Tag: Pardot

Pardot Marketing Automation
Pardot, Pardot Marketing Automation, Salesforce

Pardot Marketing Automation – The Key to Generate More ROI

Marketing automation is the way forward in today’s competitive market. A recent study conducted on marketing automation found that 51% of the companies who participated in the study used marketing automation. 

And 58% of those who didn’t were planning to embrace automation soon. The fact that well-implemented marketing automation can help companies generate quality leads and better ROI has added to its popularity.

Pardot is one such marketing automation tool that has remained the driving force behind many businesses’ success stories. It is a Salesforce integrated automation tool that makes sales and marketing teams efficient and effective. 

Pardot uses modified strategies that help companies save time and resources supplied to any other cause.

Now that we have discussed Pardot marketing automation let’s see the 5 ways marketers can get more ROI from Pardot marketing automation.

Profile your leads progressively with Pardot

When it comes to marketing, the more information collected, the more the probability of closing a deal. Pardot automation lets marketers categorize their leads using the collected information. 

The potential leads can be classified most to least based on their probability. This helps the sales team better prioritize the leads saving time and effort. Contributing to a better conversion rate of generated leads.

This feature’s basic concept is to filter out the potential leads and spend more time nurturing them and making them buy from you.

 

Automate your drip campaigns

Drip campaigns are an integral part of marketing campaigns and decisive in moving your leads through the sales funnel. 

What essentially happens in a drip campaign is that you constantly keep in touch with your leads by delivering them the right content at the right time takes them one step closer to buying from you.

This method has been proved to be effective in nurturing leads that have been inactive for quite a long time. 

Pardot can be integrated with your website/application/Saas platform to take appropriate actions based on your leads’ actions.

Also Read: Leverage Sales Cloud and Pardot to Drive Customer Engagement

 

Better manage customer relations

One of the common mistakes every company makes is with its after-sales support. They tend to forget their customers once the sale is made. 

After-sale support doesn’t always mean providing technical/technological assistance.

It also involves simple yet important activities like keeping in touch with them regularly through email newsletters, keeping your users updated on your latest activities, and more.

With Pardot, you can automate these tedious & time-consuming processes. Helping you obtain the deepest customer knowledge and using this information for any future probable sale that can happen.

Contact us to find out more about how we can help your business to achieve unprecedented growth.

 

Keep your marketing & sales activities in sync

With Pardot marketing automation, you can keep your marketing & sales activities in sync. By setting up automated workflows, marketers can ensure that the sales team has the right information at the right time.

In a study conducted by Pardot, it was found that by keeping the marketing and sales team in sync, organizations can achieve a 36% higher customer retention rate and a 38% higher sales win rate.

Automate your email marketing campaigns

While there are dozens of ways to reach out to your leads, email marketing is still considered the best option. 

Pardot lets marketers automate email marketing campaigns to reach out to customers across geographies. It also comes out of the box with preloaded email templates that can help you close deals faster!

To sum up

Concluding all these, we can say that businesses can ensure a better ROI by properly implementing Pardot automation & its workflows. CEPTES specializes in Pardot Implementation, and we can help you get the most out of your Pardot investment. With us, you can manage online campaigns without any hassle while giving substantial results. To know more, get in touch with us or schedule a demo to start with your Pardot implementation.

Salesforce Spring '21 Release Top 7 Picks
Salesforce, Spring 21

Salesforce Spring ’21 Release: Top 7 Picks

Salesforce Spring ’21 Release: Top 7 Picks

Salesforce Spring ’21 Release Notes are here. These notes encompass the latest innovations that would help you in maximizing your ROI from Salesforce.

The Purpose of Release Notes

The release notes provide short, distinguished descriptions of new features and enhancements. 

These include setup information, suggestions to help you begin with, and best methods for enduring success. 

Reading the release notes will help you and your organization ready for the release. 

Note: Throughout the release, more resources (when they become available) will be added to the notes, so check back often.

When Be These Features Will available?

Some features of Spring ’21 will be available immediately after the release goes live. Other features require first- hand action by an administrator ahead of their usage. 

Here are our top 7 picks from the Salesforce Spring ’21 Release.

#1: Work.com 

Strengthen your employees, services, and this whole business setup. Through the apps and services in Work.com, respond to significant events like the present COVID-19 crisis.

Know more. 

#2: Service

Get stirred up for a smarter Service Cloud. Start with your Einstein Article Suggestion model in a fresh scorecard. 

Focus more on your customers with new setup enhancements and new productivity tools in Service Cloud Voice, Service Setup Assistant, and Knowledge. 

Know more.

 #3: Sales 

Salesforce Meetings aids sales teams in preparing for meetings and engross attendees. 

If you are a high-Velocity Sales user, use Call Coaching with video calls to track the opportunities and revenue resulting from sales cadences and retiring sales cadences without losing any data. 

Keep track of temporary email deliverability, and also test and share email templates.

Know More.

 #4: Customer 360 Truth

Learn what’s latest with Customer 360 Truth. Personalize user interactions with more identity verification options and data unification. 

And use one single app to generate policies to supervise multiple Salesforce organizations.

Know More.

#5: Pardot

Establish Pardot faster, sustain engagement data streams using First-Party Tracking.

Email personalization, reporting, and deliverability now have enhanced functionality.

Know More.

#6: Marketing

Being the premier platform for delighting customers, Marketing Cloud enables you to create a unique single customer view. 

Provide personalized content over every channel and device at precisely the right time. 

Measure the effect of each customer interaction to improve your approach concurrently and deliver better results.

Know More.

#7: Salesforce Anywhere

Roll out the carpet for expanded Salesforce Anywhere, which now contains all the features you know & love from Quip for Customer 360. 

Know More.

Conclusion

Many innovations are happening with World’s #1 CRM. These will help you maximize your ROI and change your customer service. CEPTES is a global Salesforce service provider who accelerates your Salesforce investment’s business value through consultation, digitalization, and innovation. Get in touch now.

Salesforce

Salesforce Winter 21 Release: Our Top Picks

There is something magical about the winter. Amidst the challenges around, winter came with new hope & people around the world will lift their spirits a bit to see the beauty of the winter again. In between all the uncertainties around, one thing is certain & it is Salesforce releases. Salesforce Winter 21′ is here to deliver innovations across the Salesforce Customer 360 platform to help companies connect with their customers, from anywhere. 

So, let’s have a quick tour of the top Winter 21′ innovations & newest offerings. Some of the features are already live & a few require action by your Salesforce admin in order to make it useful for the users. 

Work.com

Salesforce has introduced Work.com in June 2020 to help companies & communities reopen their business while putting their employee health & safety first with features including Wellness Check, Emergency Response Management, Shift Management, etc. They have been adding new features since then & making the product powerful enough to help Salesforce customers fight the pandemic. In the recent Winter 21′ release, Salesforce has added a few new features to Work.com such as Queue Management, Broadcast Messaging & Digital Trust Cards.

Read more: What is Salesforce’s Work.com & how is it helping companies safely reopen post COVID – 19?

Sales

In order to help the sales teams enhance their productivity, Salesforce has introduced a few new productivity tools in their Winter 21′ release. Some of these include sales cadence improvements for high-velocity sales, global models for Einstein Lead Scoring, opportunity deal change highlights, and multi-cloud support for billing. 

Know more here.

Service

To improve customer support and boost service agent productivity with more visibility & faster set-up, Salesforce has added innovations in field service, knowledgebase, case management, einstein analytics, and much more. Service Cloud Voice can be used with a more streamlined setup and with support for Sales Cloud, Voice API Toolkit, and more. Omni-channel supervisors can view calls in order to enhance training & on-boarding. Field Service Time Sheets will help you track your field service agent’s working hours within the field service automation. 

Know more here.

Industry Solutions 

Salesforce has added a lot of innovations to its industry solutions which will bring Salesforce customers closer to their customers. Health Cloud now offers streamlined document management for patient intake along with optimized inventory management & sales forecasting. A new community portal template, compliant data sharing & enhanced record rollups are being included in Financial Service Cloud. While Manufacturing Cloud will now offer its customers more control over rebates and account forecasts, Consumer Goods Cloud will now help you plan store visits and keep store shelves stocked. 

Know more here.

Marketing

To help Marketing Cloud customers unify their marketing data & power intelligent customer interactions, Salesforce has added new functionalities such as transactional sending & behavioral triggers in Journey Builder, Ecommerce Optimizer App in Datorama, Einstein in Interaction Studio, etc. This will help marketers measure the impact of each customer interaction so that they can optimize their approach in real-time & deliver better results.

Communities

In one of the major announcements, Salesforce has renamed their Community Cloud as Experience Cloud. This will help their customers take advantage of more targeted audience criteria which allow them to vary record detail pages based on record fields. The new Build Your Own (LWC) template has got a lot of changes such as support for an upgraded version of Lightning Locker, custom URL paths, and SEO. Data will be more secured than ever with the addition of several guest user security settings. 

Know more here.

Platform – Services & Applications

Salesforce platform service users can now increase their productivity & visibility with new platform services such as Security Center, Privacy Center, Multi-Factor Authentication Assistant. While Platform application users can now personalize survey experience & sync appointments on any calendar. New additions in the platform applications are Salesforce Merge Field Branching, Salesforce Survey Templates, Calendar Integration. 

Analytics

With the introduction of Fast Start Templates, Einstein Discovery will go more quickly & seamlessly. Data from the Salesforce system can be exported now to Snowflake data lake without using a 3rd-party ETL tool. Automation has gone to the next-level in Einstein Discovery predictive models with a scheduled model refresh. 

Read more.

Pardot

Creating, sending & managing email templates & email content in Salesforce’s B2B marketing automation tool Pardot has become more user-friendly with an enriched experience. Pardot users can now connect to Salesforce CMS to host & reuse images for email marketing and get metrics in the email records that are frequently being used. Prospects can be resynced faster after import errors are fixed and Einstein Attribution success milestones can be customized. 

Read more.

Salesforce is known for constant innovation in its solutions and Winter 21′ has shown us the same. A lot of new innovations & features have been added to make the platform powerful and help customers accelerate their journey to success in the world’s #1 CRM platform. Please read the complete Winter 21′ release notes & features, enhancements across the platform
here

CEPTES is a Salesforce Silver Consulting & ISV partner helping companies across industries & verticals since 2010. With our 80%+ certified Salesforce resources, we can help you thrive in the world’s #1 CRM platform and improve productivity. Please get in touch with us to discuss your project.

Hi-Tech

6 Ways Salesforce is Transforming the High-Tech Industry

With shorter product life cycles, companies operating in the High-tech sector are expected to deliver a better degree of customer support to sustain competitive advantage. Mediocre processes and poorly integrated systems spell doom for companies, especially in today’s era of rapidly changing customer demands & technologies. The most common challenges that the high-tech companies of today facing are:

  • Creating appropriate roadmaps for application architecture
  • To decipher and deconstruct relevant data from the vast information available
  • To accurately conceptualize solutions, identifying process entities and the relationships between those entities
  • Recommending best practices to customers
  • Devising and implementing recovery plans
  • Meeting B2B demands

To counter these issues, industry-leading high-tech companies are implementing Salesforce to transform their business and streamline sales processes. As a leading Salesforce partner with over 10 years of experience, CEPTES can help you leverage the solutions offered by the World’s #1 CRM provider.

Salesforce Capabilities

Some salient features of Salesforce that help you get the competitive edge in the market are:

  • Ease of use
  • Lightning-fast implementation
  • Point-to-point customization
  • Easy data management and organization
  • Provision to develop and customize your own apps
  • Automation of tasks
  • AppExchange app development

How Salesforce is transforming the high-tech industry

Companies in the high-tech sector that have implemented Salesforce have seen excellent improvements in terms of their sales. There are numerous ways in which Salesforce benefits the High-tech industry, some of them discussed below:

Exceptional Customer support powered by Service Cloud:

Implementing Salesforce Service Cloud will improve customer engagement, with seamless access to web services, chat, and email from any device and a 360-degree customer view. Critical cases can be escalated to development teams for further examination. In this way, real-time feedback on common issues helps your teams to solve them faster.

Next-gen Analytics:

Using Salesforce Analytics, your business users can explore data to discover new insights. Apart from the functionality to create amazing, mobile-friendly dashboards, Einstein Analytics also allows developers to create their own analytics apps that are highly customizable. Such cloud-based analytics tools from Salesforce can help your company adapt quickly to new trends.

Personalized Marketing:

You can get on top of your marketing strategy with an integration with the Marketing Cloud. The platform provides a 360-degree view of the customer, helping you compile customer data and design highly personalized marketing campaigns. You can manage and evaluate your campaigns by leveraging the power of Google Analytics and Salesforce’s advanced AI.

Accelerated Digital Transformation:

Digital Transformation is all about adapting your current process/ business models to prepare for the future, through technology-enabled change. Salesforce’s offerings enable you to automate processes and business models. With the help of Salesforce, you can automate forecasting, lead assignment, contract generation, quoting, and invoicing. Companies can use AppExchange to capitalize on new opportunities, build and deploy applications with point-and-click ease, and meet demands for CPQ. Further, by leveraging a powerful combination of Sales Cloud, Service Cloud, Pardot, and the Project Management tool, you can accelerate your digital transformation journey.

Collaboration:

Salesforce’s Community Cloud offers community portal options for customers and partners. Customer communities help you set up custom web portals for better integration. You can customize your website’s environment as per your needs with this flexible tool. Partner communities make sure that you leverage your partners’ influence to grow your business effectively. Using partner communities, you can share certain parts of your platform with your partners so that they can collaborate on deals and access sales tools. So, processes like deal registration, onboarding, MDF, targeted recommendations, file sharing, etc. become really easy.

Culture of Innovation:

Salesforce Chatter allows users to post interesting blogs, videos, and websites to keep others up to date on the latest trends. Chatter also helps your employees to get answers to their questions, as well as feedback on your work. Chatter fosters a culture of collaboration and innovation within your organization so that the best ideas get cultivated.

With all these tools in its arsenal, Salesforce provides you with enough power to streamline your sales pipeline and achieve the highest level of customer satisfaction. CEPTES has been the trusted Salesforce consulting partner for numerous organizations in the High-Tech sector. With a decade of Salesforce platform expertise, our certified consultants can guide you at every step of the way to assist you in streamlining your critical business processes. To know more, please get in touch.

Pardot, Sales Cloud

Leverage Salesforce Sales Cloud and Pardot to Drive Higher Customer Engagement

These days, everything is digitalized. People are spending more time on smartphones than they are in their real lives. As a result, marketers, and businesses are rethinking their strategies to get to digital channels.

And, they are indeed successful. 

However, the question is, how much success is ‘OKAY’ success?

Being on social media and using Google Ads to connect to the right audience is fine. It is a way to get leads. But what do you do to turn those leads into customers and then repeat customers?

You nurture them.

There are so many sophisticated means to handle and nurture leads. This is because engagement is the essence of getting more sales. So, regardless of what industry you are currently operating in, we have come up with a resourceful guide to show you what Sales Cloud and Pardot can do to your business.

What is Pardot?

One thing that any B2B marketer must dread is to have no projects in the pipeline. Pardot is an automated B2B automation tool to help you network, form quality connections, and boost sales to bring closure to many deals.

Want to know how Pardot can help you?

Understand your Leads Better:

Pardot can help you gauge website analytics in general and audience tracking and CTA metrics in particular. 

Generate More Leads:

Pardot offers inbound marketing automation tools through the creation of search-friendly content, email campaigns, and similar marketing resources.    

Boost ROI:

Pardot offers website metrics for you to make well-informed business decisions, thereby helping you boost your business’ ROI.

Drive Personalization:

Once you know who your customers are and what their needs are, you can offer personalized content. This way, you can drive higher engagement and inch closer to sales closure.

Campaign Management:

You can run multiple campaigns on different channels and generate reports regarding their success rate.

Read More: How to enable your marketing & sales team to better connect with the modern B2B buyer

How to Leverage the Prowess of Salesforce Sales Cloud to Drive Customer Engagement?

Organizations can leverage the Salesforce Sales Cloud with the next-gen sales process automation that will streamline the entire sales pipeline and help sales reps generate more leads. Appropriate Sales Cloud functionalities give assistance to create a well-structured sales process, demonstrate how it’s fulfilled, offer comprehensive customer insights, and keep effective client communication via multiple channels. If we have carried out and set up or customize the Sales Cloud appropriately then it can bring a lot more value to the business.

Some of the core features that the Salesforce sales cloud boast are as presented below:

Lead Conversion Process: 

Lead conversion processes are readily available in Sales Cloud and it can be broken down by customizing it to your specific business needs, either with B2C or B2B. It is viable to establish the process of converting a lead into an opportunity. By creating automation in workflow and adding a few validation criteria; you can make the lead generation process more easy, convenient, and consistent. 

Tasks & Events Management: 

Sales reps can easily handle their tasks like calls, emails, and meetings in a timely manner with a smart task management timeline, which is offered by Lightning Experience UI. It provides representatives a comprehensive summary of their daily tasks which is associated with specific opportunities or accounts. This information is readily available within one single record, so reps do not need to look back or search for this information in various places. 

Reports and Dashboards:

Reports and Dashboard panel enables senior managers to track crucial sales numbers which are attached to their sales representative’s overall performance. The system highlights the sales professional’s strong and weak factors, and also shares other aspects that can help sales managers to enhance their representative’s productivity. Advanced sales planning always leads the way for smarter sales decisions and aid to draw up the sales technique. 

Read More: How to get the most out of your Sales Cloud implementation?

Final Words

As an Indian SMB, you need to focus on your business operations and leave sales and marketing to the experts. Here experts mean Pardot and Salesforce Sales Cloud.

You can leverage these tools to simplify your marketing endeavours and boost your productivity and efficiency. The duo—Salesforce Sales Cloud and Pardot—can help you save time, optimize your sales & marketing processes, enable personalization, and improve the overall efficiency of your business.

We, at CEPTES, boast rich experience in helping SMBs to drive engagement. To know more, please get in touch.

Pardot

How Multiple Tracker Domains in Pardot helping B2B Marketers Deliver Personalized Message

Next-gen marketing is entirely driven by personalization. Customers expect personalization from the service providers at every point. It’s a huge challenge for marketers to drive personalization at every touchpoint with mediocre messaging. However, Pardot enables marketers to accomplish this with the Multiple Tracker Domains. Marketers can use different tracker domains on an asset by asset basis using a Pardot tool. 

In order to make messaging more personalized, marketers using Pardot can maintain consistency by integrating a specific tracker domain with one or many assets. Multiple Tracker Domains can be applied to various commonly used Pardot asset types including, 

  • Email templates
  • Landing pages
  • Forms
  • Email preference centers
  • Custom Redirects
  • Files

With the latest release, all Pardot customers can use multiple tracker domains feature. This feature will be helpful for enterprises who market in different regions, who have different domains for different products, companies having multiple subsidiaries, Pardot Business Unit customers who require multiple tracker domains per business unit, and for enterprises who have more than one website. 

How to use Multi Tracker Domains?

There is no hassle in setting up the new multiple tracker domains. User needs to go through the standard domain validation process for each of the domain that is validated and can apply it to an asset. 

Also Read: Marketing Cloud Vs Pardot? Which one your business needs

Use case

Let’s talk about a specific use case and see how this new feature can benefit a Pardot user.

Let’s say there is a company operating in the US, India & Australia. They have three different domains .us, .in, and .au. In the past, the company would have had to use the same primary domain across all three regions to run campaigns. This won’t offer a consistent experience. But with the new multiple tracker domain features, the company can assign new assets and campaigns to region-specific tracker domains seamlessly. At the same time, this will also offer a consistent brand experience. 

To use different tracker domains to different email templates, their marketing team can create an email template for the US. This template can use US specific images and language in order to maintain region-specific consistency. Then they can choose the .us domain in the new “Tracker Domain” field present on the email template creation screen. When the emails are delivered to the prospects, all the links within the email are re-written using the .us domain. On the other hand, the prospects will see links that they are familiar with and can trust. The India marketing team can follow suit using the .in domain and the Australia team can do the same using .au domain. 

This will definitely improve the open rates as well as the click rates as the prospects will be more engaged with the links specific to their region. This will also enhance the quality of personalization and will drive more leads. 

To know more about the latest & best Pardot features and how it can help your B2B marketing automation, get in touch with us today!

Also Read: How to enable your marketing & sales team to better connect with the modern B2B buyer?

Pardot

How to enable your marketing & sales team to better connect with the modern B2B buyer?

Today’s world is more connected than ever. Everything & everyone is connected. The way buyers engage with companies has significantly changed. As per the Salesforce State of Connected Customer Report, 54% of the customers think companies need to fundamentally transform how they engage. Customers expect companies to understand what they want BEFORE they ask. Now it has become a daunting task for the sales & marketing teams to meet new buyer expectations. 

Most of the modern-day marketers struggle to execute personalization across the entire customer journey while the majority of the sales reps failed to meet expectations for contributing value. Well, the common challenges that the marketing & sales team faces today in winning customer engagement are the absence of effective tools, poor data insights and siloed teams & processes. Most of the enterprises are trying to unlock the best ways to empower their sales & marketing teams in order to better connect with modern B2B buyers. 

A next-gen sales & marketing tool that is powerful, simple & connected can help enterprises achieve the highest grade of customer engagement & enable them to offer better buyer experience. 

Pardot – B2B Marketing Automation on the world’s #1 CRM

Pardot is a next-gen B2B automation solution that provides a full solution to help marketers create meaningful connections, generate more pipeline, and empower sales to close more deals. Enterprises can couple all their marketing tools into one single central canvas with Salesforce engagement studio. 

Your sales & marketing team can leverage Pardot to build complex & powerful campaigns with ease, visualize & test customer’s experience, improve campaign performance, connect with B2B buyers through new ways, reach ready-to-buy customers faster, and make every customer interaction relevant & personalized. 

B2B Automation Made Easy

Every day marketers can use Pardot for revenue maximization. The easy-to-use marketing automation platform offers a comprehensive set of tools to create, deploy, and manage online campaigns that drive substantial results. Some of Pardot capabilities include;

  • Streamlined Lead Management
  • Smarter Lead Generation
  • Easy Email Marketing
  • Seamless Sales Alignment
  • Insightful ROI Reporting
  • Artificial Intelligence

Also Read: Marketing Cloud Vs Pardot? Which one your business needs?

How Pardot is enabling better customer connection?

Using the top-notch Pardot features, marketers and sales reps can blur the gap between the B2B buyers and their expectations. Through highly personalized campaigns, marketers can deliver top-notch experiences with the help of automated rules, actions & triggers that buyers expect. Leads can be nurtured efficiently for faster conversion. Every customer conversation can be tailored based on their engagement history. 

Sales reps can connect with the buyers early, effectively, and often with Salesforce Engage. They can make every interaction relevant and tailored to prospects’ needs in order to drive deals forward. Sales teams can track email engagements and proactively reach out to prospects. 

Pardot also helps in identifying best-performing campaigns and sales-ready prospects that help sales & marketing teams drive more results. 

So, are you ready to see how marketing automation can help you grow at record speeds & enable your sales & marketing teams better connect with the modern-day B2B buyers? Get in touch with our Pardot experts now!

Check our Pardot offerings here.

Marketing Cloud, Pardot

Marketing Cloud Vs Pardot? Which one your business needs?

As the world’s #1 CRM provider, Salesforce is being used by businesses of all sizes and from varied industries. Salesforce offered solutions are enabling service providers to connect with their customers in a whole new way. Salesforce is one of the best platforms for marketers in order to automate their entire marketing process and engage their customers in a superior way. However, a wide range of offered platforms sometimes may bring a little chaos in the minds of the marketers while choosing the best one that can serve their exact needs.

Here, we are going to talk about two such Salesforce offered marketing automation platforms that could make the adoption a bit tough for a marketer. These two highly impactful marketing automation platforms are Marketing Cloud & Pardot. Both of these platforms are highly efficient and have the features to light up your marketing efforts. However, both Pardot & Marketing Cloud have built for different purposes and have some significant differences. A marketer has to evaluate which one their business needs. Before having a detailed discussion, let’s first understand what is Pardot & Marketing Cloud.

Marketing Cloud

Salesforce Marketing Cloud offers a powerful set of tools built on a unified platform for B2C companies to identify their customers, engage them, and personalize their experiences. Marketers can deliver personalized customer journeys including outstanding experiences through various marketing campaigns across multiple channels such as email, mobile, social, advertising, web and more. Highly efficient Marketing Cloud features help marketers deliver the right message at the right time to the right audience managed from one place and later track results.

Pardot

Pardot is a Salesforce offered marketing automation tool designed for B2B companies in order to execute and manage leads as well as marketing campaigns. Pardot is vastly considered as a leading email marketing tool.

Key Differences

The prime difference between Pardot & Marketing Cloud is, both of these platforms are specifically built for different types of businesses. While Pardot is designed specifically for business-to-business (B2B) marketing, Marketing Cloud is designed for B2C marketers. This principal difference may give you a hint on which one is right for your business. An in-depth understanding of these two tools will clear uncertainties while selecting a marketing automation tool for your business.

Apart from this, there are some other key differences between Pardot & Marketing Cloud. Pardot is being primarily used for channels such as     Email & Social; while Marketing Cloud is being used for channels such as Email, Social, SMS, and Display Advertising. While Pardot is not very industry specific, Marketing Cloud can be best used for industries such as Retail, FMCG, health & beauty, travel & leisure, healthcare, etc.

Key Feature Differences

Pardot Features

B2B companies use Pardot to send scheduled email campaigns and leverage automation techniques such as drip campaigns that help them generate more leads. B2B marketers usually don’t rely much on social media campaigns or content based campaigns. So, Pardot is the right tool for them as it requires lesser integrations and offers dynamic features including visitor tracking, real-time sales alerts, leads scoring, lead alignment, auto lead assignment, forms & landing pages, email marketing, dynamic content, closed-loop reporting, etc.  

Marketing Cloud Features

While B2C companies use Marketing Cloud in order to run scheduled email campaigns leveraging drip campaigns as well as uses more functional email services such as transactional emails and triggered emails. As B2C marketers rely more on social media campaigns and content-based campaigns, Marketing Cloud is more useful for them as it offers seamless integrations with external systems. Apart from this, Marketing Cloud offers some of the best features such as Drag-and-drop segmentation, 1:1 content personalization, CRM and cross-channel integration, Comprehensive, real-time tracking and reporting, Pre-built templates and themes, Deliverability tools, Email Marketing, Marketing Automation, Predictive Intelligence, Customer Data Platform, etc.

There are a few common myths circle around Pardot. Let’s debunk them.

  • Pardot is a part of Marketing Cloud – This is not true. These two are different products for different nature of businesses.
  • Pardot is an email marketing tool – Partially true. Through most of the B2B companies use Pardot for email marketing, this is not only an email marketing tool.
  • Pardot is for smaller businesses – Not at all. B2B companies of all sizes can use it.
  • Either ‘Pardot’ or ‘Marketing Cloud’ – No. This is not a choice. As we already said, these two are two different solutions.

You can further ask yourself these questions to direct you in the right direction.

Are you a B2C business?

Yes: Marketing Cloud is your option.

Is your business mainly driven by e-commerce?

Yes: Marketing Cloud is your option.

Is your sales process driven and influenced by sales representatives/ ‘high-touch’?

Yes: Pardot is your option.

Is your sales process managed through Salesforce Opportunities?

Yes: Pardot is your option.

Conclusion

We believe after going through this article, you got a comprehensive idea on Pardot & Marketing Cloud and which one is best for your business. As a Salesforce Silver Consulting Partner, CEPTES is a market leader in offering end-to-end Salesforce solutions including Salesforce Cloud services, Salesforce analytics services, Lightning Solutions, App Development and more to businesses of various sizes. Our certified Salesforce resources can help you implement, integrate, migrate, develop, enhance or support everything related to the Salesforce platform. We have been the first choice partner for many organizations when it comes to implementing Salesforce Marketing Cloud and Pardot for many years now. Get in touch with us to know more.