Marketo
Marketo does allow prospects from Sales Connect to sync with Marketo using their Marketo ID.
This is done at the lead level and not at the user level. Which means that a CRM user can update the lead record in Sales Connect to include call notes and this will sync across to Marketo.
However, we’re not able to link CRM users and Marketo cambodia phone number users as one person with access to both, which means they don’t have complete visibility of the user in Marketo, nor can we attribute assignments or actions to them as users in Marketo.
HubSpot
Again, if you are on the Enterprise plan in HubSpot your capabilities are much more advanced than with other plans.
When it comes to marketing and sales alignment, it’s not possible to create personalised dashboards for each user, such as a sales user vs. a marketing user, unless you are on the Enterprise plan.
Pardot
The difference with Pardot is a feature called ‘Connected Users’, which means we can sync Users who access both Salesforce and Pardot so that we have complete control over assigning leads to sales users and attributing sales back to marketing.
This combined with the advanced scoring and grading functionality and the add-on Salesforce Engage, means Pardot bats extremely high in the category of sales and marketing alignment.
Scoring and grading play a huge part in aligning marketing and sales because it allows teams to give feedback to each other based on tangible metrics. If a Lead was poor quality, Sales can explain why to Marketing and the model can be adjusted. It’s continuous improvement that eventually leads to a happy marketing and sales team who collaborate together.
B2B Marketing Analytics which is an extremely powerful reporting tool which collates data from Pardot and Salesforce to create semi-real-time reports that are amendable with only a couple of clicks! This tool enables deep ROI analytics, multi touch campaign attribution modelling, pipeline management and gives the full visibility you need to propel your business the next level.
Summary
Marketo
Marketo does allow prospects from Sales Connect to sync with Marketo using their Marketo ID
Not able to link CRM users and Marketo users
Cannot attribute assignments or actions to users in Marketo.
HubSpot
Highly dependant on pricing plan
It’s not possible to create personalised dashboards for each user, such as a sales user vs. a marketing user, unless you are on the Enterprise plan.
Pardot
Connected Users
Scoring and Grading models
Automated lead assignment to create a new Lead in Salesforce
Salesforce Engage
Create Salesforce tasks & notifications automatically with rules and Engagement Studio
Social
What use is a marketing automation tool that doesn’t integrate well with the social media channels we use every day for our marketing? How social interactions are pulled into prospect profiles is crucial to consider.
Marketo
Marketo has good connections and links with the major social media networks, allowing for personalised social advertising and customer engagement, although it is a little fiddly to set these up.
HubSpot
The guys at HubSpot have done a superb job of making social a core part of their automation functionality. It has good integration with a wide range of networks and automatically pulls these into prospect profiles as traffic sources and interactions.
Not only this, we can also post and schedule social media updates directly within HubSpot, including auto-posting of newly published blogs.
Pardot
Pardot has native social connectors with Facebook, Twitter, and LinkedIn, which for many B2B marketers, are the primary networks.
The connectors make it possible to schedule and post to social channels and automatically pull social clicks into prospect records as activities.