The marketing goals of different organizations differ from each other because they have different priorities for the businesses that they run. There are a host of products in Salesforce and one of them is ExactTarget, the Enterprise email marketing platform but it acts in the area of multi-channel marketing – whether that is for mobile devices or for the web. But so far as Sales Cloud is concerned, then Salesforce has this amazing marketing platform called the Pardot.
In this post, we will provide you with some insights on which one of the above do you choose for resolving your marketing goals.
The choice between Pardot and Marketing Cloud is based on how complex is the organization data that you are handling as well as the number of channels set by your organization. Let us now find “What is Pardot ?”.
What is Pardot ?
Pardot is a part of the Salesforce family of products. It effectively establishes a connection between the marketing efforts and the sales activities of your organization.
Pardot becomes the right tool to be adopted by you, if your organization goal is nurturing of leads and then subsequently passing them to a specific person/team – at the point of a certain qualification point. In fact, Pardot is in the business of:
- Lead Generation
- Lead Nurturing and Scoring
- Prospect Insights and Profiling
- ROI Analysis and Reporting
Pardot is for all those mid-sized companies who is in need of advanced automation. Let us find “What are the benefits of Pardot ?”.
What are the benefits of Pardot ?
First. Pardot has an intelligent lead scoring and ratings and the user will be able to know the right moment when to hand over the lead to your sales team. It is about driving the demand for their products and leads for the sales team – at the right time and right place.
Second. The sales people will be notified on a prospect who might be interested about the product. Moreover, Pardot optimizes the spend for email marketing campaign that is run by your organization, SEO or SEM activities and when you are driving events and webinars.
Third. Pardot makes use of the Sales Cloud -where the core data resides. Let us discuss on an use case on Pardot.
Use case on Pardot
One good example to cite is the use case of a client who uses Pardot. The name of the company is Kwikboost, who provides the charging kiosks or tables – for the healthcare and educational domains.
They send content to their clients through Pardot and whenever the clients are interacting with this content, the sales team has an access to that information. This way they have achieved a whopping 230 % increase in the number of connects the sales people are able to establish with their clients. Moreover they have achieved a 130 % increase in the revenue earned by them. An amazing feat. Right ?
Next, we will drive your attention towards “What is Marketing Cloud – ExactTarget ?”.
What is Marketing Cloud – ExactTarget ?
ExactTarget is essentially part of Marketing Cloud. It is about automated, personalized email and web journeys with the clients – throughout all stages of engagement. There are various organizations, where there is no place for a sales team but instead they have an ecommerce website or those who are in the business of complex brand building and sells through distribution network.These businesses need to drive 1:1 engagement with millions of users or subscribers. It is in these scenarios that ExactTarget makes lot of sense.
Some examples to cite is for all those organizations with huge retail networks who uses email campaigns to billions of consumers. Let us now find out “What are the benefits of Marketing Cloud ?”.
What are the benefits and drawbacks offered by Marketing Cloud ?
First. It offers personalized email campaigns with the help of sophisticated algorithms – all part of Predictive Intelligence.
Second. It maps the right consumer with the right offer – connecting with the right consumer, at the right place. These emails can be send to different kinds of platforms – web or mobile devices.
Third. if you are keen to strike a 1:1 engagement with consumers, subscribers as well as users and lots of social media emphasis, then Marketing Cloud is the right fit for your organization.
Fourth. ExactTarget is multi-scaled in nature, works across a wide range of devices and that too targeted with a multi-channel component of a customer journey for individual audiences.
Let us now take a look at one of the use cases who is using ExactTarget.
Use case on ExactTarget
Hautelook is an organization who runs 200 unique campaigns in a month – highly personalized and riding it with just 2 people in the marketing team. They make use of preferences built over the time and predictive analytics and use the website data as well as the data covered through the emails that are send.
The personalization of the content is what is enabled through this data along with consumer behaviour and history. It is through this Marketing Cloud platform that they manage massive amount of imagery and product information.
However, in some cases we need to use a combination of Pardot as well as ExactTarget. Next, we will provide insights on one of the use cases on such a scenario.
Use Case where both the Products Work
Apartment.com is a one those unique clients who has different set of audiences to target and uses different tools for different purposes. They need to be connected with their clients. Their audiences comprise of all those prospective renters who will avail their services as well as the property managers who actually does the rentings. They need to send email campaigns as well as SMS notifications on their devices. In this use case we have seen one cohesive solution from Salesforce.
However, the reason behind how a solution can evolve based on both these products is that of Sales Cloud. It has all the data that is used in such a case. Pardot acts in the background. So, the Pardot-type Sales enablement data is available on the Sales Cloud itself.
But, while sending the newsletters through the emails, they are still in use of ExactTarget – as part of Marketing Cloud. This is a client who is making use of architectural leveraging of all the Salesforce products – to obtain the actionable insights – from both the worlds of these products.
We summarize to say that Pardot is part of the Sales Cloud but ExactTarget is a part of Marketing Cloud. If Pardot is for mid-sized companies, then ExactTarget is for the all those larger organizations – with multi-channel components -for running email campaigns.
The decision to opt for any of these tools depend on the primary purpose of the business that is driven by you. If you are in a business where the primary goal is that of lead nurturing and then sending notification to your sales team – at the right time and right place, then Pardot is the right product. On the other hand, if the main objective is to drive a 1: 1 engagement with your clients – then you must opt for ExactTarget.
However, there are some cases when a combination of both these products is the best solution for organizations – when they need the best of both the worlds.The core data lies in the Sales Cloud and Pardot runs in the background. But, they use ExactTarget as part of the marketing Cloud.
In the end the actionable insights is what matters for both the worlds.
We are here to speak about the most popular among the marketing automation solution – Pardot vs ExactTarget.