Marketing Articles

Which to Choose for Great Online Marketing: ExactTarget or Pardot?

by Diana Berryman
Published on 24 June 2014


Online Marketing Software is the hub of any business from WAHM's (Work At Home Mom's) and crafters to large corporations. There are just too many social networks and online marketing avenues for man (or woman) to manage alone. To establish your presence across the multitude of networks it is important to create a strong brand and continuity of communication.

Ensure your friends/fans and followers know who you are on each network and they can connect with you and find your website easily. Make it obvious how to get to your website/online shop. If customers have to hunt around for your links then they just won't bother. Make your presence count!!

Marketing software allows you to post your amazing content across all your networks at once. You can also share your stuff with your email list. Communicate and collaborate with your team. Analyze and track your efforts. Measure your ROI. Brand your out-going content.

Using one great platform to bring together and organize your efforts is a real life-saver. But there are so many out there so how do you find the right fit for your business? Let's compare these two online marketing software that are part of the Salesforce Platform, one of them could be the one for you.


Overview: ExactTarget, part of the Salesforce empire, is marketing cloud platform. Focused on connecting and engaging 1:1 with your customers. They help you to automate your online marketing in real-time. Manage your online marketing campaign across all of your networks for real customer connections.

You get to personalize your email marketing campaign for better communication with your customers. ExactTarget have a great support system and a services team who can help you solve any problems you may have.

The social platform is manageable, ensuring you can set up your daily tasks in just a few minutes a day. The reviews show that it can be a little daunting, as there are lots of options. Our advice is to dive right in and give it a go! A reliable app to give you peace of mind that your online marketing is in good hands. It lets you get on with other aspects of your business while it does its thing.

The tracking and measuring tools allow you to keep up to date with the aspects of your campaign which are successful. This allows you to emulate your successes and discard strategies that aren't working for you.

The multiple language options are a huge bonus for marketers all over the world and put ExactTarget ahead of the competition.

Being powered by Salesforce, ExactTarget has a huge advantage in the marketing automation marketplace. They are the world number one when it comes to digital marketing platforms. It is designed by marketers, for marketers and lets you make real connections in real-time.

Key Features:

  • Mobile app
  • 1:1 personalization
  • Choice of themes
  • Cross-channel integration
  • Automation solutions
  • Team roles
  • Real-time tracking
  • Predictive analytics

Intended users:

  • SMBs
  • Mid-size enterprises
  • Large enterprises

Supported languages:

  • Chinese
  • Czech
  • Danish
  • Dutch
  • English
  • Finnish
  • French
  • German
  • Hungarian
  • Indonesian
  • Italian
  • Japanese
  • Korean
  • Norwegian
  • Polish
  • Portuguese
  • Russian
  • Spanish
  • Swedish

Pricing: No pricing information available but you can send a pricing request.

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Overview: Pardot is a marketing automation platform designed for B2B marketing, the newest member of the Salesforce empire. It has a form and landing page function and integrated email marketing campaign capability. Pardot integrates with Salesforce, SugarCRM, Netsuite and Microsoft Dynamics CRM.

The support team at Pardot are always on hand to help with any problems, Their customer service is top-notch. There is always someone available to walk you through anything you don't understand. Perfect for those of us who are technologically challenged!!

There are limitations with networks, such as LinkedIn groups not being available as yet, but this is something that may be available in the future.

The landing pages and forms are simple to create, even for technophobes.The email marketing platform has great customization tools to enable brand continuity. The email list builder is one of the best around.

The analytics connector allows you to view any interactions within your network. It helps to track your actions and responses to those actions which allows you to measure your effectiveness within your campaigns.

The connections to external services are second to none which gives you an advantage in connecting with your customers.

Building landing pages and online forms. Targeted email marketing campaigns. Tracking and prospect scoring.Great online support and video tutorials.

Key Features:

  • Timed emails
  • Triggered emails
  • Email Marketing
  • Lead scoring
  • Landing pages
  • Form production
  • CRM integration

Intended users:

  • SMB's
  • Freelancers
  • Mid-size enterprises
  • Large enterprises
  • Non-profits

Supported languages:

  • English


  • Free trial
  • Group Edition: $500/month
  • Professional Edition: $1,000/month
  • Enterprise Edition: $1,500/month

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Hopefully we have clarified your choices a little for you. In this age of great technology we need apps and software to bring together our online marketing efforts. The problem is that there are so many options available to us. It can take as long to try out all we have available to us, as it does to just do it all manually. We all long for easier and more manageable lives. One less ball to juggle would be a bonus for us all. Don't take it all on yourself, there are options for you to bring your marketing campaign together, organize your team and make it enjoyable rather than a chore.

Are you ready to test out these online marketing apps?

Go here to see Pardot and ExactTarget compared head to head or check out a thorough list of all the marketing automation apps here.

Go here to sign up for a Free Demo of ExactTarget.

Go here to sign up for a Free Demo of Pardot.


Apps mentioned in this article