Marketers are keenly aware that half a population (or even more!) of buyers have moved ‘online’ which has led them to invest more and more on Digital Marketing Campaigns. Inbound Marketing, Content Marketing, Email Marketing, Paid Marketing, Social Media Marketing clubbed with Marketing Automation is increasingly becoming the favored methods for attracting and engaging online buyers.
Salesforce.com offers marketing automation solutions through Marketing Cloud and Pardot. Out of the two, which one best suits your marketing strategy? Well, it completely depends on your organizational marketing needs and requirements. Nevertheless, every marketer or business owner must have pondered on what’s the difference between Marketing Cloud and Pardot? Which automation tool to use & when?
So here I am… presenting my take on Pardot vs. Marketing Cloud!
Pardot is the B2B marketing automation solution for Salesforce users, enabling marketers to exceed their lead generation goals, align with and empower their sales teams, and put all of their favorite marketing and selling tools under the same umbrella. With features like tracking, custom redirects, automation rules, lead nurturing and prospect activity views; it is more than enough for most small to medium businesses and nonprofits that has decent lead/prospect volume, and wants to increase conversions through lead scoring, profiling, and nurturing.
Do you have large database of leads to follow up, but you don’t know which lead has shown interest in you? What is the customer interest? No worries when you have Pardot which includes Blended lead scoring and Prospect activity tracking to Understand who’s showing interest in you, and follow up with only those meeting your ideal customer profile additionally it helps to understand each customer’s interest, plus use alerts to know who to follow up with in real time.
When you run number of marketing campaigns and you want to track the progress Pardot comes with a feature named Closed-loop reporting which gives you access to reports that tell you just how well your marketing automation campaigns are working, and where leads are coming from.
Let us understand why it’s just focused to B2B marketing and why not B2C marketing? Another question arises can we use Pardot for B2C marketing? If yes How and When?
Pardot can be used by B2C marketing but it is limited to just E-mails ignoring all the other parameters like Mobile, web and Social media essential for B2C .That is when Marketing cloud comes into picture .
Marketing Cloud suits best for large organizations that has a solid communication and segmentation strategy in place and wishes to take this across multiple channels to get a 360 degree view of constituents.
For marketers customer satisfaction is more important than revenue or customer acquisition, because customer satisfaction leads to more revenue. Now the question arises how can Marketing Cloud help in leading customer satisfaction? Achieving customer satisfaction has the most complex solution ,to make the solution easy Marketing cloud encompasses ExactTarget, Social Studio (formerly Radian6 and Buddy Media), and Social.com, each performing different function to achieve the final goal of marketer.
You attract more customers when you send them a personalized emails which makes them feel that “Yes, this email is just for me” and he reads through and shows interest. Now writing personalized email for each of the lead considering you have thousands of leads is a hectic task and sometimes just impossible. Consider another situation you send one personalized mail which is just not enough to attract the customer You need to carry on this activity like a journey by sending personalized emails, text messages, Push notification, advertising and following up in short Email, Mobile and web marketing. How to carry on each and every task and how to keep track of which task has been performed there is when journey builder and automated personalized email comes in which is part of ExactTarget.
According to the recent survey by Statista.com there were 2.3 Billion social media users in 2016 and is expected to reach 2.95 Billion users in 2020.With increase in the usage of social media it has become mandatory for marketers to research about the consumer behavior and reach out to them with tailored content of consumer interest which turns them into potential buyer of their product or service.With help of Social studio you can listen, analyze, publish, and engage across social media.
Advertisements these days are having a very large and favorable impact on all the users. As the world’s leading social media advertising platform, Social.com brings a powerful combination of ease of use and scale to social advertising. Ideal for agencies and in-house media teams, Social.com ensures the right content reaches the right audience to maximize ROI. Social.com helps you create highly effective social advertising campaigns that generate sales and maximize ad spend.
Pardot and Marketing Cloud both the marketing automation solution have their own importance ,Pardot focusing on features essentials for B2B marketing while Marketing Cloud focusing on 1-to-1 interaction and engagement with the customers i.e. B2C Marketing. Organizations choose Pardot over marketing cloud keeping the price factor in mind in which Marketing cloud is bit expensive than Pardot , But Marketing cloud comes up with some amazing and essential features which are not included in Pardot..
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