Every organization’s marketing needs are different from one another. No matter what approach you use- B2B, B2C, both or a combination of both, marketing goals are the same-To GENERATE BUSINESS LEADS. But, when it comes to automating your marketing approach, you need to determine the distinctive factors of these approaches. 

Salesforce offers marketing automation solutions through Marketing Cloud and Pardot. Out of the two, which one best suits your marketing strategy depends on your organizational marketing needs and requirements. 

Mainly, you have some common marketing needs and here’s how you can make a decision on which technology solution will best fit your need:

#1. To Create Cross-Channel Customer Journey

If you are from retail, e-commerce, service industries, media, financial services sectors or any other B2C business, and it involves one to one engagement with your prospects or clients, then Marketing Cloud is a more preferable option. 

Marketing Cloud by Salesforce is a proven platform delivering unmatchable marketing solutions to businesses. Business of any size can use it and it is the one platform behind billions of messages that are sent every year. It allows businesses to create cross-channel customer journeys with the help of channels best suited to the respective requirements. These channels include web personalization, mobile SMS, MMS, E-mail, Group Messaging, Digital Advertising and Social. 

Although, there are many B2B and non-profit organizations that have adopted the Marketing Cloud, yet its ability for marketing and personalizing messages makes it the ideal choice for B2C companies. 

#2. To Direct Qualified Leads to the Sales Team

Marketing professionals engage with customers throughout the customer lifecycle as well as are accountable for business development, lead generations and lead quality whose demand never ends. 
Thus, to thrive, these marketers require technologies that can help them deliver one to one buying experience to their clients. And the solution for these B2B marketers is Pardot. Now, the marketing teams that generate leads for the sales team, will be able to have more lead-to-revenue cycles than ever.

With the help of Pardot, marketing and sales teams can create, implement and manage online campaigns from a single centralized platform. Catering to businesses of all sizes from start-ups to mid-sized to large business enterprises, Pardot effectively supports the needs of all B2B organizations. On integration with Sales Cloud, it can provide a seamless user-experience to the sales professionals as well. 

Some of the key reasons for selecting Pardot include lead generation with landing pages, email marketing, SEO and SEM analytics, smart forms, ROI performance tracking and lead nurturing and management. The Pardot nurture programs drive productivity and effectiveness of the sales professionals. 

#3. To Maintain Customer Engagement at Large & Supporting Sales Team

There are certain businesses that need to do both-sell the product or services to businesses on one hand, and perform direct-to-customer business on the other. In that case, out of the two, which one should be adopted- Marketing Cloud or Pardot?

While the Marketing Cloud will help these businesses reach out to their customers through multiple channels such as email or mobile SMS, Pardot, on the other hand, enables sales teams to nurture the leads from prospects. 

Thus, for a combined marketing approach, i.e. B2B plus B2C, a combination of both marketing solutions will be preferred in order to enhance effectiveness and outcomes of the sales and marketing teams. 

To Conclude:

While these are a few marketing scenarios where the Marketing Cloud or Pardot can help businesses, there are a lot of areas where the two can support businesses in boosting their sales and deliver unmatchable customer experiences. Whether the solutions are used separately or in a combined manner, this depends on particular business needs and requirements. An Expert Salesforce Consulting Partner can assist you on accurately determining your sales and marketing needs and making decisions on what solution you should adopt to achieve unmatched results and outcomes.