Every organization’s marketing needs are different from one another. No matter what approach you use- B2B, B2C, or both, marketing goals remain the same i.e. - To GENERATE LEADS. But, when it comes to automating your marketing approach, you need to determine the distinctive factors of these approaches like CRM integration and so on. Before you set up any marketing campaign, it is essential is to equip your team with the right tools. 

The marketing automation is a process that automates marketing activities using software to promote your products and services. It provides a platform where you can plan a marketing campaign and closely manage it to generate leads. Whether it is about sending emails, managing social media post or running an ad campaign, with marketing automation tools, these repetitive tasks can be automated efficiently. It can save a lot more time and allows you to focus on core business activities.

Salesforce offers marketing automation solutions through Marketing Cloud and Pardot. Out of these two, which one best suit your business model depends on your organizational size and marketing needs. 

Let’s see how Salesforce can best fit with your business needs:

Salesforce Has A Solution for Every Business Need

1. To Create Cross-Channel Customer Journey

If you are from retail and e-commerce software solution industry, 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. 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 media. 

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 generation 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. Pardot is an amazing platform for marketing automation, lead management, targeted email campaigns and email automation for B2B marketing. It helps create real connections that empower sales and close more deals. 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 the productivity and effectiveness of 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 the 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 and B2C, a combination of both the above marketing solutions will be preferred in order to enhance the 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 excellent 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 in accurately determining your sales and marketing needs and making decisions on what solution you should adopt to achieve unmatched results and outcomes.