Marketing Cloud or Pardot: Key differences and which one to choose
Posted: Thu Dec 05, 2024 6:50 am
Marketing Cloud or Pardot, what is each platform? Both have many things in common, as they are Marketing Automation platforms and belong to Salesforce. The two tools share many common functionalities, such as: email automation, lead nurturing, social media marketing, CRM integration, etc. However, these two Salesforce tools are not the same, and if you are already working with Salesforce CRM, you will be interested in knowing which one is ideal for expanding your business within the world of marketing automation.
In this post, we'll cover the main differences between the two tools and find out what makes each tool unique. Plus, we'll help you decide which one is the best fit for your type of business. If you're not familiar with these Marketing Automation platforms yet, find out more about them in: Is Pardot the Best Marketing Automation Tool for B2B? and What is Marketing Cloud? Salesforce's Digital Marketing Hub .
Marketing Cloud or Pardot: What's the Difference?
Marketing Cloud or Pardot are two Marketing Automation platforms with quite a few differences. Each platform targets a different market niche and covers different needs in many cases. The main difference is the following:
Marketing Cloud is geared towards B2C business while Pardot is positioned as a B2B platform .
Regardless of the direction your business takes, there are some notable differences when deciding which tool to choose between Marketing Cloud or Pardot. Some of them are:
There is a big difference in the sales cycle and its impact on database management . Pardot targets smaller databases of up to 500,000 contacts , although these databases are typically made up of fewer contacts but each contact has a higher sales volume. In contrast, Marketing Cloud can target databases of more than 500,000 contacts , but in this case there are a larger number of contacts and each contact has a lower sales volume.
Pardot is primarily an email marketing platform while Marketing Cloud has other features besides email marketing such as Advertising Studio or Mobile Studio .
Pardot enables greater alignment of marketing and sales teams in B2B businesses with detailed segmentation that enables the establishment of lead nurturing programs .
Marketing Cloud is great for one-to-one communications across multiple communication channels .
Finally, one of the main differences is the integration of the tool with other tools. Pardot is aimed at users who prefer a pure integration with Salesforce Sales Cloud , while Marketing Cloud requires a more complex integration with Salesforce or other CRMs.
marketing cloud vs pardot
Despite these major differences, neither platform competes with the other, nor is it better or worse. However, each has an ideal audience and therefore the use cases are quite different. This is also true for the B2B or B2C orientation that these tools take, since there is no universal rule that dictates that companies focused on B2B business can benefit from Marketing Cloud or Pardot. Rather, depending on the company, the digital channels it uses to carry out marketing actions, the size of its database and what needs to be achieved with the automation tool, Marketing Cloud or Pardot may be appropriate.
Marketing Cloud – Mobile Studio and Social Studio
marketing cloud menu
Salesforce Marketing Cloud is made up of several modules that each cover a particular area of digital marketing. That is why we have the following modules:
Email Studio : Marketing Cloud's own email marketing platform. It is one of the most powerful platforms on the market and allows you to manage the creation, planning and sending of emails to large databases from your own IP.
Mobile Studio : allows you to connect with customers through SMS, push notifications and chat applications. It also incorporates the technology needed to carry out Geofancing or proximity marketing actions.
Social Studio : Connects CRM, customer service, and marketing data to create personalized experiences and communications across social channels. It offers Social Listening and Social Media Management capabilities to manage posts through Marketing Cloud.
Advertising Studio : allows you to generate omnichannel campaigns and customer journeys by working with CRM databases with the most powerful digital channels on the market (Facebook, Instagram, Twitter, Google, LinkedIn and YouTube).
Journey Builder : This module is where customer malaysia phone number library communication flows are created and scheduled. Journey builder uses all Marketing Cloud modules and you could say that it acts as the core or brain of Marketing Cloud to offer the best possible customer experience.
The main difference between Marketing Cloud and Pardot is the inclusion of the Mobile Studio and Social Studio modules , which are more relevant in the work of B2C companies, allowing the sending of one-to-one communications on various channels. Social Media Marketing is mainly enhanced with the inclusion of these two modules, which is essential for multinational companies that target end users through Social Networks.
If you are curious to find out more about Marketing Cloud, check out the following post: What is Marketing Cloud?
Pardot – Ideal for Lead Management and Nurturing in the medium term
pardot menu
Especially if your company has a long sales cycle, you close deals through a Sales team (unlike retail or e-commerce), or simply your products or services are expensive and your database is focused primarily on potential customers, Pardot should be your Marketing Automation solution.
When we enter Pardot, this may seem like just another part of Marketing Cloud, but it is not. Regardless of the main menus, the fundamental difference we find with respect to Marketing Cloud is that Pardot is an excellent tool for enhancing lead nurturing .
But why is Pardot ideal for Lead Nurturing? This is because Pardot, although it has great similarities in the email automation part with Marketing Cloud, also has a functionality that allows users to create highly personalized drip marketing campaigns that use the behavior of users on the web and their different actions to establish triggers that help lead nurturing and carry out scheduled actions automatically.
On the other hand, supporting this main claim, Pardot has a lead assignment system through intelligent scoring and grading . This means that every time a score is added to our leads through different scoring rules, we can schedule and perform different automated actions through triggers. Likewise, we can configure automatic notifications when leads are active on our website, a feature not available in Marketing Cloud.
If you are curious to find out more about Pardot, check out the following post where we explain in depth the main features and functionalities of Pardot: Is Pardot the best Marketing Automation tool for B2B?
In this post, we'll cover the main differences between the two tools and find out what makes each tool unique. Plus, we'll help you decide which one is the best fit for your type of business. If you're not familiar with these Marketing Automation platforms yet, find out more about them in: Is Pardot the Best Marketing Automation Tool for B2B? and What is Marketing Cloud? Salesforce's Digital Marketing Hub .
Marketing Cloud or Pardot: What's the Difference?
Marketing Cloud or Pardot are two Marketing Automation platforms with quite a few differences. Each platform targets a different market niche and covers different needs in many cases. The main difference is the following:
Marketing Cloud is geared towards B2C business while Pardot is positioned as a B2B platform .
Regardless of the direction your business takes, there are some notable differences when deciding which tool to choose between Marketing Cloud or Pardot. Some of them are:
There is a big difference in the sales cycle and its impact on database management . Pardot targets smaller databases of up to 500,000 contacts , although these databases are typically made up of fewer contacts but each contact has a higher sales volume. In contrast, Marketing Cloud can target databases of more than 500,000 contacts , but in this case there are a larger number of contacts and each contact has a lower sales volume.
Pardot is primarily an email marketing platform while Marketing Cloud has other features besides email marketing such as Advertising Studio or Mobile Studio .
Pardot enables greater alignment of marketing and sales teams in B2B businesses with detailed segmentation that enables the establishment of lead nurturing programs .
Marketing Cloud is great for one-to-one communications across multiple communication channels .
Finally, one of the main differences is the integration of the tool with other tools. Pardot is aimed at users who prefer a pure integration with Salesforce Sales Cloud , while Marketing Cloud requires a more complex integration with Salesforce or other CRMs.
marketing cloud vs pardot
Despite these major differences, neither platform competes with the other, nor is it better or worse. However, each has an ideal audience and therefore the use cases are quite different. This is also true for the B2B or B2C orientation that these tools take, since there is no universal rule that dictates that companies focused on B2B business can benefit from Marketing Cloud or Pardot. Rather, depending on the company, the digital channels it uses to carry out marketing actions, the size of its database and what needs to be achieved with the automation tool, Marketing Cloud or Pardot may be appropriate.
Marketing Cloud – Mobile Studio and Social Studio
marketing cloud menu
Salesforce Marketing Cloud is made up of several modules that each cover a particular area of digital marketing. That is why we have the following modules:
Email Studio : Marketing Cloud's own email marketing platform. It is one of the most powerful platforms on the market and allows you to manage the creation, planning and sending of emails to large databases from your own IP.
Mobile Studio : allows you to connect with customers through SMS, push notifications and chat applications. It also incorporates the technology needed to carry out Geofancing or proximity marketing actions.
Social Studio : Connects CRM, customer service, and marketing data to create personalized experiences and communications across social channels. It offers Social Listening and Social Media Management capabilities to manage posts through Marketing Cloud.
Advertising Studio : allows you to generate omnichannel campaigns and customer journeys by working with CRM databases with the most powerful digital channels on the market (Facebook, Instagram, Twitter, Google, LinkedIn and YouTube).
Journey Builder : This module is where customer malaysia phone number library communication flows are created and scheduled. Journey builder uses all Marketing Cloud modules and you could say that it acts as the core or brain of Marketing Cloud to offer the best possible customer experience.
The main difference between Marketing Cloud and Pardot is the inclusion of the Mobile Studio and Social Studio modules , which are more relevant in the work of B2C companies, allowing the sending of one-to-one communications on various channels. Social Media Marketing is mainly enhanced with the inclusion of these two modules, which is essential for multinational companies that target end users through Social Networks.
If you are curious to find out more about Marketing Cloud, check out the following post: What is Marketing Cloud?
Pardot – Ideal for Lead Management and Nurturing in the medium term
pardot menu
Especially if your company has a long sales cycle, you close deals through a Sales team (unlike retail or e-commerce), or simply your products or services are expensive and your database is focused primarily on potential customers, Pardot should be your Marketing Automation solution.
When we enter Pardot, this may seem like just another part of Marketing Cloud, but it is not. Regardless of the main menus, the fundamental difference we find with respect to Marketing Cloud is that Pardot is an excellent tool for enhancing lead nurturing .
But why is Pardot ideal for Lead Nurturing? This is because Pardot, although it has great similarities in the email automation part with Marketing Cloud, also has a functionality that allows users to create highly personalized drip marketing campaigns that use the behavior of users on the web and their different actions to establish triggers that help lead nurturing and carry out scheduled actions automatically.
On the other hand, supporting this main claim, Pardot has a lead assignment system through intelligent scoring and grading . This means that every time a score is added to our leads through different scoring rules, we can schedule and perform different automated actions through triggers. Likewise, we can configure automatic notifications when leads are active on our website, a feature not available in Marketing Cloud.
If you are curious to find out more about Pardot, check out the following post where we explain in depth the main features and functionalities of Pardot: Is Pardot the best Marketing Automation tool for B2B?