What users are saying about
18 Ratings
524 Ratings
18 Ratings
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Score 6.6 out of 101
524 Ratings
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Score 7.4 out of 101

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Likelihood to Recommend

Aprimo

I would advise him/her to meet with an Aprimo consultant to understand all of the capabilities of the software. I have a feeling that Aprimo does have the planning capability we urgently desire, but the training platforms Aprimo offers are very limited. Perhaps a valuable proposition would be for certain employees to become power users who are constantly seeking out improvements within our company's use of Aprimo.
Adrienne Spohr profile photo

Pardot

Whether you are a small business or large, Pardot is a great, easy-to-use, user-friendly and powerful marketing automation tool to drive your organization's marketing initiatives. Paired with Salesforce, it drives visibility and accountability across sales and marketing teams and enables both to drive leads and sales with automation.
Christina Wells profile photo

Feature Rating Comparison

Email & Online Marketing

Aprimo
Pardot
7.3
WYSIWYG email editor
Aprimo
Pardot
6.6
Dynamic content
Aprimo
Pardot
7.2
Ability to test dynamic content
Aprimo
Pardot
7.3
Landing pages
Aprimo
Pardot
7.0
A/B testing
Aprimo
Pardot
7.7
Mobile optimization
Aprimo
Pardot
6.7
Email deliverability
Aprimo
Pardot
8.1
List management
Aprimo
Pardot
7.5
Triggered drip sequences
Aprimo
Pardot
7.6

Lead Management

Aprimo
Pardot
6.9
Lead nurturing
Aprimo
Pardot
7.5
Lead scoring and grading
Aprimo
Pardot
7.7
Data quality management
Aprimo
Pardot
5.8
Automated sales alerts and tasks
Aprimo
Pardot
6.7

Campaign Management

Aprimo
Pardot
7.5
Calendaring
Aprimo
Pardot
7.4
Event/webinar marketing
Aprimo
Pardot
7.6

Social Media Marketing

Aprimo
Pardot
7.4
Social sharing and campaigns
Aprimo
Pardot
7.1
Social profile integration
Aprimo
Pardot
7.7

Reporting & Analytics

Aprimo
Pardot
5.8
Dashboards
Aprimo
Pardot
5.7
Standard reports
Aprimo
Pardot
6.3
Custom reports
Aprimo
Pardot
5.3

Platform & Infrastructure

Aprimo
Pardot
6.8
API
Aprimo
Pardot
6.9
Role-based workflow & approvals
Aprimo
Pardot
7.1
Customizability
Aprimo
Pardot
6.2
Integration with Salesforce.com
Aprimo
Pardot
6.9
Integration with Microsoft Dynamics CRM
Aprimo
Pardot
8.3
Integration with SugarCRM
Aprimo
Pardot
5.4

Pros

  • In general the capabilities within Marketing Resource Management seem like a platform built by marketers for marketers.
  • The out of the box processes are pretty
  • The uniformity of the user experience across modules makes user training and change management a lot We are still in early stages of using the reporting capabilities, but we can see lots of value in what they Unica was not as standardized.
  • We are still very much focused on adoption.
No photo available
  • UI - Pardot has a great UI which is intuitive and very ease to learn and use.
  • Setting up automation rules and completions action are very easy.
  • I like the Pardot wizards that are used in setting up emails and landing pages. Not a bunch different smart campaigns you need to set up.
  • Excellent customer service, They have open office hours a few times a day where customers can call in and get problems solved at no charge.
Darren Ellis profile photo

Cons

  • Users have to adjust to Aprimo. More challenging for organizations that have deep-rooted processes and this is something that has to be addressed in training.
  • The portal full application experience varies greatly and it can become cumbersome for users to communicate via Aprimo on projects.
No photo available
  • Multi-touch campaign attribution isn't strong
  • Landing page and email customization isn't strong
Trevor Lynn profile photo

Likelihood to Renew

Aprimo5.9
Based on 7 answers
While Aprimo provides the fundamental tools to track our actual spend, it has a major void when trying to plan for future programs. Our teams often have offline Excel spreadsheets to track actuals spend vs. our original budget, and lay out the future programs against which we plan to use budget funds. Would also appreciate reporting mechanisms which could splice data in non table format. For example, we often use marketing calendars to display programs/spend over time. This helps our team ensure that programs which are intended to run concurrent with in-store sales executions are happening in the correct time frame. The visual is simply easier to follow.
Adrienne Spohr profile photo
Pardot8.6
Based on 84 answers
It's exactly what we need for our business model, company size and marketing automation use case.
Trevor Lynn profile photo

Usability

Aprimo3.7
Based on 4 answers
They have taken the challenge of technology out of the picture by focusing so much on the UI.
No photo available
Pardot8.5
Based on 17 answers
Simple to use and simple to learn. Simple because it's not as robust as other products. That's a trade off you have to choose!
Trevor Lynn profile photo

Reliability and Availability

Aprimo10.0
Based on 1 answer
We have not yet experienced any downtime
No photo available
Pardot7.5
Based on 8 answers
There have been a couple of service incidents over the past few months. I'm not sure if it has to do with Pardot integrating their infrastructure with ExactTarget. However, they responded well with proactive communication and a debrief as to what happened.
Pam Risch profile photo

Performance

Aprimo8.0
Based on 1 answer
We are struggling with it though I think it’s our firewall i.e. an internal issue. Accessing the software outside or on mobile is faster.

They have a multi-tenant and single tenant option (more expensive) . We bought the single tenant option in anticipation of using Campaign Management and based upon our scale. You get more capabilities with single tenant
No photo available
Pardot8.3
Based on 5 answers
From my experience, Pardot performed much better here compared to other marketing automation vendors.
Pam Risch profile photo

Support

Aprimo8.0
Based on 1 answer
Customer service has been responsive and attentive in line with the service we have bought. However, any organization that wants to make investments in Aprimo should plan to make an investment in internal support headcount to serve as the first line of defense for user issues and inquiries otherwise it could become too expensive.

We are on a standard service plan. You get 8 hours/month of whatever you want to ask them. This has been good enough. Will be buying more when we implement campaign management
No photo available
Pardot6.4
Based on 14 answers
Staff is incredibly helpful and personable.
Trevor Lynn profile photo

In-Person Training

Aprimo8.0
Based on 1 answer
Aprimo offered a number of hands on sessions customized for each group. As such, they address specific needs and configurations of each team. These sessions also offered another round of cross-functional collaboration in process design.
No photo available
Pardot9.0
Based on 3 answers
The trainers at the Pardot user conference (Elevate and Connections) were very knowledgeable and presented the material well. Again, the content was targeted to more of a new user audience, and was not really relevant for folks who had been using the product for 2+ years.
Pam Risch profile photo

Online Training

Aprimo6.0
Based on 1 answer
It was very generic and we took it prior to configuration. It was however adequate to educate our user in the basic capabilities that will have become available to them after deployment.
No photo available
Pardot8.1
Based on 7 answers
Pardot's online training touches on all topics briefly and vaguely without much indepth exploration into how a final outcome could look, such as Nurturing Campaigns, Email templates, landing page templates, etc...The only true way to uncover Pardot's full capabilities is to have Front End design and coding experience. Without this key skill set, I would not recommend Pardot to another business.
Sean Marsh profile photo

Implementation

Aprimo10.0
Based on 1 answer
We were very well supported. TopRight who performed the process/requirements definition as well as project management functions came with ample experience with various marketing automation platforms. They also came with very good multi-channel marketing experience that allowed them to tackle this implementation as a marketing deployment and not a technology deployment. TopRight bring expertise in multi-channels strategy.

Aprimo performed the configuration and training functions. Their personnel were very well versed in their platform and brought much empathy to a deployment that required a great deal of change management.

I am stunned by how many people (from for-profit sector who work here) have not been exposed to these types of platforms. I want to make sure that folks are so accustomed to user interface. When I roll-out campaign management, teaching them the art and science of campaign management versus just learning the tool. TopRight are marketers. They are familiar with all these technologies. Their job has been to define processes, best practices and turn into training. Similar to training from Salesforce.com about funnel mgmt etc, vs. just the product. We will create training modules that are agnostic to the platform
No photo available
Pardot8.2
Based on 11 answers
It's a big lift. Have a designated person manage the project for 2-3 months so you don't have lingering problems.
Trevor Lynn profile photo

Alternatives Considered

Unica - Both platforms (i.e. Unica and Aprimo) delivered comparable capabilities. However, due to internal limitations around technical support and technical maturity of the organization we selected Aprimo as it delivered the more user friendly user interface. Unica requires more technical saviness. With Aprimo you can be completely non-technical.

We evaluated Epsilon, but they were too expensive and don’t compete on price.

We evaluated Axciom. They offered an outsourced full service and were very powerful, but we wanted to bring capabilities more in-house. The capabilities were more advanced that we needed today. We felt Aprimo or Unica could both carry us a long way.

We did not look at marketing automation vendors like Eloqua, Marketo. From a scale standpoint, we were looking for campaign management and not just marketing automation. Also wanted MRM (Marketing Resource Management) or internal workflow management capabilities. We did not take a deep dive as they didn’t have the full suite solution
No photo available
We have only ever used Pardot. I was not in charge of purchasing Pardot but I believe our company also looked into Marketo.
Billy Barker profile photo

Return on Investment

  • We are early users of the tool so it's hard to quantify actual benefits yet, but the following metrics have been established per business function:
  • Brand & Creative - Cycle time from creative brief intake to delivering the final design; Number of reviews/re-works per creative request
  • Field Marketing - Time to consolidate a field marketing forecast
  • Digital Engagement - Cycle time to complete a website request
  • PHSS - Time to complete a marketing plan for a specific PHSS campaign
  • CEOP - # of emails and phone calls required to get a CEOP request through the cycle; Time to develop a consolidate quarterly report on CEOP requests/status
  • Email Marketing - End-to-end email production process, through to launch date (# of launches that don't stay on schedule; # of email launches that have mistakes - audience, sender line, grammar; # of email launches that involve internal complaints, miscommunications)
  • On-boarding/CDRP - Time to generate a quarterly client status regionalization report; Errors in data capture and missed deadlines; Capacity to handle on-boarding requests
  • Direct Mail - % of mail campaign requests that miss 15-day approval service level, Involvement of LOB/ Stakeholders in the review process while maintaining response time.
No photo available
  • We experienced faster lead conversion almost straight away after utilising Pardot tracking. It gave us insight we'd never had before.
  • More information about a lead's activities means Sales can have far more targeted conversations.
  • We've begun using Pardot for helpdesk and support communication on top of our marketing and sales. It's a game changer in this respect.
Sean Marsh profile photo

Pricing Details

Aprimo

General
Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No
Aprimo Editions & Modules
Aprimo
Additional Pricing Details

Aprimo More Information

Pardot

General
Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Yes
Entry-level set up fee?
No
Pardot Editions & Modules
Pardot
Edition
Standard
$1,0001
Pro
$2,0002
Ultimate
$3,0002
1. per month (up to 1,000 contacts)
2. per month (up to 10,000 contacts)
Additional Pricing Details
Salesforce Engage, an additional offering for sales and marketing alignment, is priced at $50 per month per user.

Pardot More Information