Pardot

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What is Pardot?

"Pardot is B2B marketing automation, analytics, and lead generation platform."

Pardot is a web-based suite designed to help marketers launch and monitor online B2B campaigns.

The program includes lead management, analytics, email marketing, and ROI reporting features. All of these enable marketing professionals to get insight into their campaigns, nurture prospects, and import data into corresponding CRM software.

Web analytics tracks the user's web traffic, from downloads to page views, and measures all relevant components to accelerate pipeline and get quality leads.


Pardot scored 86/100 in the Marketing Automation category. This is based on user satisfaction (80/100), press buzz (54/100), recent user trends (rising), and other relevant information on Pardot gathered from around the web.

The score for this software has improved over the past month. What is this?


Pardot Awards

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Pardot Review

Editors' Review by the Marketing Automation Software Review Team

Pardot is a comprehensive marketing automation and lead management solution that enables sales and marketing teams to collect data, segment leads and create online campaigns to increase revenue and track ROI.

The software was founded in 2006 and acquired by Salesforce, then named ExactTarget, in 2012 with an aim to create a solution for lead generation and management. It is integrated with Salesforce CRM providing data on sales and marketing at the same time.

Pardot has three main functions: marketing, prospecting and reporting. Upon logging in, graphs will show a list of leads and a calendar for tracking marketing opportunities. The Marketing tab provides tools needed to gather and store leads.

Pardot provides account-based marketing (ABM) and simplifies lead generation and management processes bringing in new top customers. It supplies the strategy and tools for linking sales and marketing through all targeted accounts.

Digital marketers and creative directors use this marketing automation system to manage inbound traffic to their websites. It cookies the site visitors and automatically deposits them into Drips after the interaction and downloading of the document from forms is completed. Drip campaigns are set up to effectively reach out to inbound traffic so that they respond and become qualified leads.

Pardot Features

Marketing automation empowers an organization and boosts revenue with its list of robust features for lead management, lead generation, email marketing, sales alignment, ROI reporting and artificial intelligence. Pardot is equipped with the Engagement Studio and integrated with a number of applications for specific functions.

Lead management

The interface allows users to send emails automatically based on set parameters including interactions registered in the system, among others. The database can be accessed for reconnecting with inactive leads and provides the capability to identify hot leads based on interactions, as well as objectively choosing which customers fit the brand profile. Content in emails, websites and landing pages can be customized or targeted based on the customer’s profile.

Lists are segmented into groups so that repetitive but essential tasks like sending emails are done automatically. This is more time-efficient and improves productivity. Lead nurturing is done through the Engagement Studio, which is available in all editions of Pardot. This is where users can create, edit, test and run engagement programs for the campaigns.

Lead generation

Leads are generated through the software’s landing pages, forms, searches and social media interactions. The landing pages are customized so that even beginners in using the visual editor are able to navigate around easily. The pages are integrated with sales and marketing workflows for the extraction of leads.

The forms are created to collect and validate information for progressive profiling. Once details have been entered on a form, all data are validated, synced and then augmented with Data.com for tagging. This set of features also has the capability to calculate the campaign ROI, track revenue and analyze keyword performance.

Email marketing

The set of features for email marketing helps users create email easily and customize messaging. Emails are sent efficiently and on the set schedule. The email builder uses a simple visual editor that provides out-of-the-box design templates. Email sending can be scheduled while reply messages on the forms and landing pages can be set to auto-respond.

Sales alignment

The sales alignment set of features empowers the sales team to dispatch pocket marketing-approved campaigns to their customers and monitor interactions that go through Gmail accounts. Also, the sales team can receive alerts via email, desktop or mobile device on hot leads.

Tracking information can be accessed through CRM or Gmail interface and a smartphone. The information generated can be used as conversation pieces when creating messages or making sales calls.

The software can be integrated with Salesforce CRM and easily provide the sales team with access to customer information without interfering with their workflow.

ROI reporting

This set of features allows for measurement and tracking of campaign performance and the analysis of customer interaction within the software from the time they enter the system until they logout. The sales representative can check on the sales funnel and identify areas for improvement.

Filter emails being sent with SPAM analysis and track the customer’s engagement to the messages based on the number of clicks and opens.

Artificial intelligence

Pardot Einstein is only available in the Advanced and Premium price packages and includes lead scoring, behavior scoring and campaign insights. Pardot Einstein allows users to monitor and analyze data from the software and Salesforce. The data will be used for focusing on sales and marketing activities. Einstein discloses which types of prospects most often engage in the form of scores and insights.

Integrations

Pardot analytics integrations are with Google AdWords and Analytics. Chat support is connected with Olark; content management with Wikia and WordPress; CRM with Salesforce; and social media with Facebook, FullContact, LinkedIn and Twitter.

There are 18 Pardot-supported integrations and 14 that are third party-supported.

Salesforce Pardot review

Pardot Benefits

Pardot’s integration with Salesforce CRM strengthens the connection between sales and marketing and improves close ratios. Other benefits result from data-driven campaigns, lead management and generation, marketing analytics and the support provided by the software’s Customer Hub.

Intuitive data-driven campaigns

The Salesforce CRM data provides relevant insights that can be used for personalized customer interactions. This helps build targeted marketing campaigns and offers effective lead generation to enhance the sales cycle for effectively persuading the customer to make the purchase.

Streamlined lead management and lead generation

The software application helps improve engagement through proper segmentation or grouping of prospects. Lead nurturing provides the capability to detect which customers should be sent a particular email based on triggers set, including time and interactions. The customers’ segmentations are based on how they interact online and other user-defined parameters. Users can also re-connect with inactive leads.

Marketing analytics

Pardot has advanced marketing analytics that provides users with insights on a campaign’s performance. It can also show marketing ROI and track sales revenue using combined data from sales and marketing. As there is a mobile application for analytics, the teams are well-updated regarding the campaign’s performance and results anywhere they are.

Support

The Customer Hub offers access for users to resources on learning, troubleshooting, consulting and certification, as well as the application integrations and the package boosters Salesforce Engage and B2B Marketing Analytics.

Pardot Pricing

Pardot has a free-to-use ROI calculator that can be accessed by filling in a short registration form. Although there is no free trial for the software, the ROI calculator gives an idea of how the system works and a projection of how much an organization can earn with a Pardot subscription as opposed to creating your marketing campaigns without it.

The software solution has four pricing packages: Growth, Plus, Advanced and Premium. Most of the features are available in all four plans, with a few exceptions that can be subscribed to at a price or are not included at all. Three additional plans can be added on top of the Pardot Automation Marketing pricing packages. These are Salesforce Engage, B2B Marketing Analytics Plus and Engagement History Dashboards.

Growth is priced at $1,250 per month and covers up to 10,000 contacts. This package includes some lead generation features such as unlimited email marketing, 50 forms, 50 landing pages and an integrated marketing calendar. For marketing automation, it contains features like 50 automation rules, merge fields, engagement programs and lead nurturing. Prospect tracking, lead scoring and grading, ROI reporting, user management, EventBrite integration and fully customizable URLs are also included.

Plus is the most popular pricing package priced at $2,500 per month. It also covers up to 10,000 contacts and includes the same features as Growth plus advanced dynamic content, multiple scoring categories, multi-touch attribution models and engagement history dashboards. For data management, it has features such as file hosting of 500 MB and API access of 25,000 calls per day. Package subscribers can get a dedicated IP address at a price as well as custom object integration.

Advanced is priced at $4,000 per month also for up to 10,000 contacts. It includes everything that is within the Plus package plus the whole AI suite that includes Pardot Einstein, predictive lead scoring, behavior scoring and campaign insights. Package subscribers are given options to purchase B2B Marketing Analytics Plus, Premier Plus and also additional business units at $2,000 per unit monthly.

As for the Premium package, the only differences it has with Advanced are: it already includes B2B Marketing Analytics Plus and Premier Plus; Advanced has two business units and Developer Sandbox for Pardot, while Premium has five for each. The package is priced at $15,000 per month covering up to 75,000 contacts.

Conclusion

Pardot by Salesforce enables its users to effectively implement marketing campaigns through efficient lead management and lead generation. Sales, marketing and creative teams, as well as digital marketers, benefit from its user-friendliness and the analytics that it provides that can be used in enhancing or improving projects created through the software. The ROI calculator provides the users with the capability to forecast revenue for achieving sales targets.

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Marketing Automation Market Radar

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Pardot Product Overview

  • Email marketing.

  • Lead nurturing.

  • Sales intelligence.

  • CRM integration.

  • Lead management.

  • Social media marketing.

  • ROI reporting.


Languages: English

Marketing Automation Software Buyer Guide 2021

Product recommendations, vendor rankings, market overview and tips on how to select Marketing Automation software for business. Published in April 2021.

Software solutions in this group help users build and scale automated marketing campaigns to engage with customers in a personalized and tailored manner across various different channels. Some common software features include ad targeting, automatically gen...

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Pardot Features

  • A/B Testing
  • API
  • Audience Targeting
  • Batch Permissions & Access
  • Brand Management
  • Calendar Management
  • Contact Management
  • Contact Sharing
  • Conversion Tracking
  • Customer Management
  • Dashboard
  • Data Export
  • Data Import
  • Data Visualization
  • Email Integration
  • External Integrations
  • Forecasting
  • Google Apps Integration
  • Inventory Tracking
  • Keyword Tracking
  • Lead Management
  • Lead Scoring
  • Link Tracking
  • Marketing Automation
  • Multi-User
  • Notifications
  • Password & Access Management
  • Referral Tracking
  • Scheduling
  • Social-Media Integration
  • Third-Party Plugins/Add-Ons
  • Travel Management
  • Call Recording
  • Call Tracking
  • Call Disposition
  • Softphone
  • Sales Motivator
  • Click-to-Dial
  • Net Promoter Score
Compare Pricing

Pardot Pricing Plans

Standard

$1,000.00
1 user(s) / month
  • Email Marketing
  • In-depth Prospect Tracking
  • Lead Nurturing
  • Lead Scoring & Grading
  • ROI Reporting
  • Forms & Landing Pages
  • Standard CRM Integration

Pro

$2,000.00
1 user(s) / month
  • Includes Standard Features Plus:
  • Advanced Email Analytics
  • Email Rendering Preview & Spam Analysis
  • Email and Landing Page A/B Testing
  • Advanced Dynamic Content
  • Google AdWords Integration
  • API Access - Up to 25K Calls/Day
  • Multiple Scoring Categories
  • Integrated Marketing Calendar
  • Social Profiles

Ultimate

$3,000.00
1 user(s) / month
  • Includes Pro Features Plus:
  • Custom User Roles
  • Custom Object Integration
  • API Access - Up to 100K Calls/Day
  • Dedicated IP Address

Plans starting from: $1,000.00/month Credit card required: No

Pardot FAQs

Does Pardot integrate with any other apps?

Integrations available: Salesforce, NetSuite, Microsoft Dynamics CRM, SugarCRM, Google AdWords, Eventbrite, PowerMTA, Olark, Eventbrite, ProjectManager.com, Google Analytics, Cisco WebEx, LinkedIn, ion interactive, Twitter, and more.

Does Pardot offer multi-user capability (e.g. teams)?

No.

What are some applications Pardot is commonly used in tandem with?

Pardot is most commonly used in tandem with CRM, email, and social media applications.

What is Pardot generally used for?

It is used for marketing analytics and lead management.

Does Pardot offer guides, tutorials and or customer support?

This service offers following support options: Webinars, FAQs, Knowledge Base, Online Support, Phone Support, Video Tutorials.

Does Pardot offer an API?

Yes, there is API offered.

What platforms does Pardot support?

This is a web-based suite.

Who are the main user groups of Pardot?

Main users of Pardot are marketers in SMEs and large enterprises.

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Pardot User Reviews

Average User Rating:
3.98/5 based on 1842 user ratings.
Your Rating:
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"Powerful Marketing Automation Tool tightly integrated with SFDC"

// Director of Demand Gen at Prezi

What do you like about Pardot?

Pardot enables us to do some extremely complex things at scale with a small team. The longer we've been using it the more we've learned how to do. Once you're an advanced user the potential is huge, and we've been able to learn how to take advantage of it.

What do you dislike about Pardot?

It has a number reliability problems. On somewhat consistent basis, engagement studio programs will revert with no warning. The sync queue for pushing records into Salesforce CRM is ridiculously slow...inexplicably so. And we've gotten no good explanation for why. Customer support used to be our favorite part of Pardot, However, they've dramatically cut back the basic support, removing chat, which has been frustrating.

What have you been using it for and what problems did Pardot solve?

We use Pardot for all of our lead management, and complex lead routing, and nurturing. It's become completely instrumental to our B2B funnel. We're able to support a large sales team, with a tiny Demand Gen team thanks to Pardot.

4/5
Usefulness
3/5
Ease of use
4/5
Value for money
3/5
Customer service
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