Think of Marketing Automation – You have several products to choose from.
Salesforce is the #1 CRM in the world today and they offer two options
These two applications have many similarities, but in reality, both Pardot and Marketing Cloud solutions are built for specific usage and industries. Both are digital analytics and automation platforms and are Salesforce products. Marketing automation comes into play when enterprises are looking to innovate their marketing and sales efforts. Both Salesforce marketing cloud and Salesforce Pardot work in tandem with the sales cloud. Each enterprise requires a marketing automation tool, but most of them still debate on which one to choose from; Salesforce Pardot and Salesforce Marketing Cloud.
Key Difference between Salesforce Pardot and Salesforce Marketing Cloud
Salesforce is an emerging solution, when being adopted by enterprises organically. Let’s understand the differences between Pardot and Marketing cloud.
Marketing Automation |
Pardot |
Marketing Cloud |
|---|---|---|
Target |
Lead Generation and Lead Nurturing |
One-to-one customer journeys and contact management |
Support Channels |
Website, social media channels, Email |
SMS, email, advertising, social media |
Features |
Lead management, email marketing, Pardot Einstein, Salesforce Engage, Landing page, Sales alignment, Social media integration, and ROI reporting. |
Journey builder, automation studio, interaction studio, audience builder, social studio, mobile studio, advertising studio, and more. |
Integration |
Pardot used with cloud solution and collaborate well with SugarCRM, Microsoft Dynamics, NetSuite, and Microsoft Dynamics. |
Integrates with service cloud of Salesforce, community, or sales cloud and CRM system, NetSuite, ODBC databases, SQL server, Microsoft Dynamics CRM, and other databases. |
Licensing/ add-on Products |
Pardot is comprehensive; some modern features like analytics, AI-enabled features are included. |
Marketing cloud Salesforce is simply sold in modules. Check with some marketing portals, capabilities, and reporting process will be included in the account. |
One-line pitch |
Empowers sales and marketing of enterprises by improving alignment between particular teams, driving and nurturing the leads. |
Grow revenue and relationship with amazing experiences from ad to account, email to e-commerce, social to service, and others. |
Marketing Cloud – Introduction
Salesforce marketing cloud is also a marketing automation tool, which incorporates the integrated tools all across distinct solutions or platforms, embracing social media, mobile, email, website advertising, and more. Moreover, it manages event-driven analytics and triggers that start sales and marketing actions. Particularly, the Salesforce marketing cloud contains the tools that work together across different marketing avenues. Marketing Cloud is generally recommended for (B2C) Business to Customer or Retail Sales cycle.
Salesforce Marketing Cloud: B2C Marketing Platform
A B2C Enterprise typically uses
Such an enterprise is expected to keep a huge social media visibility, mostly reap benefits from marketing messages that are delivered direct to customers.
Such enterprises need Intelligent, Automated, and integrated marketing tools. Salesforce Marketing Cloud is best suited for such enterprises. Salesforce Marketing Cloud is a platform that has evolved with innovative functionalities that enhances the marketing efforts of enterprises multi fold..
Marketing Cloud – All in One Marketing Solution
Marketing automation tools of the marketing cloud have gone through continuous disruption and innovation in the last few years. With Marketing Cloud, everything that the enterprises need is in one place. This allows rapid implementation of end-to-end multichannel marketing functions.,
Some of the major features include:
Interaction studio: built-in analytics that identifies customers and use artificial intelligence-powered insights to create account-based marketing
Email marketing: drag and drop segmentation and delivers messages or emails at any particular stage of the customer lifecycle
Social Media Marketing: social listening and customer intent analysis across social channels like Facebook, Twitter, LinkedIn, and others with social studio
Digital Advertising: display advertising across various channels with the advertising studio
Mobile Messaging: Targeted messaging SMS
Marketing Cloud – Modules for Social media and mobile messaging
Salesforce marketing cloud comprises of multiple modules. Each one of the modules focuses on a unique area of digital marketing.
Pardot – Introduction
Pardot is a marketing automation tool, which helps enterprises to generate, nurture, and capture leads. This safeguards the enterprises and businesses from losing business during longer sales cycles, as it automates the repetitive tasks in the lead nurturing process. When it comes to (B2B) business to business sales, Pardot is an ultimate option for enterprises.
Pardot: B2B Marketing automation suite
A B2B marketing automation generally involves long selling cycles, socializing and harmonizing products and services. Some of the key processes implemented are
Pardot is an email-centric and targeted solution.
Pardot is predominantly used to accomplish email marketing and lead generation.
Enterprises can implement Pardot as a stand-alone solution or integrated with customer relationship management.
Some of the key features of Pardot:
Email Marketing: develop and send email marketing campaigns
Lead Generation: Easily develop landing pages and forms to switch into valuable leads
Lead Nurturing: create data-driven nurture email flows and other customer-centric marketing strategies
Lead Scoring: Determine account-based sales and marketing campaigns and find opportunities to send messages or emails and follow up at the right moment to the right subscriber
Marketing and Sales Alignment: CRM engagement, activity tracking, real-time alerts and other applications for the sales team when necessary prospects are on the website.
Pardot – Smart for Lead Management and Nurture
When enterprises have a long sales cycle, they close deals over a period of time through multiple sales teams, or they have a high-end sales value product or service and a smaller database of targeted customers, Pardot is the most popular and preferred solution. The fundamentals of Pardot help enterprises to perform the lead nurturing process and progress them through the sales funnel.
Which is Right for Business (Pardot or Marketing Cloud)?
Marketing cloud could be a smart choice if the enterprise needs a platform to engage with customers across various channels and provide support in the customer journey. On the other hand, Pardot could be the right choice if the sales team requires long-term nurture, and they need to bridge the gap between the marketing and sales teams respectively.
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