B2B vs B2C - The common differentiation
Posted: Sun Dec 22, 2024 10:29 am
I mentioned that Pardot is the clear B2B marketing automation solution, while Marketing Cloud Engagement is for B2C companies.
This is somewhat true, as Pardot is positioned well for B2B marketing specifically and, therefore, its strengths lie in the areas of marketing and sales alignment, lead management, and automated actions, as well as marketing campaigns.
Marketing Cloud Engagement, on the phone number cambodia other hand, offers greater capabilities when it comes to social media marketing and advertising, plus SMS campaigns. Naturally, these types of activities tend to be a bigger focus for B2C brands who communicate one-to-one via social or using transactional mobile messaging.
However, there is no rule that says B2C companies cannot benefit from Pardot as their chosen marketing automation platform, and likewise, B2B companies with Marketing Cloud Engagement.
Depending on your business, the digital channels you use for marketing, the size of your database, and what you need to achieve with your automation software, either could be appropriate.
Marketing Cloud Engagement - mobile messaging & social
Marketing Cloud Engagement includes a range of different modules. Each module focuses on one particular area of digital marketing and used together, allows for truly cross-channel marketing.
For example, you have Email Studio for sending batch and scheduled emails, MobileConnect for sending SMS campaigns, Social Studio for advanced social media marketing, Advertising for running ad campaigns to your database, and Journey Builder for setting up a 1:1 customer journey across multiple communication channels, plus others.
In my opinion, Social Studio and MobileConnect set it aside from Pardot quite clearly, as these are very obviously built to enable marketers who regularly communicate on these channels, and with the ability to pre-schedule and automate social and mobile activity made very easy.
With Pardot, you won’t find as much focus on social media marketing (although a ‘Social' feature does exist), or channels like SMS and digital advertising.
Another benefit of Marketing Cloud Engagement is its ability to process large amounts of complex data, with fantastic segmentation potential when you have the right data science and development support. Experts in Marketing Cloud Engagement can use SQL, AMPscript, and other programming languages to manage databases and integrate with third-party platforms.
This is somewhat true, as Pardot is positioned well for B2B marketing specifically and, therefore, its strengths lie in the areas of marketing and sales alignment, lead management, and automated actions, as well as marketing campaigns.
Marketing Cloud Engagement, on the phone number cambodia other hand, offers greater capabilities when it comes to social media marketing and advertising, plus SMS campaigns. Naturally, these types of activities tend to be a bigger focus for B2C brands who communicate one-to-one via social or using transactional mobile messaging.
However, there is no rule that says B2C companies cannot benefit from Pardot as their chosen marketing automation platform, and likewise, B2B companies with Marketing Cloud Engagement.
Depending on your business, the digital channels you use for marketing, the size of your database, and what you need to achieve with your automation software, either could be appropriate.
Marketing Cloud Engagement - mobile messaging & social
Marketing Cloud Engagement includes a range of different modules. Each module focuses on one particular area of digital marketing and used together, allows for truly cross-channel marketing.
For example, you have Email Studio for sending batch and scheduled emails, MobileConnect for sending SMS campaigns, Social Studio for advanced social media marketing, Advertising for running ad campaigns to your database, and Journey Builder for setting up a 1:1 customer journey across multiple communication channels, plus others.
In my opinion, Social Studio and MobileConnect set it aside from Pardot quite clearly, as these are very obviously built to enable marketers who regularly communicate on these channels, and with the ability to pre-schedule and automate social and mobile activity made very easy.
With Pardot, you won’t find as much focus on social media marketing (although a ‘Social' feature does exist), or channels like SMS and digital advertising.
Another benefit of Marketing Cloud Engagement is its ability to process large amounts of complex data, with fantastic segmentation potential when you have the right data science and development support. Experts in Marketing Cloud Engagement can use SQL, AMPscript, and other programming languages to manage databases and integrate with third-party platforms.