Pardot Pricing, Features, Reviews & Comparison of Alternatives


Salesforce B2B marketing automation for marketing & sales

4.11/5 (540 reviews)

Pardot overview

What is Pardot?

Meet Pardot: B2B marketing automation on the world's #1 CRM. Pardot empowers marketing and sales teams to work together to find and nurture leads, close more deals, and maximize return on investment.

Pardot's lead management features CRM integration, email marketing, lead nurturing, lead scoring, and ROI reporting to help marketing and sales teams work together to generate and qualify sales leads, shorten sales cycles, and track marketing ROI.

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.

Accelerate pipeline, drive revenue, and align marketing and sales with Pardot Marketing Automation.

Learn more here:


Starting from
Pricing options
Open source
Value for money
View Pricing Plans


Business size



United States, Canada, United Kingdom, Australia, China, India

Supported languages

Pardot screenshot: Create and save custom views of your data with lenses to understand how your marketing is performing.Lead Generation: Salesforce Pardot B2B Marketing Automation DemoPardot screenshot: Create, test, and send engaging and beautiful emails with the email editor.Pardot screenshot: Use Engagement Studio to create powerful, personalized nurturing campaigns.Pardot screenshot: It’s easy to build a powerful program using Actions, Triggers, and Rules.Pardot screenshot: Get a clear view of marketing analytics, build custom dashboards, and dive into your data without needing a data scientist.Pardot screenshot: Get a full view of every action your prospects perform on your website, emails, and marketing materials.Lead Qualification: Salesforce Pardot DemoSalesforce Marketing Cloud: Pardot DemoSalesforce Pardot: Lead Generation Demo

Pardot user reviews

Value for money
Ease of use
Customer support
Kate Barton, CPCU

Pardot delivers on promises

Used daily for 6-12 months
Reviewed 2020-09-29
Review Source: Capterra

Pardot has made it easy to understand how our marketing is working, know who is a hot lead versus a disengaged one, and to create content that is easy to share and delivers good ROI. It’s built in many safeguards to keep you from getting in trouble with spam rules and avoid sending emails multiple times.

The software is great for staying in touch with prospects and clients. It makes it easy to set up emails, create content, measure and report on results, and build stronger relationships. It’s fun to use, once you understand how it works.

There’s a long learning curve for adopting Pardot, and if I hadn’t had a consultant to hold my hand through the integration and kick off, I’d be struggling. I find Pardot and Salesforce training to be overly confusing and it’s really hard to find what you’re looking for. It’s a knowledge based system and continually adds more and more information, and it’s not always clear if the instructions apply to you or apply to a different level of service. Other than that I highly recommend it because of all the functionality and way it can dramatically improve your digital marketing.

Rating breakdown

Value for money
Ease of use
Customer support

Likelihood to recommend: 8/10

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Saurabh Thorat

The best Marketing Automation tool out there!

Used daily for 2+ years
Reviewed 2020-07-25
Review Source: Capterra

The experience so far has been nothing short of exceptional. We have been using Pardot since the last 5 years and have been able to facilitate amazing co-ordination with the Sales and Marketing teams. The automation Pardot provides also helps generate reports to measure Campaign ROI and overall lead generation.

Pardot is unmatched in its ability to automate your marketing activities. The Engagement Program features it offers is probably the best in the market and allows you to design Customer journeys with customization based on the customer attributes as well as engagement. The WYSIWYG builder allows you to build beautiful email templates and Landing pages for Lead generation and Lead nurturing. It also integrates seamlessly with Salesforce CRM and a wide variety of 3rd party applications.

Pardot allows you to create multiple leads with the same email address. This is a compulsory feature and causes issues with duplicate and bad data. You need to make sure the data is cleansed regularly.

Rating breakdown

Value for money
Ease of use
Customer support

Likelihood to recommend: 9/10

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Carolina Karimata

Pardot is a good automation tool when connected to Salesforce

Used weekly for 6-12 months
Reviewed 2020-12-17
Review Source: Capterra

My overall experience with Pardot is great and it is allowing our company to scale contact with our customer base segmenting the messages according to Account/Contact information.

I really enjoy creating engagement email cadences with dynamic content. In my case, I use it to send the same message in different languages.

I would like to have more tools to create the design of emails without needing HTML.

Rating breakdown

Value for money
Ease of use
Customer support

Likelihood to recommend: 8/10

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Bite the bullet and invest in a better tool

Used daily for 1-2 years
Reviewed 2019-12-12
Review Source: Capterra

Horrific. Would never migrate to this tool again and wouldn't recommend to anyone.

Perhaps "simplicity" is one way to put a positive spin on this review. For any Marketing Ops professional who wants to build anything above and beyond Pardot's pre-built functionality -- Good luck. Maybe the simplicity is good for a very small organization, but in that same vein the price point would be nowhere near worth it.

Filter logic is absolutely miserable. There is no Boolean logic in the tool (going back to my point on "simplicity"), which is horrific for building out any type of complex filters for segments. There are even character limits on how much you can enter in one argument field. So, think about if you have to build out a segment to compile all leads from Europe and write out each country.... you would need to split the arguments into 15 or more "or" statements to account for each value. Also, everything is a drop down -- no free text entries for search -- so good luck sifting through 400 different values for a single Salesforce field. This is one seemingly minor example but is a great representation of how overly limited the tool is as a whole. Also their proclaimed "one-to-one" sync with Salesforce is a joke. There is always mismatched or missing data that doesn't align when boiled down into a report.

Rating breakdown

Value for money
Ease of use
Customer support

Likelihood to recommend: 3/10

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Pardot is perfect for marketing from Salesforce CRM

Used occasionally for 2+ years
Reviewed 2019-12-13
Review Source: Capterra

Overall its been a good experience (if you / your client doesnt mind the cost of using it). If choosing to use Pardot, ALL Salesforce CRM licences need to upgraded to the highest cost level (Enterprise), even if its only small teams / individual groups that require the Pardot element. This seems a bit unfair.

It's a perfect 'marketing output' tool for Salesforce, which has been adapted to natively fit without having to use 3rd party marketplace plugins for marketing output. Pardot has been a gamechanger for outputting Marketing directly from Salesforce.

It doesnt integrate Social Media management (scheduling, Ads, etc.) - so you still need to use a Social Media tool such as hootsuite. So, while it's the most 'integrated marketing tool' for Salesforce, it's not a complete integrated marketing solution.

Rating breakdown

Value for money
Ease of use
Customer support

Likelihood to recommend: 7/10

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Pardot pricing

Starting from
Pricing options
Open source
View Pricing Plans

Standard marketing automation
$1,250/month/up to 10,000 contacts

Advanced marketing automation
$2,500/month/up to 10,000 contacts

Customizable marketing automation
$4,000/month/up to 10,000 records

All plans are billed annually.

Pardot features

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

Automatic Notifications (241 other apps)
Content Management (315 other apps)
Customizable Branding (316 other apps)
Data Import/Export (294 other apps)
Drag & Drop Interface (273 other apps)
Monitoring (274 other apps)
Multi-Channel Marketing (267 other apps)
Real Time Analytics (267 other apps)
Social Media Integration (339 other apps)
Template Management (223 other apps)

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
  • Personalized messaging
  • Optimized sending
  • Dynamic content
  • Integrated marketing calendar
  • Standard CRM integration
  • Lead scoring & grading
  • Real time sales alerts
  • SEO keyword monitoring
  • A/B & multivariate landing page & email testing
  • Automated lead assignment
  • Campaign ROI reporting
  • Progressive profiling
  • Prospect tracking
  • Email rendering & preview functionality
  • Lead management
  • Lead nurturing (triggered and timed emails)
View All Features


- 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.