Salesforce Marketing Cloud • Pardot
This blog was written before Pardot was renamed to Marketing Cloud Account Engagement. You can read more about the name change and what it means here.
A common question we hear from clients is: ‘Should I use Salesforce Marketing Cloud or Pardot?’. This might seem strange because, generally, Pardot is accepted as the B2B solution, and Salesforce Marketing Cloud is the B2C platform.
The assumption is that a single business would choose one of these two options, based on their business setup and their target audience.
Our answer, however, is that depending on your core marketing channels, for any business, it can actually be very effective to use both!
Hear me out. Pardot is amazing for automated email marketing, capturing prospects with forms and landing pages, and tracking engagement via Scoring Categories then Grading prospects. It’s also got the very best integration with Salesforce.
Yet sometimes marketers need an extra channel in order to strategically retarget an account or to re-engage with a group of prospects that may have gone cold, outside of email communication.
This is where Marketing Cloud comes in with its Advertising Studio module. Here, you can lean on the Salesforce architecture to create a seamless experience for your audience.