Transform unique business challenges into opportunities with Salesforce marketing tools
Although there is no universal rule that explains which marketing automation platform is best under particular circumstances, ask yourself a few key questions to understand the critical differences between Marketing Cloud and Pardot. Then you’re well-prepared to choose the one that’s best for you.
How long is your sales cycle?
Pardot is a go-to tool for companies with longer sales cycles and multiple decision-makers. Marketing Cloud is generally used by organizations that solicit purchases across multiple marketing channels.
What’s the value of your deals?
Marketing Cloud is more suited to companies engaged in transactional sales with lower value, while Pardot is more beneficial for smaller prospect databases boasting higher value sales.
Who are your customers?
Marketing Cloud is commonly used by B2C businesses with an extensive customer base. Pardot positions itself as a B2B marketing tool for lead nurturing and generating high-value deals.
What does your sales process look like?
Salesforce Marketing Cloud offers Journey Builder, a tool that allows marketers to create highly targeted one-to-one marketing campaigns and guides customers throughout the entire decision journey. The Pardot platform comes in handy if you’re seeking to nurture prospects over time and involve your sales team in tracking and managing leads.
What marketing channels do you use?
Go for Marketing Cloud if you use multiple digital channels, including SMS, social media, and digital advertising. The platform is built upon dedicated modules that help create custom assets for any marketing channel in place. Pardot is primarily an email marketing tool to build personalized drip marketing campaigns and track lead generation and conversion KPIs.
How much time can you spend on mastering a new solution?
Pardot is more intuitive and easier to use, but it might require a specialist with some technical knowledge to create more sophisticated marketing campaigns.
Marketing Cloud often requires a technical specialist with coding skills to fine-tune the system. However, despite the complexity and a steep learning curve, it opens up infinite possibilities for ramping up your sales and marketing once set up.
What’s your budget?
Compared to Marketing Cloud, Pardot has a lower license price. But remember that if you plan to implement advanced add-ons and customizations in the future, Marketing Cloud is likely the way to go: It contains various modules that can be purchased separately depending on the functionality you need. Also, note that Pardot is technically part of Marketing Cloud and is sold as one of its components.