Pardot Software Pricing & Features


Salesforce B2B marketing automation for marketing & sales

4.09/5 (345 reviews)

Pardot overview

Pardot marketing automation provides sales and marketing teams with key insights into the success of their efforts, pinpointing areas for improvement and tracing back successful campaigns to their source.

With advanced micro-level web analytics, such as closed-loop reporting on successful deals, the ability to sync prospects from your CRM with Google Analytics visitor stats, sales lifecycle, paid search and advanced email reporting, teams can determine where best to focus their time and effort.

Sales teams can use Pardot to capture all the relevant lead data from on and off site sources, qualify these leads and distribute them to the right channels. Pardot also supports lead management, lead generation and lead nurturing. Marketing can use the software to manage social media campaigns, as well as to gather pertinent customer information from social media platforms.

Using marketing automation, you can automatically nurture prospects to move them through the sales pipeline, notify sales reps of prospect activities in real time, and measure the true ROI of your marketing efforts with closed-loop reporting.

Included for Pardot clients is access to expert support. New clients are assigned an implementation specialist, and then have access to a client advocate for on-going strategy sessions.

Unlimited technical support is also available via email, in-app chat, and phone (varies by account level) from representatives in Pardot offices across the United States and Europe.


Starting from
Pricing options
Value for money
View Pricing Plans


Business size



United States, Asia, Australia, Canada, China and 5 other markets, Europe, India, Latin America, Middle-East and Africa, United Kingdom

Supported languages

Pardot screenshot: Saleforce 1 Pardot for MobileLead Generation: Salesforce Pardot B2B Marketing Automation DemoPardot screenshot: Prospect Lifecycle ReportPardot screenshot: Prospect Activity ReportingPardot screenshot: Lead Nurturing ToolPardot screenshot: Pardot Form BuilderPardot screenshot: Email Marketing Analysis and Client BreakdownPardot screenshot: Campaign Performance Reporting What is Pardot Marketing Automation?

Pardot reviews

Value for money
Ease of use
Customer support
Neil Ingalls

Marketing Automation for price conscious organizations

Used daily for 2+ years
Reviewed 2017-03-30
Review Source: Software Advice

Pardot has a lot of base functionality that sets it apart from email platforms like Mailchimp and the like. It also provides better integration with Salesforce than hubspot and other less expensive CRMs to give your organization with a complete picture of the sales funnel. Pardot provides email templates upon sign-up that are easily customizable for specific needs. You can test this emails to internal lists and with its integration with Litmus you can view how different clients and platforms will render you email before sends. Landing pages and form are an easy way to collect leads, track conversion points, and keep the source of a lead. Forms enable you to send auto-response emails, notify teams or sales reps, and assign leads to the correct person. The can also send leads to a Salesforce campaign with detailed member statuses to provide for multi-touch attribution. Landing pages are easy to build, add Google analytics or any other tracking code and deploy. Automation rules allow you to keep your database clean and ensure that all prospects are going to the right place, tagged correctly, and scored appropriately. Dynamic content is an excellent investment as an add on to allow you to use one template but change messaging based on known prospect information. No need to create 5 different emails or landing pages for industry segments, just create on template and use the dynamic content feature to show messaging that applies to them. Intuitive UI, great functionality for the price, native integration with Salesforce, dynamic content add-on. Automation rules that can help keep the system clean and prospects updated.

Read the full review


Salesforce B2B marketing automation for marketing & sales

Billy Cripe

Pardot Lets Us Punch Above Our Weight

Reviewed 2016-03-10
Review Source: Software Advice

Pardot lets us punch above our weight as a small marketing team. It was there when we were a marketing team of 1 and is able to grow with us as we become a marketing team of 14. Specifically, Pardot's B2B focus and different channel integration makes it very easy for us to synchronize marketing campaigns and orchestrate content and engagement across channels. From email to landing pages to social media to forms that we can inject into our web properties, Pardot makes it extremely easy for us to scale quickly and look incredible! Finally, the fact that Pardot is natively integrated with Salesforce Sales Cloud means that I don't have to worry about clunky integrations, pages or 10-step reporting. The data is right there and ready to give us insight across sales and marketing. Our sales teams are using Pardot Engage from right inside Sales Cloud to run their own, marketing - enabled, micro campaigns. This fosters alignment between our teams and helps them achieve smarter and faster results.

Read the full review


Salesforce B2B marketing automation for marketing & sales

Randy Modos

Horrible product, customer support, and contract.

Used daily for 6-12 months
Reviewed 2017-06-12
Review Source: Capterra

NoneWe have fully implemented Pardot into our sales and marketing teams. We use everything from landing pages, forms, custom redirects, email templates, email automation, and their gmail plugin. It does¿t meet our sales and marketing requirements.

Read the full review


Salesforce B2B marketing automation for marketing & sales

Cody Frew

Standard Marketing Automation with Advanced Email and Content Tools

Reviewed 2016-03-17
Review Source: Software Advice

From its Exact Target roots, the email marketing capabilities are what I like the best about Pardot. I have full HTML control and can easily create my own templates, A/B test, use variable tags, view reports, and more. The use of Litmus email previews is awesome too. I've been using the new SF Lighting UI for a while now and I like it a lot better. There were a few bugs at the beginning, but I thin they are all cleaned up now. The folder organization is probably a feature that doesn't get talked about much, but it helps a lot. We were told to try to use them and much as possible during the initial Pardot setup, and I'm so glad we did because you'll notice content and files start piling up immediately and having a solid folder structure makes life a lot easier. I've used a few other Marketing Automation tools before and Pardot is my favorite. It's simple, but robust enough to handle advanced needs.

Read the full review


Salesforce B2B marketing automation for marketing & sales

Steven Watkins

Everything has a learning curve

Used daily for 2+ years
Reviewed 2017-06-26
Review Source: Software Advice

Pardot's just great overall, every tool has a grace period of learning and individualizing the use - you can't always read a KB article and have things humming, you have to hit the dirt face first a few times, show some humility, not break the law and find your fit with how you use it most effectively.Once you understand the areas of Pardot and how affective they are throughout the areas of your marketing efforts and establish a synergy it's a great tool that's used frequently to solve and offload processes from other, potentially costly systems.

Read the full review


Salesforce B2B marketing automation for marketing & sales

Pardot pricing

Starting from
Pricing options
View Pricing Plans

Standard marketing automation
$1,000/month/up to 10,000 records

Advanced marketing automation
$2,000/month/up to 10,000 records�

Customizable marketing automation
$3,000/month/up to 10,000 records

All plans are billed annually.

Pricing Comparison

How does Pardot compare with other Marketing apps?

Subscription plan?


97% of apps offer a
subscription plan

Free trial?


82% of apps have a
free trial

Freemium plan?


26% of apps have a
freemium plan

Pricing Comparison

Marketing app prices shown are $/month

Pardot Pricing Reviews

  • Easy to sue
  • Lots of great features
  • Scales well, robust, clean UI
  • It's great how it syncs with Salesforce. Importing new lists is easy and so is creating automation rules.
  • Pricing Structure
  • expensive for startups
  • Lots of other marketing automation software have the same features and at a much lower price point.
  • There aren't really any cons to this tool. I suppose that it's a bit expensive if you're a small company.
recommended this to a friend or a colleague

Pardot features

A/B Testing
Activity Dashboard
Campaign Analysis
Campaign Management
Customizable Templates
Engagement Analytics
Reporting & Statistics
Third Party Integration

Content Management (136 other apps)
Customizable Branding (162 other apps)
Data Import/Export (121 other apps)
Drag & Drop Interface (170 other apps)
Monitoring (155 other apps)
Multi-Channel Marketing (134 other apps)
Real Time Analytics (127 other apps)
Real Time Data (116 other apps)
Social Media Integration (189 other apps)
Social Network Marketing (127 other apps)
Tagging (130 other apps)

Competitor Feature Comparison

Security and privacy


Encryption of sensitive data at rest
HTTPS for all pages

Access control

Multi-factor authentication options

Data policy

Data backup in multiple locations/GEO regions
This will ask you to sign in with LinkedIn

Category Leaders ranking


#12 in Marketing Automation

View full ranking

GetApp’s ranking highlights the top 25 apps in different categories on GetApp. If an app is listed in more than one category, it has the potential to be ranked in each of these categories. The ranking is independent of any commercial campaign an app vendor has with GetApp. The ranking is based on 5 data points, each scored out of 20: reviews, integrations, mobile apps, media presence, and security.

Pardot also features in these categories:

GetApp Analysis

Sales teams are always looking for more strategic ways to nurture leads. Pardot is a B2B marketing platform that automates this process, providing organizations with the ability to grow their pipelines, generate better leads, and improve their close rates from within

SMBs, B2Bs, and sales firms that are looking to improve their email marketing strategies, improve the quality of their leads, and gain more insight into their sales funnels can utilize Pardot’s tools to create, execute, and track their marketing campaigns. The solution helps professionals in the sales and marketing fields connect with customers through paid search, webinars, and video. It also automates lead nurturing behind the scenes, and shows professionals where they can improve their targeted efforts.

What is Pardot?

Pardot is a B2B marketing automation platform that simplifies lead management and makes email marketing much easier for its users. The solution offers tools for building email templates, custom forms, and landing pages. It also understands where its users are working and how they can improve their efforts for maximum output.

As far as lead nurturing and lead growth are concerned, Pardot offers tools such as lead scoring and real-time alerts to let its users know when their prospects are ready to buy. It also prioritizes leads automatically, and quickly assigns leads to the best representatives based on the relative importance of each individual lead. As a result of using Pardot, organizations should be better able to accelerate their pipelines and increase the return on investment (ROI) they see from digital marketing campaigns.

Who is Pardot for?

Pardot was designed for SMB and B2B companies with between 10 and 500 employees. Within those organizations, it is used most frequently by professionals in the marketing and sales departments.

Main features

Use Email Marketing

Pardot offers a powerful email marketing solution that helps marketers reach prospects through personalized, targeted emails. Marketing automation and scheduling tools help professionals send the right messages to the right prospects at the right time. Meanwhile, Pardot uses custom email authentication, SPAM analysis, and multivariate testing to optimize delivery rates.

Use Pardot’s intuitive email builder, with a WYSIWYG editor, to design your first email. You can choose from one of Pardot’s pre-designed templates, or use HTML code to create your own email from scratch. Schedule the message you’ve designed to go out at the optimal day and time, and set up auto-responder emails to welcome new prospects to your mailing lists or confirm event registrations.

Nurture Leads

Lead nurturing helps to ensure that the best leads are being sent to the best sales reps at the optimal times. Pardot has developed a blended lead scoring and grading model to increase lead quality.

Creating “smart” lead capture forms makes it easier for you to collect the right information from sales prospects and run more targeted campaigns. By automating this process through Pardot, you can reduce instances of human error and decrease the amount of manual work for yourself and your fellow sales colleagues.

Generate Closed-Loop Reports

More than 40 canned reports make it easier for sales and marketing teams to measure their overall effectiveness and ROI. A campaign ROI calculator ties CRM sales opportunity data together with search results, which means marketers are better able to associate prospects with campaigns. This is useful for reporting and calculating the costs of campaigns.

Get a better understanding of your own campaigns by running closed-loop reports with Pardot. Through these reports, you’ll be able to tell where your best and worst leads are originating. This information may be useful for prioritizing which channels should be your focus in the coming weeks and months. You can also create custom reports thanks to Pardot’s partnership with GoodData.

Build Landing Pages

The web page a visitor reaches after clicking on a link or an online advertisement is typically called a landing page. With Pardot, sales teams can design custom landing pages that display content specific to the advertisement that brought the visitor in.

With Pardot’s landing page builder, you can use pre-existing HTML or you can create landing pages from scratch with stock templates. If you’re comfortable using Pardot’s drag-and-drop builder, then the company recommends building landing pages with its tools. Once a landing page has been activated, a URL will be automatically created and that URL should be added to any associated PPC or email campaigns.


Pardot includes certified CRM integrations with, NetSuite, Microsoft Dynamics CRM, and SugarCRM. It also offers email plugins, a Google AdWords connector, webinar and video integrations, and an Eventbrite connector.


Pricing for Pardot ranges from $1,000 to $3,000 per month. The company’s most popular option is its Pro plan, which offers advanced marketing automation for up to 10,000 contacts. The Pro plan costs $2,000 per month, billed annually.

Bottom line

  • Provides businesses with the ability to grow pipelines and generate better leads

  • Helps professionals in the sales and marketing fields connect with customers

  • Easy-to-use solution for non-technical marketers

  • Tools for creating, executing, and tracking marketing campaigns

  • Automates lead nurturing behind the scenes

Videos and tutorials

Additional information for Pardot

Key features of Pardot

  • Real-time sales alerts
  • Landing pages and forms
  • Integrates Salesforce,SugarCRM,Netsuite & Microsoft Dynamics
  • Prospect tracking & analytics
  • connector
  • Lead capture forms
  • Easy-to-use segmentation wizard.
  • Scheduled social postings
  • Social profile lookups
  • Social “share” buttons
  • Intuitive WYSIWYG interface
  • Google Analytics connector
  • Landing page multivariate testing
  • Sales lifecycle reporting
  • Search campaign management
  • Lead scoring & grading
  • Lead nurturing (triggered and timed emails)
  • Lead management
  • Campaign ROI reporting
  • Personalized messaging
  • Optimized sending
  • A/B & multivariate landing page & email testing
  • Standard CRM integration
  • Integrated marketing calendar
  • Prospect tracking
  • SEO keyword monitoring
  • Email rendering & preview functionality
  • Automated lead assignment
  • Progressive profiling
  • Dynamic content
  • Real time sales alerts


- Track all prospect interactions on your site — from downloads to page views — then score prospects based on parameters you set.

- Put time back into your sales reps’ day with automated lead nurturing and real-time sales alerts, which allow reps to prioritize their time. Then, measure the true ROI of your marketing efforts with closed-loop reporting.

- For sales teams, Pardot offers prospect tracking and analytics to qualify sales leads and determine the best way to approach them.

- Lead scoring and grading features ensure that team members follow up on the most relevant prospects for them.

- Pardot's connector provides sales reps with key prospect information such as company name, size, industry, location and more.

- Use Pardot´s lead management features to nurture cold or inactive leads. Gather more leads with smart capture lead forms and run more targeted campaigns using the segmentation wizard.

- Use the Social Selling features to disseminate content on social media channels usig tools such as scheduled social postings, social profile lookups, social "share" buttons, viewer interaction insights and simultaneous multi-channel posting.

- With the WYSIWYG interface used by Pardot you can design landing pages and forms without the need for a thorough knowledge of HTML. Optimize these landing pages with multivariate testing.

- Pardot's email marketing features allow you to create email campaigns based on 36 customizable templates, or using your own BYO branded templates. Tools such as email authentication, PAM analysis, email testing, and automated CAN-SPAM compliance ensure optimum delivery.

- The reporting tools offered by Pardot provide insight into the success of you marketing efforts. With tools such as closed-loop reporting to connect each close deal with its original source, the Google Analytics Connector to see the relationship between visitor and prospect data from your CRM.

- Pardot also offers sales lifecycle reporting, paid search reporting anf advanced email reporting including open rates, deliverability rates, and read rates.

- Pardot offers integrations with the following CRM solutions:, SugarCRM, Netsuite, and Microsoft Dynamics CRM.