Pardot Software Pricing & Features


Salesforce B2B marketing automation for marketing & sales

4.1/5 (489 reviews)

Pardot overview

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.

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Starting from
Pricing options
Value for money
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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: 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.Salesforce Pardot: Lead Generation DemoLead Qualification: Salesforce Pardot DemoSalesforce Marketing Cloud: Pardot Demo

Pardot reviews

Value for money
Ease of use
Customer support
Andy Krall

Powerful Marketing Automation Platform

Used daily for 1-2 years
Reviewed 2019-05-13
Review Source: Capterra

As our admin and a daily user, I have found that the tool is relatively easy to learn basic and intermediate functionality. However, as you get more advanced, the ability to find "official" Salesforce resources becomes more difficult. Thankfully, the community of users has proven to be really valuable and knowledgeable even with various updates. I think Pardot has been a really strong tool for us to advance our marketing automation and email marketing practices and really drive growth in our marketing efforts.

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Salesforce B2B marketing automation for marketing & sales

Nik Friedman TeBockhorst

Salesforce integration oversold, but excellent in its own right

Used daily for 1-2 years
Reviewed 2018-12-09
Review Source: GetApp

Pardot is one of the better marketing automation/nurturing product aimed at mid-sized businesses. It's greatest strength is its integration with Salesforce (which will be discussed more in "cons"). With relative simplicity, it can be connected to the CRM, so that contacts can easily sync two-ways, and even custom objects can be brought through for segmentation purposes with just a couple of clicks. Tracking and automation is very well thought out and easy to use. The product has a straightforward method of tracking campaign results and attribution, all of which can then be pushed into Salesforce for comprehensive reporting on prospect-to-purchase management and measurement. Pardot's greatest strength lies in its ease of use. No marketing automation software is going to be SIMPLE, but Pardot shines in the consistency between its many functions. Nothing feels tacked-on or different from other tools. If you can create a campaign, you can create a complex segmentation rule, and you can manage your social media posts, as it all works identically. The marketing automation function, Engagement Studio, has gone through substantial recent updates and I consider it best-in-class for ease of use and functionality. If true automation is your #1 concern, this is a great choice. Lastly, support is excellent. Salesforce Trailblazer is fantastic for self-guided-training, the documentation is up-to-date and accurate, and support tickets are answered promptly and knowledgeably. If you are experienced in systems of these sorts, you will quite likely not need to take advantage of any external training (or SF's accelerator options).

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Salesforce B2B marketing automation for marketing & sales

Christopher Janda

If you are using Salesforce then this tool is great!!

Used daily for 1-2 years
Reviewed 2018-10-23
Review Source: Capterra

Pardot has fit our needs especially in working with Salesforce. However, if I had an option I would use a different tool (such as Hubspot). It feels like a dated product that needs some updates to the user experience. Keep in mind it is VERY powerful (a ton of features) but finding them is irritating. For example, you have email templates and email drafts. The differentiation is not clear and you have to look through their knowledge base to figure that out.

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Salesforce B2B marketing automation for marketing & sales

Garrett Genest

Fast, Easy, and Powerful Marketing Automation

Used daily for 2+ years
Reviewed 2018-08-07
Review Source: Capterra

I have used Pardot at three different companies now and I love it. It's been one of my most reliable and useful tools in my Marketing Stack over the years and it's continued to get better thanks to the aggressive roadmap put in place by Salesforce. Great for business ranging from small business up to Enterprise.

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Salesforce B2B marketing automation for marketing & sales

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.

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Salesforce B2B marketing automation for marketing & sales

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.

Pricing Comparison

How does Pardot compare with other Marketing apps?

Subscription plan?


Free trial?


Free plan?


Pardot Pricing Reviews

  • Lots of great features
  • Scales well, robust, clean UI
  • Ease of use. I was able to maintain multiple campaigns
  • Ease of use and out of the box customizable email templates
  • Pricing Structure
  • The cost is ridiculous given what is available from competition
  • - Very expensive (but worth it), making it prohibitive for smaller businesses
  • Expensive and small companies cannot afford. Email reports are not that great
recommended this to a friend or a colleague

Pardot features

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

Automatic Notifications (163 other apps)
Content Management (219 other apps)
Customizable Branding (220 other apps)
Data Import/Export (186 other apps)
Drag & Drop Interface (226 other apps)
Monitoring (210 other apps)
Multi-Channel Marketing (182 other apps)
Real Time Analytics (182 other apps)
Real Time Data (161 other apps)
Social Media Integration (266 other apps)

Competitor Feature Comparison

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)


- 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.