Pardot vs. Salesforce Marketing Cloud: Which platform delivers the best ROI? [2023]

When it comes to marketing automation platforms, businesses have many options to choose from. However, two of the most popular options are Pardot and Salesforce Marketing Cloud. Both platforms offer a range of features that can help businesses streamline their marketing efforts and improve their ROI. But which platform is right for your business? In this article, we’ll take a closer look at the two platforms, compare their features, and help you decide which one offers the best ROI.

Understanding ROI in marketing

Before we get into comparing Pardot and Salesforce Marketing Cloud, it’s important to understand what ROI means in the context of marketing. ROI stands for return on investment, which is the amount of money a company makes compared to its marketing investment. For example, if a company earns € 5,000 in revenue from this campaign, the ROI is 400%.

Calculating ROI is essential for companies to determine the effectiveness of their marketing efforts. It helps companies identify which campaigns generate the most revenue and which ones need to be improved. Marketing automation platforms like Pardot and Salesforce Marketing Cloud can help companies track and measure their ROI more effectively.

Key Features of Pardot and Salesforce Marketing Cloud

Pardot and Salesforce Marketing Cloud are both marketing automation platforms developed by Salesforce. However, they each have unique features aimed at different types of businesses.

Pardot is a comprehensive marketing automation tool that is ideal for B2B companies. Its key features include lead nurturing, email marketing, lead scoring, and ROI reporting. Pardot also integrates seamlessly with Salesforce CRM, so sales and marketing teams can easily collaborate and track their leads.

Salesforce Marketing Cloud, on the other hand, offers a broader range of features and is better suited for B2C companies. Key features include email marketing, social media marketing, mobile marketing, and advertising. Salesforce Marketing Cloud also offers advanced personalization and segmentation capabilities that allow companies to deliver targeted messages to their audience.

Advantages and disadvantages of Pardot for ROI

One of the biggest advantages of using Pardot for ROI is its robust reporting capabilities. Pardot offers a number of reports that can help companies track their ROI more effectively. For example, the Engagement History report allows companies to see how their leads have interacted with their marketing campaigns over time, while the Campaign ROI report shows how much revenue each campaign has generated.

Another benefit of Pardot is its lead-scoring feature, which allows companies to determine which leads are most likely to convert. This way, companies can prioritize their marketing efforts and focus on the leads that are most likely to lead to sales.

However, one of the drawbacks of Pardot is that it can be more complex and difficult to set up compared to other marketing automation platforms. It also has a steeper learning curve, which may require additional training for employees.

Advantages and disadvantages of Salesforce Marketing Cloud for ROI

One of the biggest advantages of using Salesforce Marketing Cloud for ROI is the wide range of features. With Salesforce Marketing Cloud, businesses can create and manage a variety of marketing campaigns, including email marketing, social media marketing, mobile marketing, and advertising. This way, businesses can reach a larger audience and generate more revenue.

Another benefit of Salesforce Marketing Cloud is its advanced segmentation capabilities. With Salesforce Marketing Cloud, businesses can segment their audience based on demographics, behaviors, and other factors to deliver targeted messages that are more likely to resonate with their audience.

However, one of the drawbacks of Salesforce Marketing Cloud is that it can be more expensive compared to other marketing automation platforms. It also has a steeper learning curve, which may require additional training for employees.

Customer reviews and case studies

To get a better understanding of how Pardot and Salesforce Marketing Cloud perform in relation to ROI, it’s important to look at customer reviews and case studies.

According to G2, a software review site, Pardot has an average rating of 4.1 out of 5 stars, with users praising its lead scoring and reporting features. One user said, “Pardot is a great tool for lead nurturing and tracking ROI. Since implementing Pardot, we’ve been able to increase our conversion rates and generate more revenue.”

Salesforce Marketing Cloud also has an average rating of 4.1 out of 5 stars on G2, with users praising its segmentation and personalization features. One user said, “Salesforce Marketing Cloud has helped us send more targeted messages to our audience, resulting in higher conversion rates and sales.”

Compare prices

Another important factor to consider when choosing between Pardot and Salesforce Marketing Cloud is pricing. Pardot offers three pricing categories: Growth, Plus, and Advanced. The Growth plan starts at 2,500 per month and includes advanced features such as dynamic content and custom user roles. The Advanced plan starts at $4,000 per month and includes all features plus additional support and training.

Salesforce Marketing Cloud, on the other hand, offers a range of pricing options depending on what features a company needs. Pricing is based on the number of contacts a company has and the features it wants to use. The basic plan starts at 1,250 per month and includes advanced features such as social media marketing and mobile marketing.

Integrations and scalability

Another factor to consider when choosing between Pardot and Salesforce Marketing Cloud is integrations and scalability. Pardot integrates seamlessly with Salesforce CRM, allowing sales and marketing teams to easily collaborate and track their leads. It also integrates with other third-party tools like Google Analytics and LinkedIn.

Salesforce Marketing Cloud also integrates with Salesforce CRM and other third-party tools such as Facebook and Google AdWords. The solution is also highly scalable, allowing companies to add more features and capabilities as they grow.

Which platform is better for your business?

So which platform offers the best ROI for your business? The answer depends on your specific requirements and goals.

If you’re a B2B company looking for a comprehensive marketing automation tool that integrates seamlessly with Salesforce CRM, Pardot may be the best choice for you. Pardot’s lead nurturing and scoring capabilities, as well as robust reporting features, can help companies track their ROI more effectively.

If you’re a B2C company looking for a broader set of features to create and manage a variety of marketing campaigns, Salesforce Marketing Cloud may be the best choice for you. Its advanced personalization and segmentation features can help businesses deliver targeted messages that are more likely to resonate with their audience.

Conclusion

In conclusion, the decision between Pardot and Salesforce Marketing Cloud depends on your company’s specific needs and goals. Both platforms offer a number of features that can help businesses streamline their marketing efforts and improve their ROI. Knowing the key features, pros and cons, customer reviews, pricing, integrations, and scalability of each platform will help you make an informed decision about which platform is right for your business.

Kizzy Consulting

Kizzy Consulting is a Salesforce Consulting Partner based in Panchkula, India. Kizzy has successfully implemented 100+ Salesforce projects for 100+ clients across sectors like Financial Services, Insurance, Retail, Sales, Manufacturing, Real estate, Logistics, and Healthcare in countries like the US, Europe, Germany, and Australia. Get a free consultation now by emailing us at [email protected] or Contact us.