{"id":1496,"date":"2019-04-26T18:00:34","date_gmt":"2019-04-26T17:00:34","guid":{"rendered":"https:\/\/liminal.pt\/martech-magazine\/?p=1496"},"modified":"2025-01-22T17:16:03","modified_gmt":"2025-01-22T16:16:03","slug":"duelo-titas-hubspot-vs-salesforce-pardot","status":"publish","type":"post","link":"https:\/\/liminal.pt\/martech-magazine\/duelo-titas-hubspot-vs-salesforce-pardot\/","title":{"rendered":"HubSpot vs. Salesforce Pardot: Duelo de tit\u00e3s"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Dois dos grandes nomes das MarTech frente a frente: HubSpot e Salesforce Pardot. Neste artigo, conhe\u00e7a as principais diferen\u00e7as entre duas das plataformas de automa\u00e7\u00e3o de marketing mais populares do mercado.    <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Sobre o <\/strong><a href=\"https:\/\/www.hubspot.com\/products\/marketing?__hstc=55305780.85ea17dbee906a16a66afc61f449a52d.1542819918862.1556099055800.1556274117950.76&amp;__hssc=55305780.8.1556274117950&amp;__hsfp=2352619420\"><strong>HubSpot<\/strong><\/a><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A plataforma de automa\u00e7\u00e3o de marketing (MAP) <a href=\"https:\/\/liminal.pt\/hubspot.html\">HubSpot<\/a> \u00e9 considerada  uma das melhores do mercado, e tal \u00e9 poss\u00edvel de ser observado pelo seu n\u00famero de users e percentagem de satisfa\u00e7\u00e3o dos clientes. Desde a sua cria\u00e7\u00e3o em 2006, at\u00e9 ao ano presente, esta tem sofridos altera\u00e7\u00f5es significativas, acompanhando as necessidades dos seus utilizadores e tornando-se o fen\u00f3meno que \u00e9 hoje. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As suas fun\u00e7\u00f5es s\u00e3o muito completas, poss\u00edveis de personalizar e vers\u00e1teis \u00e0 totalidade das empresas que decidem apostar em tecnologias de marketing (martech), muitas s\u00e3o consideradas como <a href=\"https:\/\/liminal.pt\/martech-magazine\/3-features-hubspot-imprescindiveis\/\">imprescind\u00edveis para a a\u00e7\u00e3o de um profissional de marketing<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Consulte a nossa <a href=\"https:\/\/liminal.pt\/martech-magazine\/review-do-hubspot-crm-pros-e-contras-da-plataforma\/\" target=\"_blank\" rel=\"noreferrer noopener\">review e coment\u00e1rio sobre HubSpot<\/a>. <\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/1tbRl8761ws?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=pt-PT&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Sobre o <a href=\"https:\/\/www.pardot.com\/solutions\/b2b-marketing-automation\/\">Salesforce Pardot<\/a><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Esta \u00e9 a plataforma de automa\u00e7\u00e3o de marketing pertencente \u00e0 Salesforce, reconhecida no mercado pela cria\u00e7\u00e3o do seu CRM. Com o aumento da procura de MarTech, a Salesforce respondeu com uma MAP, <a href=\"https:\/\/www.pardot.com\/solutions\/b2b-marketing-automation\/\">Pardot<\/a>, que, nos dias que correm, partilha a lideran\u00e7a de mercado com a HubSpot. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As possibilidades dentro desta plataforma s\u00e3o imensas e a suas fun\u00e7\u00f5es permitem uma gest\u00e3o equilibrada da equipa de vendas e marketing. Por\u00e9m, n\u00e3o se caracteriza como sendo aplic\u00e1vel a qualquer tipo de empresa, dirigindo-se mais para empresas de grande dimens\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Consulte a <a href=\"https:\/\/liminal.pt\/martech-magazine\/review-salesforce-pros-contras-plataforma\/\" target=\"_blank\" rel=\"noreferrer noopener\">review de Salesforce Pardot<\/a>.   <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Diferen\u00e7as: HubSpot vs. Pardot<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O reconhecimento da <a href=\"https:\/\/liminal.pt\/martech-magazine\/melhores-plataformas-automacao-marketing\/\">Hubspot\ne Pardot entre as melhores plataformas de automa\u00e7\u00e3o<\/a> \u00e9 indiscut\u00edvel. Duas MAP\ncom elevada presen\u00e7a no mercado e com uma oferta semelhante, por\u00e9m com diferen\u00e7as\nbastante acentuadas, que demarcam a escolha e utiliza\u00e7\u00e3o de uma plataforma ao\ninv\u00e9s da outra. As disparidades mais significativas concentram-se nas\nfuncionalidades oferecidas e m\u00e9todos de utiliza\u00e7\u00e3o. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Segundo a review de Dan Moyle no site Business2Community, estas s\u00e3o algumas das diferen\u00e7as entre as plataformas, identificadas atrav\u00e9s da sua experi\u00eancia enquanto utilizador das mesmas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. O significado de &#8220;campanhas&#8221;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A utiliza\u00e7\u00e3o de campanhas \u00e9\nfundamental na cria\u00e7\u00e3o de awareness, rela\u00e7\u00e3o com o cliente e transforma\u00e7\u00e3o de\nprospects em leads. Estas podem ser sequ\u00eancias de emails ou um plano de gest\u00e3o\nde conte\u00fados em redes sociais ou website, ou at\u00e9, a demonstra\u00e7\u00e3o de um produto\nou servi\u00e7o. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No Pardot, o conceito de &#8220;campanha&#8221; difere um pouco da norma e \u00e9 entendido como o primeiro contacto que um prospect ou cliente tem com a empresa, seja o website ou um link nas redes sociais. Este era o m\u00e9todo usado pela Salesforce e estendeu-se ao Pardot, distinguindo-se assim da grande maioria das estrat\u00e9gias e plataformas de marketing, nomeadamente da HubSpot.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Nutri\u00e7\u00e3o de emails<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A cria\u00e7\u00e3o de emails de nutri\u00e7\u00e3o na Hubspot \u00e9 um dos seus pontos fortes, pois a pr\u00f3pria plataforma guia o utilizador durante todo o processo, descomplicando e tornando-o intuitivo e f\u00e1cil de manusear. A cria\u00e7\u00e3o de templates, bem como a sua utiliza\u00e7\u00e3o, \u00e9 feita de modo natural, permitindo que o utilizador concretize o fluxo idealizado. A integra\u00e7\u00e3o de um email com um workflow \u00e9 simples e vai ao encontro do esperado. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na Pardot existem algumas solu\u00e7\u00f5es para a cria\u00e7\u00e3o de programas de nutri\u00e7\u00e3o, como as ferramentas Drip Emails e Engagement Studio, onde \u00e9 poss\u00edvel o envio personalizado de emails a contactos individuais. Cada funcionalidade \u00e9 diferente e cabe ao profissional definir o trajeto que desejar seguir. A Engagement Studio \u00e9 considerada a melhor solu\u00e7\u00e3o, por\u00e9m pode n\u00e3o ser muito intuitiva, o que poder\u00e1 vir a dificultar o trabalho do marketeer.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Vincula\u00e7\u00e3o de contactos<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A cria\u00e7\u00e3o de listas de contactos no Pardot \u00e9 f\u00e1cil e o profissional \u00e9 que decide os par\u00e2metros de cria\u00e7\u00e3o: din\u00e2mico (nomes podem ser adicionados) ou est\u00e1tico (ap\u00f3s a cria\u00e7\u00e3o da lista, j\u00e1 n\u00e3o \u00e9 poss\u00edvel adicionar mais). Por\u00e9m, o in\u00edcio de uma nova lista pressup\u00f5e a cria\u00e7\u00e3o de uma nova campanha, a n\u00e3o ser que esta j\u00e1 se encontre vinculada a outra j\u00e1 existente. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A Hubspot disponibiliza a cria\u00e7\u00e3o de qualquer tipo de listas, sejam estas est\u00e1ticas ou din\u00e2micas, e a qualquer momento. Esta \u00e9 quase que autom\u00e1tica e permite ao profissional come\u00e7ar onde quiser, n\u00e3o pressupondo a cria\u00e7\u00e3o pr\u00e9via de uma campanha. \u00c9 garantido que estas listas conseguem suportar, de maneira eficaz, a estrat\u00e9gia de marketing e vendas. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Cria\u00e7\u00e3o de emails (templates)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A Hubspot disponibiliza alguns templates de email e permite a cria\u00e7\u00e3o de novos, dando total liberdade ao utilizador para utiliz\u00e1-los em fluxos de automa\u00e7\u00e3o ou agendar o seu envio. A ferramenta de email desta plataforma \u00e9 bastante intuitiva e tem funcionalidades que marcam a diferen\u00e7a no mercado, como por exemplo, com as sequ\u00eancias e modelos de vendas, que permite que o departamento de marketing possa criar emails para as vendas, com os quais a equipa pode trabalhar e escolher adicionar aos  prospects, tudo isto numa ferramenta apenas. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A cria\u00e7\u00e3o de templates com a plataforma Pardot \u00e9 um pouco confusa e, com pouca pr\u00e1tica, pode dificultar o trabalho do utilizador. Cada email de automa\u00e7\u00e3o de marketing pressup\u00f5e a escolha de um template.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Forma\u00e7\u00e3o<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">O <a href=\"https:\/\/trailhead.salesforce.com\">Trailhead da Salesforce<\/a>, a ferramenta respons\u00e1vel por formar o novo utilizador, \u00e9 f\u00e1cil de compreender e utilizar, por\u00e9m baseia-se muito na leitura de informa\u00e7\u00e3o e os v\u00eddeos s\u00e3o escassos. A intera\u00e7\u00e3o humana para o esclarecimento de d\u00favidas em tempo real nem sempre \u00e9 poss\u00edvel. No entanto, a ferramenta \u201cAsk a Pardot Expert Office Hours\u201d \u00e9 uma grande vantagem competitiva, pois \u00e9 poss\u00edvel agendar uma chamada onde \u00e9 poss\u00edvel expor todo o tipo de d\u00favidas que tiver perante alguns utilizadores e colaboradores da Pardot. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No caso da HubSpot, a sua grande for\u00e7a \u00e9 a forma\u00e7\u00e3o. A <a href=\"https:\/\/academy.hubspot.com\/\">Hubspot Academy<\/a> apresenta a informa\u00e7\u00e3o de maneira clara e compreens\u00edvel por todos, baseando-se muito na explica\u00e7\u00e3o por v\u00eddeo. Durante os cursos, os novos utilizadores ter\u00e3o de responder a question\u00e1rios, e para receber a certifica\u00e7\u00e3o t\u00eam de realizar um exame final. \u00c9 um recurso valioso que permite o destaque perante a concorr\u00eancia. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Quer saber qual a MAP ideal para o seu neg\u00f3cio? <\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tanto a Hubspot como a Pardot s\u00e3o plataformas l\u00edderes de mercado e com n\u00edveis de satisfa\u00e7\u00e3o elevados. No entanto, a contribui\u00e7\u00e3o destas ferramentas para o sucesso da estrat\u00e9gia de marketing e vendas apenas se verifica  quando estas plataformas s\u00e3o aplicadas em conformidade com a restante estrat\u00e9gia e objetivos da empresa. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A escolha de uma plataforma de automa\u00e7\u00e3o de marketing deve ir ao encontro dos objetivos espec\u00edficos que a empresa pretende atingir. A <a href=\"https:\/\/liminal.pt\/\">Liminal<\/a>, enquanto especialista em colocar as MarTech (tecnologias de marketing) em conson\u00e2ncia com as estrat\u00e9gias de marketing e vendas, estamos dispon\u00edveis para o aconselhar sobre qual a MAP mais indicada para a sua empresa e acompanhar todo o processo de integra\u00e7\u00e3o. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Contacte-nos e solicite o diagn\u00f3stico para integrar a nova era do marketing, a era digital. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/liminal.pt\/diagnostico-gratuito\/\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"646\" height=\"226\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/06\/falar-com-especialista-tecnologia.png?resize=646%2C226&#038;ssl=1\" alt=\"martech, liminal\" class=\"wp-image-2759\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/06\/falar-com-especialista-tecnologia.png?w=646&amp;ssl=1 646w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/06\/falar-com-especialista-tecnologia.png?resize=300%2C105&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/06\/falar-com-especialista-tecnologia.png?resize=600%2C210&amp;ssl=1 600w\" sizes=\"auto, (max-width: 646px) 100vw, 646px\" \/><\/a><\/figure>\n<\/div><div class=\"rtng-rating-total\" data-id=\"1496\"><span class=\"rtng-text rtng-title\">Feedback<\/span><div class=\"rtng-star-rating rtng-no-js \" data-rating=\"100\">\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"2\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"3\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"4\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"5\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div><\/div><span class=\"rtng-text rtng-total\">5 de 5 estrelas. 2 votos.<\/span><\/div><form action=\"\" method=\"post\" class=\"rtng-form\" data-id=\"1496\"><input type=\"hidden\" name=\"rtng_show_title\" value=\"1\"><span class=\"rtng-text rtng-vote-title\">O meu feedback:<\/span><div class=\"rtng-star-rating rtng-no-js rtng-active\" data-rating=\"\"><label class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"1\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"2\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"2\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"3\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"3\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"4\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"4\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"5\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"5\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><\/div><noscript><input type=\"submit\" name=\"rtng_add_button\" class=\"rtng-add-button\" value=\"Rate\" \/><\/noscript>\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_type\" value=\"post\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_id\" value=\"0\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_post_id\" value=\"1496\"><input type=\"hidden\" id=\"rtng_nonce_button\" name=\"rtng_nonce_button\" value=\"b5f424d18a\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/martech-magazine\/wp-json\/wp\/v2\/posts\/1496\" \/><\/form>","protected":false},"excerpt":{"rendered":"<p>Dois dos grandes nomes das MarTech frente a frente: HubSpot e Salesforce Pardot. Neste artigo, conhe\u00e7a as principais diferen\u00e7as entre duas das plataformas de automa\u00e7\u00e3o de marketing mais populares do &hellip; <\/p>\n","protected":false},"author":2,"featured_media":2858,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[47,231],"tags":[38,71,105,16,155,113,157,158,69],"class_list":["post-1496","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automacao-de-marketing","category-hubspot","tag-automacao-de-marketing","tag-hubspot","tag-map","tag-map-marketing-automation-platform","tag-pardot","tag-plataforma-de-automacao-de-marketing","tag-review-hubspot","tag-review-salesforce-pardot","tag-salesforce"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>HubSpot vs. Salesforce Pardot: Duelo de tit\u00e3s | Martech Magazine<\/title>\n<meta name=\"description\" content=\"Descubra as diferen\u00e7as entre as duas plataformas de automa\u00e7\u00e3o de marketing Hubspot e Salesforce Pardot e quais os pr\u00f3s e contras de cada uma.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/liminal.pt\/martech-magazine\/duelo-titas-hubspot-vs-salesforce-pardot\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"HubSpot vs. Salesforce Pardot: Duelo de tit\u00e3s | Martech Magazine\" \/>\n<meta property=\"og:description\" content=\"Descubra as diferen\u00e7as entre as duas plataformas de automa\u00e7\u00e3o de marketing Hubspot e Salesforce Pardot e quais os pr\u00f3s e contras 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