Breaking Down Marketing Automation: HubSpot vs. Pardot

As the digital landscape expands, more and more small to medium-sized businesses are utilizing marketing automation tools to take their sales process to the next level. Most often it seems that companies this size narrow their choices down to competitors HubSpot and Salesforce’s Pardot. We had two of our team members compare and contrast the two tools. Sarah Campagna and Sarah Holland break down both tools’ offerings and share tips to consider for integrating marketing automation into your sales process for 2018 and beyond.

Markets Served

Sarah Campagna:We primarily use HubSpot for our B2B clients, but it works well for both B2B and B2C. This is because the inbound methodology is the crux of their whole system. Inbound marketing works well for B2B through building thought leadership and having a lead nurture process. It also works well for B2C if there is a longer sales cycle and research process for customers.

Sarah Holland: Pardot is primarily a B2B tool also and is laser-focused on the sales pipeline and growth. It is a fairly sophisticated tool and can be used by companies of varying sizes. 

Connectivity with Salesforce

Sarah Holland: Salesforce acquired Pardot in 2013, so Pardot was not originally built on Salesforce. But you can create tasks, see marketing data for prospects, and have an overall greater sales alignment by using the two tools together. This connectivity is increasing with new updates to Pardot and makes things much more seamless and integrated.

Sarah Campagna: HubSpot does have Salesforce integration as well, which is a priority since many of their customers are using Salesforce too. I think HubSpot has done a great job in keeping up with Salesforce as it changes. We find the ability to use workflows in HubSpot to assign campaigns particularly useful for targeting and reporting. 

Data Cleanliness for Your Contact Database

Sarah Campagna:Cleaning up your data, in terms of contacts, is definitely something we stress the importance of to our clients. A plan for developing content is essential to your sales process. We’ve seen people not develop their content in time, and then they aren’t getting their money’s worth for the marketing automation tool they have purchased.

Sarah Holland: It really comes down to readiness. There’s a misperception that marketing automation can replace a marketing person. To execute a marketing campaign using automation tools you need an internal staff or to have outside help, or else there’s no point in buying a marketing automation tool. Readiness is key.

If you’re thinking about moving toward marketing automation, download our Marketing Automation Readiness Tip Sheet.

Onboarding and Partner Programs

Sarah Campagna: Since Launch Team is a HubSpot Partner, our clients don’t have any onboarding fees because we handle it for them. Our clients have to consider what their ongoing needs will be and what their partner can provide. The tool is growing in capabilities, and your team may find that they are comfortable maintaining one aspect of the system but need assistance in other areas. Launch Team provides ongoing support as an outsourced marketing team by creating a marketing roadmap and executing marketing strategies.

Sarah Holland: Pardot does have a partner network and implementation program, so onboarding fees depend on what type of implementation package they go with. Launch Team offers Pardot implementations and ongoing support as well as  business process and sales process consulting. We also offer Salesforce services. The big thing with marketing automation is what happens with the leads after you get them, so we work to help our clients map the Salesforce technology to Pardot.

Readiness really is key. If you’re thinking about moving towards marketing automation, download our Marketing Automation Readiness Tip Sheet.

Comparison of HubSpot versus Pardot by Gartner

For a more in-depth comparison of HubSpot and Pardot as well as other marketing automation platforms, you can purchase and download Gartner’s September 2016 Study “Magic Quadrant for CRM Lead Management.”

  • Expanding product portfolio
  • Content-centric
  • Accessible pricing
  • Dynamic ecosystem
  • Fast deployment time
  • Product functionality
  • Traditionally large focus on small businesses 
  • Missing some key integrations
  • App reliance for some functionality
  • Complex lead routing capabilities 
  • Non-Salesforce CRM integration

Source: Gartner (September 2018)

To discuss your questions about sales and marketing consulting or technology implementation, send us a message or call 585.256.1640.

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