Last updated on July 13, 2022 Imagine seeing an online ad for something that you have bought just a few minutes ago, would you be interested in clicking on that ad to see the details? Obviously no and why would you be when you have already bought that product. This is where the role of modern marketing comes into the picture. With the dynamic human behaviors which are highly influenced by the globally connected world, it is not easy to strategize your marketing such that it can target the right spot in consumers.
But thanks to the platforms like Salesforce Marketing Cloud and Marketo Engage, personalizing your marketing strategy to make it more customer-centric rather than product-centric, has become an easy job. But before you start using these platforms, you should what each one is and how they differ. In this article, we have covered all the information that can help you decide which platform is suitable for you.
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What is Marketo engage?
Marketo Engage by Adobe is a marketing automation platform that lets you do lead management, lead scoring, marketing ROI, email marketing, digital advertising, marketing automation, real-time personalization, reporting, campaigning, and so much more. Thanks to this platform, you can easily align your sale and marketing with close connections. It is one of the most collaborative marketing platforms which offers insights into customer buying behavior along with marketing avenues. Leveraging that data, you can easily conduct segmentation and personalize your strategy. Marketo is more targeted toward business-to-business (B2B) but its ability to let your control and modify even the minuscule processes according to your needs makes it a good fit for business-to-customer (B2C) as well.
What is Salesforce Marketing?
Similar to Marketo, Salesforce Cloud Marketing is a marketing automation platform that allows you to speak to your customers using the right tone and message. It also factors in the timing element, thus letting your market your content at the right time. With its AI-powered prediction and analysis, you can create highly personalized online interaction that leads to two-way engagement. All in all, the Salesforce Marketing Cloud lets business create strong brand visibility by delivering engaging marketing campaign that is driven by mind-blowing marketing products like Journey Builder, Email Studio, audience studio, data studio, advertising studio, mobile studio, social studio, interaction studio and much more.
Comparison between Marketo engage and salesforce marketing cloud
Data Management
Data management is much easier in Marketo than in Salesforce Marketing Cloud in terms of the data model both of the platforms follow but Salesforce Marketing Cloud is a good option for handling complex data. For this reason, Salesforce Marketing Cloud wins here as it allows users to run targeted campaigns. Marketo is the best option for managing simple data but it does not give room for much-targeted segmentation as there is only one master database.
For B2C environments, Salesforce is a much better option as it will give you extensive room to manage your complex data in its databases that allow you to build tables or data extensions. using Salesforce will require more data management expertise but it will be worth it.
Campaign design
With the recent shift towards a customer-centric marketing approach, it has become crucial for a marketing campaign to be designed and managed in a such way that can promote this approach effectively. With Marketo, you can create campaign designs focusing heavily on emails while Salesforce Marketing Cloud lets you create omnichannel or multichannel campaigns that include everything from email to SMS.
Content Management
When you create a marketing strategy for your brand, the one thing that is both tricky and time-consuming is coming up with good and quality content. A good marketing platform allows you to create, customize and manage your content effectively and makes it easier for you to modify and design it as per your preference.
In this regard, both platforms are good options as both of them offer easy content management. But if you are more on the side of coding for content modification, Salesforce Marketing Cloud should be your preferred platform as it lets you access HTML and CSS easily.
Usability
Marketo and Salesforce Marketing Cloud both are user-friendly but you will need to invest some time to get used to them. However, Marketo offers all the key features in one place which makes it a lot more friendly to use as compared to Salesforce Marketing Cloud.
Final Verdict
Choosing one marketing platform all comes down to which type of marketing management you want. For B2B, Marketo and Salesforce Marketing Cloud can be used. But for B2C Journey Management, only Salesforce Marketing Cloud should be used as this platform is the offering B2C journey management. But if we were to talk about consumer types. Then freelancers would best benefit from Marketo due to its user-friendliness and all easily accessible features. Marketo also comes with a variety of pre-designed templates for landing pages, making it a breeze for users to design pages in minutes.