Salesforce Marketing Cloud vs Pardot: Key differences
Beginning in 2022, Pardot is going to be known as Marketing Cloud Account Engagement. Now, the idea it generally effuses is that it’s either a part of the Marketing Cloud or a version of it. Both are, however, wrong. Even if you search for marketing automation both will show in search and further deepen the confusion.
While both tools deal with cloud marketing, even sharing very similar aspects of it like email automation, social media marketing, etc – they are not.
Pardot was created with a focus on B2B companies whereas the features of the Marketing Cloud are more B2C compatible. The former is not as heavy on the pocket as the Marketing Cloud and requires minimal learning.
Also, Pardot is in parts on its own platform as well as on Salesforce’s core platform whereas Marketing Cloud user needs to be integrated with Salesforce user. But to make the final decision we need to dig deeper.
So, today we will try to clear up the confusion regarding the two and help you find the option that will be best suited for your business. Let’s start from the top
1. Features
Both tools have a powerful assembly of features. Pardot is mainly focused on email marketing, it is not as apt as the Marketing Cloud for SMS, Social posting, etc. The Marketing Cloud has Studios and Builders for each channel as well.
2. Engagement focus
Pardot’s engagement focus aligns better with the B2B teams whereas the Marketing Cloud focuses more on one-on-one conversations and SMS functionality.
3. Buying Cycle
Buying cycle is a key difference that differentiates Pardot and Marketing Cloud. Businesses with smaller databases and higher-valued sales are more likely to benefit from Pardot, while those with large databases and lower-valued sales would benefit from Marketing Cloud.
4. Type of business
It is a common notion that Marketing Cloud and Pardot are strictly limited to B2C and B2B companies, respectively. However, it actually depends on your business goals and many businesses even use both. Pardot is better suited to companies with long purchase cycles and where the sales process depends on Leads. On the other hand, Marketing Cloud can be great for businesses with sales across multiple channels.
Wrap-Up
Hope the write-up helped you understand the difference between Pardot and Marketing Cloud. But if you’re still confused and want to get deeper into it according to the specific needs of your business, you can connect with Outsource Salesforce for a Salesforce Consultation and make a better decision.