White Paper - Pardot vs. Marketing Cloud

1. White Paper - Pardot vs MarketingCloud TechnologyMindz Pardot vs. MarketingCloud DiscovertheBestSalesforceMarketingAutomationforyourBusiness V/s Marketing automation helps companies develop meaningful connections with customers,businessprospects,andindustryleaders.Agoodsoftwaresolution that automates the marketing activities can generate a better sales pipeline and empower businesses to close more deals. Salesforce, the world’s leading customer relationship management (CRM) platform, o‰ers two unique and e‰ectivesolutionsonmarketingautomation:PardotandMarketingCloud. Pardot and Marketing Cloud, both, are great marketing automation solutions having similar as well as distinguishing advantages. However, one of them could be more powerful to your business than the other. So, let’s understand the key di‰erences and benefits of Pardot and Marketing Cloud to find a successfulmarketingautomationsolutionforyourorganization. Pardot bySalesforce Pardot is a software as a service (SaaS) marketing automation integrated into the Salesforce CRM platform. Since its integration in 2012, Pardot has o‰ered email automation solutions to help companies capture a high success rate in targeted email campaigns. Pardot is essentially used for lead management in B2B and B2C organizations. It drives the sales and marketing operations by automating common tasks such as customer behavior tracking, web form management, social media marketing, website tracking, SEO-based landing page marketing, andmore. Copyright © 2021 Technology Mindz, All rightsreserved

2. White Paper - Pardot vs MarketingCloud TechnologyMindz Marketing Automation Benefits ofPardot Pardot is best used for managing digital marketing campaigns. From email marketing to lead generation, the SaaS solution can track and improve the performance of multiple tasks. Pardot is also used for the personalization of landing pages, where it can curate the content based on the preferences of the current viewer. The key benefits of Pardot marketing automation can be highlighted asfollows: • End-to-end digital marketing campaignmanagement • Email dripcampaigns • Scoring-basedlead management andprogressive prospecttracking • Campaignsegmentation • ROI tracking and measuring with marketinganalytics • ModernizedUIforsavingtime in execution andanalytics • Contextualviewingof campaign successrate • Leadnurturingandlead grading to improve the sales funnel In addition to these, Pardot can also optimize your marketing e‰orts with multiple Salesforce integration benefits to build stronger B2B and B2C relationships. In the past decade, Pardot has been used by more than 21,000 organizationsaroundtheworld,renderinganincreaseinthemarketingROIby 34%across its customers’success. Copyright © 2021 Technology Mindz, All rightsreserved

3. White Paper - Pardot vs MarketingCloud TechnologyMindz Salesforce MarketingCloud Marketing Cloud by Salesforce was commercially launched in 2007 as an integrated solution for managing customer journeys and personalizing email, mobile,social,andwebcontent.Marketing Cloudisalsousedforcreatingand managing digital advertising content, along with its data analysis features. In the Salesforce CRM platform, Marketing Cloud enables marketers predominantlywithjourneymappingandsocialmediamarketing. Key Benefits of MarketingCloud • Marketing Cloud is designed to help B2C and e-commerce companies with digital marketing automation.Theplatformhelpsinbuildingconnectionsfrom discrete customer/prospect interactions from various marketing channels. Basedonthecustomer'sneeds,MarketingCloudcanunifycustomerbehaviors with customer data in real-time. It has several integrated features that can establish smarter communications and interactions while responding to customers and anticipating their needs.The highlighted advantages of Marketing Cloudare: • Onlinemarketingcustomizationsbasedonthemarketbase • Customer-centricpersonalizationwithintegratedapps • Customer behavioranalytics • Encrypteddatalayeringforahighermarketingsecurity • SalesforceDataManagementPlatform(DMP)forpromarketers • Datavisualizationtoolsforbetterdecisionmaking • Moreover,theMarketing Cloudsolutionalsohasspecially-designedappssuch as Email Studio, Interaction Studio, Advertising Studio, Social Studio, and Mobile Studio. These apps help in organizing the respective marketing tasks for better and faster performance. With these benefits, retail and e-commerce giants such asWalmart and Amazon have been using Marketing Cloudfor successfully automatingtheir marketing campaigns. Copyright © 2021 Technology Mindz, All rightsreserved

4. White Paper - Pardot vs MarketingCloud TechnologyMindz Pardot vs. Marketing Cloud - The MainDi‰erences Before comparing them, Pardot and Marketing Cloud both have a lot of noticeable functionality similar to each other. These solutions o‰er more or less the same tools and results for email automation, social media marketing, lead nurturing, journey mapping, and Salesforce CRM integrations. But, the maindi‰erencescanbeillustratedasbelow: Copyright © 2021 Technology Mindz, All rightsreserved

5. White Paper - Pardot vs MarketingCloud TechnologyMindz • Why Marketing Cloud andnot Pardot? • B2C and e-commerceorganizations can leverage the power of Marketing Cloud better. That’s because Marketing Cloud has a wide range of modules, each specially designed to focus on every field of e-commerce and B2C marketing. • Audience Builder: Organize and build your customer base in several ways with advanced segmenting and targeting sending based on customer attributes andbehavior. • Email Studio:Create, send, track and optimize your customer-personalized emails,newsletters, complex email pitches, promotionalo‰ers,transactionalnotifications,andtriggeredmessages. • Advertising Studio:Make the perfect customer-centric digital ad strategies with CRM targetingadvertising. • Social Studio: Connect your sales & marketing teams with customers throughsocialmediatofostermeaningfulrelationships. • Web Studio: Collect all customer data and generate more personalized webcontentforyourlandingpages,mobileapps,andmicrosites. • Mobile Connect: Create a more personal SMS marketing campaign and pre-scheduleonlinechatmessagesandpushnotifications. • Personalization Builder: Merge your customers’ behaviors with data algorithms to build new and unique business rules solely based on customerpreferences. • Content Builder: Manage cross-channel content with image and documentconsolidation,alldonefromasinglelocation. • Datorama (Analytics Builder): Create, view, and share analysis on every campaign-leveldata. • Journey Builder: Map customer journeys and customer life cycles to evaluatetheirprogressinpurchasingandbrandloyalty. • Simply put, Pardot does not o‰er such ten specialized modules. With these modules, Marketing Clouds gives a higher competitive advantage of focusing more on customer success than marketing success. Pardot does not o‰er this levelofengagementacrossitstransactionalandmarketingchannels. • Why Pardot and not MarketingCloud? • B2B companies have a longer sales cycle where deals are closed directly through the sales teams. Pardot works great for these organizations as they have high-value sales compared to e-commerce and B2C businesses. Similarly, Pardot beats Marketing Cloud as it can manage smaller customer databases moreaccuratelywithitsautomationsolutions. • ThePardotfunctionalitiesthatoutperformMarketingCloudare: • 1. Building anexcellent lead nurturing environment. Copyright © 2021 Technology Mindz, All rightsreserved

6. White Paper - Pardot vs MarketingCloud TechnologyMindz • Enablingthemostadvancedemailmarketingautomationsolution. • Creatingdripmarketingcampaignsfornext-levelpersonalization. • Generatingtriggersbasedonwebsitebehavioranduserinteractions. • Assigningleadstodistinctusersfromacentralizedplatform. • Facilitation SEO and Google AdWords for managing web and email content. • Setting up customizable automatic responses and contact form submissions. • EmpoweringanAI-basedleadgradingandscoringmechanism. • ImplementingAIandpredictiveanalyticstoimprovecustomer engagement. • Automatingnotificationsforactivesiteusers. • Motivating sales teams with real-time updates via email and mobile pop-ups. • Evaluating performanceacrossmultiplemetricsviaSalesforceAnalytics Cloud and GoogleAnalytics. • In these ways, Marketing Cloud isunable to support such high-end automation functionalities and fails to match the marketing competency of Pardot. Adding to this, Pardot also wins in the pricing aspect, being the more a‰ordablemarketingautomationsolutionascomparedtoMarketingCloud. • PardotorMarketingCloud?OrBoth? • Before choosing between Pardot and Marketing Cloud, it is important to note that the price of Marketing Cloud and its modules goesup to$36,000 • /month/user for organizations. And, the maximum pricing for Pardot is set at • $10,000 /month/user. Comparatively, Pardot is relatively more cost-e‰ective thanMarketingCloud.Atthesametime,Pardothasmoreadvancedmarketing automation. However,it is not that e‰ective for e-commerce and B2C businesses.So,afairdecisionwouldbe: • MarketingCloud,ifyourbusinessisintheB2Cande-commercedomain Or • Pardot,ifyourorganizationrunsonaB2Bbusinessmodel • However, if your business converges in e-commerce, B2B, and B2C domains, then perhaps a combination of Pardot and Marketing Cloud would be ideal. Pro marketers and sales teams from your organization can easily work in sync with both Marketing Cloud and Pardot. These solutions are completely integrated into the Salesforce ecosystem, helping your organization get the best of bothworlds. Get detailed insights onleveraging Salesforce marketing automationby reaching out tous. Copyright © 2021 Technology Mindz, All rightsreserved