Marketing Cloud vs. Marketing Cloud Account Engagement (Pardot)

MC Account Engagement (Pardot) and Marketing Cloud are two powerful platforms provided by Salesforce. Both have benefits in which you can explore all their potential and you’ll get a brilliant performance. You may have heard that the difference it’s just about one being B2B and the other B2C, but it’s not just that.

But first, what’s MC Account Engagement (Pardot) or Marketing Cloud?

MC Account Engagement (Pardot)

MC Account Engagement (Pardot) is a marketing automation software and lead management tool from Salesforce. It’s known as the more intelligent automation solution in the world’s number one CRM. It’s usually used for B2B marketing tactics and account-based marketing. It can be used to form a bridge between Marketing and sales KPIs. It also allows you to implement, create and deal with customer journeys that fit your customer/prospect needs.

Marketing Cloud

As for Marketing Cloud, it’s also another platform from Salesforce, although being acquired by SF from ExactTarget. IT can be used for any type of company to invest in email marketing strategies. Small companies can conquer new clients and keep up their loyalty without increasing personnel. You can plan, personalize and optimize clients’ journeys making you know them better, measure results and maximize your business’ marketing budget.

However, there are these vital points such as:

Salesforce Marketing Cloud was known to be a B2C platform and MC Account Engagement (Pardot) a B2B platform. However, nowadays, the line between B2C and B2B is very thin and both platforms can perform well for both purposes.
The buying cycle is also an important aspect. Companies with larger databases with a lower selling point would fit better with Marketing Cloud, and smaller databases should be suited with Pardot.
Both platforms do not limit themselves to just an email platform. Marketing Cloud has other functions as a mobile studio or advertising studio to integrate various touchpoints in a single lead journey. Turning it able to put together different parts of your marketing team into one just platform. On the other hand, MC Account Engagement (Pardot) focusses on centralizing your marketing efforts providing you the flexibility to drive marketing operational excellence and nurture leads based on data from prospects.
MC Account Engagement (Pardot) allows a better alignment with sales and marketing teams because of lead score grading.

As explained above, MC Account Engagement (Pardot) includes scoring and grading to pass the most qualified leads off to the sales team. It is focused more on combining your marketing and sales efforts into one platform. It has a lower initial point but higher if future add-ons are needed.

Marketing Cloud, is a tool to make your communication efforts easy. It has features about email marketing, mobile messaging, paid advertisement, social media, and a 1:1 journey. It’s a powerful tool to nurture journeys with flexibility for including different channels and additional personalization. It’s product-agnostic, which means that data can come from any data source, not only Salesforce.

But how do you choose it?

Size of your database: Normally, MC Account Engagement (Pardot) is for companies with a smaller database and with a higher sales price point whereas Marketing Cloud is for larger databases with a lower price point (p.e: Retail)
Channels of communication: What channels of communication does your business use? Or which ones you are going to need in the future? Are you emailing or also using SMS? According to the answers to these questions, you’ll be able to know what’s best for your business!
HR and Database source: Marketing Cloud can replace manual jobs, and since it covers fields like social media, paid advertising, email marketing, etc…. So, it’s possible to spread the price over several departments.

Also, where does it come to your database? If it’s only Salesforce, MC Account Engagement (Pardot) is great, if it’s another source, Marketing Cloud can help you.

In summary, MC Account Engagement (Pardot) is for smaller databases and for companies who are looking to score, and grade leads automatically while having a powerful platform to align your marketing and sales efforts. Marketing Cloud is for more complex databases, usually retail but not only and for companies who wish to have an almost all-in-one platform that goes from email marketing to a 1:1 journey to social media and paid ads.

Havik

Marketing Cloud vs. Marketing Cloud Account Engagement (Pardot)

But first, what’s MC Account Engagement (Pardot) or Marketing Cloud?

MC Account Engagement (Pardot)

Marketing Cloud

The main difference: B2B or B2C?

But how do you choose it?