HubSpot与Marketo与Pardot：为您的业务选择最佳营销平台

营销自动化已成为希望改善营销工作的公司和个人的一大趋势。但面对如此多的系统，决定哪个最适合可能会很困难。在这篇博客文章中，我们将根据四个关键标准：成本、可扩展性、集成和灵活性，对HubSpot、Marketo和Pardot进行比较。

什么是Marketo？

Marketo是一个营销自动化平台，帮助企业为客户创造更好的体验。Marketo被认为是希望通过数据和分析改善业务的营销人员首选的营销自动化平台。Marketo可以帮助您进行潜在客户生成、销售前景开发、电子邮件营销、社交媒体管理等所有工作——一切都在一个地方完成！

Marketo被认为是顶级的营销自动化平台，因为它的功能是其他平台无法比拟的。Marketo可以帮助您管理整个客户生命周期——从与客户的首次接触到为他们提供有价值的内容和培养关系，所有这一切都在一个地方完成！

什么是Pardot？

Pardot是全球领先的营销自动化系统之一，被Salesforce.com和Intuit等品牌用于通过潜在客户生成活动推动收入。Pardot是一个易于使用的工具，帮助营销人员创建、启动、跟踪和优化高度个性化的电子邮件程序，从而为销售团队带来更多合格的潜在客户。

Pardot提供营销自动化工具，使企业能够创建、启动和优化高度针对性的电子邮件活动。这导致销售团队可以跟进更多合格的潜在客户。

什么是HubSpot？

HubSpot是一家成立于2006年的入站营销软件公司。他们提供工具，帮助中小型企业成为“入站营销者”，意味着他们能够通过博客、社交媒体、SEO（搜索引擎优化）、PPC（按点击付费）活动和电子邮件推广吸引客户。

HubSpot为最多25个联系人提供免费计划，让他们体验入站营销策略并查看其效果。

HubSpot允许用户通过CMS（内容管理系统）在其网站上发布博客内容。用户还可以对这些帖子进行评论，这有助于提高SEO。他们还提供CRM（客户关系管理）工具，供用户通过网站跟踪其联系人和潜在客户。

HubSpot帮助企业吸引更多对了解公司及其提供的服务感兴趣的访问者。这有助于为潜在客户生成潜在客户，从而使企业主/经理能够通过电子邮件推广活动与这些人进行沟通。

何时选择Pardot

如果您正在寻找一个开箱即用的营销自动化解决方案和集成能力，Pardot是一个不错的选择。Pardot与Salesforce、Marketo和Eloqua的集成非常出色。此外，它具有响应式设计模板，在所有设备上看起来都很不错——这在大多数营销自动化工具中很难找到！

何时选择Marketo

Marketo提供一个用户界面，用于创建和跟踪可以为每个客户个性化的营销活动。

Marketo非常出色，因为它有一个易于使用的拖放编辑器，可以帮助您快速构建动态电子邮件内容，而无需任何设计技能。此外，该平台允许用户查看其活动的表现以及需要改进的地方。

何时选择HubSpot

当您想要一个可以做所有事情的单一工具时，选择HubSpot。HubSpot是一个全面的解决方案，将社交媒体、博客、电子邮件营销等整合到一个程序中，以提高效率。

比较Pardot与HubSpot与Marketo的功能

首先要考虑的是您公司的规模、所需的软件类型以及您愿意花费的金额。您可能会惊讶地发现Pardot是最实惠的选择。

这三个平台都提供联系表单、着陆页和潜在客户捕获。每个平台都有自己分析入站潜在客户的方式，以便您可以查看他们的来源。使用Pardot，您可以根据潜在客户所在的城市查看他们的来源。

CRM集成

CRM集成是营销自动化的一个关键功能，因为它允许您的CRM的客户关系管理能力作为自动化工作流程的输入。

换句话说，如果您在Pardot中根据CRM的信息创建了任何规则或行为，这些操作将自动在Salesforce中发生，而无需设置复杂的集成流程。

Pardot的CRM集成是一组与Salesforce、NetSuite和Highrise等流行CRM的预构建集成。

在Pardot的软件中没有创建自定义集成流程的选项，因为它仅对这三个系统具有本地集成。

另一方面，HubSpot通过允许您从集成列表中选择或甚至创建自己的自定义集成，提供了额外的灵活性。

Marketo也与Salesforce和NetSuite等大多数流行CRM有预构建集成，但它没有创建自定义集成的选项。

Pardot’s CRM integrations are easy to set up as you only need to connect your account with the system. After that, all activity performed within Salesforce will automatically flow into Pardot based on any rules or behaviors created in the software.

HubSpot’s CRM integration requires you to import a list of contacts from your email marketing platform. After that, all activity performed within Salesforce will automatically flow into HubSpot based on any rules or behaviors created in the software.

Marketo也与Salesforce和NetSuite等大多数流行CRM有预构建集成，但它没有创建自定义集成的选项。

In terms of CRM Integration, Pardot is the best option for CRM integration.

You can connect Pardot with the most popular CRMs like Salesforce and NetSuite in just a few steps without any complex setup or coding required.

HubSpot offers more flexibility by allowing you to choose from a list of integrations or even create your custom integration flow.

Marketo has pre-built integrations with most popular CRMs like Salesforce and NetSuite but it doesn’t have an option for creating custom integration flows.

Lead Nurturing

Lead nurturing is when you use a special drip campaign to follow up with leads who have shown interest in your company’s product or services. Marketing automation tools can send these messages at specific times to get them engaged with your business. Aside from that, it’s also important to structure the message in a way that will make them want more of what you are offering.

Lead nurturing is an excellent tool for increasing conversion rates and revenue, but only when it comes from companies with the right expertise. Additionally, lead generation software can help your business create content that attracts potential customers while staying on top of industry trends. This is a great way to keep your business ahead of the competition.

Pardot’s Lead Nurturing tool allows you to build a list of leads that have previously shown interest in your company. This is an excellent way to engage with them and get their attention so they will eventually become customers. Additionally, Pardot’s Lead Nurturing also comes with 100+ pre-built email templates for use when sending out messages

HubSpot has the option to use its Automation tool to send out lead nurturing emails. This leads customers through different stages of your sales process, which can increase conversion rates and revenue for your business.

Marketo also has the option to automatically create a drip campaign when using Lead Nurturing. This is an excellent way to engage with potential clients while staying on top of industry trends.

In terms of Lead nurturing, Pardot, HubSpot, and Marketo all have their benefits. However, Pardot provides the most freedom when it comes to pre-made templates for drip campaigns while both Marketo and HubSpot also allow you to use automation tools.

Pardot is the best choice for companies looking to create custom messages based on the different stages of your sales process. HubSpot is great if you want an easy way to send lead nurturing emails while staying on top of industry trends and Marketo also gives you 100+ pre-built templates for drip campaigns.

Attribution/Campaigns

Attribution/Campaigns is what is used to track how well your marketing campaigns are performing. It allows marketers and salespeople alike to determine which channels (email, social media) result in the most qualified leads and opportunities down the pipeline.

Attribution/Campaigns provides a clear picture of what marketing channels are working, and which ones might need improvement. This helps marketers allocate their resources more efficiently to the highest impact activities that move leads through the funnel faster.

Pardot’s Attribution/Campaigns feature provides the ability to measure your campaigns across multiple channels including email, web traffic, and social media.

HubSpot’s Attribution/Campaigns allows marketers to determine which marketing activities lead directly to revenue for their business. Marketers can also attribute new leads back to previous touchpoints that led up to a conversion event – whether it was an inbound phone call or an outbound cold email.

Marketo’s Attribution/Campaigns allows marketers to measure the effectiveness of their marketing programs by tracking which campaigns are generating leads, who those leads are contacting and how they’re interacting with them over time. Marketers can gain insight into these behaviors in order to better understand what is converting prospects most effectively across channels.

In terms of Attribution/Campaigns, Pardot, HubSpot, and Marketo are all very similar. They offer the ability to track campaigns across multiple channels in order to get a clear understanding of which marketing activities drive revenue for your business. The main difference between these features is that Marketo offers the most robust reporting capabilities to help marketers understand what’s working and why.

电子邮件营销

Email Marketing is the only digital channel that truly gives marketers an opportunity to communicate one-to-one with their audience. While other tools are great for broadcasting messages out to the masses, email marketing is an opportunity for marketers to create a conversation with their target audience.

Email Marketing automation platforms give companies the ability to send emails based on specific events or triggers in CRM systems and automate sequences of customer communications across multiple channels like email, social media, and SMS.

Email marketing is a scalable tool that can help marketers achieve their business objectives while also remaining top-of-mind with prospects and customers on an ongoing basis. This will drive awareness of your product or service offerings across all stages in the buyer’s journey so you’re top-of-mind when it comes to the point of purchase.

Pardot’s Email Marketing allows you to create campaigns based on a variety of event triggers. You can also segment your email lists by prospect engagement, activity, and profile data so each user sees the most relevant content for them.

HubSpot’s Email Marketing platform allows users to send targeted messages that adapt as prospects interact with their website or social media profiles. Plus, they have advanced segmentation tools that allow users to create lists based on in-depth criteria like job titles, company size, and customer engagement.

Marketo’s Email Marketing platform allows marketers to connect with their contacts across all devices through personalized messages at the right time via email or other channels. Marketo also has industry-leading deliverability rates; which means more of your emails are actually being seen by your contacts.

Pardot offers a variety of ways to create automated email marketing campaigns that can include web forms, events in CRM systems, or custom triggers based on what people do or don’t do during their customer journey.

HubSpot’s email marketing tools allow you to create targeted messages based on your website visitors’ interactions with specific pages or content. You can also use customer engagement data from social media profiles, call center notes, and more to send automated emails that are personalized for each of your contacts.

Marketo offers digital marketers the ability to connect their prospects with relevant content at the right time and place, via email or other channels. Marketo’s Email Marketing platform can help you reach people across all devices through personalized messages based on their behavior and interactions with your marketing campaigns.

在电子邮件营销方面，Pardot、HubSpot和Marketo各有独特的优势。Pardot提供多种方式来创建自动化电子邮件活动，可以包括网页表单、CRM系统中的事件或基于用户在客户旅程中所做或未做的行为的自定义触发器。

HubSpot的电子邮件营销工具允许您根据网站访客与特定页面或内容的互动创建针对性的消息。您还可以使用来自社交媒体档案、呼叫中心记录等的客户参与数据，发送个性化的自动化电子邮件给每一个联系人。

Marketo offers digital marketers the ability to connect their prospects with relevant content at the right time and place, via email or other channels. Marketo’s Email Marketing platform can help you reach people across all devices through personalized messages based on their behavior and interactions with your marketing campaigns.

着陆页

着陆页是针对特定活动或受众的专用页面。它很重要，因为它允许您创建和跟踪特定活动，这有助于您的营销团队了解其努力的有效性，并消除管理不同页面的多余工作，这可能会增加加载时间并降低转化率。

Pardot的着陆页由Drip驱动，允许您为不同的操作创建特定的着陆页。例如，如果对您的电子书感兴趣的人填写了潜在客户生成活动中的表单并下载了它，他们的信息将被添加到一个名为“电子书”的列表中。然后，您可以根据他们在销售周期中的位置向他们发送电子邮件或将他们添加到另一个工作流中。您还可以将潜在客户分配给特定团队，或使用规则根据他们在着陆页、电子邮件等上的操作设置条件工作流。

HubSpot的着陆页直接集成在平台中。它们会自动添加到您的营销标签中，您可以根据团队在漏斗中的阶段或行为，将它们添加到最有效的位置。您还可以使用页面规则，设置条件（例如，来自Facebook的所有访客）和操作（例如，将他们发送到特定页面或URL），以便在触发该规则时执行。

Marketo的着陆页与HubSpot的非常相似。它们直接集成在平台中，您可以根据漏斗中的阶段或行为将它们添加到最有效的位置，但它们没有页面规则，这限制了您的灵活性。

在着陆页方面，Pardot提供了最多的灵活性，但这也需要付出代价。Marketo和HubSpot则更为基础，但它们通过集成在其平台中来弥补这一点，而不是需要额外付费。

报告与分析

报告是数据的收集、组织和展示。它提供了一种收集有关您的业务或您进行的特定活动的重要信息的方式。例如，营销自动化平台允许营销人员跟踪哪些渠道对他们的活动最有效，以便在过去成功的情况下继续通过同一渠道发送电子邮件，而不是让自己过于分散。

随着公司每天生成的数据量不断增长，对分析的需求也在持续增加。这些数据可以以多种不同的形式出现，但重要的是要有工具来查看哪些营销策略有效，哪些策略不再值得您花费时间。数据分析使营销人员能够解释信息并基于此得出结论。这就是为什么分析在营销自动化中如此重要，因为它们使您能够根据数据做出决策。

在选择您想要使用的营销自动化平台时，报告和分析是最重要的功能。

Pardot的报告和分析非常全面，允许用户轻松查看所有重要数据。报告可以通过过滤器自定义，允许营销人员仅分析对他们相关的信息。然后，您可以根据需要创建自己的报告或使用Pardot的预构建模板。

Marketo也提供了一些不错的报告功能，但它们不如Pardot全面或可自定义。Marketo的报告可以通过过滤器创建并根据您的需求进行自定义，但该平台仅提供预构建的报告模板，而不允许用户创建自己的报告。

HubSpot与Pardot和Marketo略有不同，因为它们在平台上仅提供四个标准报告。HubSpot的报告功能不如Pardot全面或可自定义，但它们与其他软件有一些不错的集成，可以帮助营销人员更有效地分析数据。此外，它们还有一个名为营销评分的附加功能，这是一个更高级的分析工具。

在报告和分析方面，Pardot是最佳选择。它们的报告功能非常全面且可自定义，而Marketo的选项则不如Pardot全面，但它们确实提供了一些不错的预构建模板可供选择。HubSpot在其平台上仅有四个标准报告，可以通过过滤器创建，但它还附带一个名为营销评分的额外工具，为营销人员提供更高级的分析。

社交媒体

在当今世界，社交媒体是必不可少的。它允许企业将其产品/服务名称传播出去，并被更多人看到，而不仅仅是依靠自身的力量。它还允许公司在社交媒体平台上与客户互动，即使只是为了客户服务或参与目的。营销自动化通过自动跟踪和与潜在客户及客户互动，使社交媒体变得易于处理。

Pardot的社交媒体功能包括在社交媒体网络上发布和互动的能力，以及监控对您业务的提及。Pardot还为通过其“社交分析”模块发布的每个帖子提供一些分析报告。

HubSpot的营销软件允许您自动跟踪谁通过公司发布的社交媒体链接访问您的网站或博客。HubSpot还使您能够直接从其系统发布内容，使用户对如何管理其社交媒体分享和互动有更多控制。Marketo的营销软件使用先进的跟踪技术，允许公司监听在多个平台（包括Facebook、Twitter、Google+、YouTube和LinkedIn）上发生的关于他们的对话。

要使用Pardot的社交媒体功能，您需要设置Facebook/Twitter账户、Google+账户和YouTube频道。HubSpot进一步要求您允许他们访问您的社交档案，才能通过这些渠道跟踪或发布内容。Marketo的社交营销软件也要求您设置Facebook/Twitter账户、Google+账户和YouTube频道，以使用其先进的跟踪技术。

在社交媒体方面，Pardot提供的功能最少。虽然它确实允许您在社交媒体网络上发布和互动，但Pardot对每个帖子的分析报告并不那么先进或详细。HubSpot通过允许企业自动跟踪谁通过公司发布的链接访问其网站或博客，给予企业更多控制权。Marketo的“社交营销软件”使公司能够监听在多个平台（包括Facebook、Twitter、Google+、YouTube和LinkedIn）上发生的关于他们的对话。

网络研讨会

网络研讨会是营销自动化平台的重要功能，因为它们允许企业进行演示和展示。网络研讨会对于需要在产品或服务上建立一定信任的科技公司尤其重要，才能让人们愿意购买。任何有足够有趣内容分享的人都可以使用它，例如对时事的独特看法。

Pardot的网络研讨会是进行演示和展示您产品或服务价值的绝佳方式。Marketo的网络研讨会更专注于与现有客户建立关系，但您仍然可以用它们来展示新想法。HubSpot的网络研讨会主要集中在从您当前客户群之外引入潜在客户，这对于您所寻找的目标非常合适。

HubSpot的网络研讨会是从您当前客户群之外引入潜在客户的绝佳方式，并且非常容易设置和管理。

HubSpot的网络研讨会独特之处在于，它们允许您使用自己的营销材料，因此演示正是您想要的样子。它们还内置了分析功能，以便您可以跟踪哪些演示在吸引新潜在客户方面最有效。

Marketo的网络研讨会主要集中在与现有客户建立关系，但您仍然可以用它们来展示新想法。除此之外，它们与Pardot的网络研讨会几乎相同。

Marketo的网络研讨会非常适合展示您的产品或服务，但分析功能不如Pardot优秀。它们在每次演示后都有一个内置调查，您可以用来确定您所展示的内容是否有效地建立了与现有客户的关系。

在网络研讨会方面，Pardot处于中间位置。它非常适合展示您的产品或服务，但不像HubSpot那样易于使用和跟踪结果。Marketo在每次演示后都有良好的分析功能，您可以用来确定您所展示的内容是否有效地建立了关系。

Pardot webinars are a great way to demonstrate your product or service, but the analytics aren’t quite as good. Marketo’s webinars are great for demonstrating your product or service and allow you to use your own marketing materials. HubSpot’s webinars offer a unique way to bring in leads from outside your current customer base with built-in tracking so you can see which presentations are most effective.

Interface/user accessibility

Interface/user accessibility is a feature that affects the ease of use and efficiency with which users can interact with an automation platform. A user-friendly interface gives marketers quick access to their data allowing them to complete tasks more quickly, ultimately saving time and resources.

In marketing automation, this includes being able to easily add content in emails or landing pages, create forms for lead generation activities such as webinars or surveys, track leads through sales pipelines, and measure conversions from prospects into customers by setting goals so that marketers can easily see the progress of their marketing efforts.

Pardot’s Interface/user accessibility is user-friendly. The drag and drop editor makes it easy for marketers to create emails, landing pages, forms without any coding knowledge required. When using Pardot’s email editor, you can see a live preview of your campaigns which is useful in ensuring that they are formatted correctly. The interface is organized into modules that can be easily accessed by adding new tabs to the navigation bar.

Pardot offers a comprehensive set of metrics and analytics that allow marketers to track prospects through sales funnels, measure goals such as form submissions or email clicks and see reports on team activity within Pardot. Another great feature about Pardot’s interface is that it provides a live preview of emails sent from your Pardot account.

In comparison, HubSpot’s Interface/user accessibility is easy to use as well. The main difference between the two platforms is in how they organize data and content. In HubSpot, marketers navigate through sections that include contacts, social media, messages, and calls. In Pardot, marketers navigate through modules such as contacts, lead sources, and landing pages.

Marketo’s Interface/user accessibility is also easy to use because of the drag and drop editor that allows you to easily create emails or forms without any coding knowledge required. Marketo automatically tracks email opens which can be useful in measuring engagement with your contacts. Marketo has a very comprehensive set of metrics and analytics that allow marketers to track prospects through sales funnels, measure goals such as form submissions or email clicks, view lead lists based on location, see reports on team activity within Marketo, create custom reports using the multiple data sources available in Marketo.

In terms of Interface/user accessibility, Pardot, HubSpot, and Marketo are all easy to use. While their features may vary slightly depending on the module you’re using, in terms of creating content, they require similar steps and follow a drag and drop interface. The main difference between them is how this data is organized within each platform’s user interface.

Training/Available Resources

Training/Available Resources is a feature that helps users get familiar with a Marketing Automation platform. It is an important consideration for companies that do not have prior experience using marketing automation software because it provides all the information they need to use the system from day one, and throughout their career as well if they decide to become power users of the product.

Training/Available Resources should include video tutorials, on-demand webinars, tutorials in PDF format, or any other type of training materials that are readily available to new users.

Pardot’s Training/Available Resources is an extensive library of recorded webinars and videos that teach users how to use the software. The training section also includes a blog with tips on using Pardot, as well as online courses for beginners and power users.

HubSpot’s Training/Available Resources provides an on-demand webinar for new users to get familiar with the software. The training section also includes a blog, where users can learn about marketing best practices and how HubSpot works within that framework. Aside from that, there are also certifications available to HubSpot users.

Marketo’s Training/Available Resources is divided into two parts: self-paced e-learning courses that teach beginners and power users through modules and on-demand webinars for those who prefer to watch rather than read. The marketing automation library also includes a blog, where users can find the latest news from the industry. Aside from that, Marketo also hosts free webinars every month.

In terms of Training/Available Resources, Pardot offers the most extensive set of training materials for beginners to power users, HubSpot has a smaller library but it also provides certifications to their users and Marketo hosts regular webinars where marketers can learn about new trends.

自动化

Automation can be defined as the execution of a task with minimal human intervention.

With marketing automation, you can manage your contacts and leads by setting up automated workflows that are triggered based on specific activities or behaviors within your application.

For example, if one of your new blog subscribers signs up for both email & social updates, they’ll immediately receive an email welcoming them and then a social-only message with instructions on how to connect your blog with their preferred social networks.

The automation feature is designed for marketers who need the flexibility of scheduling content across channels, but don’t have time to manually post updates day after day (or even week after week).

Marketing automation makes it easy to publish content at optimal times while freeing up your time for other marketing tasks.

Pardot’s automation feature is designed for marketers who need more flexibility than HubSpot’s “automated rules” but don’t have the time to manually publish content daily like Marketo users.

You can create automated workflows in Pardot that are triggered based on your contacts’ activities or behaviors within your application, including actions they take (or don’t take) on your website.

Pardot also allows you to easily set up scheduled follow-up emails and track engagement with links within the email.

For example, if a lead abandons their shopping cart without purchasing (or doesn’t click through an automated welcome or post-registration series), Pardot can automatically send an email to remind them of their abandoned cart.

Pardot users can also set up scheduled drip campaigns that are triggered by the actions taken in previous emails — for example, if they didn’t open or click on your last two automated follow-up efforts, Pardot will automatically send a third with instructions on why you’re reaching out and what you want them to do next.

HubSpot’s automation feature is designed for marketers who want a predefined set of automation rules they can apply to new and existing contacts.

HubSpot users can also create automated campaigns that include both email and social updates, as well as SMS text messages (for mobile-only content like event reminders or app giveaways).

Marketo’s automated marketing allows you to automatically send personalized messages to your leads and customers based on their behavior, which allows you to engage with them at the right time in a relevant channel.

With Marketo’s automated marketing, you can set up workflows that are triggered by specific events or actions taken within your application (including website visits or form submissions).

例如，如果潜在客户从您的网站下载了一份白皮书，您可以在 Marketo 中设置一个自动化工作流程，自动通过电子邮件与他们跟进，并提供有关他们下载主题的其他有用资源。

在自动化方面，Marketo 通过允许您根据潜在客户和客户的特定行为设置自动跟进工作流程，为营销人员提供了最大的灵活性。

Pardot 用户还可以创建由之前电子邮件活动触发的定时滴灌营销活动，但 Marketo 的自动化需要您营销团队更少的手动努力。

HubSpot 用户可以设置基于新联系人或现有联系人活动触发的自动化工作流程，这对于希望自动化预定义营销规则的营销人员来说非常好。

当然，所有三个平台都允许您提前安排社交帖子（例如，每周五中午发布您的博客文章）。然而，Marketo 和 HubSpot 用户还可以提前安排自动化电子邮件，而 Pardot 的自动化仅限于由联系人行为或活动触发的定时工作流程。

哪个是最佳的营销自动化平台？

最佳的营销自动化平台是一个非常个人化的选择。如果您有一个小团队，HubSpot 将是您业务中最具成本效益的选择。然而，如果您希望运行一个企业营销计划，包括复杂流程的电子邮件活动和跨多个用户的广泛报告，那么 Marketo 可能是最佳选择。此外，Pardot 专门针对 B2B 市场，并为营销团队提供行业特定的模块。