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Marketo vs Pardot
November 12, 2023 | Author: Sandeep Sharma
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Fast and easy marketing software that helps B2B marketing professionals drive revenue and improve accountability.
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Pardot offers a software-as-a-service marketing automation application that allows marketing and sales departments to create, deploy, and manage online marketing campaigns that increase revenue and maximize efficiency. Pardot features certified CRM integrations with salesforce.com, NetSuite, Microsoft Dynamics CRM, and SugarCRM, empowering marketers with lead nurturing, lead scoring, and ROI reporting to generate and qualify sales leads, shorten sales cycles, and demonstrate marketing accountability.
Marketo and Pardot are two leading marketing automation platforms that help businesses streamline and optimize their marketing efforts. While both platforms offer similar functionalities, there are some key differences:
1. Scalability and Flexibility: Marketo is known for its robust and scalable platform, making it suitable for large enterprises with complex marketing needs. It offers advanced features, extensive integrations, and customization options to cater to diverse marketing strategies. Pardot, on the other hand, is more focused on small and medium-sized businesses, offering a user-friendly interface and simpler implementation.
2. Lead Management: Pardot places a strong emphasis on lead management and lead nurturing. It provides intuitive lead scoring and grading features, allowing users to prioritize and qualify leads effectively. Marketo, while also offering lead management capabilities, is known for its robust campaign management and analytics functionalities.
3. Integration Ecosystem: Marketo boasts a wide range of integrations with other marketing tools, CRMs, and business systems, allowing for seamless data syncing and holistic marketing campaigns. Pardot, as part of the Salesforce ecosystem, offers tight integration with Salesforce CRM, making it a suitable choice for businesses already using Salesforce as their CRM.
4. Pricing: Marketo tends to be priced at a higher tier compared to Pardot, reflecting its more advanced capabilities and scalability. Pardot offers more flexible pricing options, including different editions to cater to different business sizes and budgets.
See also: Top 10 Marketing software
1. Scalability and Flexibility: Marketo is known for its robust and scalable platform, making it suitable for large enterprises with complex marketing needs. It offers advanced features, extensive integrations, and customization options to cater to diverse marketing strategies. Pardot, on the other hand, is more focused on small and medium-sized businesses, offering a user-friendly interface and simpler implementation.
2. Lead Management: Pardot places a strong emphasis on lead management and lead nurturing. It provides intuitive lead scoring and grading features, allowing users to prioritize and qualify leads effectively. Marketo, while also offering lead management capabilities, is known for its robust campaign management and analytics functionalities.
3. Integration Ecosystem: Marketo boasts a wide range of integrations with other marketing tools, CRMs, and business systems, allowing for seamless data syncing and holistic marketing campaigns. Pardot, as part of the Salesforce ecosystem, offers tight integration with Salesforce CRM, making it a suitable choice for businesses already using Salesforce as their CRM.
4. Pricing: Marketo tends to be priced at a higher tier compared to Pardot, reflecting its more advanced capabilities and scalability. Pardot offers more flexible pricing options, including different editions to cater to different business sizes and budgets.
See also: Top 10 Marketing software
Marketo vs Pardot in our news:
2018. Adobe acquires Marketo for $4.75 billion
Adobe has announced its acquisition of the marketing automation company Marketo for a significant $4.75 billion. This strategic move positions Adobe strongly in the enterprise marketing arena, pitting it against major competitors like Salesforce, Microsoft, Oracle, and SAP. The acquisition not only bolsters Adobe's Marketing Cloud portfolio but also grants access to Marketo's expansive customer base of 5000 organizations. This presents a valuable opportunity for Adobe to drive revenue growth in this particular segment of its offerings, while intensifying its competitive edge within the enterprise market. With the integration of Marketo, Adobe is poised to further solidify its position and expand its reach in the realm of marketing automation.
2017. Marketo picks Google Cloud to migrate from on-prem data centers
Marketo, the marketing automation platform, has made the strategic decision to migrate its entire on-premises operation to the Google Cloud Platform. This collaboration goes beyond mere hosting, as Google will offer enhanced integration with GSuite. As a result, Marketo customers will enjoy the ability to create content and engage with their customers directly from the Marketo platform, leveraging popular Google tools such as Gmail, Sheets, and Hangouts Chat. Additionally, Marketo has outlined plans to leverage Google BigQuery for advanced analytics and utilize Google's machine learning APIs to unlock improved marketing insights for its clientele. By embracing this partnership, Marketo aims to empower its customers with an enriched experience and enable more effective marketing strategies.
2016. Vista Equity Partners acquired marketing platform Marketo
San Francisco-based Vista Equity Partners has entered into an agreement to acquire the online marketing platform Marketo for a sum of $1.79 billion. This strategic acquisition will enable Marketo to maintain its unwavering commitment to customer success and retain its position as a leading independent player in the market. Marketo will continue to spearhead product innovation and thought leadership within the digital marketing industry, setting the agenda for the future. Furthermore, this partnership will empower Marketo to fulfill its ambitious vision of providing an ultra-scalable enterprise platform for customer engagement, catering to the needs of tomorrow's marketers and the C-suite.
2015. Marketing software Pardot improves collaboration and productivity
B2B marketing automation software Pardot (owned by Salesforce) has recently introduced a range of beneficial enhancements for productivity and collaboration. These include a Chrome extension that enables email tracking, faster data synchronization, improved data visualization, and enhanced customization options for reporting. The Chrome extension for Gmail is an invaluable marketing automation plug-in that empowers sales representatives to send trackable emails directly from their Gmail accounts. It not only simplifies their tasks, allowing them to sell more effectively, but also serves as a covert B2B tool disguised as a harmless email plug-in. The additional improvements offer similar advantages. Notably, the data synchronization with Salesforce now boasts the fastest speed among all marketing automation tools, as it checks for changes every two minutes. This convenience benefits sales representatives by promptly revealing prospect insights, enabling them to respond swiftly and gain a competitive edge.
2015. Marketing platform Marketo adds LinkedIn integration
The engagement marketing platform Marketo has introduced integration with the lead-generation and nurturing solution provided by the professional networking site LinkedIn. This integration aims to assist marketers in bridging the gap between digital, social, and offline channels, ultimately facilitating meaningful conversations with customers. According to a blog post by LinkedIn officials, the solution effectively addresses the issue of prospect abandonment. When a prospect visits a webpage but closes their browser without taking further action, they are not forgotten. Instead, they are nurtured through a series of messages across various channels, including LinkedIn social ads, display ads, and more. When the prospect later completes a form, their email and other relevant information are captured in Marketo's system. Subsequently, the prospect receives targeted emails, display ads, and social ads tailored to their demographics, website behavior, and engagement with the company's content.
2014. Salesforce announced Sales Reach to promote Pardot
The primary source of revenue for Salesforce comes from subscriptions to the Sales Cloud. However, the company is also focused on expanding its earnings in the marketing solutions sector. To this end, Salesforce made a significant investment of up to $2.5 billion last summer to acquire ExactTarget/Pardot, a marketing-automation and campaign-management software. Yesterday, Salesforce announced a new feature for its Sales Cloud called Sales Reach. This optional feature brings the fundamental capabilities of Salesforce.com's marketing-oriented Pardot offering to salespeople. Sales Reach empowers salespeople to create micro campaigns, track responses to those campaigns, and receive real-time notifications when prospects engage with campaign content, such as downloading materials, attending events, or viewing videos. Additionally, salespeople can invite prospects to join communities, and they can perform all of these actions through their Salesforce1 mobile apps. Sales Reach is set to be available in the first half of 2015.
