Pardot Classic Vs Pardot Lightning

Are you a Chief Marketing Officer (CMO) looking for external technical marketing support? Are you considering implementing Pardot, one of the most popular marketing automation tools? If so, you may have come across the terms Pardot Classic and Pardot Lightning, and may be wondering what the differences are. Well, you have come to the right place.

Marketing operations consulting agency, MarketingFox, specializes in delivering technical support across various platforms such as Marketo, Hubspot, Salesforce, Demand Generation, Website Development and AI Content. With our extensive knowledge and expertise, we have seen the evolution of Pardot from its Classic version to the Lightning version. In this article, we will provide a detailed comparison of the two versions, and help you decide which one is best for your business.

Pardot Classic and Pardot Lightning: What are they?

Pardot is a marketing automation platform that helps businesses attract, engage, and nurture leads to increase sales conversions. Pardot Classic was first introduced in 2007 and gained popularity among businesses of all sizes. However, in 2019, Salesforce (the parent company of Pardot) released a new version called Pardot Lightning, which operates on the Salesforce Lightning platform. So, what are the main differences between the two versions and how do they affect your marketing efforts? Let’s find out.

User Interface and Navigation:

One of the most noticeable differences between Pardot Classic and Pardot Lightning is their user interface and navigation. Pardot Classic has a simple and straightforward interface, making it easy for users to navigate and perform tasks. However, Pardot Lightning has a more complex and modern interface, with features such as customizable dashboards and enhanced search functionality. This makes it easier to access and analyze data, giving marketers more control and visibility over their campaigns.

Reporting and Analytics:

Pardot Lightning offers advanced reporting features such as customizable dashboards and dynamic charts, making it easier to track and analyze campaign performance. With Pardot Classic, reporting is limited to static charts and basic data, making it difficult to gain deep insights into campaign effectiveness. However, for marketers who prefer a more simplistic approach, Pardot Classic’s reporting may suffice.

Campaign Automation:

The automation capabilities in Pardot Classic and Pardot Lightning are quite similar. However, Pardot Lightning offers an advanced feature called Engagement Studio, which allows for advanced campaign customization and segmentation. With Engagement Studio, marketers can create triggered actions and conditional branches based on prospect behavior, thus creating more personalized and targeted campaigns.

Integration with Salesforce:

As mentioned earlier, Pardot Lightning operates on the Salesforce Lightning platform, making it seamlessly integrated with Salesforce CRM. This integration allows for real-time data transfer between the two systems, creating a more efficient and streamlined process. Pardot Classic, on the other hand, operates on its own platform and does not have this level of integration with Salesforce.

Pardot Lightning Advantage for B2C Businesses:

While both Pardot Classic and Pardot Lightning cater to both B2B and B2C businesses, Pardot Lightning offers a distinct advantage for B2C businesses. With its advanced email marketing capabilities, such as targeted and triggered email campaigns, Pardot Lightning is better equipped to handle the high volume and fast pace of B2C marketing. This makes it a popular choice for businesses in the retail, e-commerce, and consumer goods industries.

Which One is Right for Your Business?

Now that we have covered the major differences between Pardot Classic and Pardot Lightning, you may be wondering which version is the best fit for your business. The answer to that question depends on your business needs, objectives, and budget. Pardot Classic may be suitable for smaller businesses looking for a more cost-effective and simpler solution. However, for businesses looking for advanced features, integration with Salesforce, and a more modern interface, Pardot Lightning may be the better choice.

Conclusion:

Pardot Classic and Pardot Lightning are two versions of the popular marketing automation platform, Pardot. While Pardot Classic has been the go-to version for many years, Pardot Lightning offers advanced features, a more modern interface, and seamless integration with Salesforce CRM. Depending on your business needs, either version can be a great choice. So, take the time to evaluate your requirements and choose the version that best aligns with your marketing goals.