Pardot was a game changer for us!
Karol Clark | TrustRadius Reviewer
February 01, 2016

Pardot was a game changer for us!

Score 9 out of 10
Vetted Review
Verified User
Review Source

Software Version

Enterprise

Overall Satisfaction with Pardot

We use Pardot across our Sales and Marketing Departments. Although, our senior leadership is also involved in the process. Pardot has given us a crystal ball to look into how our website visitors are engaging with us like we never had before. We are also able to start to qualify our visitors for our sales team.
  • The email templates are easy to set up and allow us to automate our marketing efforts very effectively.
  • The ability to segment our lists has proven very valuable. List segmentation allows the right message to get to the right vertical markets at the right time.
  • The marketing calendar gives the whole team an outline of what marketing initiatives are hitting on any given day.
  • The reporting through GoodData is a bit cumbersome. It takes some getting used to to use effectively.
  • The ability to have custom opportunity close / won choices. As a company who uses parent/child opportunities to track large projects where we could be submitting several bids for the same project through different customers we are not able to use any of the opportunity reports within Pardot. As we can't exclude any lost "children" from the formulas.
  • Need the ability to add custom filters for adding prospects to lists. For example being able to say do this AND this, OR this AND this. Right now you only get the option of all ANDs or all ORs.
  • As a global company with office hours in the US, the back-end automation has allowed us to respond to customer inquires 24/7 - 365.
  • We are now able to send out links to a product questionnaire to help better qualify leads for our sales reps. Giving them laser focus on which leads to follow up on instead of chasing rainbows and puppy dogs that might not be "real" leads.
  • Real time alerts for the sales team via the Lead Deck allow an account executive some x-ray vision into what an important client is doing right now on our website.
We didn't test any other products. Pardot was a given when I joined our team as the marketing manager. Once Salesforce acquired the software / technology, it was an even bigger slam dunk on why we should purchase Pardot for our company. I don't know of any other software out there that is so focused on the SMB B2B market. They make us look a lot bigger than we actually are. That was a big selling point for us.
For the small and medium business market Pardot really allows a small team to be very efficient and play with the big boys. The business to business marketer will find an ROI very quickly when implemented. Setting up campaigns is only limited by your content and imagination.

Pardot Feature Ratings

WYSIWYG email editor
9
Dynamic content
Not Rated
Ability to test dynamic content
Not Rated
Landing pages
10
A/B testing
9
Mobile optimization
10
Email deliverability reporting
10
List management
10
Triggered drip sequences
9
Lead nurturing
10
Lead scoring and grading
10
Data quality management
10
Automated sales alerts and tasks
10
Calendaring
10
Event/webinar marketing
Not Rated
Social sharing and campaigns
9
Dashboards
10
Standard reports
10
Custom reports
7
API
10
Role-based workflow & approvals
Not Rated
Customizability
10
Integration with Salesforce.com
10

Using Pardot

19 - 
  • Marketing team which consists of one marketing manager who is the main admin for the software.
  • Along with an outside PR agency vendor who helps coordinate messaging and delivers content through the social channels.
  • Sales support acts as back up admin for the site. Sales team along with the sales manager who manage incoming leads and follow up via internal sales processes.
2 - Sales support is responsible for making sure LinkedIn social connectors are working and in place for each of our account executives. They are also responsible for creating automation rules and monitoring lead queues. The marketing manager is responsible for creating email templates and deploying various email marketing campaigns. The third party vendor social media expert is responsible for adding various social campaigns to the marketing calendar and launching any press releases via email.
  • Automation of website inquires (web to lead forms).
  • Allowing gated content to be accessed by website visitors.
  • Delivering better marketing qualified leads to the sales team.
  • By combining a link to a GetFeedback.com survey we call "Solution Builder" we are able to gather additional details about a customer's project. Freeing up qualification time for our sales team.
  • By delivering gated content to our website visitors we are able to do progressive profiling on a website visitor. By understanding which of our documents the visitor is requesting we can better service them internally.
  • By allowing an outside vendor like our PR agency to have access to the system without taking up a Salesforce license has been a big time saver for our internal marketing team of one.
  • Developing out drip campaigns
  • Re-engage our "cold" leads
  • Develop a monthly vertical specific newsletter.
As of right now we have not seen any other program that integrates as seamlessly into our Salesforce platform. We have barely scratched the surface of all the features and use cases. It would be irresponsible to make a move to another platform in the near future. We have not come up against any limitations that would prompt a need to switch.

Evaluating Pardot and Competitors

  • Price
  • Product Features
  • Existing Relationship with the Vendor
We were a really hard sell for the Pardot team. We were in the midst of a website re-design and kept putting off the purchasing decision until we made it through the re-design and launch process. Once the Pardot / Salesforce merger happened it become a no-brainier for us to purchase Pardot.
I am not sure that we would do anything different in our evaluation process. We probably should've had more content ready to go, but that falls squarely on our shoulders as to when we made the purchase. The demonstrations and sales team from Pardot did an excellent job presenting to all our stakeholders including our outside PR firm.

Pardot Implementation

Yes - Since it has been over a year since implementation, I really can't recall the various phases of implementation. I know we had several calls with the Pardot team. We also worked with our outside website developer to get forms integrated into our newly (at the time) re-designed website.
Change management was a major issue with the implementation - Change management is still in progress, over one year later. As with most sales teams, they are not always quick to adapt change. We are still adding functionality in the background and slowly introduce the processes to the sales team.
  • For someone who likes to move processes forward quickly, it was hard for me to adhere to the pace of the implementation. It seemed a little slow to me.
  • Having outside vendors for our website development, that was a bit of a challenge making sure they were on the same page with what we needed and how the Pardot forms could be utilized. This wasn't a direct Pardot issue.

Pardot Support

Access to online chat is a very nice feature that I will use when I just want to get a quick question answered. For more difficult issues I have opened tickets and they are resolved in a timely manner by a very knowledgeable staff. The online training videos are also helpful for learning new skills or tools.
ProsCons
Quick Resolution
Good followup
Knowledgeable team
Problems get solved
Kept well informed
No escalation required
Immediate help available
Support understands my problem
Support cares about my success
Quick Initial Response
None
I was struggling with a way for Pardot to check in Salesforce for account ownership before assigning a lead to an account executive. A customer's for life success team member worked to find a solution for me by figuring out that we need to get an apex trigger written to check for account ownership. I haven't had a chance to get this trigger written, but I know that it can be done with a little outside help.

Using Pardot

For anyone that is not technology adverse, this software is pretty inventive and easy to use and implement. You really can't "break" it. You just need to dig in and try a it. Make mistakes and figure out how to fix them. If you get really stuck the chat feature is always available and the team seems to be very helpful and knowledgeable.
ProsCons
Like to use
Relatively simple
Easy to use
Technical support not required
Well integrated
Consistent
Quick to learn
Convenient
Feel confident using
Familiar
None
  • Adding completion actions to emails is very easy and intuitive.
  • Mapping customs fields between Pardot and Salesforce
  • Building out drip campaigns
  • At times the email editing can get a bit challenging
  • Learning how to create custom reports through GoodData