HubSpot’s interactive dashboards let sales and marketing teams collaborate on lead management.
The management aspect of lead management focuses on weeding out weak leads from potential high-quality leads, and is typically a labor-intensive manual process.
Pardot has features like lead scoring, lead nurturing and email/landing page creation available in all three of its packages, but lacks CTA, blog or SEO tools. Pardot allows sales teams to view a detailed summary of the website clicks, pages visited, etc., enabling them to ascertain the type of marketing campaign required for the prospect. Pardot can track anonymous visitors from their website to convert them into prospect leads and generate marketing campaigns with all the prospect’s information forwarded into Salesforce CRM.
Pardot also has built-in editors that use drag-and-drop features to make building landing pages, custom forms and social posts efficient and effective. Pardot can integrate with Google AdWords to track a campaign’s return on investment (ROI) and analyze keyword performance. Social profiling is simplified by tracking all the interactions prospects have with social campaigns.
HubSpot specializes in content creation tools. They provide a ton of solutions for creating and optimizing blogs, landing pages, web content, CTAs and SEO. It also offers workflow generators and reporting tools to paint a comprehensive picture of problem areas and successful areas. HubSpot can easily set criteria to categorize, nurture and profile leads based on their specific characteristics and behavior. Users get to see every detail pertaining to a lead within a single contact profile, and access a chronological overview of each touchpoint between their company and a contact, such as page visits, asset downloads, email opens and website visits.
All-in-one contact intelligence provides the full context of leads’ history, making it easy to create targeted lists, automate email campaigns and increase conversions. And because HubSpot’s contact database integrates with several CRM systems, sales can get the inside scoop on a lead and make smart follow-ups.
Where HubSpot falters a little is that the automation of any of these features, including email and goal-based nurturing, isn’t available in its basic package. HubSpot also fails to include any kind of PPC integration, so businesses with a PPC-heavy marketing strategy tend to lean towards Pardot.