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Chances also are you’ve encountered these famous marketing automation platforms: Salesforce Marketing Cloud Account Engagement (previously Pardot) and HubSpot Marketing Hub. Both platforms specialise in targeting B2B companies, and your choice will ultimately be what’s best for your company.
To help you choose, we’ve created an infographic with updated features for 2024. This guide will cut through the fog of features and help you select the champion that best suits your unique needs.
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Features [Infographic]
This is a non-exhaustive list of the main points marketers will consider when choosing a marketing automation tool. For more detailed pricing values and customer reviews, visit Capterra’s reviewed page on Marketing Cloud Account Engagement.
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Differences between Salesforce Marketing Cloud Account Engagement and HubSpot’s Marketing Hub
Lead Scoring
- Pardot offers a lead scoring system that considers website activity, email engagement, and form submissions, providing a nuanced understanding of lead behavior.
- In contrast, HubSpot’s lead scoring is simpler, primarily focusing on website activity and demographics, which may offer a more streamlined approach but may lack the depth of insight provided by Pardot’s scoring system.
Campaign Reporting
- Pardot provides comprehensive campaign reports with detailed ROI analysis, offering marketers insights into the effectiveness of their marketing efforts and the impact on the bottom line.
- On the other hand, HubSpot offers an intuitive dashboard with customizable reports, which may provide a more user-friendly experience but may not offer the same level of depth and granularity as Pardot’s reporting capabilities.
Integrations
- Pardot seamlessly integrates with Salesforce CRM, offering seamless data synchronization and enhanced lead management capabilities for businesses already using Salesforce.
- In contrast, HubSpot boasts a wider range of native integrations with popular business tools beyond CRM, providing greater versatility and flexibility for businesses seeking integration with various third-party systems and services.
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Similarities between Salesforce’s Marketing Cloud Account Engagement and HubSpot’s Marketing Hub
While both HubSpot and Account Engagement offer core marketing automation functionalities, Account Engagement’s specific strengths lie in its B2B focus, advanced features for enterprises, and seamless Salesforce integration. This makes it the ideal solution for B2B organizations seeking to streamline their marketing efforts, nurture high-value leads, and drive significant ROI.
Marketing Automation Core Functionality
- Pardot goes beyond basic functionalities to provide features critical for B2B marketing, like lead scoring, robust analytics, and marketing attribution. These capabilities help you identify your most qualified leads and nurture them efficiently, driving higher conversion rates.
Target Audience
- Account Engagement (Pardot) caters to mid-market B2B companies, acknowledging and addressing the unique needs and challenges in this sector. By focusing on this segment, Pardot tailors its features and pricing to align precisely with the requirements of this audience, delivering scalable and impactful solutions.
Enterprise Features
- Both platforms offer increasingly extensive features tailored for enterprises, such as Business Units or Instances. These features enable large organizations with complex structures to effectively manage their marketing activities across multiple departments, teams, or regions within a unified platform, ensuring consistency and scalability across the organization’s marketing efforts. However, Account Engagement (Pardot) specializes in bigger-sized B2B companies.
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Final thoughts
Selecting the right platform depends on your specific needs and budget. If you prioritize in-depth lead scoring, Salesforce integration, and enterprise scalability, Account Engagement might be your champion. But remember, consulting an expert can help you make the best decision for your B2B marketing journey.
So why not start with a Salesforce Partner to help you on your journey? Take the first step towards success by partnering with experts who understand the intricacies of the Salesforce ecosystem and can help you navigate the path to marketing excellence. Contact us today to start your Salesforce Marketing Cloud Account Engagement journey.
