1. Marketo vs Pardot
December 2017
An in-depth guide helping savvy marketers compare Marketo vs Pardot, especially what these
marketing technologies (MarTech) can really do for you
Dan Radu
© Macromator Inc
MarTech Advisory Services

2. Salesforce CRM Integration
Marketo
 Salesforce custom fields automatically show
up in Marketo
 The values of the custom fields show up in
Marketo within minutes
 You can run Marketo queries within minutes
of adding your custom fields with no manual
process
What does it really mean?
 Less hassle… more time marketing
Pardot
 Salesforce custom fields need to be manually
mapped over into Pardot
 Custom fields values need to be manually
synced over to Pardot
 Manual process is required to run your queries
based on custom fields
What does it really mean?
 Hassle and manual processes
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3. Marketing Channels and Data Sources
Marketo
Marketo LaunchPoint is a rich ecosystem
where you can find a variety of MarTech
working together with your Marketo
marketing automation platform.
Pardot
Pardot Connectors are a limited number of
MarTech which work together with your
Pardot marketing automation platform.
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4. Lifecycle Marketing
Marketo
Revenue Cycle Model (RCM) is a customizable
process builder for lead management.
 Stages and transitions are customizable
How does this help you?
 Tracking of marketing qualified leads (MQLs)
can be very specific
 Allows detour stages such as Recycle or
Nurture or Disqualified
 Takes longer to set-up and test
Pardot
Lifecycle Report is just a funnel report with no
real lead management capabilities.
 Stages and transitions are not customizable
How does this help you?
 Hard to identify and focus on your marketing
qualified leads (MQLs)
 No ability to track detours such as Recycle or
Nurture or Disqualified
 No set up time required
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5. Lifecycle Marketing
Marketo Pardot
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6. Lead Nurture & Drip Marketing
Marketo
The Engagement Engine allows you organize your
sequence of touch points in streams. These streams can
be address messages at different lifecycle stages,
personas, products. You have several flexible ways to:
 transition between streams
 use different channels as touch-points
 add additional content or touch-points at the end of
the sequence
What does this mean?
 More flexibility
 Takes longer to set-up and test
Pardot
The Engagement Studio gives you a visual canvas to build
a workflow which sends emails in a sequence or trigger
other actions. You have:
 limitation in the way you flow through the logic
 only emails can be touch-points
 no real ability to add additional touch-points at the end
of the sequence
What does this mean?
 Less flexibility
 Easier to set-up and test
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7. Lead Nurture & Drip Marketing
Marketo Pardot
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8. Doing More Marketing Faster
Marketo Pardot
 Allows you to package your whole campaign
into a Program
 You can easily clone the Program and all the
automation workflows
What does it mean?
 Marketing Programs can be easily reproduced
 Allows you to create marketing templates
 Faster to to set-up programs based on
templates
 Allows you tie all your marketing assets into a
Campaign
 You can not replicate all the marketing assets
of a campaign in one-shot
What does it mean?
 Everything must be manually reproduced
 Takes longer to build templates
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9. Final Thoughts
Marketo
Marketo empowers marketers to do more
marketing overall.
More expensive overall
More automations
Better Salesforce CRM integration
More marketing channels connected
Supports you as your marketing becomes
more sophisticated
Pardot
Great solutions for companies who are getting
started with marketing automation.
Lower cost
More manual process
Shortcomings in Salesforce CRM integration
Good enough for basic marketing
automation practices
Hard to scale or grow marketing operations
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10. Vocabulary
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Marketo Salesforce Pardot
Leads / Person Prospect
Program Campaign
Smart List Dynamic List
Analytics Reports
Engagement Engine Engagement Studio
Sales Insights in Salesforce Pardot Activities in Salesforce
Smart Campaign Trigger Automation Rules
Analytics Reporting
Revenue Cycle Modeler (RCM) Lifecycle
Embedded Forms Form Handlers
Design Studio Content Files

11. Dan Radu
Founder & President
Macromator Inc.
Marketing Operations & MarTech Agency
http://MOps.Agency
+1 647 760 8629
dan@Macromator.com
 Marketo Certified Expert
 Certified Pardot Consultant
© Macromator Inc 10