Pardot vs. Marketo: What, When, and Why to Choose
Building and driving a business is a difficult process with a lot of people and tasks involved. In order to preserve every piece of data about clients and companies, independent of their size and type, it’s vital to use special marketing automation software. There is no need to order and create expensive software for every particular company. Nowadays, the market offers ready-made solutions applicable to almost every client. The most well-known among them are Marketo and Pardot. Let’s take a closer look at each and find the difference between their functionality.
The main goal of all marketing automation systems is to provide marketing and sales teams with solutions to make working with clients easier as well as to improve the customer journey.
For this purpose, marketing automation software like Pardot or Marketo has the functions and services necessary for organizing effective work of sales and marketing departments. Among them are CRM systems, landing page builders, reports and analytics tools, etc.
At the same time, marketing automation systems can vary depending on the size of the business, deploying capabilities, goals of the company, and so on. For example, Pardot is a better choice for customers who want to have a system they are able to manage themselves because Pardot is easier to install and understand for people without any previous background in marketing automation. At the same time, Marketo offers more tools and features useful for companies with large marketing and sales staff.
We compared Marketo and Pardot regarding the main options and functionality, and here are our results.
Marketo vs. Pardot: Installation
As previously mentioned, deploying marketing automation systems may be challenging for in-house teams lacking the appropriate experience with such tasks. Marketo, for example, offers little support for clients with the basic subscription, although, in more expensive packages, this option becomes more readily available. Moreover, Marketo has quite a comfortable installation guide that can be helpful at least at some points.Pardot is easier and not so time-consuming, but it still needs to be installed correctly. Customers have the opportunity to download a special guide to make deployment and implementation easier. It’s also possible to get an expert consultation to help with these questions.
Pardot Dashboard (Source: Trailhead)
Both Pardot and Marketo allow users to create email campaigns to communicate with their clients without using additional software.
Marketo helps build letters with a good level of visualization. Other functionality includes the ability to define the audience and estimate the performance rate and the results. Marketo works with the emails through tokens for more personalization. With the help of AI, it’s possible to check letters before sending them to avoid any mistakes and further problems.
Emails created in Pardot are also good looking, and users may choose from original templates and custom design options. Letters can be sent automatically according to the schedule. Automated targeting is helpful when working with campaign settings.
Marketo vs. Salesforce Pardot: Workflow
The workflow in Marketo vs. Salesforce Pardot is different but offers similar services. Marketo is more user-friendly and allows you to simply trigger all the most important functions, like email sending, removing irrelevant data, and so on.
Pardot’s workflow allows for the ability to automatically add new prospects from different online forms and ad tools. On top of that, it’s also possible to add to the system the people team meets in person. Pardot’s Workflow can be easily built-in 2-3 steps around prospects, leads, or sales.
Marketing Automation: Marketo vs. Pardot
First of all, let’s take a look at some key features of Marketo and Pardot that make their existing clients choose this particular software.
Marketo’s most popular tools and features guide:
Pardot’s most popular tools and features guide:
Data and Reports
Making any marketing decisions without relevant data analysis is useless. That’s why both Pardot and Marketo offer a wide variety of services that help the marketing team study the data and act on it with the help of multifunctional reports.
Pardot is great at choosing the right marketing data and focusing on it. Moreover, it is able to build and show the full customer journey so it’s possible to find the bottlenecks and remove them asap.
The most advantageous part of Marketo is a set of features useful in working with strategies that concentrate on those that bring the best results to the business. Marketo allows you to build reports with any level of complexity and introduce them to clients, partners, or your team.
Marketing and Sales Team’s Collaboration
Effective promotion is not possible without a good command of your marketing and sales teams. Marketo and Pardot make this collaboration easier. In Pardot, it is possible to get real-time notifications for the team members via desktop, email, and mobile. Pardot also has a connection to the most popular events platforms and allows them to participate in marketing meetings. Pardot is integrated with Salesforce and opens a variety of its functions.
Marketo offers less functionality than Pardot when it comes to collaboration between the departments, but it still allows them to participate in meetings and influence the revenue circle on every stage.
Last But Not Least: Pricing
Price is also one of the most important factors in the final choice between programs. In general, both Marketo and Pardot offer personalized approaches to every client, which can be calculated for price in a variety of ways.
At the same time, Pardot is more flexible than Marketo. With Pardot, it’s possible to start with one user and then pay an extra $50 for every new user. Pardot also offers a refund policy. Additionally, there are four types of possible subscriptions, starting from $1250 for one month.
Marketo offers no refund policy and supports up to 10 users. Every new user is also paid separately, and the price depends on some particular circumstances based on a custom pricing plan. Subscription prices start from $895, but the company invites customers to contact their sales team to get more personalized information:
Source: Marketing Automation Insider
Hubspot vs. Pardot vs. Marketo
Apart from Pardot and Marketo, there is one more leader in the marketing automation arena we haven’t talked about yet. It’s called Hubspot, and it’s not just a marketing tool but a big platform that includes functionality for sales and service teams. Hubspot is a solution applicable to all sizes of business, and it includes all the possible functionalities.
For example, Marketo and Pardot don't have their own blog platform, But Hubspot includes this feature. Pardot and Marketo may require some knowledge of HTML and CSS, but with Hubspot, users don't need these skills.
Speaking of pricing, Hubspot offers several free tools, and the general subscription for marketing, sales, and CRM beginners starts at €41 a month. It’s possible to buy monthly and annual subscriptions.
Choosing between Pardot vs. Marketo vs. Hubspot, or just between Pardot and Marketo, can be quite a difficult task. First, analyze what particular result you want from your program. What goals do you want your business to reach?
If you are interested in inbound marketing tools and solutions, we recommend applying for Hubspot. If you are not able to outsource specialists to implement the system into your business processes, choose Pardot. It’s easier to use and understand. Marketo has a variety of features and is better for larger teams.