send events to ad tools with a full audit trail so all the numbers line up.
  • Segment also brings data from other sources into our data warehouse, saving our data engineering time from building commodity connectors.
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ScreenShots

Salesforce Marketing Cloud Screenshots

Screenshot of Pardot Analytics - Pardot's reporting and analytics allow you to perform true revenue impact analysis and closed-loop reporting.Screenshot of Pardot Email Analytics - See the reach and impact of your email marketing efforts in real-time with advanced reporting and analytics by device, email client, and more.Screenshot of Pardot Forms and Landing Pages - Pardot's form and landing page builders allow you to turn online traffic to leads with targeted offers and content marketing.Screenshot of Pardot Email Marketing - Define lead nurturing flows via an intuitive interface that enables easy definition of the simplest or most complex segmented and targeted campaigns.

Twilio Segment Screenshots

Screenshot of Destinations CatalogScreenshot of Destinations Main OverviewScreenshot of Sources Main OverviewScreenshot of DebuggerScreenshot of DocsScreenshot of Destination Settings