Companies have to make difficult decision to invest in CRM and marketing automation tools that are right for their sales and marketing. Ideally, both departments should decide on the tools/platforms that fully complement one another. This collaboration will help transform the business and tremendously reduce the overall sales cycle. However, in reality, things don’t work that way – marketing and sales are not always in sync with the tools that they prefer.
All the leading marketing automation tools in the market have pros and cons. What is best for one company may not be the best for others – depending on the budget and features that will fulfill marketing needs. There are some significant differences among those platforms that should be carefully evaluated before making a final decision.
Just like when you try to purchase any enterprise software, you should ask yourself the following questions;
- Does your technology stack (especially CRM) support this tool?
- Will your teams adopt it?
- Does it meet your current requirements?
- Does it meet your future requirements and roadmap?
The leaders in marketing automation tools according to ‘Best Marketing Automation Software 2018’ by G2Crowd are HubSpot, MailChimp, Marketo, Pardot, Act-On, ActiveCampaign, and Intercom.
Below is the comparison between HubSpot, #1 marketing automation leader according to G2Crowd, and Pardot, the best B2B marketing automation leader on Salesforce, World’s #1 CRM Platform.
|360 view of Prospect Journey||Track only few areas of prospect|
|Engagement Studio is a powerful for tracking customer journey||Inbound Marketing has very limited features|
|Advanced Social Posting with Scheduling and tracking||Basic social posting with limited tracking features|
|Dynamic Templates||Static Templates|
|Advance Analytics||Basic Analytics|
|No SMS Marketing||SMS Marketing|
|Contains scoring categories||No scoring categories|
|High-valued prospects grading||No grading functionality|
|Pardot can also be operated from Salesforce CRM||Different login required to access Hubspot & Salesforce CRM|
|When integrated with Salesforce – gain full visibility into prospect and lead activity||Visibility into prospect and lead depends on integration and sync process|
|Landing pages are easy to build with simple A/B testing||Landing pages are easy to build. Custom pages are difficult.|
|Cannot create invoices||Can create invoice|
|Interactive user interface||Less interactive user interface|
|Advanced reporting||Basic reporting|
|Pardot API||Hubspot API|
Now, more than ever, companies need to align marketing and sales to accelerate the pipeline.
Pardot and Salesforce enable sales and marketing users to see full visibility into prospect and lead activity all in one platform. Lead nurturing, lead management, and interactive engagement studio can track customer journey from Pardot to Salesforce. Marketing can focus on sourcing and nurturing the right leads, and sales can concentrate on closing marketing qualified deals.
Although both Pardot and HubSpot are excellent marketing automation tools, Pardot is a winner based on its seamless integration with Salesforce CRM, powerful automation rules, prospect activity breakdown, and advanced social posting (the comparison table said it all!). Pardot is a very easy to use tool that provides all the features that marketers are looking for in marketing automation – that is to help companies nurture the right leads and retain existing customers.