Everyone’s talking about automating marketing activities these days. Experts opine that doing this can help nurture leads better and even increase sales and revenue. However, is everything as simple as it appears? Is simply engaging a random marketing automation tool enough to improve the business prospects for a firm?
While there’s no doubt about the numerous benefits a company can enjoy by deploying a marketing automation tool, the catch is to identify the best pick for your business. Out of the many tools that are available, how would you know the one that is ideal for your business?
Through this blog, I wish to highlight for you the advantages of three of the most popular tools – Eloqua, Sitecore EXM 3.4, and Pardot – so you can decide the one you’d like to go ahead with. Don’t miss to check out the comparison chart that I have compiled for you to help you recognize the similarities and differences at a glance.
I hope to be able to simplify the tool selection process for you.
Selecting a marketing automation tool mainly depends on the size of your business and the level of business complexity you are looking at minimizing. These, along with the other supporting factors that are there such as the price of the tool, its distinguishing features, its ability to integrate with third-party tools, its data management, and analytics capacity, and so on.
For the past few months, I have been researching a lot on these tools – talking to clients and gathering inputs on the different platforms that are available. Also, I have personally worked on multiple marketing automation platforms – the small business as well as enterprise versions – in my effort to find the best fit. As per my findings, I am discussing here two of the popular automation tools Eloqua and Pardot, along with the new contender – Sitecore EXM.
Eloqua as a platform mainly targets large global enterprises. Pardot, on the other hand, caters to SMBs as well as enterprise-level B2B organizations. Organizations using the Sitecore CMS opt for the Sitecore EXM platform as an integrated solution for their marketing activities. While this is just an overview, you’ll soon figure out the one you’d like to try and test.
I have personally worked on all three tools for different clients and have evaluated them based on my personal experience. Below is a side-by-side comparison of the tools for you to evaluate.
In the marketing automation environment, one size doesn’t typically fit all. And, selection of the tool is purely dependent on individual or company requirement. Therefore, while the requirements vary, the tool should also be able to cater to the varying requirements.
Below is how I would recommend the tool selection:
Sitecore EXM – This tool will be your best bet if you already have the Sitecore CMS implemented in your organization. Sitecore EXM will give you seamless customer experience insight starting from the email open/click-through to website behavior and engagement, to goals and conversions. EXM will also be cost effective as it comes as a module with the Sitecore package, and with the configuration of SMTP, you are ready to unleash the power of Sitecore EXM.
Eloqua – If you are a large enterprise, Eloqua can be the best fit. Eloqua does have lower priced packages, but the actual capability of Eloqua is way beyond just handling email campaigns. You could also choose Eloqua if you have the budget, and a complex marketing process, which needs to be automated.
Pardot – Pardot is Eloqua’s closest competitor – with pricing a little cheaper than Eloqua. Salesforce has acquired Pardot, and this is a major USP of the tool. Unless other tools, Pardot is closely integrated with Salesforce. You can sync data in real time, and Salesforce will act as a Pardot database. If you are already using Salesforce and need a marketing automation platform that talks to all Salesforce objects, Pardot can be your preferred tool.
So, now that you know the pros and cons of each, which out of the three will you pick and choose?