You’ve already established the importance of marketing automation for balancing your marketing and sales efforts, but now you’re faced with a question: How do you determine which Salesforce marketing automation tool is the right one for your business?
There are two full-featured, dynamic tools on offer from Salesforce–Pardot and Marketing Cloud–each offering unique advantages. When used to their full potential, each tool can provide meaningful benefits to your business. Let’s examine their features to determine which marketing automation tool is right for you.
Salesforce Pardot
Salesforce Pardot is a leading tool for nurturing and market automation from Salesforce. Pardot’s version of drip campaigns, called Engagement Studio, makes significant strides from previous generations of the tool.
The tool’s Engagement Programs lets you target emails using real-time customer behavior to offer a responsive, customized lifecycle experience for all your prospects. Lead scoring allows you to create and track specific responses for various levels of engagement with your marketing.
Additionally, you can grade your prospects based on other information, such as the industry they’re in, the size of their company, or their job title. Combined with scoring, this lets you create robust profiles for potential clients, customers, and supports.
If you intend to nurture leads to hand them off to another person or team once they pass a ‘qualification point,’ Pardot is the tool for you.
Salesforce Marketing Cloud
Salesforce Marketing Cloud is a CRM platform, which allows marketers to develop and manage their marketing relationships with customers. Marketing Cloud also supports mapping of all the stages of their customers’ journeys, and also offers some specific experiences for their journeys.
Using Salesforce Cloud, businesses can also integrate their content or data across their sales and marketing sources and channels. Data could include customer relationship management services, website metrics, and more. It also offers many services for generating, tracking, and evaluating customer interactions.
The powerful B2B Marketing Automation feature utilizes powerful marketing automation tools to let marketers efficiently mature and grow their leads, track ROI of lead conversions, and provide real-time notifications.
If your bread and butter is business-to-consumer marketing with lots of social media effort required, then your business needs Salesforce Marketing Cloud. It’s the right solution because of its tight integration with Salesforce CRM and Google AdWords.
Next steps
Both Pardot and Marketing Cloud are powerful marketing automation tools with broad feature sets and heavy-duty capabilities. If you’re focused on cultivating leads to pass on to other groups in your organization, and you need capable tools for targeting emails and tracking prospects, go with Pardot. Conversely, Marketing Cloud is your tool of choice where business-to-consumer marketing is concerned, with its robust social media, CRM, and AdWords integrations.
Are you searching for marketing technology services? At Celerity, we’re a certified partner of Adobe Marketing Cloud—including Adobe Campaign, Salesforce Marketing Cloud, and Tealium Universal Data Hub, and we’re happy to help.
Contact us today for an initial consultation on your email marketing needs.
