marketo vs pardot · marketing overall. ümore expensive overall ümore automations übetter...
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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
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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
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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
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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
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Vocabulary
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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
ü Marketo Certified Expert
ü Certified Pardot Consultant
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