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.
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.
