Pardot alternatives: What B2B marketers are choosing now

The B2B marketing landscape is undergoing seismic shifts, driven by rapidly changing customer behaviors, technological advancements, and the increasing importance of data-driven decision-making. As a result, even stalwart marketing automation platforms like Pardot are facing scrutiny from businesses seeking more innovative and adaptable solutions. In fact, a staggering 70% of marketers believe the marketing industry has changed more in the past three years than in the previous 50, underscoring the need for marketing automation platforms to evolve as well.

Background & Context

Pardot, a B2B marketing automation platform owned by Salesforce, has long been a fixture in the marketing landscape. However, concerns about the platform's stagnation and potential discontinuation have led many businesses to seek alternatives. The rebranding of Pardot as Marketing Cloud Account Engagement in 2022 has only added to these concerns, with experts predicting that the platform's eventual discontinuation is more a matter of when, not if.

According to Tom Ryan, a Pardot consultant and founder of MarCloud, the platform's lack of development and inflexibility have created significant pain points for users. "Revenue attribution and reporting are two of the most persistent issues that Pardot users face," Ryan explains. "Without a deep understanding of how to use these features, businesses are left wrestling with complex data syncs and customizable reports that are simply not available in Pardot."

Key Details

So, what are businesses leaving Pardot for? In Ryan's experience, the most common destination for customers is HubSpot, which offers a range of benefits, including a familiar architecture and enhanced capabilities. "Pardot to HubSpot makes the most sense, especially when considering the connector's similarities to Pardot," Ryan says. "With HubSpot, businesses get so much more than what Pardot has to offer."

When evaluating Pardot alternatives, businesses should consider several key criteria, including CRM integration, ABM and lead scoring, sales alignment, integrations, and time-to-value. HubSpot, Zoho, and Salesforce Marketing Cloud Next are top contenders, each offering unique strengths and benefits. Marketo and ActiveCampaign also offer compelling alternatives, with native Salesforce syncs and lightweight CRMs that can help businesses consolidate their data and streamline their marketing efforts.

What Experts Say

Experts agree that the marketing automation landscape is evolving rapidly, driven by changing customer behaviors and technological advancements. "The days of static marketing automation platforms are behind us," says Ryan. "Businesses need platforms that can adapt and evolve alongside their needs, and Pardot simply doesn't offer that level of flexibility."

As the marketing industry continues to shift, businesses must prioritize innovation and adaptability in their marketing automation platforms. By evaluating Pardot alternatives and considering key criteria like CRM integration and time-to-value, businesses can ensure that they're investing in a platform that will support their growth and success in the years to come.

Key Takeaways

• 70% of marketers believe the marketing industry has changed more in the past three years than in the previous 50.
• Pardot's stagnation and potential discontinuation have led many businesses to seek alternatives.
• HubSpot is a popular destination for Pardot customers, offering a range of benefits and a familiar architecture.
• When evaluating Pardot alternatives, businesses should consider key criteria like CRM integration, ABM and lead scoring, and time-to-value.

What This Means For You

If you're a B2B marketer struggling with Pardot's limitations, it's time to consider alternative solutions. By evaluating key criteria and considering platforms like HubSpot, Zoho, and Salesforce Marketing Cloud Next, you can ensure that your marketing automation platform is supporting your growth and success in the evolving B2B landscape.

Don't wait for Pardot's eventual discontinuation to catch up with you. Take control of your marketing automation platform and invest in a solution that will drive your business forward in the years to come.