Pardot delivers a great UX and broad functionality
January 29, 2020
Pardot delivers a great UX and broad functionality
Score 10 out of 10
Vetted Review
Verified User
Software Version
Enterprise
Overall Satisfaction with Pardot
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.
- Early on, we were able to successfully drive revenue by engaging visitors through targeted email campaigns to convert them to CenturyLink Cloud customers.
- We use Pardot extensively for notifications to customers about End of Life initiatives that have resulted in significant cost savings for the company, as we've been able to turn down costly infrastructure and eliminate low-performing platforms.
- Constant Contact, Marketo and Mailchimp
Pardot is definitely one of the best tools out there. It's got a great UX and it is intuitive, easy to learn, and fast. Some of their naming conventions are a little bit confusing, like Users vs. Prospects. Published Templates vs. Draft Templates. List Emails vs. Sent Emails vs. Email Drafts vs. One-to-One Emails. The WYSIWYG editor is slightly problematic, in that you can accidentally make the editor crash by clicking on the View panel instead of the Edit panel. I must have done that a couple dozen times, to my great agitation. Pardot is quite expensive, so an operation with a smaller budget might have a hard time justifying the expense. It probably makes less sense if you're not going to integrate with Salesforce.
25,000 to 100,000
Salesforce Marketing Cloud Feature Ratings
Using Pardot
12 -
- Product Management
- Technical Writing
- Lifecycle Management
- Product Owners
2 - Some HTML coding experience is needed. Comfort with marketing automation in general would be good to have.
- Lifecycle notifications to customers.
- Pricing and security notifications to customers.
- Setting up landing pages to promote special events.
- Engaging visitors to our site for lead nurture.
Evaluating Pardot and Competitors
- Product Features
- Product Reputation
- Vendor Reputation
- Analyst Reports
The feature set was superior, at the end of the day. The UX is more elegant than Marketo, and we liked the ability to customize forms more easily in Pardot.
I wouldn't change a thing. I'm disappointed to be losing the tool.