Pardot vs Marketing Cloud: A Comprehensive Comparison for Marketers

April 3, 2024
18 min

Pardot and Marketing Cloud have been two leading Salesforce marketing automation tools since 2013. By 2022, more than 37,000 companies had integrated Pardot with Salesforce, and over 22,000 businesses had used or were using Marketing Cloud, according to statistics from and

Compare Pardot vs Marketing Cloud pricing and features to determine their specific use cases, ensuring a focused investment in the appropriate tool without being sidetracked by unnecessary extras.

Pardot vs Marketing Cloud

Marketing Cloud
Market Segment: B2BMarket Segment: B2C
Pardot Pricing Starts at: $1,250 /month/up to 10,000 contactsMarketing Cloud Pricing Starts at: $400 org/month
Pardot Key Features:

  • Lead Generation, Scoring, and Grading

  • Lead Nurturing

  • Email Marketing

  • Campaigns Management

  • Marketing Reporting

Marketing Cloud Key Features:

  • Rewards Management

  • Subscriber Preference Management

  • Content Management and Workflows

  • Social Listening and Analysis

  • Digital Advertising Management

Pardot Add-Ons:

  • Salesforce Engage

  • B2B Marketing Analytics Plus

  • Engagement History Dashboards

Salesforce Marketing Cloud Add-Ons:

  • Tableau CRM for Loyalty Management

  • Einstein Vision for Social Studio

Pardot vs Salesforce Marketing Cloud

What is Pardot and What Does It Do?

Pardot (rebranded to Marketing Cloud Account Engagement) is a B2B (Business-to-Business) marketing automation solution particularly suited for organizations with extended sales cycles and multiple decision-makers that was created by David Cummings and Adam Blitzer in 2007. It was purchased by ExactTarget in 2012 and then was finally acquired by Salesforce in 2013.

The name “Pardot,” meaning “to market or sell” in Latvian, reflects its core function of fostering connections, boosting pipeline, and enhancing sales team performance.

Later, Salesforce introduced the Pardot Lightning App in 2018 to synchronize marketing and sales efforts and integrate seamlessly with Sales Cloud.

In the same year, Salesforce launched another product version – Pardot Einstein. It is powered up with AI (Artificial Intelligence) features for:

  • Comprehensive marketing insights,
  • Advanced audience segmentation,
  • Powerful lead scoring,
  • Lead trends analysis.

Pardot Implementation Checklist

Download the self-assessment cheat sheet to audit Pardot’s (aka Marketing Cloud Account Engagement) implementation and overall health.

Full Name
Work Email

What is Salesforce Marketing Cloud?

Salesforce Marketing Cloud is a B2C (Business-to-Consumers) suite for empowering digital marketing teams who often engage in more straightforward, transactional exchanges with an all-inclusive set of social media, email marketing, and digital advertising management tools.

It was officially created in 2013, right after the acquisition of three powerful solutions:

  • Radian6 – a social listening platform,
  • Buddy Media – a social media marketing platform,
  • ExactTarget – a marketing automation platform.

After that, in 2014, Salesforce united Radian6 and Buddy Media into Social Studio. Now, Marketing Cloud is a large group of marketing automation solutions including:

How Salesforce Marketing Automation Can Help Your Business?

Salesforce marketing automation enhances campaign management and operational efficiency across various channels, offering:

  • Targeted content delivery via email, SMS, social media, and digital ads,
  • Streamlined team coordination and external communication,
  • Customer journey tracking,
  • Lead management optimization,
  • Social media management,
  • Customizable template creation for improved outcomes,
  • Efficient email campaign setup,
  • Digital ad campaign initiation,
  • Content creation and distribution,
  • Marketing analytics and performance tracking.

Effective implementation of marketing automation can significantly increase lead conversion rates, with 77% of businesses reporting growth after adoption. It also enables staff to automate routine tasks, reduces errors, and supports business expansion and adaptability.


Pardot vs Marketing Cloud: Cost & Features Comparison

As we’ve already mentioned earlier in the blog post, both Pardot and Salesforce Marketing Cloud were created to automate and improve marketing activities.

Pardot and Marketing Cloud, although now under the same Marketing Cloud Engagement brand, remain separate in functionality and are not integrated. Each requires a separate license and serves different marketing needs.

However, both platforms share some commonalities, such as:

  • Email marketing capabilities,
  • CRM integration,
  • AI-driven engagement,
  • Journey-building tools.

Each platform offers escalating tiers of service at higher prices, reflecting the scale and complexity of the features provided. Choosing between Salesforce Pardot vs. Marketing Cloud should be based on the organization’s specific needs, technical resources, and marketing goals.

Pardot is tailored for ease of use, particularly for non-technical teams and it is more suited for detailed, company-to-company engagement. Marketing Cloud caters to a wider range of marketing activities with its array of specialized tools. It provides a solution for businesses looking to reach a broad customer base across multiple channels.

Let’s dive into Pardot vs. Marketing Cloud pricing, features, and purposes.

Pardot Audit & Assessment Service Package

Download the slide deck with an overview of the audit process our consultants perform to ensure Pardot’s health and usability.

Full Name
Work Email

What is Pardot Pricing & Capabilities?

MC Account Engagement (сonsolidated and rebranded from Pardot] now encompasses all of the Account-based (or B2B) marketing automation solutions.

Pardot is a feature-rich tool whose functionality varies significantly from edition to edition. It helps move your visitors and prospects through a sales funnel which begins when you create marketing materials to generate interest in your products and ends when qualified prospects are assigned to a sales rep.

Pardot (Account Engagement) easily integrates with Salesforce featuring bidirectional synchronization with standard Salesforce objects such as leads and contacts, and now aligns with Salesforce campaigns within the Pardot app.


Pardot (MC Account Engagement) Pricing

MC Account Engagement Editions
MC Account Engagement Growth
MC Account Engagement Plus
MC Account Engagement Advanced
MC Account Engagement Premium
MC Account Engagement Pricing
$1, 250/month
Pardot Pricing Plans


Salesforce Pardot Pricing Plans range from $1,250/month to $15,000/month based on the included functionality set and contacts you want to engage with. Like any other Salesforce product, Pardot subscriptions are paid annually.

* Please note: Quantity of Contacts is not limited by edition. You can purchase additional ones at any moment. And depending on your need you can expect discounts from Salesforce.

Pardot’s (Account Engagement) Growth edition includes all the basic features users need to get started — including:

  • Native integration with Salesforce Sales Cloud
  • In-depth prospect tracking,
Active Prospects in Pardot Account Engagement Ascendix

Active Prospects in Pardot (MC Account Engagement)

  • Lead scoring, grading, and deduplication,
  • Email marketing, email templates builder, and email A/B Testing,
Email Templates in Pardot (MC Account Engagement) Ascendix

Email Templates in Pardot (MC Account Engagement) | Ascendix

  • Campaign tracking,
All Active Campaigs in Pardot MC Account Engagement | Ascendix

All Active Campaigns in Pardot (MC Account Engagement) | Ascendix

  • Integrated marketing calendar,
  • Lead nurturing,
  • Campaign and ROI reporting,
Pardot MC Account Engagement Reports Ascendix

Pardot (MC Account Engagement) Reports | Ascendix

  • Social media posts tracking
Linkedin Connector in Pardot (MC Account Engagement) Ascendix

Linkedin Connector in Pardot (MC Account Engagement) | Ascendix

  • Engagement history dashboards,
  • Custom fields,
  • Competitor and SEO keyword monitoring,
  • Integration with Everbrite, Olark Chat, and Webinar,
  • Fully Customizable URLs and Pro Connector.

Additionally, this package includes access to a suite of up to 50 forms, landing pages, and automation rules.

In this pricing tier, clients have access to 100MB of file hosting and a daily allowance of 25,000 API calls. By investing an extra $400 per month, clients can upgrade to include Advanced Dynamic Content, Advanced Email Analytics, and tools for Email Rendering and Preview Analysis.

Even at this very basic edition, you can add a Pardot Tracking code to your website to oversee the actions of visitors and prospects such as clicking on links, viewing pages, or downloading information.

Pardot Evergreen in MC Account Engagement Ascendix

Pardot Evergreen Connector in MC Account Engagement | Ascendix

Pardot can be easily connected to your existing forms on the website.

Form Handler in Pardot MC Account Engagement Ascendix

Form Handler in Pardot (MC Account Engagement) | Ascendix

Pardot is known for its user-friendly “What You See Is What You Get” interface, making it easy to navigate for those using it for its intended purpose. Managed by specialists, Pardot enables users to master its basic functions quickly, but delving into more complex customizations requires highly specialized consultants.

So, if you need a thorough Pardot audit or help with Pardot setup or landing pages, forms, features customization, or platform training, contact our team.

Need In-Depth Pardot Audit?

Our Pardot specialists will ensure that the platform is utilized to its full potential and identify areas for improvement in alignment with your marketing goals.

Pardot’s (Account Engagement) Plus edition offers all the features of the Growth edition together with B2B Marketing Analytics for the marketer who wants to analyze better marketing performance.

Besides that, Pardot users enjoy:

  • Advanced marketing analytics and reporting for in-depth insights into marketing efficacy.
  • Implement sophisticated automation, personalization, and qualification processes to deliver targeted messaging.
  • Track prospect engagement with multiple scoring categories across various products or business units.
  • Apply multi-touch attribution models to understand the customer journey.
  • Enhance campaigns with advanced dynamic content and integrate seamlessly with Google AdWords, among other features.

This plan provides unlimited landing pages, 500MB for file hosting, and a quota of up to 50,000 daily API calls.

Pardot’s (Account Engagement) Advanced package offers Salesforce Einstein AI-powered features like:

  • Predictive Lead Scoring to identify the most promising prospects for conversion.
  • Behavior Scoring to gauge purchase readiness based on lead activity.
  • Optimize Send Times to maximize engagement with potential clients.
  • Leverage Account Identification to target the most suitable candidates for marketing initiatives.
  • Analyze Campaign Insights to evaluate the effectiveness of marketing strategies.
  • Configure Custom User Roles and Permissions to manage system access and define responsibilities across different team roles.

This tier grants access to advanced features including custom object integration, a dedicated IP address, up to 100,000 daily API calls, and 10GB of file hosting.

The Pardot (Account Engagement) Premium edition is tailored for sophisticated marketing teams looking to expand their digital reach, offering enterprise-grade tools such as:

  • Pardot Business Units,
  • Developer Sandboxes,
  • B2B Marketing Analytics Plus,
  • Premier Success plan.


 You can check more information on different pricing details on the Pardot plans page


Here is a more detailed Pardot marketing suites comparison chart:

MC Account Engagement -Pardot- Editions Comparison Ascendix

MC Account Engagement (Pardot) Editions Comparison | Ascendix


Salesforce Reports for Sales Guide: What Metrics to Track and What to Place on Dashboards


A Few Words about Pardot Marketing Automation

As it’s been mentioned before, MC Account Engagement (Pardot) helps to track email opens and enable A/B email testing. It provides guidance for email sending reputation and deliverability so your emails will less likely hit the Spam folder.

Pardot can boost email marketing automation in Salesforce and provides a confirmed Opt-In Process to verify the authenticity of email addresses & requests.

All accounts in this tool include an unsubscribe page. You can also create Email Preference Pages.

Pardot enables sending operational communications to prospects who have opted out of marketing communications.

Besides a marketing automation tool, there are two other things that have an impact on an opening rate: Subject and Preheader. These 2 words are small steps in creating your email templates. It is really important to prepare quality, catching Subject and informative Preheaders if you want to guarantee a high opening rate.

Dmytro Yudin, Pardot & Marketing Cloud Consultant at Ascendix

Furthermore, Account Engagement provides administrators with robust controls to manage user permissions for email content modifications.

Pardot offers an array of sophisticated tools designed to automate workflows. The image below serves as a guide to selecting the appropriate tool for your needs.

Integration with Custom Objects in Salesforce

Integration with 4 custom objects is only available out-of-the-box in the Pardot Advanced edition.

Custom objects are read-only in Pardot, so any changes that need to be reflected in Pardot must be made on the Salesforce side.

To use a custom object field in emails or dynamic content, a formula field must be created on a standard object record to map to the custom field.

For integration, all Salesforce fields must be mapped to an existing field. Otherwise, you need to create a new field in Pardot. Adding a field in Salesforce does not add a field to Pardot.

Get Help with Pardot Salesforce Sync

Our Pardot agency will provide customized and secure Pardot integration with Salesforce and website forms to enhance your marketing automation and customer relationship management.

Features for Additional Fees

Pardot provides a range of add-ons to enhance Account Engagement capabilities.


Pardot (Account Engagement) Add-Ons

Add-On Name
B2B Marketing Analytics Plus
$3,000 /user/month
This solution helps integrate your marketing automation, sales, and service data to leverage predictive insights for actionable strategies.

Sales Emails and Alerts
$50 /user/month*
This add-on enables Sales teams to engage promptly and frequently by using Sales Emails and Alerts designed for Account Engagement
Additional Contacts
$100 per 10,000 contacts/month*
Extra contacts can be acquired as needed.
Engagement History Dashboards/center>
$300 /user/year
Access engagement metrics for accounts, leads, contacts, or opportunity records.
Overview of MC Account Engagement Add-Ons


Salesforce Marketing Cloud Editions and Pricing

Salesforce Marketing Cloud Journeys | Ascendix

Salesforce Marketing Cloud Journeys

Salesforce Marketing Cloud utilizes connectors for data integration and operates on a distinct architecture outside the core Salesforce platform.

It unites numerous products under one hood with their own pricing plans and core features. While Marketing Cloud also handles email, it extends beyond that with packages for each marketing channel, offering a broader range of capabilities. Let’s discuss them in greater detail.


Marketing Cloud Engagement Pricing and Features

MC Engagement, previously known as Core Messaging/Journeys, enables the delivery of tailored cross-channel experiences throughout the customer lifecycle, complemented by sophisticated campaign management.

It ensures consistent messaging across all marketing channels and designs visual customer journey maps, from the straightforward to the intricate, for continuous refinement and reference.

Marketing Cloud Engagement also unites all the features offered in a Marketing Cloud package known as Email, Mobile, and Web Marketing Suite like email personalization, content builder and tagging, and audience segmentation.


Marketing Cloud Engagement Editions Comparison

Marketing Cloud Engagement Edition Name
Marketing Cloud Engagement Edition Pricing
$1,250 org/month
$4,200 org/month
Custom Quote
Marketing Cloud Engagement Edition Top Features

  • Personalized Email Marketing

  • Content Builder

  • Robust Analytics

  • Drag-and-Drop Audience Segmentation Tool

  • Subscriber Preference Management

  • Einstein Recommendations for Emails

  • Marketing Reports and Dashboards

  • Journey Builder

  • Mobile Messaging Templates

  • Advanced Reporting Features

  • Einstein Engagement Scoring

  • Einstein Recommendations for Web

  • Generative AI with Einstein

  • Location Based Push Messaging

  • Advanced Journey Orchestration

  • Ability to Manage Multiple Business Units

  • Real-Time Big Data Segmentation

  • Custom User Roles and Permissions

Marketing Cloud Engagement Pricing and Features


By subscribing to the Professional edition, you will be able to:

  • Utilize Content Builder to craft personalized content effortlessly with intuitive drag-and-drop interfaces.
  • Access comprehensive analytics for in-depth marketing insights.
  • Employ a drag-and-drop tool for precise audience segmentation.
  • Manage subscriber preferences effectively.
  • Leverage Einstein Recommendations to tailor emails using customer data for optimal engagement.
  • Design emails with mobile-responsive email templates.
  • Implement Einstein Content Tagging to enhance image recognition and metadata tagging in Content Builder, improving searchability.
  • Generate detailed marketing reports and dashboards for performance tracking.
  • Streamline processes with automated workflows and campaign management.
  • Initiate communications triggered by specific events, user actions, or transactional occurrences.

In a Corporate plan, you’ll find everything available in a Professional plan, plus:

  • Journey Builder is engineered for crafting customer journeys that engage at various lifecycle stages, enhancing relationship building.
  • Create impactful communications with Mobile Messaging Templates.
  • Benefit from sophisticated Advanced Reporting Features for deeper insights.
  • Use Einstein Engagement Scoring to evaluate and increase the likelihood of subscriber engagement and conversion, enabling more effective audience segmentation.
  • Leverage Einstein Recommendations for Web to personalize user experiences.
  • Apply Generative AI powered by Einstein for efficient email content creation.
  • Engage users contextually with Location-Based Push Messaging.

With the Enterprise plan, you’ll get more sophisticated capabilities like:

  • Advanced Journey Orchestration
  • Ability to Manage Multiple Business Units
  • Real-Time Big Data Segmentation
  • Custom User Roles and Permissions

For additional fees, you can purchase the following add-ons:


Marketing Cloud Engagement Add-Ons

Add-On Name
Intelligence Reports Advanced for Engagement
Custom Quote
For advanced analysis, visualization, and reporting on email, mobile, and journey data.
Field Level Encryption
Custom Quote
Encrypt data at rest to meet corporate privacy policies, regulatory mandates, and private data handling contractual requirements, decrypting it only when sending.
Google Analytics 360 Integration for Marketing Cloud
Starting at $1,250/month
Track performance and engage through various channels using web or app activity, necessitating a Google Analytics 360 license and Journey Builder access.
Salesforce Marketing Cloud Engagement Add-Ons

Marketing Cloud Personalization (AKA Interaction Studio) Pricing and Features

MC Personalization, previously Interaction Studio, enables genuine one-to-one customer engagement across every touchpoint, leveraging Salesforce’s premier solution for real-time personalization and interaction management.

It is a universal suite that centralizes marketing activities to view, track, and manage the customer experience in real-time and helps humanize every moment and optimize your impact.


Marketing Cloud Personalization Editions Comparison

Marketing Cloud Personalization Edition Name
Marketing Cloud Personalization Edition Pricing
org / year
$300,000 org / year
Marketing Cloud Personalization Edition Top Features

  • Website and Email Data Personalization

  • Segment and Rule-Based Decisioning

  • A/B/N Testing and Reporting

  • ML Product and Content Recommendations

Everything available in Growth plan


  • AI-Driven Next-Best Action/Offer

  • Mobile App Data and Personalization
Salesforce Marketing Cloud Personalization Pricing and Features


Marketing Cloud Personalization comes in two editions: Growth for $108,000 org/year and Premium for $300,000 org/year.

With the Growth suite you’ll get:

  • Personalized interactions across web and email channels,
  • Product and Content Recommendations,
  • Website Data and Personalization,
  • Email Data and Personalization,
  • Segment and Rule-Based Decisioning,
  • A/B/N Testing and Reporting

The given features in the Growth plan can be enhanced with AI-driven cross-channel marketing personalization as well as:

  • Web, Email, and App Personalization,
  • AI-Driven Next-Best Actions and Offers,
  • Mobile App Data and Personalization

Further, you can enhance MC Personalization with additional Unique Visitors tracking for $9,000 per 100,000 and Named Profiles for $6,000 per 100,000.

Marketing Cloud Customer Data Cloud Pricing & Features

The Data Cloud for Marketing aggregates ,consolidates, and leverages your audience data to enhance customer experiences with personalized interactions. This platform allows you to integrate all customer data for a holistic customer profile, create precise audience segments through an intuitive interface, and deploy this data across all marketing channels.

For $108,000 /org/year clients can leverage the following features:

  • Streamline data integration from Salesforce and various sources into Data Cloud with enhanced data ingestion and harmonization.
  • Implement advanced Identity Resolution and Management to unify customer profiles using both fuzzy and precise matching rules.
  • Utilize a Streaming Batch Data Pipeline to consolidate web, mobile, and event-driven data on a single platform.
  • Generate actionable insights with Calculated Insights, transforming data analytics into operational responses.
  • Achieve Profile Unification for a comprehensive view of customer data.
  • Benefit from Accelerated Data Queries for faster data retrieval and analysis.

For an added fee, Data Spaces can be acquired at $60,000 per Data Space, on an annual billing cycle, to expand the functionalities of Data Cloud for Marketing:


Marketing Cloud Data Cloud Add-Ons

Add-On Name
Segmentations & Activation
$1,000 /100,000 Credits
Data Services
$1,000 /100,000 Credits
Ad Audiences
$2,400 /audience
Data Storage
$1,800 USD/TB
Salesforce Marketing Cloud Data Cloud Add-Ons

Loyalty Management Pricing & Features


Loyalty Management Editions Comparison

Loyalty Management Edition Name
Loyalty Management Pricing
$20,000 /org/month
$35,000 /org/month
$45,000 /org/month
Loyalty Management Top Features

  • Member Administration,

  • Reward Management,

  • Static Benefit Management,

  • Tableau CRM for Loyalty Management Base App,

  • Currency and Tier Management,

  • Loyalty Events

  • Full Benefit Management,

  • Dynamic Promotions Management,

  • Partner Administration,

  • 3 Tableau CRM for Loyalty Management Licenses

  • 30 Loyalty Users

  • Multiple Programs Setup,

  • 50 Loyalty Users,

  • 5 Tableau CRM for Loyalty Management Licenses

Loyalty Management Pricing and Features


Loyalty Management enables the aggregation of all loyalty member data to get a 360-degree view of member details and loyalty activities.

Besides that, this product suite helps:

  • Launch and manage dynamic and personalized loyalty processes like accruals, redemptions, tier processing, point expiration, and more.
  • Quickly design, configure, and schedule processes to manage transaction workload.
  • Configure benefits and automatically trigger actions in Salesforce, such as service entitlements, vouchers, and so on, or push these benefits to other systems.
  • Specify and track member behaviors aligned to program objectives.
  • Rapidly deploy loyalty rules for accruals and redemptions with declarative rules management.
  • Set up vouchers for discounts and product or service experiences to reward members for eligible behaviors.
  • Track redemptions and query vouchers from third-party systems.

You can expand your Loyalty Management capabilities with Tableau CRM for Loyalty Management to empower it with advanced AI insights.

Marketing Cloud Intelligence (AKA Datorama) Pricing and Features

MC Intelligence, rebranded from Datorama, offers a unified marketing dashboard that allows you to connect, analyze, and act on your data, enhancing ROI, efficiency, and business growth.


Marketing Cloud Intelligence Pricing Plans

Marketing Cloud Intelligence Edition Name
$3,000 org/month (billed annually)
$10,000 org/month (billed annually)
Custom Quote
Key Features
  • App Marketplace

  • Data Integration Engine

  • Data Visualization & AI Insights

  • 10 Admins, Power Users, and Viewers

  • 3M Marketing Data for Storage

  • 20 Admins, Power Users, and Viewers

  • 20M Marketing Data for Storage

  • 80 Admins, Power Users, and Viewers

  • 100M Marketing Data for Storage
Marketing Cloud Intelligence Editions Cost Comparison


Datorama is a one-stop-shop platform for monitoring and managing marketing data, investments, and KPIs.

This marketing suite enables:

  • Access to the marketplace of powerful marketing apps,
  • Integration of any data source with TotalConnect, LiteConnect, and other marketing API Connectors,
  • Building advanced dashboards with tools for marketers,
  • AI-powered insights to drive optimizations.

MC Advanced Cross Channel: [Rebranded from Advanced Cross Channel]

Marketing Cloud Advertising AKA. Advertising Studio

Marketing Cloud Advertising offers a campaign management and CRM targeting platform tailored for digital marketing initiatives. You can get MC Advertising at $ 2,000/month and use your CRM data for managing your digital advertising at scale.

With MC Advertising, you can:

  • Automatically refresh audiences to power advertising campaigns
  • Add Facebook Lead Ad responses to your CRM or Marketing Cloud,
  • Launch nurture programs,
  • Combine customer journey builder with digital advertising,
  • Control how individual users access and activate data available in Salesforce.


Thinking of Implementing Salesforce Marketing Cloud or Pardot? Check the Hidden Cost of Salesforce Products Setup


Distributed Marketing & Marketing Cloud Connect

This solution seamlessly integrates corporate marketing, employees, channel partners, and brand engagement to ensure cohesive experiences throughout corporate and partner networks. Marketers can create and circulate on-brand content via Marketing Cloud.

Teams across the board can customize and share content directly through the CRM system, thanks to the Distributed Marketing package. This package, installable in the CRM, allows for efficient content collaboration, leveraging Marketing Cloud’s capabilities for reliable and scalable business engagement.


Einstein for Marketing

It empowers marketers to optimize each customer’s journey through predictive insights, enabling the creation of tailored messages and content. It also provides strategic engagement recommendations, enhancing customer interactions.

Need Help with Marketing Cloud Optimization?

Our consultants will help you enhance and refine the Marketing Cloud platform to maximize its effectiveness and efficiency.

Pardot vs. Marketing Cloud: Key Difference and Benefits

If you have a B2C, highly transactional business with larger databases, Marketing Cloud can be a better fit for you. This suite is geared towards larger databases with smaller value sales.

If you run a B2B company with smaller databases, longer sales cycles but higher volume sales, that needs an advanced email marketing platform, then Pardot can be a better fit.


Pardot vs Marketing Cloud Difference

Pardot Use Cases
Marketing Cloud Use Cases

  • Your company or group primarily sells to other businesses (B2B Marketing),

  • You use, or plan to use, Sales Cloud or another CRM,

  • You need to send emails to prospects on behalf of sales reps,

  • You need to qualify leads to pass to sales reps.

  • Your company or group primarily sells to individual consumers (B2C Marketing),

  • You send emails that require details from a transaction. For example, a shipping confirmation would include the tracking number,

  • You have very complex data or use cases,

  • Your company or group generates revenue through a large volume of 1-on-1 interactions,

  • Need the ability to do SMS and display advertising.

Pardot vs Marketing Cloud Difference


The main advantage of Marketing Cloud over Pardot is that it is more versatile. With Salesforce Marketing Cloud, you can manage your marketing activities via different channels:

  • Email,
  • Social media pages,
  • Web channels,
  • SMS.

It simplifies marketing data analysis and the launch of digital advertising campaigns making it a comprehensive platform for digital marketing.

Marketing Cloud is especially suitable for those with a long-term vision that includes cross-channel marketing and who require advanced automation and personalization features. While Marketing Cloud does not provide lead scoring automation out-of-the-box, it can be achieved through integration with a CRM system.

On the contrary, Pardot has more advanced features for launching and managing email marketing campaigns as well as some social media functionalities, although it doesn’t cover all social platforms. In addition, Pardot includes lead scoring as a standard feature that Salesforce Marketing Cloud doesn’t provide.

It’s ideal if your current focus is solely on B2B automation without the need for extensive cross-channel marketing in the future.

Choosing Pardot means committing to a platform that’s closely integrated with sales and built on the Salesforce core platform.

Conversely, Marketing Cloud operates as a separate application with its own set of functionalities but can still integrate with Salesforce CRM through point-and-click tools.

However, if you’re working with a different CRM system and wish to leverage Salesforce Marketing Cloud’s capabilities, integration is still possible, provided that the other CRM supports API connectivity.

Pardot’s user-friendly design intentionally limits how deeply users can delve into its system, preventing accidental disruptions and ensuring a smooth operation that typically requires a specialist, even though it operates on a declarative code basis.

In contrast, Marketing Cloud offers an array of product suits that may necessitate specialized skills in areas like data management and advanced marketing techniques. It is inherently more complex and may require development knowledge, but once set up, it can be operated by someone without a developer background.


Salesforce Integration Guide: Top Tools You Need To Connect Right Now

B2B vs B2C Business Models – The Common Distinction

A B2B, or “business-to-business” and a B2C, or “business-to-consumer,” are two separate business models that serve different types of customers: other businesses or direct to consumers.

A B2B company offers products or services to other businesses. A B2C company provides products or services directly to individual consumers.

Pardot is positioned for B2B marketing specifically, so its strengths lie in aligning marketing and sales, lead management, automated actions, and marketing campaigns.

Marketing Cloud offers greater capabilities for social media marketing and advertising, plus SMS campaigns. It focuses more on the B2C brands that communicate one-to-one via social or transactional mobile messaging.

However, both B2C and B2B companies can benefit from Pardot as their chosen marketing automation platform, and likewise, both B2B and B2C companies can leverage all the advantages of Marketing Cloud.

How You Can Maximize Pardot and Marketing Cloud Potential with Ascendix

If Pardot and Marketing Cloud implementation doesn’t justify its investment, their features are malfunctioning or you need an outside pair of eyes to reimage your marketing strategy, hire Ascendix.

Our Pardot and Marketing Cloud consulting services are designed to ensure you’re maximizing your Pardot and Salesforce investment. As your trusted consultants, we aim to boost product utilization and your marketing campaign effectiveness.

Ascendix Technologies, based in Dallas, Texas, is a certified Pardot and Marketing Cloud consultancy, and an AppExchange app development firm. As a Salesforce Crest Consulting Partner, our team boasts over 120 Salesforce certifications highlighting our expertise in various aspects of the Salesforce ecosystem.

Want to take advantage of Pardot and Marketing Cloud capabilities to their full extent? Book a free consulting call.

Pardot vs Marketing Cloud FAQ

Is Salesforce a Marketing Automation Tool?

Yes, Salesforce helps automate marketing activities via email marketing, social media management, content management, and digital advertising tools. Proper implementation of Salesforce helps increase marketing ROI by 37% on average.

Is Pardot a Part of a Marketing Cloud?

Yes, Pardot belongs to a larger Salesforce product group – Marketing Cloud, along with other suites like Loyalty Management, Email, Mobile, and Web Marketing, Social Studio, Advertising Studio, Datorama, Google Marketing Platform, and Interaction Studio.

How Much is Pardot?

Pricing for Pardot (Account Engagement) editions varies between $1,250 and $15,000 per month, based on contact quantity and feature complexity.

What is Marketing Cloud Account Engagement?

Marketing Cloud Account Engagement, previously Pardot, is Salesforce’s automation tool for B2B marketing, enhancing lead generation, personalization, and actionable insights to deepen account relationships.


1 Star2 Stars3 Stars4 Stars5 Stars (40 votes, average: 5.00 out of 5)

Leave a comment

Your email address will not be published. Required fields are marked *

First name *
Email *

Need Expert Guidance on How to Introduce CRM Into your Day-to-day Activities?

Learn how to boost your Salesforce Org features with our CRM Academy! Subscribe to our newsletter and get fresh Salesforce e-books, checklists, and tips & tricks right to your inbox!