Marketing Cloud vs Pardot: Choosing a Salesforce Platform for Your Business

Pardot vs Marketing Cloud: What Your Business Needs

Nowadays industrial development strategy has strikingly changed. In conditions of an oversaturated market, production faded into the background. The current business’s key task is to meet all clients’ needs.

Most sales now take place in the virtual space, but how can you turn a website visitor into a potential client? It’s simple — track user interactions and personalize dynamic content.

Before, lead data’s search and analysis were done manually. But optimization software helps to turn to solve routine tasks into an automated workflow.

The responsive marketing solutions’ best provider is Salesforce. We’ll cover primary Salesforce mainstreams – Marketing Cloud and Pardot. Examine their instruments’ characteristics to easily decide which one’s fitting you.

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Powerful B2B Instrument Salesforce: Pardot Marketing Automation

Due to Pardot’s simplicity, you can consider it as a painless-to-use marketing tool for finding and objectively assessing potential customers that help to close deals directly through the sales force, rather than using a website or mobile platform.

With Salesforce Pardot marketing automation, when leads reach a definite qualification point, they’re passed on to a sales manager and subsequently converted into sales. At the same time, Pardot minimizes possible human error risk by automating all marketing processes. Pardot employing will provide:

• the market share’s increase
• the shorter sales cycle times
• the improved lead tracking by determining the percentage of qualified leads in the database

The nurturing leads process includes targeted engagement. Pardot offers relevant information to customers at every sales funnel stage. Customer acquisition tactics help you improve the lead generation process.

There are multiple ways to engage customers. They include multi-channel parenting, multiple touches, timely follow-up, and personalization.

Pardot is a suitable platform for small business owners or nonprofitable projects to enhance profiling and support conversions.

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 B2C Specialist: Features of Salesforce Marketing Cloud

If your business has more than 100k email subscribers, then choose Marketing Cloud. Its innovative functions are related to listings, SMS or text integration, and precise management. Marketing Cloud outstanding techniques will help you set up unique user’s experiences (including cross-channel). It consists of several modules that handle a specific area of digital marketing.

• Mobile Studio: Connects with customers via push notifications, SMS, and chat apps. Provides Geofencing or contactless marketing.
• Social Studio: Responsible for connecting data from CRM to develop individual communications across the virtual environment. Social Listening and Social Media Management feature allows administering publications through the Marketing Cloud.
• Email Studio: A powerful ecosystem that manages the creation, scheduling, and email submission to large databases.
• Advertising Studio: Create omni-channel campaigns and customer loops on the most powerful market’s digital corporations (Facebook, LinkedIn, Instagram, Twitter, Google, YouTube).
• Journey Builder: This module maintains program communication flows with the client. Journey Builder uses Marketing Cloud modules being a think tank to deliver the best possible customer experience.

Social media profiles coverage is improving with Mobile and Social Studio inclusion, which is important for multinational corporations targeting users. Salesforce Marketing Cloud generates a triggered message to fulfill any marketing goal.

Similarity And Difference Between Pardot And Marketing Cloud

These two instruments under the corporate Salesforce brand share a lot in common. Both instruments have been a Salesforce part since 2013. Service descriptions appear similar, so do the customer contentment scores — 97% for Pardot and 99% for Marketing Cloud.

Both online platforms provide a better awareness of potential clients’ predilections. They accumulate large-scale personalized customer experiences and offer omnichannel solutions to support them at every sales funnel stage. At the same time, these platforms have different features depending on how complex your data is and how many channels you possess. Whether to choose Pardot vs Marketing Cloud Salesforce depends solely on your goals.

Business types

The Pardot optimizes data for B2B marketing automation, namely, for manufacturers who sell products directly to distributors in bulk. It’s appropriate for automating interactions with potential clients and partners.

Marketing Cloud specializes in direct selling. Its purpose is individual interaction with clients and subscribers with a bias towards social networks, including effective interaction with Google Ads and Salesforce CRM. So the marketing cloud’s going to be useful in retail and financial services.

Channels

Clearly, Pardot has a personal approach to email marketing. It specializes in creating custom drip campaigns using 36 customizable pre-made templates that create personalized content.

The Engagement Studio module generates customized emails according to user behavior in real-time.

Marketing Cloud, in contrast, has an online personalization – it links interactions from any channel or device and integrates collected user’s data and behavior to make relevant, real-time communications.

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Functionality Pardot vs Marketing Cloud Salesforce

With the Pardot rating system, it’s possible to assess potential clients’ interest. Its tracking codes are extremely useful for the marketing efforts of ROI understanding across many channels. Moreover, it has an optimization for external social network posts but focuses on smaller targeted campaigns. In turn, Marketing Cloud optimizes data for e-commerce and mass marketing.

Contacts

Pardot targets small databases of up to 500,000 contacts. Moreover, each of them is characterized by a higher turnover.

In contrast, Marketing Cloud can target databases with beyond then 500,000 contacts, but in this case, each contact has fewer sales.

Interface

Pardot’s offer is convenient. Just “hover and click” to create any campaign. Besides, Marketing Cloud is way harder to set up. It releases product updates every three months, forcing us to adapt to changes and new interfaces. You simply won’t manage with Marketing Cloud without required comprehension in this sphere.

Cloud integration

It’s possible to use both marketing automation solutions as stand-alone instruments. But to carry out its full potential, you need a lead management platform or a database. Indicate that Pardot doesn’t have a standard CRM functionality. This means it should be applied along with Sales Cloud or Service Cloud.

Salesforce’s cloud-based DMP data platform helps media companies promote more valuable advertising and information services. It works in real-time, combining the user’s data from all sources. Then the platform analyzes it to understand preferences and activate delivery channels.

Pricing: Salesforce Marketing Сloud vs Pardot

The annual license for Pardot will cost you less. But you shouldn’t choose it to save some for a rainy day (compared to Marketing Cloud). In the long run, there is a risk of spending more resources on customization and integration.

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Although Marketing Cloud is more costly, extra techniques it provides will be twice more useful for big businesses.

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Salesforce Pardot vs Marketing Cloud: Doubling Your Profit

Follow these key points to improve your activity profitability:

• Training: Data analysis requires consistency across all teams, including departments that are involved in customer interactions. Therefore, collaborative learning is an important part of team training. To take full advantage of Marketing Cloud, you will need to invest in lengthy training and specialized skills. Pardot, in turn, requires less administrative training.
• Adaptation process: Learn how to derive maximum out of the tool’s functions.
• Testing procedure: Test certain features to understand how they work.
• Exception lists: Stop sending emails to subscribers you’ve contacted last week.
• Domain Reputation: Gmail blocks emails if they are frequently spammed. To avoid blocks and spam reports, send emails less than to 5,000 subscribers in one day.

Conclusion

Wide marketing automation tools variety doesn’t mean that any of it fulfils your needs. Before choosing one, you should know how to make maximum use of every tool. By combining Salesforce Marketing Cloud and Pardot, make twice as much revenue and ease the lead generation process. That’s when a thoughtful strategy is essential to quickly access end-customers and guide them right to the stage of purchasing.

Contact the team to learn about Marketing Cloud or Pardot Salesforce peculiarities and decide which platform will be worthwhile for your case. We have an impressive track record in developing and executing automation programs. If you need an introduction to Marketing Cloud or Pardot, the team is glad to be of assistance to you.