marketo vs pardot · marketing overall. ümore expensive overall ümore automations übetter...

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Marketo vs Pardot December 2017 An in-depth guide helping savvy marketers compare Marketo vs Pardot, especially what these marketing technologies (MarTech) can really do for you Dan Radu © Macromator Inc MarTech Advisory Services

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Marketo vs PardotDecember 2017

An in-depth guide helping savvy marketers compare Marketo vs Pardot, especially what these marketing technologies (MarTech) can really do for you

Dan Radu

© Macromator Inc

MarTech Advisory Services

Salesforce CRM Integration

Marketoü Salesforce custom fields automatically show

up in Marketoü The values of the custom fields show up in

Marketo within minutesü Salesforce Activities can be created which will

allow workflows and reporting in Salesforceü You can run Marketo queries within minutes

of adding your custom fields with no manual process

What does it really mean?ü Less hassle… more time marketing

Pardotü Salesforce custom fields need to be manually

mapped over into Pardotü Custom fields values need to be manually

synced over to Pardotü Salesforce Activities cannot be created.üManual process is required to run your queries

based on custom fields

What does it really mean?üHassle and manual processes

© Macromator Inc 1

Marketing Channels and Data Sources

MarketoMarketo LaunchPoint is a rich ecosystem where you can find a variety of MarTech working together with your Marketo marketing automation platform.

PardotPardot Connectors are a limited number of MarTech which work together with your Pardot marketing automation platform.

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Lifecycle Marketing

MarketoRevenue Cycle Model (RCM) is a customizable process builder for lead management.

ü Stages and transitions are customizable

How does this help you?ü Tracking of marketing qualified leads (MQLs)

can be very specificüAllows detour stages such as Recycle or

Nurture or Disqualifiedü Takes longer to set-up and test

PardotLifecycle Report is just a funnel report with no real lead management capabilities.

ü Stages and transitions are not customizable

How does this help you?üHard to identify and focus on your marketing

qualified leads (MQLs)üNo ability to track detours such as Recycle or

Nurture or DisqualifiedüNo set up time required

© Macromator Inc 3

Lifecycle Marketing

Marketo Pardot

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Lead Nurture & Drip Marketing

MarketoThe Engagement Engine allows you organize your sequence of touch points in streams. These streams can be address messages at different lifecycle stages, personas, products. You have several flexible ways to:

ü transition between streamsü use different channels as touch-pointsü add additional content or touch-points at the end of

the sequence

What does this mean?ü More flexibilityü Takes longer to set-up and test

PardotThe Engagement Studio gives you a visual canvas to build a workflow which sends emails in a sequence or trigger other actions. You have:

ü limitation in the way you flow through the logicü only emails can be touch-pointsü no real ability to add additional touch-points at the end

of the sequence

What does this mean?ü Less flexibilityü Easier to set-up and test

© Macromator Inc 5

Lead Nurture & Drip Marketing

Marketo Pardot

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Doing More Marketing Faster

Marketo PardotüAllows you to package your whole campaign

into a Programü You can easily clone the Program and all the

automation workflows

What does it mean?üMarketing Programs can be easily reproducedüAllows you to create marketing templatesü Faster to to set-up programs based on

templates

üAllows you tie all your marketing assets into a Campaign

ü You can not replicate all the marketing assets of a campaign in one-shot

What does it mean?ü Everything must be manually reproducedü Takes longer to build templates

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Final Thoughts

MarketoMarketo empowers marketers to do more marketing overall.

üMore expensive overallüMore automationsüBetter Salesforce CRM integrationüMore marketing channels connectedüSupports you as your marketing becomes

more sophisticated

PardotGreat solutions for companies who are getting started with marketing automation.

üLower costüMore manual processüShortcomings in Salesforce CRM integrationüGood enough for basic marketing

automation practicesüHard to scale or grow marketing operations

© Macromator Inc 8

Vocabulary

© Macromator Inc 9

Marketo Salesforce PardotLeads / Person ProspectProgram CampaignSmart List Dynamic ListAnalytics ReportsEngagement Engine Engagement StudioSales Insights in Salesforce Pardot Activities in SalesforceSmart Campaign Trigger Automation RulesAnalytics ReportingRevenue Cycle Modeler (RCM) LifecycleEmbedded Forms Form HandlersDesign Studio Content Files

Dan RaduFounder & President

Macromator Inc.

Marketing Operations & MarTech Agency

http://MOps.Agency

+1 647 760 8629

[email protected]

ü Marketo Certified Expert

ü Certified Pardot Consultant

© Macromator Inc 10