Should I use Salesforce Marketing Cloud or Pardot?
A common question we hear from clients is: ‘Should I use Salesforce Marketing Cloud or Pardot?’. This might seem strange because, generally, Pardot is accepted as the B2B solution, and Salesforce Marketing Cloud is the B2C platform.
What happened to Salesforce’s Pardot?
Salesforce announced today that they’re changing the name “Pardot” to… drumroll… Marketing Cloud Account Engagement. Along with this rebrand, they’re changing the names of about a dozen products — but of course, Pardot is nearest and dearest to my heart.
What is Pardot Marketing Cloud account engagement?
Pardot (rebranded to Marketing Cloud Account Engagement) is a B2B (Business-to-Business) marketing automation solution that was created by David Cummings and Adam Blitzer in 2007. It was purchased by ExactTarget in 2012 and then was finally acquired by Salesforce in 2013.
What is the Pardot marketing automation solution?
Pardot is described as “B2B marketing automation by Salesforce, that offers a marketing automation solution supporting the needs of B2B organizations of every size” that helps companies “Exceed revenue goals, achieve sales & marketing team alignment and gain efficient use of existing resources”.
Is Pardot now Marketing Cloud?
Pardot is Renamed Marketing Cloud Account Engagement.
Is Pardot part of Salesforce?
Pardot is a software as a service (SaaS) marketing automation platform by SalesForce offering email automation, targeted email campaigns and lead management for B2B sales and marketing organizations.
What's included in Salesforce Marketing Cloud?
Marketing Cloud includes integrated solutions for customer journey management, email, mobile, social, web personalization, advertising, content creation and management, and data analysis.
What is the relationship between Pardot and Salesforce?
Pardot and Salesforce have different authorization and sharing models. Data is shared through the Salesforce-Pardot connector via the connector user. Therefore, Pardot has access to the same Salesforce data that the connector user has access to.
How is Pardot different than Marketing Cloud?
Pardot is positioned for B2B marketing specifically, so its strengths lie with aligning marketing and sales, lead management and automated actions, as well as marketing campaigns. Marketing Cloud offers greater capabilities when it comes to social media marketing and advertising, plus SMS campaigns.
What is a Pardot in Salesforce?
What is Pardot? Pardot is a B2B marketing automation and lead generation tool from Salesforce. Pardot can be used to route leads to sales, create and track automated marketing campaigns, analyse prospect activity and engagement, and guide prospects through the buying journey.
What's the difference between Salesforce and Salesforce Marketing Cloud?
Salesforce Marketing Cloud is built to identify leads and guide them toward your product or service, while Salesforce Sales Cloud is built to close deals and bring in revenue.
Is Marketing Cloud separate from Salesforce?
Salesforce Marketing Cloud (SFMC) is Salesforce's platform (or “Cloud”) in the area of marketing automation and customer engagement. It is a SaaS platform made up of four “base versions,” each with different levels of functionality and multiple additional at-cost components that further increase functionality.
What are three of the products in the Marketing Cloud platform?
2What are three of the products in the Marketing Cloud platform? B. Journey Builder, Marketing Cloud Connect, and channels.
How do I add a Pardot in Salesforce?
Step 1: Install the Package and Enable PardotInstall the Pardot AppExchange Application. Before setting up your Salesforce connector in Pardot, install the Pardot AppExchange package in your Salesforce org.Enable Pardot in Salesforce. ... Configure and Unpause the Salesforce-Pardot Connector in Pardot (Connector v2)
Does Pardot automatically create leads in Salesforce?
When you verify your Salesforce connector with Pardot, the default fields for leads/contacts and accounts are set up automatically. Any custom fields will need to be created in Pardot and mapped to the corresponding Salesforce field.
How often does Salesforce sync with Pardot?
every 2–4 minutesWhen syncing prospects, changes to prospect records are pushed to Salesforce, and information from Salesforce records is pulled into the corresponding Pardot prospect records. Syncing occurs every 2–4 minutes.
Social Studio
Designed to assist marketers with social media management, there’s a great listening function in this tool that means we can engage with prospects in Marketing Cloud, update a field in Salesforce, and create lists in Pardot. This can help us to work out who our brand evangelists are!
Interaction Studio
This is an extremely powerful tool in Marketing Cloud that can tailor digital experiences in real-time. Pardot can drive traffic to your website, whilst Marketing Cloud personalises the content based on real-time interactions.
Need a hand getting the most out of your Pardot or Salesforce account?
MarCloud is a team of certified Pardot and Salesforce specialists. We help businesses to unlock the potential of marketing automation.
Tom Ryan
Tom is a Salesforce Certified Pardot Consultant & Marketing Cloud Consultant and has a passion for how systems work. He's written blogs and other content for Pardot.com, regularly hosts webinars with Pardot and loves being involved with the wider Pardot community.
What is Salesforce Cloud?
Salesforce Marketing Cloud as a platform allows marketers to handle end to end customer lifecycles, all from within one platform, and the end goal for these lifecycles tend to end with an online transaction of some kind, be it a shopping trolley or a sign up to an event. This is typically a short sales cycle, almost entirely self-served – but based off great marketing content of course – with the customer typically having little to no interaction with a real person.
What are the characteristics of B2C customers?
The most common characteristics of B2C customers is that they are often impulse driven and emotional, regularly making snap decisions on their purchases. Salesforce Marketing Cloud is built to maximise a marketer’s capabilities surrounding this kind of customer, creating personalised and omnichannel experiences for each customer, across mediums such as web, email, text and social.
Is Salesforce a cross channel platform?
Both platforms offer email, social media and website tracking, but Salesforce Marketing Cloud offers a more comprehensive cross channel marketing experience. Marketing Cloud, in comparison to Pardot and other such Marketing Automation platforms, offers tools which can support customers through every channel, including SMS, web, social media, advertising and email.
