What is our primary use case?
We use this solution for sending personalized emails to prospects and clients for reminder consultations or meetings. Use 'Journey Builder' to have clients/prospects first name, last name, financial advisor's signature at the bottom, and dynamic sender for personalized emails that are sent ad hoc, weekly, and monthly.
How has it helped my organization?
This solution has improved organization brand awareness with prospects and clients. It can track open and click-through rates, among other Key Performance Indicators (KPIs). While only Premier Support customers (like our firm) have access to Accelerators, these subject matter-taught webinars give detailed implementation instructions.
What is most valuable?
The most valuable feature is the 'Accelerators', which are expert-taught subject matter webinars on items such as personalization of emails and SMS to contacts and prospects.
Setting up the 'short code' with cell phone carriers to send short messages to contacts and prospects has proved valuable.
What needs improvement?
We would like an improvement to the 'Einstein Engagement Frequency'; the optimal range of emails that our subscribers will engage with. Then take action to suppress those who receive too many or send more to those receiving too few. Also, we would like a 'sandbox' for Marketing Cloud because only PROD exists today.
For how long have I used the solution?
We have been using this solution actively for five months, since May 2019.
Which solution did I use previously and why did I switch?
Market Volt was elementary compared to Marketing Cloud.
What's my experience with pricing, setup cost, and licensing?
Know that six months on ingesting data is a minimum requirement. You cannot port six months of data, it must be ingested.
Which other solutions did I evaluate?
Salesforce offered Pardot but the 'road map' showed the long-term internal investment would be on Marketing Cloud.
What other advice do I have?
We are only touching the surface of segmentation in the Marketing Cloud, primarily for sales and marketing teams.