TrustRadius
Pardot is a marketing automation platform. Its key features include lead management, lead generation, social selling and email marketing.https://media.trustradius.com/product-logos/8Q/UY/F103QG0JK5NR.pngPardot and Why We Chose ItPardot 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.,7,In the beginning, Pardot took a lot of time to learn and to train others. Other systems are easier to learn on your own, but Pardot is a system that needs to be taught by a well versed individual. Once learned, Pardot is able to have incredible automated systems that save staff time from creating weekly or monthly emails. The systems are easy to duplicate and work through. Pardot allows my team to pull reports on the development side to see what donors are interested in reading and opening. This allows us to tailor information to them regarding our organization.,Act-On Software and Rallybound,25,000 to 100,000,B2C,Canva, Feature Toggle, Asana, Tallie, RallyboundPardotPardot was initially implemented for external marketing purposes - to send company updates to our customers. More recently we have extended the use to include more targeted updates on existing projects as well as all company-wide internal updates. I would estimate that we send out at least 2-3 targeted emails per week and a similar number of internal company announcements.,Ease of creating emails based on templates seamless integration with salesforce little ongoing maintenance required from an administration perspective.,The interface looks a little dated File storage capacity is low and needs constant management,9,We did not and do not measure ROI for Pardot. It's essential for doing business.,,10,000 to 25,000,B2BPardot: Above ParPardot is predominately used by our marketing and communications team. However, all departments leverage the usefulness of the product. It assists us in reaching our various audiences and segmenting communications to them. It also helps us see and understand what our audiences are doing to engage with us online. Pardot is a great marketing and communications tool.,Automation. Pardot has great automation functionalities for emails and other communications to our network. ex: list building features Wealth of functionality and features. ex: engagement scoring User friendly. It's not very hard to catch on and there are lots of resources to leverage. SalesForce connection! This is probably #1 because SF is our CRM and it integrates seamlessly.,Pricey. I work for a nonprofit so it was a big decision to go with Pardot but it is one of the best in its class. You must have the capacity/time/resources to actually use the functionalities and features. Otherwise, it could be a waste of money.,8,Engagement formula has allowed us to see to what extent our audience is engaging with us. What are they doing, how often are they doing it, etc. This helps us paint a picture of our network. The segmentation for emailing has been very helpful for our organization. This allows for more targeted email campaigns to certain groups we know would be interested/benefited rather than loosing folks due to emails that they maybe don't care about (or we've sent too many!) The connection to SalesForce really is a game changer. Now our CRM database and our marketing tool are connected for seamlessly integration.,25,000 to 100,000,Both,Salesforce Community CloudSimple, reliable, but with some limitationsPardot is a cornerstone of our Sales and Marketing program. We use it for the typical marketing automation functionality like email automation (drip/nurture programs, auto-responders, etc.), and also make use of automation and workflows to handle more complex tasks like CASL management, advanced lead grading (beyond what comes out of the box), and advanced sales enablement workflows. I think of Pardot as the glue that binds together a bunch of different processes and technologies in our Marketing Tech stack. While Pardot is primarily used by Marketing, the insights and notifications that it provides are used daily by our Sales team as well.,Simplicity - I can't stress this enough. Pardot does a very good job of making marketing automation manageable for one person, but scalable for multiple if you have a larger demand-gen team. Automation workflows - Pardot has a great selection of workflows out of the box, making it really quick and easy to set up some cool automation that will save a lot of time. Salesforce compatibility - Being a Salesforce product, you aren't bound by an API call limit, the sync is really quick, and excluding data integrity exceptions, there's almost never a hiccup with ensuring that your data is properly synced over. Emails - Pardot's email builder is really easy to use and comes with some very useful templates out-of-the-box which can be customized to get the look you're wanting. There's a good set of instructions for how to build email templates that are compatible with Pardot's builder.,Lots of nuances are present - Pardot is great, but there's a TON of little things that it probably should do better being a product that's been around as long as it has. For example, You cannot create drip program emails without an unsubscribe link! That means that if you've automated the emails that go from your Sales team when someone fills out a form asking for a demo, it WILL have the ugly unsubscribe link and additional address tag that Pardot emails require. You cannot have automation that will set the value of one field to be equal to another field or variable - only pre-defined values can be used. For example, you cannot have a date field set to equal today + 180 days (useful for Canadian Anti-Spam Law automation). You cannot set one field to equal the value of another field. As nice as the email builder is, it's certainly no MailChimp. It would be nicer to have better compatibility with mail clients out of the box and a larger variety of templates. The email builder isn't drag-and-drop like other dedicated email systems, so you're usually stuck having to go into the code and cut+paste the section into the new area where you want it to go. There's no option to automate personal emails sent from a team members Gsuite or Outlook 365 account!? Nowadays Marketing is playing a role that goes much farther down the sales cycle - if you are automating emails from your sales team, the email is still sent from Pardot's email server (which has mediocre deliverability compared to Gsuite or Office 365). A simple addition of the Zapier-like ability to trigger emails from a salesperson's actual email account would be a gigantic benefit. No built-in calendar functionality like that offered by Hubspot. I love Pardot, but it does feel like they've been slipping in their product development as I haven't noticed any major addition to the platform that has made a difference to my workflows in probably two years.,10,Pardot saves sales hundreds of hours per year by automating the lead follow-up. Gives the Sales team more visibility into what their leads are doing. Ultimately, sales and marketing would be a lot harder if we didn't have Pardot. It's the glue that pulls everything together, and the amount of work and data processing that goes on behind the scenes thanks to the platform means that our sales team can focus on conversations rather than email followup, lead grading, etc.,Marketo and Autopilot,10,000 to 25,000,B2B,Zapier, PandaDoc, CalendlySolid all around. Not best in class at any one thing.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.,7,Positive in terms of lead generation via web forms and landing pages for Google Ads Positive in terms of reporting and figuring out where to refine marketing initiatives and campaigns Positive in terms of being able to email our contacts and do drip campaigns to turn leads into opportunities,Infusionsoft by Keap, SharpSpring and Mailchimp,10,000 to 25,000,B2B,Infusionsoft by Keap, SharpSpringAffordable Marketing Automation with Good Salesforce IntegrationPardot 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,4,Positive impact in that it's better than having no marketing automation solution in place. Positive impact by having a way to directly route leads into CRM from the website without manual data entry. It gives us basic reporting based on leads generated, which is limited, but still a positive.,HubSpot, Marketo, Act-On Software and SharpSpring,25,000 to 100,000,B2B,HubSpot, SharpSpring, Act-On SoftwarePowerful marketing automation. True sales-marketing integration for B2BWe 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.,8,Visibility. Clear visibility on where our prospects or leads are. When are they ready for more content, or when are they ready for a sales representative. Today we know what are the best performing online marketing campaigns we put out there. We can double down on the ones that work, or we can turn off the ones that are underperforming. Marketing and Sales integration. We used to work in silos. Today it feels like just one single team. The customer journey is one and we all work together as a team to bring the wins in. Pardot is the tool that allowed us to work like that, as a team, by delivering complete data of a lead while they consume our content.,Infusionsoft by Keap,25,000 to 100,000,B2B,Retently, Zoom,8,2,email automated campaigns campaign reporting lead scoring,connected campaigns,Predictive analytics Bulk social-media posting,8Pardot in the Higher Ed Space Can Be a Blessing or a Lower Top 10We 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.,6,Positive in that we have been able to better engage with our overall base. Positive that email has been better received. Negative in that we have other options for SMS and email that might work somewhat better from a UG Admissions perspective.,Adobe Marketing Cloud, Salesforce Marketing Cloud Email Studio and Amobee Marketing Platform (formerly Turn),1 to 5 million,B2C,Salesforce Marketing Cloud Email Studio, TargetX, Mailchimp, Exact Online, Twilio SendGrid Email Marketing, Return Path, MessageGears, ChaseDataPardot is great for teams from 1 to 50 and has tremendous flexibilityPardot is the central platform for marketing. It serves as our engagement hub to target and engage our prospects and customers across multiple channels (including email, social, website, and more). It was first seen just as a "marketing tool" by much of our org, but I proved it out to be a valuable center of insights for sales and now our CS team. Sales uses it to see history of engagement, quality and lead scoring. they can walk into a call or meeting with the most up to date engagement data so they know what that account is most interested in hearing about. For CS, we now have the full tracking on our platform so that they also have an extra layer of insight into the customer needs and interests. We also use it to message to our customers with newsletters, releases, updates, and best practices. it is truly our engagement hub. and all the data porting into Salesforce is fantastic.,Tracking tracking tracking... we track everything across every channel we have. Nurture and re-engagement programs for leads, accounts, lost opportunities especially via email. Segmentation. As long as you set up tracking well, you can segment to your heart's content. Multi-channel marketing - many see this as a weakness of Pardot, yet, we use it extensively across channels. Lead routing and scoring.,Landing pages -there isn't a marketing automation platform that does this well. We use a 3rd party (and it is far from the worst). Reporting... it's hit or miss here. Better personalization - the "dynamic" part of it is great in theory, but like its main competitor seriously lacks. Attribution - it only allows for a single type of attribution for campaigns... we have to use other platforms. Not the best for ABM (but that is a Salesforce FAILURE, that overflows into Pardot).,9,It has decreased our time to response and opportunity dramatically. It has enabled us to truly nurture and re-engage prospects AND customers across the entire journey.,Marketo, Act-On Software and HubSpot,25,000 to 100,000,B2B,Salesforce CPQ (formerly SteelBrick), Unbounce, Clearbit, Engagio, SalesLoft, Bombora, GoToWebinar, Leadfeeder, AdRollAlign Marketing-Sales teams through improved reporting and a full pipelineOur Marketing and Sales teams rely on Pardot to help them build, track, and report on our sales pipeline. Marketing is able to build content, such as emails or landing pages, and generate then nurture leads. Once they are engaged enough or qualified our Sales team is able to reach out to those leads to understand their needs and build a relationship. We get a full view of our pipeline and lifecycle- helping us market and sell better/deeper.,Lead nurturing Automation Sales-marketing alignment Campaign reporting,Social media listening Social media management Social media monitoring B2C marketing automation,9,Improved Reporting Clear view of our leads and their stage in our pipeline Marketing-sales alignment,HubSpot,10,000 to 25,000,B2B,DriftSmart lead generation and sales email toolPardot is used in our agency to monitor leads and opportunities that are generated via our email campaigns, as well as through our website. Pardot is linked through both our business development department, that also works cross-functionally with our internal brand marketing teams. Pardot is used to streamline and monitor our inbound and lead-generating business development and sales efforts.,Cloud-based system. Ability to add multiple user licenses at different levels. API plugs into existing email campaigns via Outlook.,Expensive tool. Lack of automated reporting. Requires a fair amount of user training to gain benefits of using the tool.,7,Improved benchmarking. Improved trackable leads. Improved mid-to-lower funnel engagement tracking into sales conversions.,Mailchimp,Less than 10,000,B2C,Cision PR Software, NUVI, WordPressPardot works wellPardot has been a great tool for me as a marketer at 2 companies I have worked at. I have used it for lead nurture programs to help interested parties become customers of 'software as a service' programs. It is a must-have tool for email marketing, lead scoring, lead generation, outbound marketing, and measuring success with marketing.,Lead nurture. Good engagement studio for marketing automation. Lead scoring. Great way to track the progress of your leads. Salesforce connection. It is a Salesforce product, so it integrates very well with Salesforce.,Some things are called one thing in pardot and another in salesforce. This is due to the way Pardot was before salesforce acquired it. Price is high. Contracts can be long. There is a lot of volatility in marketing, teams change, people come and go. It can be difficult to want to keep a software like pardot for 5 years. Email building tool is not the best.,9,Good lead nurturing. More leads made it to a sales rep. Helped increase the volume of leads and how those leads were handled. Lead acquisition. Good measurement of MQL to SQL to Sale.,Drip from Leadpages, Mailchimp and Salesforce Lightning,25,000 to 100,000,B2B,Drip from Leadpages, Mailchimp, Ahrefs Site ExplorerPardot is KingIt is our Marketing engine. We run every lead through it to be scored, graded, communicated to, measured, routed and analyzed. We also host all of our content and forms there as well.,Automation rules are a life saver. Email campaigns are super easy to create and launch. Database management is a cinch with global search, easy tag management systems and automated list builds. Forms and content all come with vanity URLs and trackable links.,Email nurture campaigns get really hairy really fast. To this day cannot find a good use for folders. They need more nuanced roles. The form customization is a bit limited.,10,Huge ROI, but I take credit for that. We closed millions from Pardot use. It gives visibility to every marketing campaign so you can integrate just about everything. Our ability to manage funnel flow is completely enabled by Pardot.,,250,000 to 1 million,B2BPardot vs Marketing Cloud- Choose Wisely and Do Your ResearchI 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.,3,We spent several months and lots of money working with a outside integration partner, only to find out the journey we were trying to automate couldn't really be done and was better suited for Marketing Cloud. We ended up cancelling and switching to Marketing Cloud.,Salesforce Marketing Cloud Email Studio,Less than 10,000,Both,Salesforce Marketing Cloud Email Studio,Yes,Price Product Features Product Usability Third-party Reviews,We were pushed to buy Pardot over Marketing Cloud by our account executive. There was not a proper demo or evaluation of all our different use cases and we ended up having to switch to Marketing Cloud to automate our first journey as Pardot couldn't do it. It seems Salesforce doesn't do a great job of spending the time you need in order to thoroughly evaluate the product. They want to invest a minimal amount of time in order to get the sale so do your own research and ask for reviews from other clients using both Pardot and Marketing Cloud.Decent marketing automation tool, but better ones are available.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.,5,Improved our marketing automation over our last system Increased sharing between marketing teams globally and sped things up in that regard Integration with Salesforce is a welcome addition.,Marketo,250,000 to 1 million,B2B,Salesforce Community Cloud, SurveyMonkey, PeopleImportGreat if your sales team uses salesforcePardot 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.,7,Pardot helps us quickly deploy campaigns with email/landing page creation, which allows us to engage with prospect/current clients to shorten the sales cycle and potentially upsell new solutions. Custom redirects help us make the most of our advertising spend by tracking links to see where people are clicking and attributing leads to those campaign times. Overall, Pardot saves us time and energy by providing a centralized platform for most of our marketing activities.,HubSpot,100,000 to 250,000,B2B,FunctionFox, Teamwork Projects, Microsoft Office 365Pardot and Salesforce Go Hand in HandPardot 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.,8,It's helped us create multiple automated email flows. The multiple scoring option helped us create a really useful lead scoring system. Sometimes we hit our prospects and have to pay extra to continue to send emails and house them on the database.,HubSpot, HubSpot CRM, SalesLoft, Act-On Software, Twilio SendGrid Email Marketing, ActiveCampaign, GetResponse, Marketo, Omnisend, Drip from Leadpages, Oracle Eloqua, BounceX, Sailthru and Adobe Campaign,1 to 5 million,B2B,HubSpot, Adobe Campaign, Sailthru, BounceX, Act-On Software, GetResponse, MarketoPardot/Salesforce integration is second to noneWe 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.,10,Higher client retention rates. Increased recurring revenue with existing customers.,ClickDimensions, Mailchimp and Salesfusion,Not available,B2B,WrikePardot Pairs Perfectly with SalesforceWe 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.,8,Pardot has helped us segment our marketing leads. Pardot has made reporting easy for our leadership team to access which creates a better buy-in from the top. Pardot's real-time activity updates have helped us stay close to our prospect's interests and timing.,HubSpot Sales, SugarCRM and Microsoft Dynamics 365 (formerly Microsoft Dynamics CRM),25,000 to 100,000,B2B,Microsoft 365 Business, SugarCRM, eGrabber eMail-ProspectorPardot ReviewPardot 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,8,Allows marketers to track campaign performance Automates efforts between sales and marketing teams,,250,000 to 1 million,Both,HubSpot, Salesforce Analytics Cloud, Adobe CampaignBest CRM for Marketing AutomationPardot was used in our Sales department to help us streamline the sales process. It has helped us better understand our customers, generate leads and create a more meaningful relationship with them. It is also easy to create email marketing campaigns and measure their success and the insights and the data is also useful to better understand the patterns and modify the campaigns accordingly. It has helped us manage our sales and marketing initiatives.,Easy to use User Interface. Easy to create campaigns and track their progress. Exceptional Customer Support Team.,Implementation takes a lot of time. Data migration from the current system to Salesforce was not easy.,7,Great return on Marketing Campaigns. Lead to more sales generation.,,10,000 to 25,000,B2CPardot connects the dots...Pardot is used to send a variety of emails to our database, including newsletters, demand generation emails, webinar invitations, customer notifications, partner notifications and training emails. It is also used for drip email campaigns. This enables us to communicate with our database of over 20K using segmented lists to tailor messages to the appropriate audience.,Segmented lists are easy to use in Pardot. Setting up emails in the WYSIWYG editor is fairly intuitive and easy to manage. The A/B testing abilities are particularly useful as we determine the most effective strategies for engaging our audience.,It would be nice if excluding prior opens was handled in a more obvious fashion (I still have not figured this out since taking over the primary responsibility of the tool from another employee several months ago). I would like to see somewhat more sensitive search features, particularly by words.,7,Pardot allows us to score users for activity, so we can identify the high-value activity and have Sales follow up. Pardot is a good direct communication tool to customers and potential customers, as well as to partners. Pardot has helped us refine our metrics-driven approach to marketing and definitely provides a strong ROI.,10,000 to 25,000,B2B,WordPress, BufferPardot makes marketing automation easyWe use Pardot for our email marketing lead generation campaigns and to communicate with our users. It is primarily used by the Sales and Marketing teams with limited use by our account managers. Pardot allows us to leverage automation and drip campaigns to make our marketing efforts much more effective and wide reaching.,Drip campaigns. Link/Sync with Salesforce. The UI is very easy to configure.,Better tools when building drip campaigns - the tools are flexible but it can be quite complex.,9,We have closed several deals from leads generated from Pardot. Pardot has allowed us to get more from our marketing budget and has mad the sales team more efficient.,Marketo,10,000 to 25,000,B2BEasy to use marketing automation for any size companyWe use Pardot as our marketing automation tool to communicate with our customers and prospects within the marketing department. It helps us effectively stay engaged with our clients, while also giving insight into their behavior and engagement. Also, Pardot helps us streamline processes with their automation rules.,A/B testing is very easy. Clicking a button will split the emails into 2 versions, and from there you can determine which portion of the list you would like to test. Easy integration with our CRM (Salesforce). Ease of use. Most users, even with little marketing automation experience, will be able to set up an email or landing page.,Reporting. Most of the reporting is out of the box, meaning you can make very little changes to the report parameters. Email and LP editor. I wish there were more drag and drop functionality. Lead scoring customization. As with the reporting, the lead scoring categories are out of the box and determined by Pardot.,7,Lead scoring helped identify warm leads and accelerate their cycle through the funnel. Drip campaigns helped generate a pipeline for net new and old opportunities. Automation rules helped save peers more time and helped them do their jobs more efficiently.,Oracle Eloqua,25,000 to 100,000,B2B,Skype for Business (formerly Lync), BrightTALK, ON24Nurture Your LeadsPardot provides marketing automation for our organization. We can better address prospects before sending lead information over to Salesforce. This provide us better nurturing opportunities with potential clients.,drip campaigns build templates captures leads,build redirects searching and navigating training resources,6,Helped us better track assets and emails Allows us to better nurture leads We can see what campaigns are working well,Marketo,100,000 to 250,000,Both,Articulate 360, Adobe Connect, Adobe Photoshop
Windows, Linux, Mac
Pardot
568 Ratings
Score 7.5 out of 101
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Pardot Reviews

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Pardot
568 Ratings
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Score 7.5 out of 101

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Danielle Armour profile photo
June 18, 2019

Pardot and Why We Chose It

Score 7 out of 10
Vetted Review
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Likelihood to Recommend

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.
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Richard Massey profile photo
May 09, 2019

Pardot

Score 9 out of 10
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Likelihood to Recommend

We use it in a very simplistic implementation so we do not push the boundaries of the system. It suits our needs perfectly. We have, in the past, suffered through a lack of internal support for the system - just to help with the little questions that pop up from time to time.
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Jillian Papa profile photo
May 09, 2019

Pardot: Above Par

Score 8 out of 10
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Likelihood to Recommend

I think if a company has Salesforce, it's kind of a no brainer. Pardot integrates really well with Salesforce. I also believe that the set up to link the two is free (you just need the resources to do it). Given what I know, I would recommend Pardot. I say that because I am not a marketing or communications person so I feel I'm unable to give it much higher than an 8 having not used all of the marketing features myself. For my job, I leverage the engagement scoring that Pardot offers and that is a wonderful tool.
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Garrett Genest profile photo
May 09, 2019

Simple, reliable, but with some limitations

Score 10 out of 10
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Likelihood to Recommend

Great for smaller marketing teams, if you use Salesforce CRM, and if you have the knowledge to hack things to create more robust automation. Out-of-the-box Pardot is great for anyone in Marketing who isn't super tech-savvy thanks to its simplicity. If you are more tech-inclined, you'll quickly run up against the limitations of Pardot and will need to begin using additional tools like Zapier, etc. to do what you need to do. I would say Pardot is less desirable if you're a larger organization with more resources to put behind your program (team members, developers, designers, etc.) but much more desirable for any organization with a smaller team count thanks to its simplicity.
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Bailey Witt, MBA profile photo
May 08, 2019

Solid all around. Not best in class at any one thing.

Score 7 out of 10
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Likelihood to Recommend

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.
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Kyle Moloo profile photo
June 03, 2019

Affordable Marketing Automation with Good Salesforce Integration

Score 4 out of 10
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Likelihood to Recommend

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.)
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Nicolas Costa Ossa profile photo
May 21, 2019

Powerful marketing automation. True sales-marketing integration for B2B

Score 8 out of 10
Vetted Review
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Likelihood to Recommend

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.
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Justin Wiebe profile photo
May 13, 2019

Pardot in the Higher Ed Space Can Be a Blessing or a Lower Top 10

Score 6 out of 10
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Likelihood to Recommend

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.
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Shannon Johlic profile photo
May 08, 2019

Pardot is great for teams from 1 to 50 and has tremendous flexibility

Score 9 out of 10
Vetted Review
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Likelihood to Recommend

I used it as the sole marketing team for quite a while. It is VERY easy to use but packed with more power than you can imagine. BUT it does require familiarity with marketing automation platforms already in order to get the most out of it. I would recommend someone who owns it full time and that's ALL they do, there is enough in there. (on a note, we tore out Marketo for Pardot to match our needs and company growth projections. Marketo is great if you have a TEAM owning it...) Pardot is great for growing companies.
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Jacqueline Fassett profile photo
May 08, 2019

Align Marketing-Sales teams through improved reporting and a full pipeline

Score 9 out of 10
Vetted Review
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Likelihood to Recommend

Pardot is great for midsized B2B organizations who have at least 2 people on their Marketing and Sales teams and are looking to streamline their efforts and fill their pipeline. If your teams regularly use digital marketing tactics to find and nurture leads, this is a great platform to consider.
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Dan Lobring profile photo
May 08, 2019

Smart lead generation and sales email tool

Score 7 out of 10
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Likelihood to Recommend

Pardot is well suited for tracking against leads that are generated via email that follow the prospect journey to the web, etc. Depending on the nature of your sales organization, Pardot may be overkill in terms of the number of qualified leads needed to convert to a meeting, to an opportunity to a sale.
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Jordan Comstock profile photo
April 29, 2019

Pardot works well

Score 9 out of 10
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Likelihood to Recommend

Well suited for small to medium sized Saas companies that want to grow. Needs to have a B2B focus. Not as well suited for larger Saas companies. Poor choice of tool for e-commerce. It only works well if you are funneling leads to a sales team. It is only appropriate if you are using Salesforce as well. I would not recommend it without Salesforce.
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Jordan Linford profile photo
May 08, 2019

Pardot is King

Score 10 out of 10
Vetted Review
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Likelihood to Recommend

Perfect for large scale marketing management. It is on the higher price end. It's great for lead scoring and grading combo. It's the best database management system there is.
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No photo available
May 20, 2019

Pardot vs Marketing Cloud- Choose Wisely and Do Your Research

Score 3 out of 10
Vetted Review
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Likelihood to Recommend

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.
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May 16, 2019

Decent marketing automation tool, but better ones are available.

Score 5 out of 10
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Likelihood to Recommend

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.
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August 12, 2019

Great if your sales team uses salesforce

Score 7 out of 10
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Likelihood to Recommend

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.
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July 06, 2019

Pardot and Salesforce Go Hand in Hand

Score 8 out of 10
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Likelihood to Recommend

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.
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June 04, 2019

Pardot/Salesforce integration is second to none

Score 10 out of 10
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Likelihood to Recommend

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!
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May 24, 2019

Pardot Pairs Perfectly with Salesforce

Score 8 out of 10
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Likelihood to Recommend

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.
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May 13, 2019

Pardot Review

Score 8 out of 10
Vetted Review
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Likelihood to Recommend

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.
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May 10, 2019

Best CRM for Marketing Automation

Score 7 out of 10
Vetted Review
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Likelihood to Recommend

Pardot is well suited if your business is having problems in generating leads and closing deals. It is well suited if you are having problems with your marketing campaigns and you want to better understand who your customers and how you can add value to their experience to convert them into leads.
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May 08, 2019

Pardot connects the dots...

Score 7 out of 10
Vetted Review
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Likelihood to Recommend

For a small marketing group, Pardot is well suited for managing a large database and putting campaigns into place. The integration with Salesforce is key for us, as is the ease of use. Given my limited experience with email automation, I do not know how Pardot would function in different company sizes, but I suspect it scales well.
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April 30, 2019

Easy to use marketing automation for any size company

Score 7 out of 10
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Likelihood to Recommend

It's a very easy to use marketing automation tool that users of all skill levels should be able to pick up. They also have a very clean UI and UX. It's great for SMB to Midsize companies. However, for larger organizations, a more robust tool may be a better solution.
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May 13, 2019

Nurture Your Leads

Score 6 out of 10
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Likelihood to Recommend

There are other marketing automated platforms that fully integrate with other marketing tools. If you use Salesforce then Pardot may be a good fit.
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Feature Scorecard Summary

WYSIWYG email editor (77)
6.7
Dynamic content (69)
6.9
Ability to test dynamic content (66)
7.1
Landing pages (76)
6.9
A/B testing (69)
8.2
Mobile optimization (66)
7.3
Email deliverability (82)
8.2
List management (79)
8.0
Triggered drip sequences (52)
8.2
Lead nurturing (74)
8.3
Lead scoring and grading (74)
8.5
Data quality management (74)
7.4
Automated sales alerts and tasks (72)
7.4
Calendaring (66)
7.6
Event/webinar marketing (62)
7.5
Social sharing and campaigns (56)
5.8
Social profile integration (21)
7.6
Dashboards (76)
6.8
Standard reports (77)
6.9
Custom reports (60)
6.2
API (60)
7.5
Role-based workflow & approvals (54)
7.3
Customizability (74)
7.0
Integration with Salesforce.com (71)
8.2
Integration with Microsoft Dynamics CRM (3)
8.3
Integration with SugarCRM (4)
5.4

About Pardot

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

Pardot Features

Email & Online Marketing Features
Has featureWYSIWYG email editor
Has featureDynamic content
Has featureAbility to test dynamic content
Has featureLanding pages
Has featureA/B testing
Has featureMobile optimization
Has featureEmail deliverability
Has featureList management
Has featureTriggered drip sequences
Lead Management Features
Has featureLead nurturing
Has featureLead scoring and grading
Has featureData quality management
Has featureAutomated sales alerts and tasks
Campaign Management Features
Has featureCalendaring
Has featureEvent/webinar marketing
Social Media Marketing Features
Has featureSocial sharing and campaigns
Does not have featureSocial profile integration
Reporting & Analytics Features
Has featureDashboards
Has featureStandard reports
Has featureCustom reports
Platform & Infrastructure Features
Has featureAPI
Has featureRole-based workflow & approvals
Has featureCustomizability
Has featureIntegration with Salesforce.com
Does not have featureIntegration with Microsoft Dynamics CRM
Does not have featureIntegration with SugarCRM

Pardot Screenshots

Pardot Integrations

GoodData, Google Analytics, Salesforce.com, NetSuite, SugarCRM, Wistia, Salesforce, Microsoft Dynamics

Pardot Competitors

Pricing

Does not have featureFree Trial Available?No
Does not have featureFree or Freemium Version Available?No
Has featurePremium Consulting/Integration Services Available?Yes
Entry-level set up fee?No
EditionPricing DetailsTerms
Standard$1,000per month (up to 1,000 contacts)
Pro$2,000per month (up to 10,000 contacts)
Ultimate$3,000per month (up to 10,000 contacts)

Salesforce Engage, an additional offering for sales and marketing alignment, is priced at $50 per month per user.

Pardot Support Options

 Free VersionPaid Version
Phone
Live Chat
Email
Forum/Community
FAQ/Knowledgebase
Social Media
Video Tutorials / Webinar

Pardot Technical Details

Deployment Types:On-premise, SaaS
Operating Systems: Windows, Linux, Mac
Mobile Application:Apple iOS, Android, Mobile Web
Supported Countries:All
Supported Languages: English