Salesforce vs Adobe Marketing Cloud

TAP London
7 Dec 2021

Marketers now have a huge number of incredible tools at their disposal, and many of these make a real difference to the potential of their campaigns. Marketing cloud software created by industry leading companies like Salesforce and Adobe offer boundless opportunities for professionals to learn about their customers, dramatically improving the experiences their brands are able to offer.

If you’re considering making use of cutting edge marketing technology like this, you might soon find yourself wondering which platform would best suit your needs. Take a look at our quick guide to Salesforce and Adobe’s marketing cloud software to learn more about how these platforms compare, and what they could do for your business.

What is Salesforce Marketing Cloud?

Developed by world-renowned cloud-based software company Salesforce, this marketing cloud is a cut above its competitors. The technology provides a complete toolkit for marketing professionals, with everything they need to power-up digital campaigns and attract both new and existing customers.

With a focus on learning through data, the Salesforce marketing cloud provides highly intelligent automation, which can have a real impact on what marketers can do. The automation of digital campaigns can be tailored to specific customers using the software, allowing brands to provide a truly personal experience that communicates with customers in the way they prefer.

Audience-specific messaging can be delivered at the best possible time for different groups of consumers. And automation allows campaigns to be launched at a rapid pace, helping brands improve their engagement and make the most of every interaction.

The software is perfect for companies who have a number of marketing professionals on board. It’s highly collaborative, and can be used incredibly effectively whether teams are working in-house or remotely.

What is Adobe Marketing Cloud?

The Adobe Marketing Cloud is another excellent option for digital marketing professionals. This end-to-end platform has been designed with flexibility in mind, so it can be scaled up or down depending on a company’s needs. The platform boasts plenty of different options to help companies connect with their customers, from content management help to campaign execution for emails and ads.

Adobe’s Marketing Cloud is fully integrated with analytics, and this has a huge effect on its potential. Data-driven insights can be used to create compelling campaigns that prove irresistible to the very customers they’re intended to target. This same data can also help to inform the best possible times to launch campaigns, and it can be used to run fully automated campaigns designed to improve engagement and conversions alike.

Personalisation is another vital part of the customer experience. Today’s brands are having to go above and beyond to provide a personal service that shows how much customers are valued. Fortunately, Adobe’s technology is there to make this simple.

Part of the Marketing Cloud, Adobe Target is a digital personalisation engine which is powered by machine learning. The technology can be used across mobile apps and online, and it’s vital for brands looking to up the ante when it comes to personalisation.

How does Adobe Marketing Cloud compare to Salesforce?

Both Adobe Marketing Cloud and Salesforce Marketing Cloud have a huge amount to offer. But how do the two compare? The answer to this lies in the specific details of what these two platforms are capable of, and how their technology can be used to improve engagement, personalisation and communication to help businesses succeed.

While both platforms are highly effective in helping companies to launch automated campaigns driven by real data, their capabilities are slightly different when you start to examine the details of what can and cannot be done using the software.

Adobe Marketing Cloud has a huge range of features, many of which are crucial for ambitious brands hoping to expand. Providing a fully personalised customer experience, the platform offers everything from cross-channel marketing support to mobile marketing and data-driven marketing.

Analytics can be fully integrated with Adobe Marketing Cloud, and the platform comes complete with audience management tools too. Profile management tools make it possible for brands to go one step further in the personalisation of campaigns, unlocking the real potential of data-driven marketing.

The list of features provided by Salesforce’s Marketing Cloud is also extensive, but it’s not quite the same as those offered by Adobe. Salesforce comes with its own journey builder tool, which is great for companies hoping to optimise their customers’ buying journey. It also provides data management and a data studio, as well as an advertising studio, mobile studio and an interaction studio. Marketing automation is fully covered by the platform, and predictive recommendations can be used to better inform future strategies.

Both marketing clouds are suited to small, medium and large enterprises, and pricing is adapted to suit the specific needs of the organisation. While Salesforce does support a number of different languages, Adobe is only currently available in English, which may sway the decision for global corporations.

Salesforce offers more in terms of integrations, with the potential to integrate with a long list of different applications. Adobe is more limited in its offered integrations, but many companies will find that this platform does everything they need it to do regardless.

Salesforce and Adobe’s Marketing Clouds offer unparalleled potential for marketers looking to improve their capabilities. The digital technology provided by these two platforms combines cutting edge data tools with fantastic opportunities to personalise and automate interactions.

There are endless opportunities for marketers to explore in both platforms, so it’s well worth looking into each one to see how their capabilities might align with upcoming campaign goals, as well as long-term marketing strategies. For more information on marketing cloud technology, don’t hesitate to contact our team. We’re on hand to talk you through how these platforms work, and help you decide which marketing cloud services would best suit your business.


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