DEV Community: Shailesh Chaudhary

Pardot vs Marketing Cloud: What's the Difference?

Shailesh Chaudhary — Tue, 02 Nov 2021 06:48:30 +0000

Marketing Cloud and Pardot are both marketing automation software. Which one to choose? Marketing Cloud is one of the most popular cloud-based product from Salesforce but Pardot offers a marketing automation solution that closes higher number deals with intelligent lead nurturing by generating more sales pipeline and unites the marketing and sales team to work in a collaborative and a better way.

However, Pardot works for the B2B (business-to-business) segment, whereas, Marketing Cloud applies for the B2C (business-to-consumer) segment. Marketing Cloud applies more for the retail, travel and other industries but Pardot remains non-specific.

Pardot transforms the everyday marketers into some sort of superheroes as it is empowered with tools to create, deploy and manage online marketing campaigns, for revenue-generation. It can customize the marketing efforts for your organization and builds targeted engagements, marching the business requirements. Pardot offers a personalized experience.

On the other hand, Marketing Cloud integrates across the Customer Success Platform, working for your entire business. It delivers personalized engagement for the customers but is the only integrated customer engagement platform as it covers all channels – digital, email to web, social, advertising and many more, So, when the client can make a smarter marketing decision, with Marketing Cloud offers an up-to-date customer profile.

In this post, we will highlight some differentiating points on Salesforce Pardot Vs Salesforce Marketing Cloud.

How Different is Pardot from Marketing Cloud?

Here are some of the differences:

Features
Run Email Campaigns
Nurture the Leads
Manage Landing Pages
Salesforce Integration
Social Media
Pricing
Features

Salesforce Pardot offers the following features:

Email Marketing
Lead Generation
Lead Management
Automated Engagements
Personalized Messages
Real-time alerts
Activity Tracking
CRM Integration
ROI Reporting
On the contrary, Salesforce Marketing Cloud offers the following features:

1:1 Customer Journeys
Email Studio
Journey Builder
Social Studio
Interaction Studio
Advertising Studio
Mobile Studio
Marketing Automation
Data Studio
Artificial Intelligence
Predictive Recommendations
Run Email Campaigns

The modern-age organizations heavily rely on running email campaigns for fetching the ROI of your business. Both Pardot and Marketing Cloud allows to easily create emails.

Salesforce Pardot builds beautiful emails for you. It allows you to quickly create professional emails at scale with its visual editor for yielding results. Pardot can schedule your emails, sending them to the right persons, at the right time. Pardot offers automatic segmentation for targeted email campaigns. It delivers a personalized experience that has changed content based on prospect engagement.

However, Salesforce Marketing Cloud uses data across all departments and helps your organization to create smarter emails, starting right from the basic one up to the ones with 1:1 messages. Marketing Cloud builds sophisticated messages for higher engagement with clients. It offers a quickly optimized solution on mobile devices so that you can deliver messages – anywhere, anytime.

It builds a stronger customer relationship across all stages of the customer lifecycle. It has the ability to create segmentation based on profile data, for sending highly relevant messages. It helps you to automate so that your marketing team focusses on creating great emails.

Marketing Cloud allows you to preview all the messages, before sending them to the clients. It also offers high flexibility and scalability for building 1: 1 relationships with even up to a million enterprise clients.

Generate and Nurture the Leads

Pardot allows you to fill your sales funnel with high-quality leads. It connects the closed leads to specific marketing efforts and analyzes campaign success. Pardot uses templates to create excellent landing pages and offers customization. It helps in drip marketing with triggered messages and lead assignment. Marketing Cloud offers marketing-related activities only.

Manage Landing Pages

Pardot can build landing pages without a web developer. It helps you with automation based on whether a prospect has submitted the landing page or view the landing page. Pardot uses a custom layout template or uses a Pardot stock template. With Pardot it is easy to customize landing pages without any coding.

It generates leads with forms or landing pages for a seamless experience with your brand. On the other hand, Marketing Cloud can create landing pages but optimized for mobile devices but this is not possible with Pardot.

Salesforce Integration

Pardot is better so far as integration with B2B companies is concerned. Pardot offers integration with Google Ads, Google Analytics, Twilio, and other social media platforms. Marketing Cloud offers integration with Sales Cloud, Microsoft Dynamics CRM, Shopify, HubSpot Marketing Hub and others.

Social Media

Marketing Cloud comes with the more powerful Social Studio, It gathers market intelligence across sales, marketing and service functions by generating reports from social accounts on mobile devices or from your office, It offers a single platform for building social media engagement across your entire company. Unlike this Pardot connects with the social media platforms and offers a holistic view of prospects and provides insights on the content types that these prospects engage with. Pardot has just the ability to pass an update but not like what Marketing Cloud offers.

Pricing

The Marketing Cloud pricing is based on the company size, requirements and industry. Pardot is part of Marketing Cloud and Pardot it offers 4 plans, billed annually.
Learn more: https://www.anavcloudsoftwares.com/marketing-cloud/

Conclusion

Pardot blurs the line between sales and marketing. Pardot is part of Marketing Cloud but offers many advantages over Marketing Cloud. Marketing Cloud works for both B2C and B2B companies but Pardot works only for the B2B companies. Both Pardot and Marketing Cloud creates email campaigns but Marketing Cloud can optimize the messages on the mobile devices for delivering the messages at any place and anytime. Pardot helps to create landing pages without any help from the web developer but Marketing Cloud creates landing pages which are optimized for the mobile devices, which is not possible with Pardot. Pardot generates high-quality leads for the sales funnel, closing higher number of deals with lead nurturing but Marketing Cloud is directed towards marketing-related activities.

If you have any requirements, please connect with our Marketing Cloud or Pardot Specialists for a Salesforce solution from Anavcloud Software Solutions, one of the top certified Salesforce Partners.

How to Create and Send COVID Surveys Using Salesforce?

Shailesh Chaudhary — Fri, 20 Nov 2020 08:28:29 +0000

During this pandemic when work from home is the new normal, with the closure of the offices all around. While returning the offices you need to know the answers to the following:

Find the challenges and concerns.
Find the preference?
Would you be sharing the medical information to protect the health and safety of others?

The above questions provide important data points for the business to return to the workplace. A Salesforce survey needs to be conducted with the employees.

In order to understand the logistics of reopening it becomes important to create a simple Salesforce survey to poll your employees and state the expectations on the changes.

There are many steps to launching and using a Salesforce survey:

How to Plan and Launch the Salesforce Surveys?

Prepare the Questions

While preparing the questions, it is important to ask questions from the employees on the levels of stress and working from home. Consider questions about your team and workplace for leadership to ask you questions.

Plan Your Salesforce Survey

You can use the Salesforce surveys for the customers. Salesforce survey can be used with the various editions of Salesforce - Enterprise, Developer, Performance and Unlimited Editions. This makes it possible to create and send a Salesforce survey. You can create and share the Salesforce surveys with the following steps:

Prepare your first Salesforce Survey

You need to listen to customers and address to needs. It is time-consuming to conduct face-to-face surveys. However, the results are not always accurate. Create and send easy-to-use surveys and enable the survey component and assign a standard profile for creating and sending surveys.

Enable Survey

The surveys can be enabled using the following steps:

Click and select Setup
Enter Survey in the Quick Find Box
Click Survey Settings
Enable Survey and add customer satisfaction and net promoter score to the Salesforce org.

Select the profile of the Survey

Assigning a profile to create and send surveys. The users can create and send surveys with:

Click and select Setup
Enter Users to the Quick Find Box
Click Users
Click the Username
Click Edit
Select the profile field with the following details:
System Administrator
Standard User
Marketing User
Contact Manager
Click Save

Share and Survey Settings

The creator of the surveys must not indulge must not share all information such as responses and not the information of the participants.

tip: Salesforce Survey Implementation Support

Here are the steps for configurations:

Click and select Setup
Enter Sharing in the Quick Find Box
Click Sharing Settings
Click Edit
Select private next to Survey
Select private next to Survey Invitation

Build the Survey

The first step is to create a survey with the following steps:

Find and Select Surveys using the App Launcher
Open the Salesforce Survey Builder by Clicking New
Click Name and Survey on the top left-hand corner.
Enter the Survey Name

Next, brand identity for the survey must be created.

Click Branding
Turn on the Auto progress and enable the participants and move to the next page and respond to the last question on the page.
Open the image and Save on the desktop
Click Upload file and select the image downloaded.
Select Image
Click Open
Set the content card capacity
Change the Questions Next, the user must start adding the questions:
Click the first page visited by the participants when starting on the survey
Click and add pages containing questions
Click to view and edit the thank you note
Click to add questions on a page

Add Logic to Your Salesforce Survey

This provides a personalized experience to the survey participants by displaying only the relevant questions. It shows the questions and also the pages for specific participants.

Based on the responses of participants from the previous page.the display logic can be used to decide on the question displayed on a page with the following steps:

Open the Page
Click the Display Logic above the question
Define conditions
Click Save Logic
Click Save

How to Create Branching Logic?

The user needs to decide on the branching logic for viewing a page based on previous responses.

Here are the steps to create the branching logic:

Click the Page
A page branching logic allows the participants to move to a specific page or move to a page based on conditions. Select Based on Conditions.
Define the conditions,
Click Create Rules to save your condition.
Click Save Logic
Click Rank and Recommend Page
Select the Page
Select the Conditions
Define the Condition
Click Add Condition
Click Create Rule to Save All Conditions
Click Save Logic
Click Save

The diagrams for the branching logic page:

Send Your Salesforce Survey with the Salesforce Survey Builder

Now, you are ready to send the survey to the customers. The survey can be generated by creating a survey generation link or send an invitation in the form of an email.

Decide on the participants - inside or outside the company Send Survey Invitation with the following steps:
Launch the Survey by sending the link Send the invitations to leads, contacts and members of her company.
Click Send with the Salesforce Survey Builder
Send Email
Open Survey Link
Enter the email id.
Edit the subject and body of the email
Click Next
Select Anonymize Responses
Select Auto-expire the invitation
Click Send

A Salesforce survey is created to send questions to the employees of the office related to the Covid-19 pandemic and the expectations from them. The various questions asked such as challenges, preferences etc. You can use the Salesforce Survey Builder to send surveys to the participants.