#what is marketing automation

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Are you tired of implementing different marketing strategies but didn't get any impressive results then you must go through this article in which we have discussed how to implement marketing automation strategies to increase conversions.

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Marketo Vs Pardot: Which one is better?

Marketing platforms have received a bright light for their role in maximising returns and increasing efficiency of business operations. However, to decide which platform is most suitable for your business, it becomes imperative to make the right choice, so here is a comparative study between two leading marketing automation platforms: Pardot & Marketo.

What is Pardot?

Pardot is B2B marketing automation by Salesforce that offers marketing automation solutions supporting the needs of B2B companies across sizes.

What is Marketo?

Marketo is an end-to-end customer experience management (CXM) solution for marketing, advertising, and analytics that helps you to automate and manage activities from CRM lead management and customer engagement to account-based marketing and revenue attribution.

 Pardot vs Marketo: A comparative study

Features: Pardot offers a number of features including lead scoring, lead segmentation, web activity tracking, SMS marketing, personalisation web content, predictive analytics, bi-directional CRM syncing, event management, and more. Marketo features include bulk social media posting, sales reports, real-time sales alerts, mobile app, social CRM, and more. The number of features provided by the platform defines the scope of uses of Marketo and Pardot that happen to be wide for both.

Training: Marketo has orchestrated free training for aspiring marketers who want to master the essentials of email marketing and automation. Market training for lead generation would aid the learner to get a better picture of marketing concepts, sales, integration, creative assets, reporting and analytics, cross channel marketing, and so on. One of the services of Pardot includes Pardot training and certification that helps marketers learn to streamline lead management, generate high-quality leads, build effective lead marketing strategies, develop insightful ROI reporting models, and create seamless alignment with sales.

Lead Generation: Pardot automation helps marketers build landing pages without developers along with anonymously tracking visitors on the same. Services of Pardot also include an integration with Google AdWords to measure a campaign’s return on investment and analyse keywords to optimise the content. Marketo helps with attracting and engaging with potential customers through search marketing, landing pages, web personalisation, forms, social media, and behavior tracking. 

Pricing: Marketo comes at a starting price of $895 a month with one time free set up and an allowance of 10 users. Once the purchase is made, the user cannot claim a refund as per their policy. PArdot starts at a price of $1000 a month with also free setup and an allowance of one user. As per Marketo’s refund policy, a refund can be claimed. Free demo is available for both, Marketo and Pardot.

General Highlights: The overall rating of Pardot and Marketo are the same at four stars out of five. Both of them support devices like Linux, Web-based, iPhone, iPad, Android, Windows, and Mac. Marketo is recommended by 79% of users while Pardot is recommended by 80% of the users.