Pardot vs Marketing Cloud: Automation Solutions To Boost Your Marketing

5 min 02.03.2022 Updated: 19.06.2024

We got used to seeking sales managers and their assistants. Every and each company has a product to be purchased, and that’s why the role of sales representatives is so high. But how about marketers?  

Post-pandemic new reality shows us the increased number of sales manager positions. And more businesses transform their marketing departments to optimize and measure results faster and more effectively.   

Imagine you have hands-free tools and platforms managing all your marketing processes as well as marketing campaigns across various channels such as social, media, web, email, and others. Adopt marketing automation means making a step toward digital transformation and gaining from this change benefits. To accelerate and get more results, intelligent personalization & segmentation, and reimagining the marketing become possible, and it’s just some points of how automation can bring cost-effective results that we already can see.  

 You can find more about Marketing Automation in our related article.  

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Based on the HubSpot State of Marketing Report 76% of companies report using automation in 2021, as well as 47% of marketers use bots. Research and Markets anticipates the global marketing automation market size will reach USD 8.42 billion by 2027. Findstack reports that 80% of marketers saw an increase in leads after using marketing automation software, automated social media posts and ads can save you more than 6 hours per week, and 63% of companies using marketing automation outperformed competitors. The Salesforce State of Marketing report shows 64% of the marketing leaders who use AI say it’s substantially greatly increasing their overall marketing efficiency. According to Social Media’s Today 2019 State of Marketing Automation Survey report, 75% of all companies already use at least one kind of marketing automation tool. It’s clear from statistics like these that automation tools are already widely accepted by the vast majority of brands and marketers. Forrester says spending on marketing automation tools is expected to reach $25.1 billion annually by 2023. And recently Salesforce has announced its Marketing Cloud platform has been positioned as a Leader in the “2021 Gartner Magic Quadrant for B2B Marketing Automation Platforms” for the fourth consecutive year.   

There are no winners in such a comparison. After all, each solution is attractive in its own way. Such similar solutions but still there are differences.     

★ Pardot is a solution for marketing automation in the business sphere. With its help, companies create meaningful connections and more pipelines, as well as expand sales opportunities to conclude more deals. It allows companies to streamline lead management through lead nurturing and qualification. For example, the ability to automatically send emails based on triggers, including time, interactions, and other user parameters, as well as to identify the interested person by evaluating the interaction with prospects, to deliver dynamic content with the usage of data to personalize the customer experience.   

Lead generation is one of the key marketing goals. And Pardot gives an opportunity to deploy branded landing pages without any IT support. Customized layouts and templates with a visual editor are at your disposal. Integrated with Google Adwords, track revenue, and analyze keyword performance. Manage social media marketing becomes easier by scheduling and posting to multiple platforms on Pardot.   

In marketing, we also can connect with prospects and customers by email. Visual editor with out-of-box templates transforms basic email into professional one in a fast way. Content can be automatically changed based on prospects’ engagement. Optimized sending processes with rendering and spam filter check-ups. In addition, automated engagements to mention. Scheduled email sending and visual nurturing canvas to possess.    

And we don’t forget about AI features in the Pardot solution. You can use Pardot Einstein to monitor and analyze data from Pardot and Salesforce and use it to prioritize work for your sales and marketing teams. Then it comes with Einstein Lead Scoring, which finds leads that are most likely to become customers based on their persona. Based on their behavior with Einstein Behavior Scrolling, you can understand when leads are ready to buy.   

★ Marketing Cloud is a marketing automation platform mostly positioned as a B2C platform, while Pardot thrives for B2B and account-based marketing and selling. This cloud involves more features and functions such as interaction, advertising, and mobile studio, as well as loyalty management functions aimed at final consumers. For example, you can leverage Customer 360 Audiences with Marketing Cloud integration to drive your segmentation strategy and thread loyalty through every customer touchpoint. With the marketing cloud, you can configure and display advertising and use SMS marketing channels. 

Summing up, we highlight the key differences lie in the following:  

🚀 Purchasing cycle. Smaller databases with a higher cost of sales will be better targeted with Pardot, and larger databases with a lower cost of sales will work better with Marketing Cloud.  

🚀 Market type. Marketing Cloud is a marketing automation platform mostly positioned as a B2C platform, while Pardot thrives for B2B and account-based marketing and selling.  

Now, you turn to choose the marketing automation solution to strive to reintegrate changes into your marketing. Routine Automation as a team of Salesforce consultants both in Pardot and Marketing Cloud knows how to implement solutions in spite of obstacles that existed on the transformation way.