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Which Marketing Automation Platform Should You Use?

Work Smarter, Not Harder.

Marketing automation tools can help your team's productivity increase if you choose the right one.

Technology is quickly evolving for sales and marketing teams – just like in our daily lives. Software and apps that help you manage projects, sales leads, or communication are easily available. But which ones are the best for sales and marketing departments?

Let’s start by talking about what marketing automation is before diving into which platforms are the best.

Marketing automation platforms are advanced software designed to help sales and marketing teams manage their sales funnels:

  • capture new customers
  • nurture cold leads
  • improve marketing efficiencies
  • analyze buyer behavior
  • insights on all campaigns

Marketing automation tools have become an essential resource for companies looking to grow their business.

B2B marketing automation allows lead generation and lead nurturing through sales funnel stages. Prospects are moved efficiently along a path from lead-qualified to sales-qualified, and ultimately, become customers.

There are two marketing automation platforms that we utilize almost daily – HubSpot and Salesforce Pardot.


HubSpot is one of the most powerful and popular marketing and sales tools available today. It incorporates the tools you need in one place to drive more leads, convert more customers, build loyal followers, and streamline your processes. Here’s how HubSpot can help:


Organize your contacts, improve your lines of communication, and create better relationships with your current and potential customers.


Marketing Automation

Generate more leads, nurture your contacts, utilize personalization to send the right message at the right time, and close more deals with powerful workflows that make everything more efficient.


Sales Enablement

Make sales easier for your team with personalized deal pipelines, centralized communication, sales sequences, calendar integrations, and much more.


Lead Attribution

Understand the ROI of all your efforts with accurate lead attribution that lets you instantly see how each channel is contributing to your bottom line.


You can utilize HubSpot to automate email campaigns and sales cadences, so you can move prospects down your sales funnel and generate more sales-qualified leads.


What makes HubSpot a top marketing automation platform is its ease of use. Create engaging emails, build workflows, and enroll contacts in sequences without touching a line of code. All of the triggers and steps help ensure that you’re sending the right emails to the right leads at the right time.

Salesforce Pardot

Pardot is a lead generation and nurturing tool which is part of Salesforce. Pardot allows businesses to track and measure the effectiveness of their emails, gain insight into customer behavior, and personalize content for campaigns.

Pardot marketing automation allows companies to utilize their Salesforce CRMs and utilize a user-friendly email marketing tool.

Lead Management

Lead management includes lead qualification, nurturing, segmentation, and customized content.


Lead Generation

The first step in lead nurturing is netting a user’s email address. This happens through many digital sources including websites, landing pages, and forms. If your business is struggling with getting new leads, be sure to learn more about Concept’s Digital Marketing. Pardot provides tools and resources to collect email addresses.


Email Marketing

Pardot supports up to 10,000 email addresses within the base package and expansion is simple for organizations whose contact lists are larger. Pardot allows templates to be created, so a branded design can be built and locked down, but the other departments can create, send, and track emails from within Salesforce.



Knowing how a campaign performed is essential in today’s business. Pardot offers several reporting tools, so your company can effectively measure communications and determine the return on investment (ROI) with ease. From campaign reports and points of conversion to landing pages and emails, you will be able to track the interactions within Pardot and report on the performance.


With marketing automation software like Salesforce Pardot, your business can close more deals through lead intelligence and prioritization, automating basic sales tasks. This will allow your sales team to focus on managing and nurturing only the best leads.

Want to learn more about how Concept’s marketing automation services?

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