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Marketing automation tools comparison: HubSpot vs. Pardot

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Marketing automation tools comparison: HubSpot vs. Pardot

Continuing our series of articles on automation platforms , in this one we will evaluate the features, functions, advantages and disadvantages of HubSpot versus Pardot .

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list_altIndex of contents
On the origins of HubSpot and Pardot
HubSpot vs. Pardot according to the stages of inbound marketing
HubSpot vs. Pardot according to other comparison variables
For the development of this content we take as a basis our comparative guide of VP Facility Manager Email Lists automation tools (PDF format), in which we analyze in depth the following platforms:

Active Campaign
Eloqua (Oracle)
Marketing Cloud (Salesforce)
Marketo (Adobe)
Pardot (Salesforce)
RD Station Marketing
On the origins of HubSpot and Pardot
HubSpot was developed by Brian Halligan and Dharmesh Shah, the same pioneers of the inbound marketing methodology . They defined the idea of inbound marketing in 2005, and as none of the automation tools that existed to date could adapt to this new methodology, they decided to also create HubSpot in 2006. Since then, this tool has stood out for being the better performance when automating inbound marketing processes.

Chief and VP of Facilities Email Lists

Pardot was a B2B marketing automation tool bought by the ExactTarget company in 2012, which already had its own B2C tool (very powerful, in fact). In 2013, ExactTarget was bought, in turn, by Salesforce . With this acquisition, Pardot became part of the Salesforce suite of products, maintaining its place as the flagship tool in B2B marketing automation. For its part, the ExactTarget platform was renamed Marketing Cloud , does that sound familiar ?

If you want to know more about it, visit our article HubSpot vs. Marketing Cloud.

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HubSpot vs. Pardot according to the stages of inbound marketing
If you implement the inbound Forex Email List methodology, before choosing an automation tool you should then compare how well the different platforms adapt to the four stages of said methodology.

1. Attraction stage
HubSpot has an internal CMS for the creation of web pages and blogs, and it also has tools with SEO functions such as Page performance , which help to optimize web pages and landing pages, and to structure the contents to better position them in the search engines. search. Pardot , on the other hand, does not have any of these functionalities, which makes the attraction stage the platform’s greatest weakness. To solve this deficiency, it is necessary to complement the tool with some other solution from the Salesforce ecosystem .
Both tools offer direct connection to social media profiles for the automation of posts and other functions, although each at different levels. For example, HubSpot does it with Facebook, Instagram, Twitter, LinkedIn, and YouTube. Pardot, with Facebook, Twitter and LinkedIn.
2. Conversion stage
HubSpot offers pretty comprehensive features for the conversion stage. For example, with this tool you can create advanced forms, landing pages, chatbots, pop-ups and customizable calls to action, and it also has web analytics modules.
If you want to learn more about HubSpot’s chatbots feature, we recommend reading our article Chatbot in Spanish: how to create one for free with HubSpot .

From this stage, Pardot already begins to show its full potential. In fact, it stands out as the Salesforce solution with the most advanced conversion features. For example, it has advanced forms with dependent fields (fields that appear according to the user’s responses in previous fields) and with progressive profiling (a technique of requesting the user each time for different data than what has already been requested to complete, thus, your profile).
3. Stage of education (maturation)
The education stage is where HubSpot has its strongest and most differentiating points from the rest of the platforms, since it allows executing and customizing all the processes of an inbound marketing strategy associated with lead nurturing, with total ease and simplicity of use. For example, HubSpot’s features for lead scoring are very precise, and it also has quite a variety of options for developing small and large-scale strategies, such as creating lists and assigning properties or tracking the attribution of channels, among others. Basically everything you could need for lead education, HubSpot has it.
Almost on the same level as HubSpot, Pardot also excels at lead maturation. This thanks to functions such as predictive lead scoring, which is powered by Einstein IA (Salesforce’s artificial intelligence engine). It also has the Engagement studio tool , which is used to automate contact flows to leads based on their behavior.
4. Closing and loyalty stage
HubSpot and Pardot have capabilities specially designed to correlate the work between marketing and sales teams, thus optimizing closing and loyalty efforts.

On the one hand, HubSpot , in addition to addressing very well the processes associated with the end of the conversion funnel, has also developed sales automation and service and after-sales solutions, which automate other types of workflows with a high degree of customization typical of closing and loyalty, in which the most important thing is the customer experience.
On the other hand, Pardot has a module called Engagement alerts , through which joint actions between sales and marketing can be coordinated thanks to the real-time monitoring of the behavior of potential customers. In addition, the platform integrates seamlessly with the Salesforce CRM, thus expanding its closing and loyalty capabilities.
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HubSpot vs. Pardot according to other comparison variables
When choosing an automation platform, not only the strategic point of view is important, but also the operational and cost. Therefore, apart from the analysis criteria on the four stages of inbound marketing, it is necessary to compare HubSpot and Pardot with the following variables:

In our comparative guide to marketing automation tools we explain how we have defined these comparison criteria at a methodological level.

1. Usability
At this point there is an important contrast between the two tools:

The HubSpot interface is so convenient to use, it reveals that it was designed to make life as easy as possible for marketers. Thanks to options such as drag and drop, the user can take full advantage of the platform very easily, without the need for technical knowledge of the tool.
Instead, Pardot’s interface provides not-so-great usability. Although it is true that it is a comfortable tool and that it does not require technical knowledge, it is also true that some configurations are complicated to carry out and that certain options are not as intuitive as you would like.
2. Price
In principle, HubSpot prices are cheap when working with a small or medium contact database, but they become expensive when the database becomes large.

HubSpot pricing

For more information, visit our article HubSpot pricing: updated pricing guide for 2020 .

The prices Pardot are not as accessible as the most basic plan is 1,250 € per month, the intermediate is 2,500 € and 4,000 € advanced. Despite this, a great advantage is that all these plans allow you to manage up to 10,000 contacts, with the exception of the Premium plan, which costs € 15,000 per month and allows you to manage up to 75,000 contacts.
3. Scalability
The scalability of both platforms is quite powerful. Although they offer different options, we can say that HubSpot and Pardot are at the same level of power.

On the one hand, HubSpot is characterized by facilitating configurations on a massive scale. For example, when a landing page or email template is modified, that modification is automatically replicated in all landing pages or emails associated with that template.
On the other hand, Pardot is characterized by having a scalability that benefits from the entire Salesforce ecosystem , which offers a series of additional solutions and add-ons that can be integrated with Pardot almost natively. In this way, the resources of the tool are very abundant.
CTA – Hire HubSpot with InboundCycle
4. Support
In the support area is one of the strongest competitive advantages, both from HubSpot and Pardot. In this comparison variable, both systems have the highest level of excellence.

HubSpot offers, among other elements: a 24/7 customer service in Spanish, a very complete knowledge base, downloadable and quite detailed user guides, and certified courses that are well valued within the industry.
Pardot , along the same lines, has the Pardot Customer Hub, a vast resource center that has, among other elements, a digital library with dozens of content on B2B marketing, a training center on the use of the tool and a center of contact that works 24 hours a day, but only from Monday to Friday and in English.
In conclusion, HubSpot and Pardot are quite powerful tools that can be more or less useful depending on the type of work you want to do. Therefore, choosing one of these platforms will depend on the needs of each company, its marketing department and its type of clients.

In this sense, we can say that HubSpot adapts very well to both B2C SMEs and B2B companies of any size, because in both cases the contact databases are not usually that large. As for Pardot, its functionalities have been specially designed for B2B organizations, regardless of the size of the databases.

On the other hand, we recommend that you read the following articles that may interest you:

Hub Spot vs. Active Campaign
HubSpot vs. Marketing Cloud
And if you want to know more details, download our comparison guide of marketing automation tools, in which you can see a much more in-depth analysis of the platforms: Active Campaign, Eloqua, HubSpot, Marketing Cloud, Marketo, Pardot and RD Station Marketing.

You can also access the presentation made at Inbound Leaders 2019, in which our colleagues Neus Sánchez and Manel Bassols made the public presentation of the comparative guide to the marketing industry in Spain.

Interview with Neus Sánchez and Manel Bassols at Inbound Leaders 2019

If you plan to start using a different automation platform than the one you already have , we recommend that you consult our article “How to migrate from your marketing tool to another?”.

Let us know in the comments if these comparisons have been useful to you and tell us which is your favorite automation tool and why. We want to know your experience.

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