Pardot vs. Marketing Cloud: Key Differences
There are two choices available to you when looking into marketing automation on the Salesforce platform: Pardot and Marketing Cloud. However, what sets Marketing Cloud apart from Pardot?
Pardot vs. Marketing Cloud: Key Differences
There are two choices available to you when looking into marketing automation on the Salesforce platform: Pardot and Marketing Cloud. However, what sets Marketing Cloud apart from Pardot?
Frequently Asked Questions
When navigating the realm of marketing automation within the Salesforce ecosystem, choosing between Marketing Cloud and Pardot often raises important questions.
No, Marketing Cloud and Pardot serve distinct marketing purposes. Pardot focuses on B2B email marketing, suited for longer sales cycles with multiple decision-makers. In contrast, Marketing Cloud offers a suite of tools tailored for B2C scenarios, spanning various channels like email, social media, SMS, and display ads, for transactional purchases.
No, Pardot is not part of Marketing Cloud, nor is it included in it. Pardot and Marketing Cloud are separate products under the Salesforce umbrella. However, Pardot was rebranded as Marketing Cloud Account Engagement in 2022, which may cause some confusion. The name change reflects the integration of Pardot with Sales Cloud and the focus on account-based marketing.
Yes, you can use both Marketing Cloud and Pardot, depending on your marketing goals and target audience. Some organizations may benefit from using both solutions to reach different segments of their customers and prospects. For example, you can use Pardot to nurture leads and generate demand, and use Marketing Cloud to deliver personalized campaigns and cross-channel customer journeys.
In broad terms, Pardot excels in fostering in-depth engagement between businesses, whereas Marketing Cloud offers a broader spectrum of marketing tools. Pardot prioritizes user-friendliness, especially for non-technical users, while Marketing Cloud demands more technical proficiency and customization. Deciding between the two hinges on factors like your marketing goals, audience, channels, data sources, reporting needs, and integration possibilities.
What Is Salesforce Pardot?
Salesforce Pardot is a B2B marketing automation solution that helps businesses find and nurture leads, close more deals, and maximize return on investment. It integrates with Salesforce Sales Cloud, a CRM platform that manages customer relationships and sales processes.
With Salesforce Pardot, you can create and execute personalized and targeted marketing campaigns, track and score prospects based on their behavior and interest, and align your marketing and sales teams to work together more effectively.
Pardot has over + 10,000 customers worldwide, ranging from small businesses to large enterprises.
+100
Potential App Integration
38%
Sales Revenue
34%
Increasing Leads
Here's a brief overview of key features and functionalities of Salesforce Pardot
What Is Salesforce Marketing Cloud?
Salesforce Marketing Cloud is a digital marketing platform provided by Salesforce. It helps firms create and manage personalized marketing campaigns across platforms. It is versatile and suitable for both B2B and B2C marketing.
Key features and capabilities of Salesforce Marketing Cloud include:
Email Marketing
Create customized and focused email campaigns, and deliver them. Monitor engagement metrics and leverage the knowledge gained to enhance future email communications.
Journey Builder
Design and depict customer experiences across different points of interaction, enabling the automation of tailored engagements rooted in customer actions and preferences.
Advertising Studio
Run targeted advertising campaigns across digital channels. Utilize customer data to create more personalized and effective ads.
Mobile Marketing
Interact with clients using mobile platforms such as SMS and push notifications. Develop campaigns that are optimized for mobile devices to target audiences who are constantly on the move.
Web Personalization
Tailor website content based on customer behaviour and preferences, providing a more personalized and relevant online experience.
Analytics and Reporting
Analyze campaign performance using powerful analytics and reporting tools. Evaluate important metrics and understand the effect of marketing efforts.
Content Management
Manage and organize marketing content, including images, videos, and documents, for use in various campaigns.
Data Management and Personalization
Utilize customer information to develop customized and focused advertising strategies. Guarantee the safeguarding of data and adherence to privacy rules and regulations.
The Differences Between Pardot and Marketing Cloud
Pardot (Account Engagement) is employed for purchases that require careful consideration, involve lengthy sales cycles, and have multiple decision-makers involved. This is commonly observed in B2B scenarios, although not limited to them. On the other hand, Marketing Cloud is most appropriate for purchases that are transactional in nature, occur across several marketing channels, and are typically associated with B2C scenarios, though not exclusively.
Pardot (Account Engagement) | Marketing Cloud | |
|---|---|---|
Typical use cases/keywords: | Lead generation, lead scoring, lead assignment, email nurture campaigns, content marketing, webinar marketing, account-based marketing. | Real-time messaging, cross-channel marketing, mobile marketing, social media engagement, display advertising, e-commerce. |
Marketing channels: | Email, social media. | Email, social media, SMS, display advertising. |
Main differentiator: | Used for ‘considered purchases’ where there are long sales cycles and multiple decision-makers. That’s why Pardot is often referred to a B2B marketing tool. | Best suited to transactional purchases across multiple marketing channels. That’s why Marketing Cloud is often referred to as a B2C marketing tool. |
Integration with the Salesforce platform: | Pardot works with Sales Cloud and uses standard Salesforce objects. Pardot now uses the same Campaigns as the Pardot app. Marketing objects like emails and landing pages are now part of the core platform. Some of your Pardot database is still outside of the platform. | Salesforce Marketing Cloud is not built on the core Salesforce platform; instead, connectors are used to sync data bidirectionally between the two. Once you realize how much power SMFC wields, you can understand why it’s deserving of its own platform. |
Licensing/add-on products: | Pardot is comprehensive, however, some advanced features (analytics, AI-enabled features) are likely to be add-ons. | Marketing Cloud is sold in modules. Check which marketing channels, capabilities, and reporting will be included in your account before you purchase. |
Concise summary: | Enhance the effectiveness of your marketing and sales efforts by enhancing cooperation and coordination between teams, generating and nurturing potential customers. | Strengthen connections and profits with smooth experiences from advertising to account management, email to online shopping, social media to customer support, and beyond. |
Does Pardot belong to Marketing Cloud? Is Pardot included in it?
Is Pardot a part of Marketing Cloud could mean two things: “Using the same product architecture” and “Sold under the same brand umbrella”.
Pardot is divided between its own platform and the core Salesforce platform. However, Marketing Cloud remains independent of the core Salesforce platform. Even though it has been renamed as “Marketing Cloud Account Engagement,” the two platforms do not work together or come as a bundled package. Marketing Cloud remains a standalone platform outside of the core Salesforce platform.
Marketed under the same brand umbrella? Yes, Pardot (Account Engagement) is under the Marketing Cloud brand.
Pardot is an email marketing tool?
Pardot is for organizations with smaller budgets?
Pardot is for teams without technical expertise?
Pardot is an email marketing tool?
Pardot is for organizations with smaller budgets?
Pardot is for teams without technical expertise?
Can You Use Both Marketing Cloud and Pardot?
If you have enough funds, it is possible to utilize both Marketing Cloud and Pardot simultaneously. However, it’s crucial to consider certain factors before deciding which platform best fits your business needs. These aspects may include:
Feature Set and Functionality: Compare features for marketing goals alignment.
Target Audience and Use Case: Analyze suitability for audience and marketing strategy.
Ease of Implementation and User Interface: Assess setup complexity and user-friendliness.
Integration and Customer Experience: Evaluate systems compatibility and data flow.
97%
User Satisfaction for Both
9.0
Pardot: General Quality and Performance Score
9.3
Marketing Cloud: General Quality and Performance Score
Which is Right for You?
If your company deals with considered purchases that involve lengthy sales cycles and involve multiple decision-makers, Pardot is the ideal solution. If your sales process is handled through Leads and Salesforce Opportunities, Pardot is the recommended option. If your company handles transactional purchases through various marketing channels and e-commerce platforms, Marketing Cloud is the suitable choice.
Pardot | Marketing Cloud | |
|---|---|---|
Email Marketing | ||
Transactional Messaging | - | |
Landing Pages & Forms | ||
Dynamic Content | ||
Progressive Profiling | - | |
Personalization | ||
Predictive Purchasing Recommendations | - | |
AI-driven Engagement Scoring | ||
Digital Advertising | - | |
Mobile: SMS, Push Notifications | - | |
Social Publishing | ||
Lead Nurturing | - | |
Lead Scoring + Grading | - | |
Salesforce Campaign Reporting | - | |
Web Analytics | - | |
Mobile Analytics | - | |
Salesforce Integration | ||
API | ||
Server-side Scripting | - | |
Salesforce Shield Integration | ||
Are you looking for guidance and assistance with regards to Pardot or Marketing Cloud?
Get Your consultation to help you optimize your marketing strategy and leverage the full potential of these platforms.
At Mekanys, we specialize in Salesforce Implementation, Customization, and Integration to drive business growth and streamline sales processes.
Benefiting from extensive expertise and a history of delivering results, we’re enthusiastic about delving into how we can enhance your Salesforce Marketing Cloud strategy and craft bespoke solutions tailored to your specific business requirements.
Let’s engage and delve into the opportunities ahead!
Just complete the form and we will take care of the rest.
Share this ...
Corina Petrușca
Related Articles
Exploring Relevant Topics in Today’s Business Landscape
