The Silverline BlogExpert Salesforce tips & tricks, articles and musings. Sprinkled with fun.

Salesforce Marketing Cloud or Pardot … How do I pick?

Help & Training

I’ve been working with marketing automation tools for a little over 5-years and have had exposure to several tools, each with unique pros and cons. One question I am most often asked is “what is the difference between Marketing Cloud and Pardot?” I thought I would take some time and write-up one ladies opinion.

I’ll start by saying, depending on who you talk to, some consultants prefer one tool over the other — personally, I don’t. I think that selecting a marketing tool has three factors: your marketing team, your marketing strategy, and then technology. Before you select a technology, make sure you can answer these questions:

  • What does the internal marketing team look like? What roles, skills, and experience do they have?
  • Are you working with an external marketing team? What roles, skills, and experience do they have?
  • What does your marketing strategy include? Email, SMS, Website, Social, Scoring, etc.
  • What are you doing today and what do you want to be able to do in the future?
  • Do you have a defined process to manage your strategy and how will you measure success?

I thought it would also be helpful to look at each tool in a bit more detail.

Take a Closer Look at Pardot

Email Marketing

  • Create professional-looking email campaigns fast with 36 customizable, out-of-the-box templates or build your own fully-branded templates (from headers and logos to font size and color) with a simplified WYSIWYG editor.
  • Personalize the buyer’s journey and tailor your emails to prospects’ interests with dynamic content.
  • Optimize deliverability with custom email authentication, SPAM analysis, email testing, and automated CAN-SPAM compliance.
  • Automation reduces human error and takes the manual labor out of lead assignment, segmentation, and lead nurturing.

ROI Reporting

  • Use the Google Analytics Connector to sync visitor and prospect data between Pardot and your CRM.
  • Get a high-level view of your sales cycle’s health with Lifecycle Reporting.
  • Monitor the performance of your paid search campaigns with Pardot’s paid search reporting.

Sales Intelligence

  • Real-time sales alerts make immediate follow-up a cinch.
  • Pardot’s blended lead scoring and grading model mean sales reps won’t waste time chasing down dead ends. Follow up with only those meeting your ideal customer profile.

Lead Generation & Management

  • Pardot’s intuitive WYSIWYG interface makes designing and launching landing pages and forms a snap. Optimizing your landing page is also a breeze with automated Multivariate Testing.
  • Create polished forms with real-time field validation and Progressive Profiling designed to increase conversions by never asking for the same information twice.
  • Connect all of your Search Campaigns on one cohesive platform.
  • Run more targeted campaigns using Pardot’s easy-to-use segmentation wizard.

Social Marketing

  • Save time and continually distribute your content with scheduled social postings.
  • Provide sales reps additional insight with social profile lookups.
  • Let others circulate your content for you by adding social “share” buttons to your email, blog posts, and white papers.
  • Post to multiple channels simultaneously, cross-sell your content and track the success of your social efforts — from one all-inclusive platform.

Dive Into Marketing Cloud

Journey Builder

  • Test multiple variations of content, channel, timing, and frequency.
  • Automatically monitor and respond to customers.
  • Reach across the customer lifecycle creating Salesforce contacts, leads, cases, and tasks.

Email Marketing

  • Utilize mobile-optimized email templates.
  • Create 1-to-1 experiences with dynamic content, JavaScript, and AMPscript.

Predictive Intelligence ($)

  • Create predictive profiles for each contact.
  • Infer customer preferences.
  • Incorporate merchandising or business-centric rules.
  • Predict and automate marketing decisions based on customer behavior.

Mobile Marketing

  • Engage in two-way mobile communications.
  • Track and send mobile messages.
  • Track when a custom opens your app.

Advertising ($)

  • Adverse on Facebook, Instagram, Twitter, and LinkedIn.
  • Manage ads at scale using creative permutations, rules automation, and team collaboration tools.

Social Media Marketing

  • Listen and analyze social media conversations.
  • Publish and plan social marketing campaigns.
  • Monitor your social media presence.

Customer Data Platform

  • Bring in data from any source.
  • Build a single, 360-degree view of each customer.
  • View, analysis, filter, and segment data.

Web Personalization

  • Track page view, click-through rates, and more with actionable web analytics.
  • Create smart content with pre-built and custom layouts.

Integration in the Cloud

The tools do have a slightly different integration with Sales Cloud and Service Could. Here’s a bit more information about both:

Marketing Cloud Integration with Sales/Service Cloud

  • MC and Salesforce sync on Email Address or IDs as the unique identifier
  • MC has full functionality when connecting to one CRM connector at a time but has the ability to connect to multiple SF orgs but functionality is minimized
  • Sync standard Salesforce Objects to MC (Leads, Contacts, and Accounts)
  • Sync custom Salesforce Objects with MC Data Extension
  • Sync MC Activities to Salesforce Custom Object
  • MC custom Actions include: Send Email
  • Sync is automatic

Pardot Integration with Sales/Service Cloud

  • Pardot and Salesforce sync on Email Address as the unique identifier
  • Pardot can only have one CRM connector at a time
  • Sync standard Salesforce Objects to Pardot (Leads, Contacts, Accounts, and Opps) and custom objects
  • Sync Pardot Campaigns to Salesforce Campaigns
  • Sync Pardot Activities to Salesforce as Activities
  • Sync Pardot Scoring to Salesforce as custom fields on Lead & Contact
  • Pardot Visual Force Pages include: Pardot Activities, Pardot List Management, and Pardot Social
  • Pardot custom Actions include: Send to Pardot and Send Pardot Email
  • Pardot is Salesforce1 friendly
  • Sync is automatic and runs every 10 minutes

General Guideline

I want to leave you with a general guideline to compare the two after reviewing each product and taking a dive into integration.

Pardot: B2B Marketing Automation by Salesforce

Marketing Cloud: The digital marketing platform for 1:1 customer journeys across email, mobile, social, advertising, and the web.

CRM System

  • Pardot: Likely a Sales Cloud User
  • Marketing Cloud: CRM System not required

Core Functionality

  • Pardot: B2B marketing automation, lead scoring, lead nurturing
  • Marketing Cloud: Journey management, email marketing, mobile marketing, social media marketing, display advertising, and web personalization.

Example Use Cases

  • Pardot: Customer Lifecycle Marketing, Landing Pages & Forms, Email Drip Campaigns, Search Campaigns, Prospect Activity Tracking, Auto Lead Assignment, Webinar Promotion
  • Marketing Cloud: Promotional Messages, Transactional Messages, Event Marketing, Mobile Messaging, Cross-Channel Journey, Social Listening & Publishing

Target

  • Pardot: B2B
  • Marketing Cloud: B2C

Strengths

  • Pardot: Sales enablement, Lead Nurturing and Scoring, CRM Automation, Additional connectors, Owner Assignment
  • Marketing Cloud: 1:1, Real-Time Journeys, Reporting and Analytics, Integrated Social Insights and Publishing, Integrated Mobile

Considerations

  • Pardot: Email is the unique identifier, Data deduplication may be required, data cleansing may be required
  • Marketing Cloud: Greater Configuration Effort, Heavier Customization

Competitors

  • Pardot: Marketo, Hubspot, Eloqua
  • Marketing Cloud: Adobe Marketing Cloud, Oracle Marketing Cloud, and IBM Marketing Cloud

I hope this has been a helpful overview. If you have more questions, we’d love to help you on your journey comment below or contact us today!

1
Leave a Reply

avatar
1 Comment threads
0 Thread replies
1 Followers
 
Most reacted comment
Hottest comment thread
1 Comment authors
Jorge Garcia Recent comment authors
  Subscribe  
newest oldest most voted
Notify of
Jorge Garcia
Guest

I’ve pored over websites comparing these two and most were simply feature comparisons. This was a great overview of the features, as well as the functionality, which is what I was looking for. Thanks!

Need a custom solution? We can help. Let's Chat