To succeed in today’s fiercely competitive business landscape, entrepreneurs should consider investing in robust marketing software. From streamlining business operations to helping organizations focus more on nurturing client relationships and increasing ROI, the impact of marketing automation goes beyond automating repetitive and monotonous tasks. Are you curious to know about the concept of marketing automation and how it works? In layman’s terms, marketing automation refers to software that manages routine marketing activities without requiring any human intervention.
According to a report shared by Nucleus Research, marketing automation has helped organizations drive sales productivity by 14.5% and a reduction in overall marketing overhead cost by 12.2%.
However, choosing the appropriate marketing automation platform is essential for businesses aiming to connect with their audience, boost conversions, and accomplish their marketing objectives. But, as marketers seek to adopt automation, they find themselves overwhelmed with numerous options. Salesforce Pardot and Marketing Cloud are among the most renowned and widely used marketing automation platforms. It makes sense to partner with one of the best Salesforce Consultants to know more about these platforms.
So, if you too are grappling with the decision of what to choose between Pardot or Marketing Cloud then read on to get answers to all your queries.
All About Salesforce Marketing Cloud
This robust marketing automation platform empowers organizations to engage with their customers across several channels – mobile, email, social media, and web. The platform provides a set of tools and features to help businesses optimize their marketing initiatives while helping them attract, engage, and retain customers.
The Marketing Cloud empowers businesses to effortlessly manage their mobile messaging and social media campaigns. While its mobile messaging module enables users to send personalized text messages to their customers, its social media module enables marketers to engage their intended audience with relevant and timely social content.
This marketing automation platform enables organizations to generate a unified view of their customers. It provides a reliable, and tailored experience across all customer touchpoints. Apart from this, the platform also offers robust analytics and reporting capabilities that allow organizations to track campaign performance while generating increased ROI. Marketing Cloud allows users to make data-driven decisions by leveraging data from the Salesforce CRM to enhance their marketing efforts. It also seamlessly integrates with other cloud platforms such as Sales Cloud and Service Cloud.
All About Pardot
Pardot stands out as a robust digital marketing and automation platform designed for effortless lead management and relationship nurturing. This tool empowers users to effortlessly devise automated campaigns, categorize and evaluate leads, and extract valuable insights to enhance decision-making processes. Boasting an intuitive interface coupled with potent functionalities, Pardot proves to be an optimal solution for enterprises aiming to efficiently handle leads, foster enduring relationships, and optimize their return on investment. Furthermore, Pardot seamlessly integrates with CRM systems like Salesforce and Microsoft Dynamics, simplifying the construction and upkeep of customer databases, monitoring customer engagement, and assessing campaign effectiveness. The comprehensive array of tools offered by Pardot ensures that businesses possess the necessary resources to propel customer acquisition and foster loyalty.
Salesforce Marketing Cloud Vs Pardot: What Would You Opt for?
While both platforms offer several features and capabilities, it might be hard for organizations to decide which one will meet their business needs. Listed below are some of the major differences between the two, which will help businesses choose the best fit:
Target Audience: Pardot is designed to meet the needs of B2B organizations. It helps organizations to generate quality leads and nurture them down the sales funnel. Its lead-scoring capabilities are beneficial for businesses with longer sales cycles. Salesforce Marketing Cloud on the other hand targets B2C businesses that require engaging with customers across different channels, including mobile, email, digital media, and more. It helps users create targeted and tailor-made campaigns that drive customer loyalty and satisfaction.
Ease of Usage: While Salesforce Pardot isn’t easy to set up, especially for those new to marketing automation, Salesforce marketing is user-friendly and easier to set up. To set up integrations or configure workflows and custom fields in Pardot, technical know-how is required. The interface of Marketing Cloud is easy to navigate and allows users access to features through its drag-and-drop functionality. However, the drag-and-drop functionality of Pardot enables seamless execution of campaigns once set up.
Integration: Since Salesforce acts as the foundation for both Marketing Cloud and Pardot, both platforms integrate with Salesforce, as well as third-party tools. While Pardot seamlessly integrates with Salesforce Sales Cloud, Marketing Cloud integrates with other marketing platforms, such as Google AdWords, Analytics, and more due to multiple integration features offered by it.
Buying Cycle: Companies dealing in high-value products or services with intricate sales processes and including several decision makers, often find Pardot to be a suitable choice. On the other hand, businesses managing large prospect databases but with lower sales values usually perform better utilizing Salesforce Marketing Cloud. In other words, Pardot is designed to manage extended buying cycles, and nurturing new leads while Marketing Cloud is appropriate for shorter and transactional buying cycles.
Pardot Vs Salesforce: Who is the Winner?
Deciding between Pardot and Salesforce Marketing Cloud can be tricky, as both are robust marketing automation tools. These platforms empower businesses to strategize, execute, and assess their marketing activities by precisely tracking crucial metrics. However, choosing between the two isn’t as simple as it may seem to be. Rather it hinges on your specific marketing requirements and objectives. It is crucial to thoroughly assess the pricing and features of each platform to determine the optimal fit for your business. For those seeking the ideal marketing automation tool for their organization, consider leveraging Salesforce Consulting Services from a reputable service provider.