Pardot vs. Marketing Cloud: Differences and FAQs [Infographics]

• Date: September 2022 •
Estimated reading time: 5 minutes
Marketing Automation Expert,
Head of Content at Twistellar
Should I choose Pardot (Marketing Cloud Account Engagement) or Salesforce Marketing Cloud to automate marketing campaigns in Salesforce? Is there any difference? Is Pardot a "simpler" version of Salesforce Marketing Cloud? That's what we hear most often from our clients at the initial project stages.
In fact, both Pardot and Marketing Cloud focus on marketing automation. Yet, it doesn't mean that they automate the same processes. The core difference lies in your audience of focus, marketing goals and the tech stack you use to reach them.
Choosing the right platform means less extra customization costs and higher marketing ROI. The right tool also eases the processes instead of overcomplicating them. So, choose wisely.
Here's a breakdown of the main use cases to put you on the right track.

What does Pardot (MC Account Engagement) do?

In a nutshell, Marketing Cloud Account Engagement (aka Pardot) deals with visitors and prospects to help you identify MQLs (marketing qualified leads).
Pardot uses cookies to track your website visitors' interaction with the content to automatically segment the database based on their behavior. This way, you can automate your engagement with prospects and leads to reach them at the right time with the right message.
Pardot on the Top of the Sales Funnel
Pardot in Sales Pipeline
Pardot aligns your marketing and sales teams. How? By nurturing and qualifying leads to provide your sales teams with the hottest ones.
Areas of focus:
  • Lead generation, qualification, and conversion
  • Progressive profiling and content personalization
  • Competitive analysis
  • Account-based marketing
  • Email engagement campaigns

What does Salesforce Marketing Cloud do?

Marketing Cloud offers applications (studios/builders) to help marketers orchestrate marketing campaigns across all touchpoints in one place and in real time.
With Marketing Cloud, you manage the whole customer journey across all channels: ads, social media, push notifications, POS, etc.
A high level of personalization results in more transactional purchases.
Areas of focus:
  • Real-time updated contact database from various systems
  • Personalized customer journey, including ad and email campaigns
  • Re-engagement for more cross-sell and upselling opportunities
  • Social media management
  • Audience segmentation and marketing ROI analytics
Learn more about Twistellar's Marketing Cloud implementation and customization services

Which tool works best for your business?

Marketing Cloud vs Pardot (MC Account Engagement) Infographics
Marketing Cloud vs Pardot (MC Account Engagement)

Pardot vs. Marketing Cloud FAQs

Even though Pardot comes as one of the offerings of Salesforce Marketing Cloud, the platforms work independently.

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