Can send Salesforce automated emails

Pardot, Marketing Cloud and Sales Cloud in comparison

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Successful email marketing with Salesforce

During the past two years at the Cloud Consulting Group, I worked intensively on the subject of email marketing within Salesforce solutions employed. My work was mainly about the systems Pardot and the Marketing Cloud, from time to time but also to HTML templates for the Sales Cloud as part of our Double opt-in solution or to support service and sales. Most people find email marketing boring and unexciting. In my opinion, this is one of the most important channels because you can fall back on the lowest common denominator: everyone has an email address, but not everyone is represented on Xing, LinkedIn and similar channels. In addition, e-mails are completely freely accessible and are not regulated by any major corporation.


Overview of the possibilities within the clouds

As part of my work with e-mails, the following characteristics gradually emerged. I have listed them in a table and tried to give you an overview of the different possibilities:

Sales Cloud: the best for sales and service

The Sales Cloud has only recently offered the option of creating responsive email templates. However, these are currently still very rudimentary in terms of processing and are mainly used to send texts in a beautiful guise, since it is currently difficult to link images: they sometimes cause unsightly gaps. So the template may not look as good as expected in the end. I would therefore not send out regular newsletters or similar formats with the Sales Cloud. The strengths are clearly in the support of sales and service. On the one hand you have the possibility to connect Gmail or Outlook directly to Sales Cloud and thus track the complete communication history of leads and contacts (you can, but you don't have to) and on the other hand there is the possibility of storing various email templates which makes writing and sending offers, service requests and recurring requests quick and easy.

In addition, there are team queues that can be processed by Sales Cloud teams, which ensures that an email request is forwarded and answered within the shortest possible time. In my opinion, this noticeably eases the workload of processes that are otherwise a lot more complex, and also enables good branding within communication. Without the Sales Cloud, Pardot and Marketing Cloud are relatively lost, as this entire branch can only be mapped to a limited extent.


Low level = possible, but with restrictions | Medium level = well suited | High level = ideally suited | Not possible = not possible


Pardot: Grading and scoring expert with basic email marketing capabilities

In Pardot It's all about generating leads, called “prospects” within the program. A potential customer is tracked from the time of the first contact and created as a “visitor”. The contact points are primarily the website or ads that have a corresponding link. As soon as the potential customer has filled out a form, he changes from a “visitor” to a “prospect” and all data that was previously stored is transferred accordingly. This is when Pardot becomes really interesting as a tool. The most important thing about Pardot and working with the tool is therefore forms and a good strategy for getting potential customers to fill them out. As soon as this has happened, various processes can be triggered, such as e-mail journeys (greeting, product presentation, etc.) or Scoring and grading models. Scoring and grading functions are standard in Pardot's repertoire. The customer is served with journeys until he has reached a certain score and the sales department can contact him directly, if the grading is also suitable. Pardot is the sales assistant and automates the initial email communication with potential customers. Of course, you can also use it to send normal newsletters, but I would always recommend using journeys for regular communication or the background noise. You pick up the potential customer where they are and build on their interests and needs.


Marketing Cloud: The all-rounder for demanding marketers

The Marketing Cloud has by far the best email template editor. Here you can drag and drop individual elements into a basic grid and move them. There is also the option of creating dynamic content that can be used on the basis of the available data depending on the customer. Dynamic content elements also exist in the Plus Edition of Pardot, but you cannot define such extensive conditions there as in the Marketing Cloud. One-to-one communication based on automations and journeys can be implemented relatively quickly there: Personalized emails, journeys and landing pages. Basically, there are no limits to personalization apart from the database. But there is enough here too. Opportunities to enrich them and, if necessary, to clean them up.

Social channels can be integrated without great effort and the postings can be stored in the marketing calendar straight away. The Marketing Cloud leaves nothing to be desired, because theoretically anything is possible. However, this makes it a little more complicated for the user and is particularly suitable for larger marketing teams.


All tools can be said to work perfectly with the data from the Sales Cloud. The Sales Cloud is mostly self-explanatory, but I have always seen solutions that were connected to CRM systems and that could only be reconciled with a lot of manual effort. With Pardot and the Marketing Cloud, the fact that both come from the same company has a positive effect. The Apple principle applies: If you decide to switch to Apple, you usually convert all other technical devices to it as well, as communication and connectivity are simplified accordingly. Nevertheless, you should always consider which solutions are most suitable for your own marketing project. For example, if you buy the Marketing Cloud only to send email templates, you won't be happy in the long run, because at some point the question arises why you spend so much money on sending emails alone. A workshop with experts to consolidate the right tools always makes sense and saves you problems with implementation and cost / benefit discussions. Think about what the tool must be able to do and we will tell you what the best solution is for you.

Photo by Serhat Beyazkaye on Unsplash

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Thomas Parakenings

Senior Designer & Marketing Automation Consultant at the Cloud Consulting Group

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