Pardot

Pardot

Top Rated
About TrustRadius Scoring
Score 7.7 out of 100
Top Rated
Pardot

Overview

Recent Reviews

Pardot is a phenomenal tool!

7 out of 10
May 21, 2021
We regularly use Pardot every single day as the primary means of communicating with our database. We don't open it up to every department …
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Awards

TrustRadius Award Top Rated 2022
TrustRadius Award Top Rated 2021
TrustRadius Award Top Rated 2018

Popular Features

View all 26 features

List management (90)

8.4
84%

Email deliverability reporting (177)

7.9
79%

Standard reports (88)

6.8
68%

WYSIWYG email editor (87)

6.8
68%

Reviewer Pros & Cons

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Video Reviews

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Pricing

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Growth

$1,250

Cloud
/month/up to 10,000 contacts billed annually

Plus

$2,500

Cloud
/month/up to 10,000 contacts billed annually

Advanced

$4,000

Cloud
/month/up to 10,000 contacts billed annually

Entry-level set up fee?

  • No setup fee
For the latest information on pricing, visithttp://www.pardot.com/pricing

Offerings

  • Free Trial
  • Free/Freemium Version
  • Premium Consulting / Integration Services

Starting price (does not include set up fee)

  • $1,250 per month

Features Scorecard

Email & Online Marketing

7.7
77%

Lead Management

7.4
74%

Campaign Management

7.7
77%

Social Media Marketing

7.0
70%

Reporting & Analytics

7.0
70%

Platform & Infrastructure

7.5
75%

Product Details

What is Pardot?

Pardot is a marketing automation platform. Its key features include lead management, lead generation, social selling, and email marketing.

Pardot Features

Email & Online Marketing Features

  • Supported: WYSIWYG email editor
  • Supported: Dynamic content
  • Supported: Ability to test dynamic content
  • Supported: Landing pages
  • Supported: A/B testing
  • Supported: Mobile optimization
  • Supported: Email deliverability reporting
  • Supported: List management
  • Supported: Triggered drip sequences

Lead Management Features

  • Supported: Lead nurturing
  • Supported: Lead scoring and grading
  • Supported: Data quality management
  • Supported: Automated sales alerts and tasks

Campaign Management Features

  • Supported: Calendaring
  • Supported: Event/webinar marketing

Social Media Marketing Features

  • Supported: Social sharing and campaigns

Reporting & Analytics Features

  • Supported: Dashboards
  • Supported: Standard reports
  • Supported: Custom reports

Platform & Infrastructure Features

  • Supported: API
  • Supported: Role-based workflow & approvals
  • Supported: Customizability
  • Supported: Integration with Salesforce.com

Pardot Screenshots

Pardot Analytics - Pardot's reporting and analytics allow you to perform true revenue impact analysis and closed-loop reporting.Pardot Email Analytics - See the reach and impact of your email marketing efforts in real-time with advanced reporting and analytics by device, email client, and more.Pardot Forms and Landing Pages - Pardot's form and landing page builders allow you to turn online traffic to leads with targeted offers and content marketing.Pardot Email Marketing - Define lead nurturing flows via an intuitive interface that enables easy definition of the simplest or most complex segmented and targeted campaigns.

Pardot Video

Visit http://www.youtube.com/watch?v=oxxjIhlFbUU to watch Pardot video.

Pardot Integrations

Pardot Competitors

Pardot Technical Details

Deployment TypesOn-premise, SaaS
Operating SystemsWindows, Linux, Mac
Mobile ApplicationApple iOS, Android, Mobile Web
Supported CountriesAll
Supported LanguagesEnglish

Comparisons

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Frequently Asked Questions

What is Pardot?

Pardot is a marketing automation platform. Its key features include lead management, lead generation, social selling, and email marketing.

How much does Pardot cost?

Pardot starts at $1250.

What is Pardot's best feature?

Reviewers rate Integration with Salesforce.com highest, with a score of 9.4.

Who uses Pardot?

The most common users of Pardot are from Mid-sized Companies (51-1,000 employees) and the Computer Software industry.

Reviews

(1-25 of 148)
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Pankaj Singh Shah | TrustRadius Reviewer
Score 6 out of 10
Vetted Review
Verified User
Review Source
Usage: Using it primarily for email marketing, lead capture through forms, and reporting of email efforts. Apart from it, it was also used for lead scoring. Business problem: Automated lead capturing, email marketing, and reporting of email efforts. Scope: Email, lead capturing, reporting, and lead scoring.
  • Lead capture.
  • Email marketing.
  • Lead scoring.
  • It has limited reporting capabilities.
  • Landing page creation can be improved.
  • Dated User interface.
Well suited: For email marketing, lead capturing, lead nurturing, and if you are using Salesforce, Pardot gives you a very tight integration for data sync. Not well suited: If you are not using Dalesforce then Pardot doesn't give you an edge when we compare it to other marketing automation tools.
Neal Sweeney | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User
Review Source
Pardot is used to set up landing pages, custom redirects, emails, email lists, manage the prospect database, sync with GoToWebinar registration, and sync with Salesforce. It is used by marketing as the company's primary communication method to prospects.
  • Setting up and sending emails
  • Building landing pages
  • Integration with other platforms
  • User interface demands a lot of clicking, loading, waiting, and restarting
  • A back button or 'parent folder' button could make navigating much more convenient
  • Make list segmenting more visual
It is a reliable tool for sending emails if you have a routine and consistent process. Pardot's UI can make it very tedious to discover and set up new processes.
Score 7 out of 10
Vetted Review
Verified User
Review Source
We use Pardot across our entire global organization for all of our webforms, outbound email campaigns, marketing automation, lead scoring, landing pages, etc. Using it globally we're able to share our creations throughout our company and reuse them in other countries. Pardot helps us keep in contact with our clients and engage prospects while trying to increase sales.
  • Easy to share resources globally
  • Easy to copy and modify resources
  • Easy to organize
  • Lack of automated tracking redirects is frustrating
  • Things that should be easy to edit on an email or a landing page are sometimes very difficult for no rhyme or reason
  • While it's easy to organize, if your folders go down below the fold you have to scroll up to see everything.
Overall Pardot is fine, but there are much better tools out there. Marketo seems more advanced as a marketing automation tool offering tracking link redirects and is easier to segment lists. Pardot is very limited on the marketing automation aspect side of things which can be very frustrating when you're trying to come up with a workaround.
Score 7 out of 10
Vetted Review
Verified User
Review Source
Pardot is currently being used by the marketing team for marketing automation purposes. This includes scheduling emails, creating one-off emails, creating and deploying landing pages, and pushing marketing information back to salesforce to be used by the sales team. It makes it easier for us to find, engage, and connect with both current and prospective clients. Additionally, it helps provide relevant information to the sales/accounts team in SalesForce easily.
  • SalesForce Connection/Integration - While I found that most marketing automation software "sucks" in their own way, Pardot does the SalesForce integration the best. Which is really important if other departments such as the sales team uses it to follow up on prospects.
  • Segmentation - Pardot has some great rules/segmenting features that make it easy to implement engagement programs/email campaigns. Also, with the SF connection, it is a 2-click process to go from a contact or leads report to having a new list in Pardot.
  • Uploading New Lead/Contact Lists - The uploading system automatically deduplicates by email address, which comes in handy all the time! Also, uploading big lists of client updates etc. is very efficient and easy to implement.
  • Reporting - I have yet to see an automation tool with strong reporting, but Pardot's is really lacking here. The reports are not very customizable, you can't filter out for things like previously imported leads, and their landing page/form reports are EXTREMELY unreliable.
  • Support - Honestly, trying to get someone on the phone is not only difficult, it is expensive. They just merged their pardot and salesforce support teams and even deciphering their emails can be difficult.
  • UX/UI - Similar to SalesForce, it is not very intuitive, they use marketing definitions that don't make sense (campaign), it isn't the prettiest or easiest system for landing page or email creation. Their navigation is really really bad.
If your company uses SalesForce, then Pardot is the best recommendation for you. The integration here is really the strongest and allows for easier notification of inbound leads/prospects. In the past, we used HubSpot and even though there is a SalesForce integration, we were always finding workarounds to getting the right information to the sales/accounts team. If you don't use SalesForce, then I think going with HubSpot is a better solution, as their UX/UI is geared more towards marketers and marketing users.
Madison Sophia Bennett | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Review Source
Pardot is the solution for all prospect management problems and for massive email marketing campaigns in general, I count on Partdot every day for multiplex uses ranging from simple campaign creation to complex lead management. I like Pardot because we are currently using Salesforce and using these two tools is like using only one because it is very easy to work with both.
  • Salesforce and Pardot are like a single tool, I think because of the excellent integration.
  • Simple interface
  • Ability to gradually increase new customers
  • Very few customization options
  • The reports are not the most detailed
I want to start mentioning some features that make Pardot the best option on the market, I mainly recommend this tool because at present it is necessary that all the tools I use can work together, my use of Salesforce is of vital importance and I have the possibility Being using these two tools that have surprising integration for many people, I feel that it is my duty to recommend Pardot to everyone and I recommend it without thinking twice.
Score 9 out of 10
Vetted Review
Verified User
Review Source
We use Pardot for email marketing campaigns for nonprofit organizations. The platform is easy to use when managing a variety of templates, campaigns, and segmentation lists.
  • Easy to create visually appealing emails
  • Salesforce integration
  • List segmentation
  • Versioning
  • Support
Pardot is well suited for nonprofit email campaigns and provides quality reporting on performance. It offers the ability to customize emails while also providing an easy-to-use interface for more novice users.
Sekhar Bavisetti | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Review Source
We use Pardot as our Marketing Automation platform for our child company Acqueon.

It had limitations on the number of automation rules to set up.
Don't have to send engagement stream emails at specified time in a day.
  • Form completion actions are good.
  • Ease of use.
  • Takes far less time to get hands-on.
  • Awesome integration with SFDC.
  • Very simple to launch email campaigns.
  • Don't limit on the number of automation rules to be used.
  • Add the time as well to schedule engagement emails.
  • Build a global module email template in Pardot.
Pardot is well suited for B2B middle sized less database companies.

It doesn't suit to large enterprises.
Score 8 out of 10
Vetted Review
Verified User
Review Source
We use Pardot for email marketing, and sync with Salesforce. It is used by the entire marketing department across each locality. This included audience segmenting, email design, drip campaigns, custom redirects, etc. Pardot is how we are able to effectively send mass email communication utilizing templates and many automation tools.
  • Segmenting by one or two variables is simple and intuitive.
  • Changing email language is simple and quick.
  • Options for integration
  • Segmenting beyond two variables is not easy, or well-supported.
  • The UI and navigating through the platform can be time-consuming.
When I need to create very specific segments, Pardot is not the easiest to use. It takes a long and convoluted process to be able to segment to the degree I like to.
But if your PII data is not too sophisticated and you are focused on being able to send mass emails, Pardot it great. Particularly if you would like to do A/B testing.
Score 7 out of 10
Vetted Review
Verified User
Review Source
We regularly use Pardot every single day as the primary means of communicating with our database. We don't open it up to every department to use but use it centrally and handle requests from other teams. It solves a lot of our problems because we use Salesforce as a CRM and the syncing capabilities are phenomenal.
  • Email drip campaign automation
  • Advanced features such as landing pages and branded preference center pages
  • Builder feels great and is easy to use if you have coding knowledge
  • No robust drag and drop builder
  • Pardot is often slow to adopt new technologies and integrations
  • No Litmus integration
  • Pardot doesn't show ESP renderings well within its own infrastructure
Pardot is amazing for creating dynamic lists that sync well with Salesforce. It is honestly a bit limited as far as design buildout if you don't have a ton of coding knowledge, but most people don't buy Pardot for ease of design. It also kind of struggles with social integrations as those features are a bit dated. If they updated their integrations, it might make it a more widely used tool.
Robert Nagelmaker | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User
Review Source
It is being used by a division, which contains several business units. It addresses the business problems that were presented by having decentralized and different marketing automation systems from business unit to business unit. By selecting a tool like Pardot which can cover the needs of the entire division and the individual business unit, a need can be met for centralization and sharing of best practices and general knowledge in regards to marketing and marketing automation.
  • Pardot enables you to set up different environments via the Pardot Business Unit feature, this is helpful for when decentralization is still needed, but you want all business units working with the same tool.
  • Pardot enables you to quickly and easily create automation rules that can clean the database retro-actively.
  • Pardot has the ability to have multiple lead scoring models run at the same time.
  • I would wish for them to improve the email editing, they have a very protected feature which makes editing sometimes harder to use than other tools. This is safe on one hand, but on the other hand its sometimes harder to use.
  • I would wish for them to improve the ease of use when it comes to user management and what roles in this can and can not do in the sense of their rights.
  • I would wish for them to improve the landing pages, they are not as advanced with their landing page coding and css as other marketing automation tools.
It is well suited if you would want to use Pardot for emailing SME's with a limit of up to 1.000.000 contact records in one business unit. It is less appropiate when you need to email over 1 million contacts as the bandwith of the system simply isn't up to par and it doesn't have the proper server capacity to have thorough cleaning/automation, this shows in their email deliverability settings and the degree of limitations when it comes to the capabilities of the engagement studio inside of Pardot.
Score 7 out of 10
Vetted Review
Verified User
Review Source
We primarily use Pardot as our core marketing automation platform in the Marketing department. Marketing is the administrator and primary user, but other departments like sales and customer success receive benefits as well through the connected alerts.
  • The UI is pretty intuitive. I've used other enterprise platforms for marketing automation like Marketo and this is much cleaner.
  • The integration with CRMs (particularly Salesforce) is a big part of the value.
  • For an enterprise-level B2B MAP, they're probably the most competitively priced in this space. (Eloqua, Marketo, HubSpot and the like are more pricey).
  • The way they manage sender reputation by automatically cleaning your lists is important, and Pardot does that well. For example, any hard bounced emails, automatically become unmailable and are quarantined by Pardot automatically. They also prevent role emails at import and flag certain email patterns as spam traps. All these things are well-managed and help protect your sender reputation (critical especially since most clients are on a shared IP). Not all MAP do this as seamlessly as they do.
  • Some of the features like the email builder and landing page builder seem like they've been neglected. They aren't as drag-and-drop friendly for marketers who don't know how to code. In fact, non-enterprise platforms like MailChimp do a far better job in this area.
  • The limitations of automation can be a bit frustrating. As good as the integration with Salesforce is, you cannot do something as basic as trigger a rule based on a field change. (e.g. when the date for this field gets populated or updated, add to list or do this). This is not possible as an automation rule or even in their engagement studio. With other platforms, this functionality seems pretty standard.
  • Engagement studio has come a long way, and while it's far more eloquent with its drag and drop UI, functionality-wise, it's still behind some of the others.
  • This feature also seems like it's been neglected. The reporting leaves a lot to be desired unless you pay for B2B analytics, which is an upcharge. You can't even do something as simple as download the report in PDF format, which is a shame because there are some graphics and callouts in list email reports that would be better if they were shareable. They still record metrics like printed email, which seems a bit dated.
Pardot is a great tool for B2B companies that want an email marketing automation platform and don't have the budget for Marketo or HubSpot. It also makes a lot of sense if your CRM is Salesforce. There's good integration between the two (although worth noting that Pardot was not a native Salesforce tool, which explains some of the weirdness).

If basic HTML/CSS are not in your wheelhouse, I wouldn't select Pardot because their templates are not great out of the box and their builder leaves are basically a WYSIWYG. But if you're looking for an email automation platform that does email fairly well at a reasonable cost, Pardot might be a good choice.
Score 9 out of 10
Vetted Review
Verified User
Review Source
We used Pardot primarily for email and marketing campaigns. It provides an extremely intuitive and friendly user interface for creating custom and automated campaigns.
  • Integrate with Salesforce
  • Visual Email Workflows
  • Customer Insights
  • Time-consuming to teach new users.
  • Only one type of attribution.
  • Pricey!
While some aspects are lacking for the price point, Pardot's tracking features for campaigns are extremely comprehensive and provided us with thorough data that enabled us to pivot directions within campaigns if necessary.
Bailey Witt, MBA | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Review Source
As an agency, we assist a SaaS client with using Pardot for marketing automation. It solves the need for email marketing, website forms, landing pages, reporting, list management and segmentation, and more. We are able to trap leads with forms and landing pages, capture their lead source, report on campaigns, send email blasts, and do drip campaigns to our contact base.
  • Forms and landing pages. These are fairly simple to set up but also provide a lot of customization and capability. You can trap leads and automatically track a lead source for most of them from online sources.
  • Integration with Salesforce. Coupled with Salesforce, Pardot becomes a powerful tool. Two-way integration means contacts the sales team is adding are immediately available for marketing campaigns, and new inbound leads can easily be sent to Salesforce to manage through a pipeline.
  • Reporting. Pardot can report very well on email blasts, forms, landing pages, marketing campaigns, and even other things like Google paid search campaigns, webinars, or even search engine rankings vs. competitors.
  • Email builder. At an agency where we've used plenty of email tools, Pardot is the farthest behind. While their testing functions are robust, the builder itself is behind the times. The templates are often not mobile responsive and requires a decent amount of HTML hard coding. There's no modern block editor either.
  • List management is more cumbersome than other tools. It's difficult to manage a big group of contacts all at once. There's only ever a few options like removing/adding to list or tagging. There's not an easy way to mass update contacts.
  • Contact search and segmentation is not great. Other tools have advanced search filters that make it easy to narrow in on contacts and see how many fit a certain criteria. Pardot doesn't really have that. The only way to do such a thing is to make a dynamic list, but the list of lists can get cluttered real fast.
For B2B marketing automation, it gets the job done. It's a comprehensive tool that provides everything you need in one tool. However, it isn't really great at one thing, it's just serviceable at everything. The top things are forms, landing pages, and automations, and reporting. The worst are email builder and list/contact management.
Score 9 out of 10
Vetted Review
Verified User
Review Source
We use pardot for landing pages (and forms) and drip campaigns for lead generation.
  • Drip campaigns that trigger off sales funnel actions.
  • Integration with Salesforce.
  • Great UI/UX.
  • Reporting layouts aren't customizable.
  • Could have better integration with Salesforce, particularly the ability to write to account, opportunity or custom objects, and better syncing with SFDC.
Pardot is great for giving sales teams more touches in lead generation and prioritization of prospects.
Pardot support is tremendous. The knowledge base and in-application targeted help articles and videos are thorough and straightforward. If those don't do it, Pardot has office hours every business day with members of the team available to answer anything. I've called twice and they are incredibly helpful.
Score 9 out of 10
Vetted Review
Verified User
Review Source
Pardot is being used across the whole organization. We use it for web forms, all email marketing efforts, and as a database. Our company uses Salesforce, and we chose Pardot because it is built into Salesforce and syncs instantly. Also, we really wanted a platform that has a visual email workflow.
  • My favorite feature of Pardot is the visual email workflows. It's very easy to see how leads will flow down the sales funnel.
  • Forms are very easy to create and manage. We have completely switched over all of our form to Pardot.
  • Pardot is built into Salesforce, making syncs instantaneous.
  • You have to pay extra if you want good customer support.
  • Sometimes the platform can be a little sluggish when trying to upload or download data lists.
  • Expensive. They are one of the more expensive platforms out there.
Pardot is great if you are using it to manage forms, emails, and all of your lead flows. Pardot works extremely well if you are using Salesforce. They are owned by the same company and the sync is fantastic.
I wouldn't use Pardot if you are a small company. They are very expensive. I also wouldn't use Pardot to build landing pages, as the builder is not that great.
Score 10 out of 10
Vetted Review
Verified User
Review Source
Almost 5 years ago, we implemented a stand-alone license of Pardot for the CenturyLink Hybrid Cloud and IT Solutions product portfolio. I was the primary administrator of the tool and was deeply involved in rolling it out to our site for activity tracking of all visitors, forms management, prospect auditing, list management, email marketing, event promotion, drip campaigns and critical customer notifications. My internal customers have been Product Managers, Lifecycle Management teams, Billing, Operations and Product Engineering. We made the decision not to integrate with Salesforce.com, which simplified the rollout but limited our ability to engage the sales force to drive product adoption. In retrospect, I think it would have been beneficial to invest in Salesforce integration, as we're now moving toward much broader use of the application across the enterprise.
  • Forms, particularly customized forms called "Form Handlers" in Pardot.
  • Email reporting. Great detail and insights.
  • Email templates and drafts are really confusing. I trained various people to create their own templates, but they consistently got confused between publishing a template or just saving a draft, and where they needed to go back to find it.
  • Their help process is broken, at least for our particular use case. Because we have an enterprise license for Salesforce (even though we had a separate license for Pardot) whenever I needed help with something, I'd get stuck down a rabbit hole and couldn't submit a ticket.
I found Pardot really powerful and versatile. We didn't use the Drip Automation feature as much as I would have liked, but that's just because we didn't have many use cases to justify it. We were able to build out a complex custom CSS for our email templates and appreciated the rendering capabilities that allowed us to preview how our CSS would display across all the most popular browsers and mobile platforms.
Score 4 out of 10
Vetted Review
Verified User
Review Source
We use Pardot as part of our Salesforce CRM to handle all of the marketing automation needs we have (like email marketing, social, and web forms) and our pipeline tracking as well as the lead qualification process our business development team needs to ensure the right people are being sent to our sales teams to unearth opportunities and close deals.
  • Integrates wonderfully with Salesforce.
  • Adds important insights to your existing CRM data.
  • Can customize easily to fit your needs.
  • Strong customer support.
  • Doesn't integrate too well with other data third-party apps.
  • Too many features are only available at higher levels.
  • Doesn't have as robust an email integration tool like HubSpot.
Pardot is likely your first choice—if you are working with Salesforce— for your CRM needs. The two are built to coexist so many Salesforce clients are steered to Pardot. As far as cost and functionality, it remains very close to competitors like HubSpot where marketing automation is the main focus.
Score 9 out of 10
Vetted Review
Verified User
Review Source
Bepress uses a Pardot integration with Salesforce CRM to manage email campaigns and measure impact. With marketing campaigns spanning dozens of market segments, and with the task of managing each falling on one coordinator, it's essential to have software that tracks the efficacy of messages to specific segments. It's just not possible for the human memory alone to do this, but with Pardot we could track opens and links within specific campaigns, allowing us to hone our message to specific audiences based on past results.
  • Market segmentation.
  • Impact analysis.
  • UI can be somewhat complex.
  • Requires careful attention to naming syntax when creating new campaigns etc.
Any business entity using Salesforce to manage email campaigns to more than a half dozen market segments would benefit from Pardot, assuming there is buy-in from stakeholders to implement insights derived from impact analysis. We were able to attenuate our subject lines, hyperlinks, message text, and so forth based on numbers from previous messages and saw improvement across the board by acting on these insights!
Danielle Armour | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User
Review Source
Pardot is being used by our entire organization as we communicate with our donors, event participants, sponsors, partners and all of our constituents. Pardot is used to promote new campaigns, remind event participants of event details, share our monthly birthday campaign and share news and information with our constituents. Pardot solves the issue of having to have an entire marketing team dedicated to scheduling and creating emails. Each department is able to create their own emails within the system and then have them approved by marketing.
  • Pardot syncs with our database, Salesforce and works seamlessly in updating records with individuals. Having this sync allows everyone in the organization to know where the last communication was and where they stand.
  • Pardot's A/B testing is the easiest A/B testing to use and communicate differently with individuals based on reporting. You are able to test this A/B before sending out an email unlike other platforms. The A/B testing is time saving and effective when trying to communicate with our audience.
  • Pardot's engagement studio is very easy to not only set-up but to follow. They set up their engagement platform in a way that you can see it overall and follow it like a flow chart, allowing the creator to truly understand where the emails/individuals are doing. The reporting of the engagement studios is detailed and very accessible.
  • Pardot is not easy to teach others and takes multiple hours to truly teach to someone in the organization so they can understand the platform as a whole.
  • My organization was trying to set up an automate campaign based on birthdays and send these emails out based on their birthday day going a month out, a week out and on the day of. This was very difficult to achieve and the customer service could not provide assistance. The answer came from the Pardot blog and other users working together. Birthday campaigns are used by many non profits and this should be fixed so it is easier to implement.
  • Creating lists in Pardot for you to send emails to can be difficult and takes time. There are many steps when trying to create certain lists of an audience.
Pardot is well suited when you have an organization that wants to get multiple communications out on different levels and to an array of individuals. The reporting systems of Pardot as well as the ability to plan multiple campaigns within the program is unparalleled. Pardot allows you to gain valuable data from the emails sent and more importantly the individuals who opened and interacted with the emails.
Score 10 out of 10
Vetted Review
Verified User
Review Source
We decided to use Pardot due to its robust integration with Salesforce, which we use as our database of existing customers. We use Pardot to communicate with our customers regarding service changes, product updates, etc. Previously, we used a marketing automation system that did not integrate with Salesforce, so we were constantly uploading static lists and had zero visibility into customer behavior when it came to our communications. Pardot allows us to be more proactive with our customer communications and experience.
  • The integration with Salesforce is second to none. If you are using Salesforce, you should be using Pardot. It makes everything seamless.
  • Pardot's Engagement Studio gives us opportunities to communicate to current customers based on their behavior -- plus, all Salesforce users have complete visibility into what our prospects are engaging with.
  • Our customer success manager is amazing. She is always so fast to respond, and if she doesn't have an answer, she will do whatever it takes to find it!
  • The general customer support (ticketing system) is horrible. I wait, on average, 10 days for any sort of response.
  • The email builder lacks basic functionality. We have to complete workarounds for nearly everything other than simple text blocks, including centering text and adding buttons. Even with our old email system (which was not robust at all), those functions were built in and easy to use. The template builder is clunky and hard to use. We are waiting patiently for a drag-and-drop email builder!
  • There are certain email completion actions that don't currently exist and should. For example, when a prospect clicks on a link in an email, we cannot notify the account's support rep. Salesforce could not provide a workaround for this.
If you use Salesforce as your primary CRM system, you should be using Pardot -- no questions asked. You will not find a better or more efficient integration out there. If you are looking for simply an email automation tool, I would consider other options as well. The email builder is by far the weakest part of Pardot. I have high hopes they will improve this!
Kyle Moloo | TrustRadius Reviewer
Score 4 out of 10
Vetted Review
Verified User
Review Source
Pardot is used as the marketing automation tool for one of our clients. We manage it, create campaigns in it, run reporting, manage the integration with Salesforce, and maintain the integrity of the overall leads/customers/prospects database. Pardot is used to track website activity (form submissions) and trigger workflows for email marketing and contact organization/segmentation. It is also responsible for syncing information about contacts that we learn on our website with the sales team's CRM, Salesforce.
  • Ability to custom style emails, landing pages, and forms
  • Lots of customization options for workflows
  • Ability to use completion actions to assign contact to Salesforce campaigns
  • Visual builder for email and existing templates are clunky and hard to use without development knowledge
  • Integration with Salesforce still requires manual field mappings and creating properties separately in both systems so that sync will work properly
  • Workflows are linear, and it's difficult to use if/and statements based on custom property values
Pardot is well suited if the cost is the most important factor when choosing a marketing automation system, especially if you're already using Salesforce. They don't charge as much per contact as HubSpot does, and you can even pay by total email sends (like Act-On). Pardot is less appropriate if you don't have a team in place with HTML/CSS proficiency. There are multiple instances when building emails, landing pages, form and workflows that you can get stuck if you don't go into the raw code and touch up what you're working on. Contact management and list building also have a bit of a learning curve as the UX can seem backward at times (how to add a contact to a list, how to create dynamic lists, etc.)
Nicolas Costa Ossa | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Review Source
We use Pardot as our main marketing automation tool. All our online marketing activities are connected to Pardot, that way we funnel all data through the application. Pardot is only used by the Marketing and Sales teams. The main problem is solving for us is that we used to have zero visibility into our Marketing big picture. Since we started using Pardot, we channel everything through there so we have complete date about our marketing campaigns, leads, ad performance, etc.
  • Lead scoring. We associate prospects actions with a score. That way we have a system to know which prospects are more likely to close when.
  • Email campaigns. You can set up not a single email campaign, but a set of them, all interconnected, so you can design (and control) your customer journey.
  • Lead management. By having Pardot as a part of our Salesforce instance, you have a complete integration between Marketing and Sales. You know where the lead is sitting all the team, and you can take action on the real-time data you see. The marketing team will nurture leads up until they are ready for a sales representative to jump in.
  • The implementation can be a little rough. Unlike other modern systems, like HubSpot, Pardot will require more attention, in both implementation and configuration. Your team will have to study and learn how to use it. It will take time to get it right. I highly recommend you do this process with an implementer.
If your business needs an intensive online content strategy and you are at least a three-person Marketing team, you can probably benefit greatly from Pardot. Especially if you are in a B2B model.

If you are putting a lot of content out there, in multiple places (online), you'll need something to help you automate and work smarter. Because is not only the tough work of developing the content and do proper distribution but the data gathering from those efforts and understanding that data to act upon it. Pardot helps you throughout the whole customer journey.
Score 3 out of 10
Vetted Review
Verified User
Review Source
I work at a small non-profit with a very specific niche audience and a small marketing team of 2 people. We selected Pardot for marketing automation over Marketing Cloud. Our use case was for building journeys for both new and existing B2B and B2C customers to deliver a consistent customer experience every time and automate some of the manual processes that often times weren't getting done on a timely basis due to capacity issues often experienced by smaller organizations. We also wanted something to help support lead generation and our developing sales team. We needed it to be user-friendly and to integrate well into our Salesforce CRM.
  • Lead scoring for large sales organizations would be very useful.
  • We found it didn't integrate as well with Salesforce as we wanted it to and was not great.
  • Building your email templates was not user-friendly or easy to customize. Content builder in Marketing Cloud is much better and user-friendly.
  • Great for top of the funnel and to only do lead nurturing- I wouldn't recommend it for marketing/communications to existing customers.
We found Pardot to be limiting and ended up switching to Marketing Cloud. With the exception of the lead scoring and lead grading, Marketing Cloud can do everything that Pardot can do and integrates better with Salesforce if you are using Salesforce as your CRM. From the email builder and options for testing to how the data is mapped over and used out of Salesforce, we found we had to do a lot of custom work-arounds to get the product to work for our use case. Pardot doesn't seem to get the same amount of resources and attention as Marketing Cloud and I question the commitment to keeping it around long-term.
Justin Wiebe | TrustRadius Reviewer
Score 6 out of 10
Vetted Review
Verified User
Review Source
We are using Pardot as a way of engaging with prospective students. This is being used across the entire college and university system as a way of engaging with prospective students at all levels. This addresses a number of issues but mostly in regards to email and communications with said student body.
  • Email broadcasts are professional and clean
  • Email templates are well thought out and provide a number of good b2b solutions
  • SMS is involved and functional.
  • SMS could be more thought out and engaging.
  • Email is not as sophisticated as in Marketing Cloud.
  • Users are not as easily up to speed as they are with Marketing Cloud.
  • The whole experience seems a bit piece meal.
Pardot is a solution that is ultimately more of a B2B product rather than a B2C solution. This provides some limitations as it relates to the higher education ecosystem in which I work. It still can function as well as Marketing Cloud but ultimately it is not as robust and "clean" interface as that with Marketing Cloud. It is a solution that can work from a grad school perspective. The market segment is somewhat more in line with this realm.
May 14, 2019

Pardot Review

Score 8 out of 10
Vetted Review
Verified User
Review Source
Pardot is used across various departments in my organization, specifically in marketing. It's extremely useful for quick data consumption and provides solid interaction history that we use to help target specific users for campaigns as we plan and revise them.
  • Extremely clean and user-friendly dashboard
  • Unlimited automation branching
  • Strong customer service team
  • Extremely pricey - not good for small companies
  • Solution only B2B focus
  • Not many integration options
Pardot is the leader in the marketing automation space that is specifically made for large organizations that have large email distribution lists and diverse customer bases. Due to the high price tag, it is less appropriate for smaller organizations who are looking to just increase traffic to their sites. There are better platforms for that.