Samantha is a Growth Marketer at Lean Labs, working with brands to ignite their growth engine through conceptualizing, implementing, and optimizing growth marketing strategies.
A careless decision can cost you valuable company resources and missed opportunities, especially when choosing a CRM and marketing platform. As your business scales, you will need the right software that can help you effectively manage customer information and leverage data to enhance customer relationships.
As you scrutinize and compare your options, the paradox of choice kicks in. Having too many choices leaves you in analysis paralysis. How are you to sort through the options, be confident with your decision, and ensure that you still make a timely decision?
This post will help you get out of your decision-making rut by narrowing the list to the three most popular CRM platform options today: Hubspot, Marketo, and Pardot. We’ll examine each CRM in detail, examining the features that matter most to your growing business.
Hubspot vs. Marketo vs. Pardot: Choosing the Best CRM & Marketing Platform
When on the hunt for the right CRM platform, you may find yourself traipsing through dozens of online reviews, comparing features pages, and going back and forth on advantages and disadvantages until you’re blue in the face. No need to spend all that executive time researching: We’ve taken care of that for you.
We have come up with five critical metrics essential to marketers and have compiled information from the three leading CMS tools on the market concerning each, making your decision easier and more thoughtful.
Let’s get started.
Lead Scoring Capabilities
HubSpot has a sophisticated Predictive Scoring functionality that makes use of machine learning technology to minimize the element of human error in evaluating leads. This creates the ideal customer profile and rates open leads against it through a statistical analysis of past actions and buying behavior. By leveraging its machine learning technology, it can go through thousands of data points and set up the standard scoring model against which to identify your most important prospects. This is a godsend for the sales team because it dramatically reduces its time to qualify leads.
Another ace up HubSpot’s sleeve is that its default scoring criteria encompass more extensive engagement data and more depth in scope concerning engagement actions than Marketo and Pardot.
Marketo is also equipped with lead scoring capabilities. But unlike HubSpot, Marketo does not have the option for predictive lead scoring. You can still find Marketo competitive even without this function. However, you may have to put in extra effort to develop your own lead scoring model that considers account profiles.
Pardot, like HubSpot, has advanced lead scoring through its Einstein Behavior Scoring tool, which effectively identifies buying signals in both previous and current engagements. This also enables the scoring of active prospects in the last 12 months. The scores generated through this tool can also be used in its Engagement Studio to nurture leads.
HubSpot's highly intuitive platform is newbie-friendly with its clean and highly-navigable interface. Within days of being introduced to the automation software, fresh users are ready to hit the ground running and contribute to the company's process optimization.
Another thing marketers appreciate when using HubSpot is that it takes away their need to align with developers for any urgent changes. With the website hosting option and built-in templates of HubSpot, they can make adjustments or customizations on their own.
Marketo is a bit behind in the area of user-friendliness. While their tools have feature-depth, they are non-intuitive and can be a struggle to use. The difficulty in using the platform may also require some people to get a Marketo Certification, which can be difficult to pass.
HubSpot is a one-stop-shop with several hubs connected to its CRM software. Having all the information you need about your leads and clients in one place gives the automation software the lead in terms of convenience. If you're not on HubSpot, you'll have to piece together the tools you need through different integrations. No mish-mashed integration can compete with the range of capabilities offered by HubSpot. HubSpot also provides the ease of CRM-fusing through its native Salesforce CRM and Microsoft Dynamics integration.
Marketo also has CRM integration possibilities with many CRM tools. And like HubSpot, Marketo also has Native Salesforce CRM and Microsoft Dynamics syncing. If you require account-based management or ABM leveraging for your business, Marketo could be an excellent option.
Pardot is highly capable of integration with other CRMs. Pardot’s biggest draw is being a sub-brand of Salesforce, allowing seamless integration with that platform. There are no marked distinctions when comparing this integration with how Pardot works with other CRMs.
Automation software can boost email-building capabilities and enhance testing functionality. These features can be a boon to marketing efficiency and effectiveness. HubSpot is a favorite in this area, with its drag-and-drop email editor. Using this tool, marketers can craft well-designed emails without much difficulty and even design email templates that they can use repeatedly. However, your daily and monthly email limits are dependent on the subscription you choose.
Marketo allows users to input standard designs through Variables and craft or use pre-made templates. It has also been able to boost its email functionalities with the launch of its Email Editor 2.0. However, because the automation platform's tools use high-level code, you will need an equally capable template to use the software with ease.
With Pardot, marketers will realize that their email-building capabilities will rely on how well-designed their email templates are. This means that you'll first need to invest the time to find a robust template before you can begin creating great emails.
Which Automation Software Should You Choose?
All three automation software have their strengths and weaknesses. For instance, HubSpot may require a significant upfront investment, but you won't have to do the rework that typically comes from bandaid processes that require more costly maintenance in the long run.
Another advantage of HubSpot is that HubSpot is its own brand. Marketo and Pardot are sub-brands of Salesforce and Adobe, respectively. Marketo and Pardot must duke it out with their parent companies for updates and funding. HubSpot is free to continue innovating and adding new tools to its platform.
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