Pardot VS Salesforce Marketing Cloud: Which Salesforce Platform is Right for Your Marketing Goals?

Pardot VS Salesforce Marketing Cloud: Which Salesforce Platform is Right for Your Marketing Goals?

Pardot VS Salesforce Marketing Cloud: Which Salesforce Platform is Right for Your Marketing Goals?

February 01, 2024 0 Comments

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If you’re considering a Salesforce marketing automation solution, you may wonder which one to choose: Salesforce Pardot VS Marketing Cloud. Indeed, a recent study indicates that over 37,000 companies have incorporated Pardot into their Salesforce systems, while over 22,000 businesses have utilized Marketing Cloud as of 2022.   

In this blog post, I’ll provide the main differences between Pardot and Marketing Cloud and how to select the best choices for your business. 

What is Pardot and What Does It Do?  

Salaesforce Pardot
Image Source: PCMag

Pardot, now called Marketing Cloud Account Engagement, is a B2B marketing automation tool ideal for businesses with long, complex sales cycles, multiple decision-makers, and high-value products or services.

With Pardot, you can:

  • Create and manage email campaigns, landing pages, forms, and social media posts
  • Track and score leads based on their behavior and profile
  • Segment and target leads based on their interests, needs, and stage in the buyer’s journey
  • Automate and personalize lead nurturing journeys with Engagement Studio
  • Measure and optimize your marketing ROI with B2B Marketing Analytics
  • Enhance your sales productivity and effectiveness with Salesforce Engage

By partnering with a Pardot consultant, you can ensure you’re set up for success and get the most out of this powerful marketing automation platform.

Advantages

  • It helps you generate, score, and nurture leads for your sales team.
  • It incorporates well with Sales Cloud and different Salesforce productions
  • It offers email marketing, landing pages, forms, and social media* features.
  • It has AI-powered characteristics like Einstein Lead Scoring and B2B Marketing Analytics.

Disadvantages  

  • It is more expensive than Marketing Cloud, starting from $1,250/month for up to 10,000 contacts.
  • It has restricted functionality for diverse marketing channels, like SMS, display advertising, and web personalization.
  • It requires specialized expertise and encoding know-how to customize and optimize.

What is Salesforce Marketing Cloud and What Does It Do? 

Salesforce Marketing Cloud
Image Source: TechRadar

Salesforce Marketing Cloud, or Marketing Cloud Engagement, is a B2C marketing automation suite ideal for businesses with large, diverse customer bases, frequent sales, and multiple touchpoints.

With Marketing Cloud, you can:

  • Create and manage email, SMS, push, and in-app messages, as well as display and social ads
  • Build and execute customer journeys with Journey Builder
  • Manage and segment your customer data with Audience Studio and Contact Builder
  • Listen and engage with your customers on social media with Social Studio
  • Personalize and optimize your web and mobile content with Web Studio and Mobile Studio
  • Analyze and improve your marketing performance with Datorama and Google Analytics 360

Advantages   

  • It helps you create and manage client ventures over different marketing mediums, like email, social, SMS, and display advertising.
  • It encompasses a content management system and workflows to simplify marketing procedures.
  • It has social listening and analysis features to track and engage together the audience.
  • ​ It has digital advertising management characteristics to optimize your campaigns and ROI.

Disadvantages

  • It is more complex and less user-friendly than Pardot, requiring more training and support.
  • It does not integrate natively to Sales Cloud and other Salesforce products, requiring additional connectors and APIs.
  • It has less email deliverability and spam compliance than Pardot.

The Differences between Pardot and Marketing Cloud  

Pardot and Marketing Cloud Salesforce share a few similarities, i.e. e-mail marketing, CRM integration, and analytics, but they also have a few key differences that make them reliable for distinctive businesses and marketing objectives. Here are some of the main differences between Pardot and Marketing Cloud:

Market segment 

Pardot serves B2B marketing with a focus on lead generation and qualification, while Marketing Cloud caters to B2C marketing, emphasizing client retention and loyalty.

Buying cycle

Pardot suits businesses with lengthy, complex buying cycles involving multiple decision-makers and rational factors. Marketing Cloud is better for businesses with shorter, simpler buying cycles driven by emotional factors and impulse.

Marketing channels  

Pardot primarily uses email and social media, while Marketing Cloud utilizes a broader spectrum of channels, including SMS, push notifications, display, and social ads, for reaching clients and prospects across various devices and platforms.

Marketing and sales alignment

Pardot promotes strong alignment between marketing and sales by seamlessly integrating with Sales Cloud, enabling sales reps to access and act on marketing insights. In contrast, Marketing Cloud is primarily oriented towards marketing teams and lacks a direct link with Sales Cloud.

Here is a comparison table of  Salesforce Pardot vs Marketing Cloud:

 

Feature Pardot Marketing Cloud
Market segment B2B (Business-to-Business) B2C (Business-to-Consumer)
Price Starts at $1,250/month for up to 10,000 contacts Starts at $400/month for the org
Differences Used for ‘considered purchases’ where there are long sales cycles and multiple decision-makers Best suited to transactional purchases across multiple marketing channels
Channels Email, social media Email, social, SMS, display advertising
Use cases/Keywords Lead generation, scoring, and grading; lead nurturing; email marketing; campaigns management; marketing reporting Rewards management; subscriber preference management; content management and workflows; social listening and analysis; digital advertising management
Add-ons Salesforce Engage; B2B Marketing Analytics Plus; Engagement History Dashboards Tableau CRM for Loyalty Management; Einstein Vision for Social Studio
Integration with Salesforce CRM Seamless integration with Sales Cloud; bi-directional data sync; native app in Lightning Requires Marketing Cloud Connector; limited data sync; separate app from Lightning
Artificial Intelligence Pardot Einstein for lead scoring, behavior scoring, and campaign insights Einstein for Marketing Cloud for predictive analytics, personalization, and optimization
Customer Support Standard support included Premier and Premier+ support available for an additional cost Standard support included Premier and Premier+ support available for additional cost

 

Which Is Right for You?

There is no definitive answer to which tool is right for you because it depends on your business circumstances, objectives, and inclinations. In any case, here are a few questions that you can ask yourself to assist you in making an informed decision:

  • Who is your target audience? Are they companies or consumers? How wide and different is your client base?
  • What is your sales cycle? How long and complex is it? How many decision-makers are involved? What are the variables that impact the purchase decision?
  • What are your marketing mediums? Which ones do you use most frequently and effectively? Which ones do you want to discover or develop?
  • What are your marketing objectives? Do you need to create more leads, nurture existing leads, enhance transformations, retain clients, or build devotion?
  • What are your marketing materials? How much budget and time do you have for marketing? How many and what kind of staff do you have for marketing? How much training and support do you require? 

Based on your responses, you can compare Salesforce Pardot vs Marketing Cloud features, pricing, and benefits and select the one that meets your requirements. On the other hand, you’ll be able to consult with a certified Salesforce partner, like Ascendix, who can assist you in evaluating your options and executing the right solution for you.

Case Studies

Case Study

How MIT Boosted Its Student Engagement with Salesforce Marketing Cloud

MIT teamed with the Salesforce expert dgt27 to optimize its marketing and lean student acquisition process, leveraging Salesforce Marketing Cloud. The project automated the marketing campaigns, improved retention of leads, as well as data-driven insight. As a result this enabled the global leading manufacturer of IT products to achieve an exceptional 55% reduction in manual effort, a stunning 43% increase in campaign performance, and a brilliant 38% increase in lead conversion rates. Read the full case study here: dgt27.com/case-studies/mit.

How Defined AI Transformed Its Marketing Strategy with Salesforce Pardot

Defined AI needed scaling through Salesforce Pardot implementation. The technology company has partnered with dgt27, which specializes in Salesforce, to handle these tasks. From the detailed assessments to strategic realignment and customized training, the project involved different steps. The results were impressive: Defined AI received 38% more lead conversions, improved its marketing efficiency by 23%, and increased the campaign efficiency up to 15%. The project also enhanced the marketing team’s skills while using Pardot. Complete case study is available at dgt27.com/case-studies/defined-ai.

Conclusion

Salesforce Pardot and Marketing Cloud are different marketing automation tools for different purposes. Pardot is for B2B marketing with long sales cycles and multiple decision-makers. Marketing Cloud is for B2C marketing with transactional purchases and multiple channels. The main differences are in their market segments, buying cycles, marketing channels, and sales alignment. You can use both tools together, but you need to consider the data integration, cost, complexity, and training.

Contact us today to discuss a free consultation and explore how our team of Salesforce Marketing Cloud Consultants can help you choose the right marketing automation tool or integrate Pardot and Marketing Cloud for a seamless customer journey. We are a trusted Salesforce Consulting Partner, dedicated to delivering tailored solutions to meet your business needs.

Thiago T

Full-Stack Salesforce Developer

Thiago is a highly skilled full-stack Salesforce developer with over 10 years of experience. He has successfully implemented Salesforce solutions for clients from various walks of life. His expertise extends across different sectors, including government, non-profit organizations, large and small companies, as well as universities. Thiago's diverse experience allows him to tailor Salesforce solutions to meet the unique needs and challenges of clients in different industries. Currently, he leads a team of 10x certified Salesforce developers across the US, Europe, and South Asia.

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