Companies all over the world strive to get a better understanding of who their customers are. The initiative to improve the overall customer experience or the ability to send highly targeted content to audiences to help increase lead generation is an important marketing goal. Fortunately, Pardot and the Marketing Cloud, by Salesforce, supports these goals.
What Is Pardot?
Pardot is a Salesforce marketing automation platform for SaaS. It is an industry leading marketing management tool built for B2B companies. Email marketing is the primary star of this tool with automation, reporting, and engagement functionalities.
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What is the Salesforce Marketing Cloud?
The Salesforce Marketing Cloud is a framework for the collection of data based on the customers’ journey across multiple channels. This helps marketers to send the right message, to the right people, at the right moment. It provides integrated applications for client management, SMS, media, advertising, site design, content development and management, and data analysis.
Pardot Vs. Marketing Cloud
For better understanding, let’s review the differences between Pardot and the Marketing Cloud.
- The biggest differentiator between Pardot and the Salesforce Marketing Cloud, is that Pardot has a B2B focus, and Marketing Cloud B2C. However, Marketing Cloud has been known to be used interchangeably.
- Pardot is a tool that lives on the Salesforce platform, while the Marketing Cloud is a platform in of itself, with more integration abilities with other business tools.
- Pardot excels in its email marketing ability. It’s automation and engagement features enhance its ability to ensure that email marketing campaigns hit their mark. The Salesforce Marketing Cloud offers a customer-360 focus of their customers through marketing channels such as mobile, social, and advertising.
- With the Marketing Cloud focusing on multi-channel marketing, Pardot enables sales and marketing teams to work together seamlessly with data mined from the Sales Cloud.
Thereby Pardot’s focus is on lead generation and moving customers through the sales funnel.
The Marketing Automation Landscape
Salesforce defines marketing automation as “technology that manages marketing processes and multifunctional campaigns across multiple channels automatically”. The Pardot and Marketing Cloud both enhance the marketing automation journey, but in different ways.
Landing Pages
Pardot allows marketers to easily create landing pages utilizing the tool’s web page templates, layouts, and “smart” forms, allowing for the collection of visitor information with each interaction.
Lead Nurturing
Pardot helps marketers to ramp up lead generation with functionalities that support lead nurturing, lead qualification, segmentation and automation, and content.
Creating Email Campaigns
Email is one of the most important and effective communications tools in a marketer’s playbook.
Email marketing is one of Pardot’s flagship tools. Other capabilities include an Email Builder Tool, the automation of engagement, personalized messaging, and A/B testing for optimized results.
Integration with Salesforce
When it comes to the Salesforce platform integration, Pardot is the champion here. Pardot works in conjunction with the Sales Cloud, enabling sales and marketing to work in greater alignment. The Marketing Cloud is a system that works on its own, however, with Marketing Cloud Connect, the Sales Cloud can synch its data with the Marketing Cloud.
Advertising, Social Media Tracking, and SMS
Here is where the Salesforce Marketing Cloud excel. With extensions like Advertising Studio, Social Studio, and MobileConnect, the Marketing Cloud gives companies a complete 360 view of their customers. With the greater monitoring capabilities, companies can capture customer behaviours through predictive analysis, affording the ability to build greater customer journeys.
Unlike Marketing Cloud, Pardot cannot connect to these extensions directly, and would rely on its connection to the Sales Cloud to realize the benefits of the extensions.
You Make The Choice
Though there are varying differences between Pardot and Salesforce Marketing Cloud, both are great power tools that provide companies the leverage they need to gain customer insights and knowledge to help them understand and grow their customer base.
For additional insight and to further help you decide if Pardot or the Marketing Cloud is best for your business, download this informative slide deck on Pardot and Marketing Cloud.
Source:
Salesforce https://www.salesforce.com/products/marketing-cloud/what-is-marketing-automation/
The Drip https://www.salesforceben.com/the-drip/salesforce-pardot-vs-marketing-cloud-which-
Download
Download your FREE informative slide deck that will give you more insights into Pardot and Marketing Cloud. In this download, you’ll not only discover which marketing product is right for you, but you’ll get a full list of benefits and use cases from companies such as Precor, Apartments.com, and Room&Board.
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