Salesforce Marketing Cloud vs. Twilio Segment

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Salesforce Marketing Cloud
Score 7.9 out of 10
N/A
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.
$1,250
per month per installation
Twilio Segment
Score 8.2 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
Account Engagement
$1,250
per month
Engagement
$1,250
per month
Intelligence
$3,000
per month
Loyalty Management
$20,000
per month
Personalization
$100,000
per year
Data Cloud for Marketing
$108,000
per year
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
YesYes
Free/Freemium Version
NoYes
Premium Consulting/Integration Services
YesNo
Entry-level Setup FeeNo setup feeNo setup fee
Additional Details
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
7.9
167 Ratings
4% above category average
Twilio Segment
-
Ratings
WYSIWYG email editor8.1118 Ratings00 Ratings
Dynamic content7.9149 Ratings00 Ratings
Ability to test dynamic content7.8108 Ratings00 Ratings
Landing pages7.7117 Ratings00 Ratings
A/B testing8.2147 Ratings00 Ratings
Mobile optimization7.4107 Ratings00 Ratings
Email deliverability reporting8.3128 Ratings00 Ratings
List management7.9125 Ratings00 Ratings
Triggered drip sequences8.191 Ratings00 Ratings
Lead Management
Comparison of Lead Management features of Product A and Product B
Salesforce Marketing Cloud
7.9
121 Ratings
2% above category average
Twilio Segment
-
Ratings
Lead nurturing automation7.9107 Ratings00 Ratings
Lead scoring and grading7.8108 Ratings00 Ratings
Data quality management7.9113 Ratings00 Ratings
Automated sales alerts and tasks8.199 Ratings00 Ratings
Campaign Management
Comparison of Campaign Management features of Product A and Product B
Salesforce Marketing Cloud
7.9
111 Ratings
6% above category average
Twilio Segment
-
Ratings
Calendaring8.1100 Ratings00 Ratings
Event/webinar marketing7.794 Ratings00 Ratings
Social Media Marketing
Comparison of Social Media Marketing features of Product A and Product B
Salesforce Marketing Cloud
7.4
85 Ratings
1% below category average
Twilio Segment
-
Ratings
Social sharing and campaigns7.880 Ratings00 Ratings
Social profile integration7.136 Ratings00 Ratings
Reporting & Analytics
Comparison of Reporting & Analytics features of Product A and Product B
Salesforce Marketing Cloud
7.9
121 Ratings
8% above category average
Twilio Segment
-
Ratings
Dashboards8.0115 Ratings00 Ratings
Standard reports8.1120 Ratings00 Ratings
Custom reports7.797 Ratings00 Ratings
Platform & Infrastructure
Comparison of Platform & Infrastructure features of Product A and Product B
Salesforce Marketing Cloud
7.7
121 Ratings
3% above category average
Twilio Segment
-
Ratings
API7.487 Ratings00 Ratings
Role-based workflow & approvals7.986 Ratings00 Ratings
Customizability7.3108 Ratings00 Ratings
Integration with Salesforce.com8.5110 Ratings00 Ratings
Integration with Microsoft Dynamics CRM8.313 Ratings00 Ratings
Integration with SugarCRM7.410 Ratings00 Ratings
Third-party software integrations7.121 Ratings00 Ratings
Tag Management
Comparison of Tag Management features of Product A and Product B
Salesforce Marketing Cloud
-
Ratings
Twilio Segment
7.6
2 Ratings
7% below category average
Tag library00 Ratings8.01 Ratings
Tag variable mapping00 Ratings8.01 Ratings
Ease of writing custom tags00 Ratings8.01 Ratings
Rules-driven tag execution00 Ratings7.01 Ratings
Tag performance monitoring00 Ratings7.01 Ratings
Page load times00 Ratings8.01 Ratings
Mobile app tagging00 Ratings7.01 Ratings
Library of JavaScript extensions00 Ratings7.52 Ratings
Audience Segmentation & Targeting
Comparison of Audience Segmentation & Targeting features of Product A and Product B
Salesforce Marketing Cloud
-
Ratings
Twilio Segment
7.6
2 Ratings
7% below category average
Standard visitor segmentation00 Ratings8.02 Ratings
Behavioral visitor segmentation00 Ratings7.52 Ratings
Traffic allocation control00 Ratings7.02 Ratings
Website personalization00 Ratings8.01 Ratings
Customer Data Management
Comparison of Customer Data Management features of Product A and Product B
Salesforce Marketing Cloud
-
Ratings
Twilio Segment
8.3
3 Ratings
1% below category average
Account Scoring00 Ratings8.52 Ratings
Customer Data Governance00 Ratings9.02 Ratings
Data Connectors00 Ratings8.73 Ratings
Data Enhancement00 Ratings8.02 Ratings
Data Ingestion00 Ratings8.73 Ratings
Data Storage00 Ratings8.52 Ratings
Data Visibility00 Ratings8.02 Ratings
Event Data00 Ratings8.02 Ratings
Identity Resolution00 Ratings7.52 Ratings
Best Alternatives
Salesforce Marketing CloudTwilio Segment
Small Businesses
Vbout
Vbout
Score 9.9 out of 10
Klaviyo
Klaviyo
Score 8.8 out of 10
Medium-sized Companies
PFL Direct Mail Platform
PFL Direct Mail Platform
Score 9.2 out of 10
Klaviyo
Klaviyo
Score 8.8 out of 10
Enterprises
PFL Direct Mail Platform
PFL Direct Mail Platform
Score 9.2 out of 10
Treasure Data
Treasure Data
Score 8.9 out of 10
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User Ratings
Salesforce Marketing CloudTwilio Segment
Likelihood to Recommend
7.9
(324 ratings)
8.7
(21 ratings)
Likelihood to Renew
8.4
(114 ratings)
-
(0 ratings)
Usability
4.3
(35 ratings)
-
(0 ratings)
Availability
10.0
(11 ratings)
-
(0 ratings)
Performance
9.6
(9 ratings)
-
(0 ratings)
Support Rating
6.9
(36 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)
Contract Terms and Pricing Model
5.0
(1 ratings)
-
(0 ratings)
Ease of integration
7.0
(2 ratings)
-
(0 ratings)
Product Scalability
7.7
(34 ratings)
-
(0 ratings)
Vendor post-sale
8.0
(3 ratings)
-
(0 ratings)
Vendor pre-sale
7.0
(3 ratings)
-
(0 ratings)
User Testimonials
Salesforce Marketing CloudTwilio Segment
Likelihood to Recommend
Salesforce
I rated this a seven because I love Salesforce, and it is excellent on the sales side. However, the marketing side has some pros and cons. It is terrific for keeping track of lead, customer, and dealer information, but it is not easy to automate workflows, integrate other software, or create well-designed emails. It is also straightforward to generate reports, which is very helpful in keeping track of lead progression to better market those leads and turn them into customers.
Read full review
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
  • Filter relevant content so you can priorize those that are more relevant and resolve it first
  • Measure the traffic in the different social networks, as well as the response rate, average response time and other relevant metrics
  • Configure automation rules to order the work of those who must interact with the customer
Read full review
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
  • The email builder does not offer any way to catch/check bugs across different email service providers
  • Creating SQL is not as easy as drag-and-drop; a lot of technical knowledge is required
  • Salesforce Marketing Cloud is sold as a marketing tool, but to be honest, you need a LOT of technical IT support to run the tool
  • Einstein metrics are across the board; if you have multiple audiences in one instance of Salesforce Marketing Cloud you can't segment the data.
Read full review
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.
Read full review
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 are really responsive and more than not solve the problem or give you insight to how you can manage the solution yourself. I do find however sometimes a long delay on the more complex issues when they need to loop in other departments. but overall a good experience with support
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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.
Read full review
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
I think that all of the marketing platforms I have evaluated and used in the past serve different markets and purposes. Salesforce Marketing Cloud was more palatable to our team because of our existing tech stack where we had Salesforce CRM already deployed and in use. Compared to Marketo and Hubspot, Salesforce Marketing Cloud is a bit dated in terms of the UI/UX and the overall experience but still meets the needs of our organization. Mailchimp, however, isn't even playing in the same arena and is meant for small organizations and companies that don't have a need for a full fledged offering that SFMC brings to the table.
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Twilio
We chose Twilio Segment for the good API integration and node resources, I would use Ontraport again, particularly if I didn't have the requirements for API and development/platform integration. Certainly the set up and management is easy and seamless with both the API and the user interface to use depending on circumstances and requirements.
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Contract Terms and Pricing Model
Salesforce
was not involved with this part but i have not heard about clompaints
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Twilio
No answers on this topic
Scalability
Salesforce
Prior to this, we had no solution and literally were doing things on paper in a world where technology is outpacing paper. Having this process optimized has made it easier for the sales and marketing people to change information. From the training perspective, it has allowed us to see holes in where we could create additional support training, so the ROI here has been a lot more than just the optimization of a process.
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Twilio
No answers on this topic
Return on Investment
Salesforce
  • 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.
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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 can be used to perform true revenue impact analysis and closed-loop reporting.Screenshot of Pardot Email Analytics - The reach and impact of  email marketing efforts are displayed in real-time with advanced reporting and analytics by device, and email client.Screenshot of Pardot Forms and Landing Pages - Pardot's form and landing page builders are used to turn online traffic to leads with targeted offers and content marketing.Screenshot of Pardot Email Marketing - Lead nurturing flows are defined via an interface that enables 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