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Marketing Automation Pardot Classic Vs Lightning Salesforce integration November 11, 2023

Pardot Classic vs Lightning: A Comprehensive Comparison

Writen by Hal2000

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Pardot Classic Vs Lightning

MarketingFox is a leading marketing operations consulting agency that offers full-service support to both B2B and B2C customers. Our expertise lies in various aspects of marketing, including Marketing Automation (Marketo, Hubspot), Salesforce, Demand Generation (SEO, SEM, Email, Display, Social), Website Development, and AI Content. In this article, we will delve into the in-depth comparison of Pardot Classic and Pardot Lightning, shedding light on the differences, benefits, and considerations for marketing professionals seeking external technical marketing support.

As marketing continues to evolve in today’s digital landscape, businesses are constantly seeking ways to streamline their operations, enhance customer engagement, and drive targeted campaigns. Salesforce’s Pardot has long been a preferred choice for companies looking to leverage marketing automation to optimize their marketing efforts. With the introduction of Pardot Lightning, marketers are now presented with a new set of features and capabilities, alongside the established functionalities of Pardot Classic. Understanding the differences between the two versions is crucial for making informed decisions on the best fit for a company’s marketing needs.

Pardot Classic: Establishing a Strong Foundation

Pardot Classic has been the cornerstone of many marketing operations, offering a comprehensive suite of tools to execute and manage marketing campaigns. Its user-friendly interface, robust email marketing capabilities, lead nurturing, and scoring features have made it a go-to platform for marketers looking to automate various aspects of their marketing initiatives. Furthermore, Pardot Classic seamlessly integrates with Salesforce CRM, allowing for a unified view of customer data and enhanced lead management.

Key Features of Pardot Classic include:

– Lead Management: Pardot Classic allows for efficient lead tracking, scoring, and nurturing, ensuring that marketing and sales teams are equipped with qualified leads for conversion.

– Email Marketing: With customizable email templates, automation rules, and dynamic content capabilities, Pardot Classic empowers marketers to deliver personalized and targeted email campaigns.

– Campaign Management: Marketers can create, track, and analyze multi-channel marketing campaigns, gaining insights into campaign performance and ROI.

– Salesforce Integration: The seamless integration with Salesforce CRM enables a synchronized view of customer data and seamless lead handoff between marketing and sales teams.

Pardot Lightning: Embracing Advanced Capabilities

Pardot Lightning represents a significant evolution in the Pardot platform, introducing enhanced features and a more user-friendly interface designed to optimize marketing automation processes. Leveraging the power of Salesforce Lightning Experience, Pardot Lightning offers a modern and intuitive interface, making it easier for marketers to navigate the platform and execute their marketing strategies seamlessly. Additionally, it provides deeper integration with Salesforce CRM, offering a more unified and cohesive marketing and sales ecosystem within the Salesforce platform.

Key Features of Pardot Lightning include:

– B2B Marketing Analytics: Pardot Lightning includes advanced reporting and analytics capabilities, allowing marketers to gain deeper insights into campaign performance, customer engagement, and ROI.

– Dynamic Content Personalization: Marketers can leverage dynamic content capabilities to deliver personalized content based on lead behavior and preferences, driving higher engagement and conversions.

– Engagement History: This feature provides a comprehensive view of a lead’s interactions with marketing assets and campaigns, empowering marketers with valuable insights into lead engagement and behavior.

– Salesforce Engage Integration: Pardot Lightning seamlessly integrates with Salesforce Engage, enabling sales teams to access marketing-approved content, track prospect engagement, and prioritize outreach based on lead activity.

Making the Choice: Considerations for CMOs

As CMOs navigate through the decision-making process of choosing between Pardot Classic and Pardot Lightning, several considerations come into play. It is essential to assess the specific marketing needs, existing technology infrastructure, and organizational goals to determine the most suitable platform for driving marketing success. Here are some key factors to consider:

1. Current Workflow and Processes: Evaluate the existing marketing workflow and processes to identify areas where Pardot’s capabilities can enhance efficiency and effectiveness.

2. Integration with Salesforce CRM: Consider the level of integration required with Salesforce CRM and how each platform aligns with the organization’s CRM strategy and objectives.

3. Advanced Analytics and Reporting: Assess the need for advanced analytics and reporting capabilities to gain deeper insights into campaign performance, customer engagement, and ROI.

4. User Experience and Adoption: Consider the user-friendliness of the platform and how it aligns with the marketing team’s capabilities and adoption, ensuring a smooth transition and usage.

5. Future Scalability and Growth: Look into the scalability and potential for future growth with each platform, considering how well it aligns with the company’s long-term marketing strategy.

Closing ideas

Both Pardot Classic and Pardot Lightning offer robust marketing automation capabilities, tailored to meet the diverse needs of modern marketers. While Pardot Classic provides a solid foundation with its proven features and seamless Salesforce integration, Pardot Lightning introduces advanced capabilities and a more intuitive user experience, catering to the evolving demands of modern marketing operations. Understanding the nuances of each platform and aligning them with the specific marketing requirements and organizational goals is crucial for making an informed decision that drives marketing success.