The difference between Pardot and Marketing Cloud extend beyond "B2B" and "B2C" products. Learn about the foundational principles that inspired each products' function with real-life examples from our own company's experience switching platforms as well as our clients. http://www.appsolvetech.com/marketing-cloud-or-pardot-which-platform-is-best-for-your-business/

1. VS
PARDOT
Marketing Cloud
Presented by Sean Fenton

2. DIFFERENCE
So what's the
between Pardot and MC?

3. INDUSTRY
TRENDS
Account Based Marketing (ABM)
1-to-1 Customer Journeys
Pardot was built on the basis of ABM
Marketing Cloud was built on the basis of the 1-to-1
Customer Journey
2

4. ABM
Targeting decision makers
Extensive use of data targeting and
segmentation
Requires high degree of alignment
between Sales and Marketing
Must have buy-in from both
Users make or break the tool

5. 3 PRE-REQS
Account-Based Marketing
Define key terms: Leads, MQLs, SQLs,
Opportunities etc
"The perfect lead" persona developed
by Marketing and Sales
Sales and Marketing metrics should
align

6. PARDOT
Tools eliminate conflict between Sales
and Marketing
Focuses on customer SALES PROCESS
Acts as a bridge between Sales and
Marketing
Share data between Sales and
Marketing

7. 1-TO-1 CX
52% of consumers and 62% of B2B
buyers WILL switch brands if there
isn't personalized communication
(Salesforce State of Marketing 2017
report)
30% of companies will see FURTHER
declines in CX quality in 2018
(Forrester 2018 Predictions)
Other industries have set expectations
of seamless cross-channel
communication for consumers: think
Uber

8. MARKETING
CLOUD
Focuses on creating BRANDED CX
rather than sales process
Pull data from Sales Cloud,
Community Cloud and Service Cloud
as well as any other external sources
Agencies can manage client customer
experience journeys
A tool ONLY for marketers
Clean data is KEY to using Marketing
Cloud

9. MC
Pre-req: quality data
modelling and upkeep
Customer Experience
EXTERNAL EXPERIENCE
Pre-req: Sales and
Marketing alignment
Sales Process
INTERNAL EXPERIENCE
PARDOT
KEY DIFFERENCES

10. OUR ORG
C O M P A N Y . C O M

11. CASE
STUDY:
APP
SOLVE
The switch from Pardot to MC
We're a B2B company
We're a small company (12 employees!)
3 members of the Sales team and 1 member in
Marketing
Don't have large amount of incoming leads to filter
from MQL to SQL
Have to perfect CX
Targeting a few different personas and need to
maintain personalization
Single shared view of data across all departments

12. CASE
STUDY:
APP
SOLVE
The switch from Pardot to MC
We used Pardot originally
Not a fit: only one person on marketing team, we
have calls every day to align Sales & Marketing
We weren't generating enormous amount of leads
Data alignment; we don't have that much data, just
need to: MC Connect
Pardot makes sense in the future

13. OUR
CUSTOMERS

14. CHALLENGE
Information Silos
Better understand their
customers and prospects
Improve conversion rates
Re-optimize Pardot for
their new strategy
Optimization of Sales
Cloud integration
Customized object fields
QuickBooks integration
Pardot
SOLUTION RESULTS
We want to work with like
minded people who share
our passion for travel and
innovating change.
PARDOT: UPSKILL.IO
Enterprise software for Augmented Reality Devices since 2010. Have the most
customers, user and experience in this space than anyone else in the world

15. CHALLENGE
No lead process mapped
for database
management
Poor campaign UI
Dynamic Content
creation knowledge gap
Poor visibility to their
data
Knowledge gap in
automating import
activity
RESULTS
1 million leads input,
where 800,000 leads were
automatically de-duped
and matched
Email journeys increased
lead conversion
Easy to navigate campaign
UI
MC: ENTERPRISE DATA FIRM
Custom Campaign UI for
easy setup and entry
De-dupe process utilizing
tools and queries
Automated journeys with
dynamic content based on
lead data
Mapped out business
processes and provided
extensive documentation
to on-board marketing
team
SOLUTION
An enterprise data firm in North America that provides financial data services
as well as credit services to consumers and B2C companies. At the time of
implementation, the firm was utilizing the following technologies: Service
Cloud, Amazon Red Shift, Corvette database, Marketing Cloud.

16. THANK YOU
@appsolvetech on all social media platforms
appsolvetech.com
sean.fenton@appsolvetech.com