Marketing Cloud Next: What You Need to Know About Product Details, Availability and Pricing

Marketing Cloud Next: What You Need to Know About Product Details, Availability and Pricing

Learn about accessing our next-gen agentic capabilities that will help you turn every channel into a two-way conversation

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In June, we introduced Marketing Cloud Next at Connections. The product's next-gen capabilities are making agentic marketing possible. Every channel is now an opportunity for a two-way conversation with customers, and every marketing team is scaled with limitless digital labor. During our Marketing Cloud Next keynote, we outlined five steps to get started on building a strategy for this new agentic era. Since then, I've heard terrific feedback from customers about our product direction and capabilities, along with a few recurring questions I'd like to clarify:

• How can I learn more about Marketing Cloud Next?
• How can I get started with Marketing Cloud Next?
• As an existing Marketing Cloud customer, how do I access these next-gen capabilities?

How can I learn more about Marketing Cloud Next?

Marketing Cloud Next is a complete agentic marketing solution that helps you personalize the right moments across the customer lifecycle. We've modernized everything Marketing Cloud does, making it simpler to use, fully unified, with autonomous AI agents built in from the start.

This was all done to make marketers better at their jobs in three areas: understanding customers and marketing performance, managing cross-channel experiences, and increasing business efficiency and scale.

Marketing Cloud Next is built natively on Salesforce's core platform so you benefit from more actionable data from across the business. And it works alongside Sales, Service, and Commerce, so you have better cross-departmental workflows and can orchestrate 1:1 customer engagement across the full customer lifecycle.

And then there's the AI agents. These agents don't just assist - they act like team members who are behind the scenes. Marketers define the strategy, such as "increase loyalty among at-risk customers," and AI agents take care of the execution. They handle campaign assembly, optimize performance, and turn every traditional marketing channel into a two-way conversation, all at a scale that wasn't possible before.

The result is not just speedier outputs, but better outcomes. Instead of juggling tools, tweaking pixels and chasing approvals, marketers get time back for what really matters: strategy, creativity, and driving growth.

Let's dig into Marketing Cloud Next capabilities through some use cases that show how it works.

Use case 1: Boost cross-channel performance with AI

A fashion brand is running simultaneous paid media and email campaigns for a major launch. With Marketing Cloud Next, the marketing team manages both programs through a single workspace. Their campaign journeys have consistency across channels, and real-time analytics show what's performing and what's not.

Agentic AI identifies underperforming segments and automatically reallocates spend and messaging. The team monitors the improvements through a dashboard that shows performance by channel, campaign and attribution.

Use case 2. Support and sell seamlessly with one AI agent

An ecommerce company wants to streamline support and marketing through a single experience. When a customer has a question about a return, product availability, or delivery delay, they're greeted by a conversational agent built on Marketing Cloud Next and Service Cloud.

The agent solves issues, suggests relevant products based on real-time and past behavior, and can even enroll customers into loyalty programs or upcoming campaigns.

Use case 3: Turn member data into real-time personalization

A travel brand wants its loyalty members to receive personalized experiences every time they visit the website. Using Marketing Cloud Next, the brand unifies data on membership status, point balances, and booking history to dynamically curate the landing page experience.

An AI agent tailors messaging, offers, and product recommendations based on real-time behavior and loyalty data. Agents on the website greet returning users and start a two-way conversation about unused benefits or travel suggestions. The result is increased engagement and conversion.

Use Case 4: Upsell and cross-sell based on unified customer profiles

A tech company wants to target accounts with high product usage with the goal to upsell. With Marketing Cloud Next, the marketer can use AI to identify accounts that fit this criteria and are are up for renewal in the next six months. Then they can create target audience segments in minutes by simply describing it with a natural language prompt. Customers from those accounts are placed in a targeted multi-channel nurture program with email, SMS or WhatsApp touchpoints.

As their lead and account score increases, they are passed over to a conversational AI agent for further qualification. Once qualified, they are then sent to their salesperson, who will reach out to the prospect after viewing their engagement history over time.

How can I get started with Marketing Cloud Next?

If you're new to Marketing Cloud, you can start with Marketing Cloud Next Growth Edition or Advanced Edition, which gives you foundational marketing automation capabilities. Then, based on your use cases, you can extend those capabilities with Marketing Cloud Next add-ons: Salesforce Personalization, Marketing Intelligence, and Loyalty Management.

If you're already using Marketing Cloud, you can access new capabilities in Marketing Cloud Next by renewing into Marketing Cloud+. Marketing Cloud Next works with the products and processes you already use, so you keep your existing solutions while adding powerful new capabilities. I've laid out the specifics below.

As an existing Marketing Cloud customer, how do I access these next-gen capabilities?

Marketing Cloud Engagement+

With Marketing Cloud Engagement+ your existing journeys, content, and data remain accessible. But now you'll also get these innovations that seamlessly complement your existing content and data to make them even stronger.

Engagement customers will get access to these features:

• Digital Wallet. Easily track and monitor messaging credit spend for Email, SMS, and WhatsApp in a self-serve dashboard.
  
• Smarter Journey Orchestration in Flow (GA October 2025). Enhance journey orchestration with smarter routing and decisioning logic in Salesforce Flow. New capabilities let you build agents that dynamically determine the next best journey or path based on individual customer profiles, behaviors, and context - all without code.
  
  You can now daisy-chain journeys together, automatically transitioning customers from one journey to another based on actions they took (or didn't take), unlocking more personalized, cross-channel, and cross-department experiences.
  
• Marketing Performance and Campaign Dashboards (GA October 2025). Track campaign performance with unified dashboards, providing clear visibility into deliverability and performance data across emails and journeys.

How much does Marketing Cloud Engagement+ cost?

Here is a quick glance:

• Pro: $2,000/month
• Corporate: $5,500/month
• Enterprise: $30,000/month

Check out the detailed pricing page.

Marketing Cloud Account Engagement+

Good news: you already have access to Marketing Cloud Next capabilities. They are provisioned alongside your Account Engagement instance. All your data, lists, and content work seamlessly across Account Engagement and Marketing Cloud Growth Edition and Advanced Edition, so you can build and launch campaigns without rebuilding assets or duplicating effort.

Account Engagement customers will get access to these features:

• Agentforce. All Marketing Cloud Account Engagement customers can now access Agentforce Campaign Creation. That means you can create campaigns, campaign briefs, emails and multi-channel flows with natural language prompts that have more customer attributes.

• Multichannel Messaging. You can now plan multi-channel engagement journeys with email, SMS or WhatsApp for your customers. Previously you would have to use a third-party application to send SMS and WhatsApp messages with Account Engagement. You can also use Unified Conversations for SMS and WhatsApp to turn one-way promotions into two-way conversations.

• Improved Personalization. Now it's even easier to personalize your messages with Cross-Object Merge Fields. Let's say a contact attended a webinar. You can now bring in related info like their contact details, service history and more to tailor your message. And with Rule-Based Dynamic Content, you can go a step further by customizing everything from body copy to images, subject lines and even preheaders using what you already know about them in Data Cloud.

How much does Marketing Cloud Account Engagement+ cost?

Here is a quick glance:

• Growth: $1,250 USD/per month up to 10,000 contacts
• Plus: $2,750 USD/per month up to 10,000 contacts
• Advanced: $4,400 USD/per month up to 10,000 contacts
• Premium: $15,000 USD/per month up to 75,000 contacts

Check out the detailed pricing page.

Marketing Cloud Intelligence+

With Intelligence+, you'll keep your current MCI implementation with no disruption while gaining the ability to explore new innovations in Marketing Intelligence.

Intelligence customers will get access to these features:

• Agentforce Paid Media Optimization. Automatically monitor and optimize cross-channel campaigns 24/7, reducing manual lift.
  
• Segment Intelligence. Analyze audience insights by campaign, channel, and objective to improve campaign performance (a huge value-add for customers using Data Cloud for segmentation).
  
• Flexible Attribution (GA October 2025). Go beyond first and last touch attribution to measure performance using any custom object.

How much does Marketing Cloud Intelligence+ cost?

Here's a quick glance:

• Marketing Intelligence+ Growth starting at $11,000/month
• MC Intelligence+ Plus starting at $33,000/month

Check out the detailed pricing page.

Marketing Cloud Personalization+

With Personalization+ you'll keep your current Marketing Cloud Personalization implementation with no disruption while gaining the ability to explore and use new innovations in Salesforce Personalization.

Personalization customers will get access to these features:

• Agentforce Web Curation: Tailor an individuals web experiences based on their real-time agentic conversation
  
• Personalization Decisioning: Use Agentforce to deliver real-time product and content recommendations.

• AI Recommenders: Improve performance with product and content recommendations optimized to achieve your business goals
  
• Custom Attribution: Set and measure the impact of your personalization efforts to your business goals.

How much does Personalization+ cost?

Here's a quick glance:

• Personalization+ edition: starts at $15,000 per org per month.

Check out the detailed pricing page.

Marketing Cloud Next: Looking ahead

This new era of two-way conversations driven by agentic AI brings a wealth of opportunities for businesses. You can bring internal departments together, engage customers across channels, and optimize marketing 24/7. This vision has been evolving for a few years, and the technology is now here to make it happen.

Please do not hesitate to contact your Salesforce rep if you need assistance or more information. I'm excited for this foundation that we've built and I'm looking forward to seeing amazing connected experiences from our customers. Enjoy the rest of your summer, and we'll see you at Dreamforce!

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I've spent more than 11 years at Salesforce, helping shape the growth of Marketing Cloud. Before that, I worked at Responsys during its rise in digital marketing and spent a decade in product roles at Cypress Semiconductor. I hold a Computer Engineering degree from the University of Illinois.

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