Salesforce Marketing Cloud

Formerly Pardot, Evergage, ExactTarget, MyBuys, Datorama, etc.

Users can create html emails through a drag-and-drop interface, without html coding knowledge.

Users can tailor email, website or landing page content depending on the viewer or recipient (e.g., email salutations that include the recipient’s name).

Users can test dynamic content prior to launching a campaign.

Users can create web pages that are customized to a particular email or campaign. Landing pages often include web forms which can capture visitor information and integrate it back into the MA software.

Users can experiment with different variations of a campaign and measure results. Testable aspects might include subject lines, header images, or landing page copy.

Users can easily optimize emails and landing pages for mobile devices.

The software helps ensure inbox delivery of email campaigns, through features such as deliverability tests, opt-in management, bounce handling, suppression lists, dedicated IP addresses, and delivery monitoring.

This involves creating, filtering, editing, merging and de-duping lists of contacts.

The software allows users to set up automatic / drip email campaigns triggered by certain events.

Users can set up targeted drip email campaigns based on time intervals or prospect behavior, to automate the lead nurturing process and move them further down the sales funnel.

Users can set up the software to automatically rate leads based on calculations such as buying signals, such as form submissions, or page views, and automatically qualify leads based on demographic factors.

The software helps store, manage, and organize data around each lead, and avoid data problems such as duplicate contacts or non-standard formats.

The software helps ensure that a sales person is notified of lead activity and can act on the information in a timely fashion.

The software helps users maintain a calendar of all marketing activities.

Users can streamline event marketing with features such as personalized invitations, registration, reminders and post-event follow-ups.

Users can incorporate social share buttons into campaigns to allow recipients to easily share content. Users can track shares as well.

The software incorporates social profile data and social share histories to enhance segmentation and scoring of contacts.

Users can create, customize and share dashboards, which provide an overview of the most important metrics.

The software offers pre-built reports with metrics standard to the category.

Users can create custom reports.

An API (application programming interface) provides a standard programming interface for connecting third-party systems to the software for data creation, access, updating and/or deletion.

Permissions to perform actions or access or modify data are assigned to roles, which are then assigned to users, reducing complexity of administration.

Users can customize their instance with features like custom fields and custom objects.

The software can integrate with Salesforce.com bi-directionally, allowing for data syncs, activity alerts, campaign triggers, enhanced reporting, and lead assigning.

The software can integrate with Microsoft Dynamics CRM bi-directionally, allowing for data syncs, activity alerts, campaign triggers, enhanced reporting, and lead assigning.

The software can integrate with SugarCRM bi-directionally, allowing for data syncs, activity alerts, campaign triggers, enhanced reporting, and lead assigning.

Integration functionality with third-party or in-house systems.