The Developers Speak is a video series featuring certified Salesforce consultants at Digital Mass. They come to you twice a month to help bridge the gap between business problems and technical solutions.
In this episode of The Developers Speak, Alex breaks down the differences between Pardot and Marketing Cloud, and some considerations you should take into account before choosing one over the other.
Hi, I'm Alex Mracek, I'm a Pardot Consultant at Digital Mass. And today I want to talk about some of the differences between Pardot and Salesforce Marketing Cloud, and some considerations to keep in mind when deciding which marketing automation tool you're going to move forward with at their core, both marketing automation tools allow you to send emails, create long-term automated campaigns, categorize and group different groups of consumers, send information to Salesforce and then report on the information that you have. These tools all come out of the box. And with a little bit of training, you can start using them right away. The tools are different though. Pardot is positioned as the B2B platform and Salesforce Marketing Cloud is positioned for B to B. Pardot trades a smaller feature set for a more focused offering that's less configuration and easier to master up-front. This means that smaller teams that don't have access to technical resources will be able to pick up Pardot right away and will be able to send emails as soon as possible. There are ways to extend this with additional development, especially if you want to customize the experience more, but you don't need to do that upfront. That's always something that you can aspire to later on.
On the other end, Marketing Cloud offers a robust feature set across their multiple studios. This means that there needs to be more planning, strategy, and configuration up-front to get things moving usage of AMPscript, SQL, and SSJs will also require more technical staff. These features aren't required, but they will allow you to get the most out of your marketing automation tool. At the end of the day, nobody knows your marketing team like you do. You know the size of your team, their technical capabilities, your customers, and what your budget looks like. But I would highly recommend getting in contact with a Salesforce AE or us a Digital Mass to put together a plan so that you can crawl, walk, and then run with your new marketing automation tool.
About the developer:
Alex Mracek was Digital Mass’ first hire in 2018. Before he joined DM as a Salesforce Developer, Alex had been working in the technology space for over 5 years and was studying Marketing at Concordia-St. Paul. Once he joined Digital Mass, Alex quickly received his Pardot Consultant and Pardot Specialist certifications. Quite a powerful marketing developer combo if you ask us.
In his free time, you’ll find Alex fishing at the cabin, watching the MN Wild or the Liverpool FC, and playing D&D.