Pardot Features

Pardot

Salesforce B2B marketing automation for marketing & sales

4.11/5 (539 reviews)

Pardot Feature Summary

  • Real-time sales alerts
  • Landing pages and forms
  • Integrates Salesforce,SugarCRM,Netsuite & Microsoft Dynamics
  • Prospect tracking & analytics
  • Data.com 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)

Pardot Features In Depth

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.

Competitor Feature Comparison

A/B Testing
API
Activity Dashboard
Activity Tracking
Anti Spam
Auto-Responders
Automated Scheduling
CRM Integration
Calendar Management
Campaign Analysis
Campaign Management
Campaign Planning
Campaign Scheduling
Campaign Segmentation
Click Tracking
Contact Database
Conversion Rate Optimization
Conversion Tracking
Custom Fields
Custom Forms
Custom Landing Pages
Customer Database
Customer Segmentation
Customizable Templates
Dashboard Creation
Data Visualization
Delivery Tracking
Drag & Drop Interface
Drip Marketing
Email Distribution
Email Integration
Email Marketing Management
Email Templates
Email Tracking
Engagement Analytics
Event Triggered Actions
Filtered Views
Follow-up Scheduling
Keyword Tracking
Landing Page Templates
Lead Assignment
Lead Generation
Lead Management
Lead Scoring
Microsoft Outlook Integration
Mobile Alerts
Mobile Integration
Multi-Campaign
Multi-Channel Marketing
Permission Management
Personalized Profiles
Preview Functionality
Prioritizing
Prospecting Tools
ROI Analytics
Real Time Notifications
Reporting & Statistics
Role Management
SEO Management
SMS Integration
Sales Analytics
Sales Integration
Sales Reporting
Social Media Integration
Social Media Metrics
Social Network Marketing
Template Management
Third Party Integration
Trend Analysis
User Management
Visitor Tracking
Visual Analytics
WYSIWYG Editor
Web Analytics
Web Forms
Web Traffic Reporting
Visit WebsiteCompare App
A/B Testing
API
Activity Dashboard
Activity Tracking
Anti Spam
Auto-Responders
Automated Scheduling
CRM Integration
Calendar Management
Campaign Analysis
Campaign Management
Campaign Planning
Campaign Scheduling
Campaign Segmentation
Click Tracking
Contact Database
Conversion Rate Optimization
Conversion Tracking
Custom Fields
Custom Forms
Custom Landing Pages
Customer Database
Customer Segmentation
Customizable Templates
Dashboard Creation
Data Visualization
Delivery Tracking
Drag & Drop Interface
Drip Marketing
Email Distribution
Email Integration
Email Marketing Management
Email Templates
Email Tracking
Engagement Analytics
Event Triggered Actions
Filtered Views
Follow-up Scheduling
Keyword Tracking
Landing Page Templates
Lead Assignment
Lead Generation
Lead Management
Lead Scoring
Microsoft Outlook Integration
Mobile Alerts
Mobile Integration
Multi-Campaign
Multi-Channel Marketing
Permission Management
Personalized Profiles
Preview Functionality
Prioritizing
Prospecting Tools
ROI Analytics
Real Time Notifications
Reporting & Statistics
Role Management
SEO Management
SMS Integration
Sales Analytics
Sales Integration
Sales Reporting
Social Media Integration
Social Media Metrics
Social Network Marketing
Template Management
Third Party Integration
Trend Analysis
User Management
Visitor Tracking
Visual Analytics
WYSIWYG Editor
Web Analytics
Web Forms
Web Traffic Reporting
Visit WebsiteCompare App
A/B Testing
API
Activity Dashboard
Activity Tracking
Anti Spam
Auto-Responders
Automated Scheduling
CRM Integration
Calendar Management
Campaign Analysis
Campaign Management
Campaign Planning
Campaign Scheduling
Campaign Segmentation
Click Tracking
Contact Database
Conversion Rate Optimization
Conversion Tracking
Custom Fields
Custom Forms
Custom Landing Pages
Customer Database
Customer Segmentation
Customizable Templates
Dashboard Creation
Data Visualization
Delivery Tracking
Drag & Drop Interface
Drip Marketing
Email Distribution
Email Integration
Email Marketing Management
Email Templates
Email Tracking
Engagement Analytics
Event Triggered Actions
Filtered Views
Follow-up Scheduling
Keyword Tracking
Landing Page Templates
Lead Assignment
Lead Generation
Lead Management
Lead Scoring
Microsoft Outlook Integration
Mobile Alerts
Mobile Integration
Multi-Campaign
Multi-Channel Marketing
Permission Management
Personalized Profiles
Preview Functionality
Prioritizing
Prospecting Tools
ROI Analytics
Real Time Notifications
Reporting & Statistics
Role Management
SEO Management
SMS Integration
Sales Analytics
Sales Integration
Sales Reporting
Social Media Integration
Social Media Metrics
Social Network Marketing
Template Management
Third Party Integration
Trend Analysis
User Management
Visitor Tracking
Visual Analytics
WYSIWYG Editor
Web Analytics
Web Forms
Web Traffic Reporting
Visit WebsiteCompare App

Pardot Feature Reviews

25 reviewers had the following to say about Pardot's features:

Anonymous
Digital Marketing Specialist (E-Learning company, 51-200 employees)
Verified Reviewer

One of the Best Marketing Automation Tool

2020-02-05

Email Marketing, Lead Nurturing, Landing pages development, Easy integration with CRM, Social Media Channels, Website, etc.

Pros

I like this tool as one of the best marketing automation tools available in the market.

Cons

Also, It should provide Analytics of email campaigns in detail.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: Less than 6 months

Frequency of use: Weekly

Likelihood to recommend

9/10
Source: GetApp
Helpful?   Yes   No
Read more
Katie Badeusz

Great if you use Salesforce

2018-04-23

Automation of email marketing, campaign management, reporting.

Pros

Integration with Salesforce.

Cons

Customer service, workflow building UI could be a bit simpler, email editor has a lot of problems, too.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Occasionally

Likelihood to recommend

5/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
(Information Technology and Services company, 1001-5000 employees)

Strong analytics and integration features

2019-03-24

I have been able to run customer journey email programs and I've been able to see into our campaign analytics through third party integrators.

Pros

I have gotten the most out of using Pardot becuase it connects directly to our CRM database, provides campaign analytics all the way down the marketing funnel, and there is a strong team behind Pardot that is always making product enhancements.

Cons

Some features are lacking in how you can customize and personalize email campaigns, in particular relating to landing page development, email template design and email deliverability.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 1-2 years

Frequency of use: Daily

Likelihood to recommend

8/10
Source: Capterra
Helpful?   Yes   No
Read more
Michelle Gaubert

pardot is a very beneficial tool for marketing communications

2016-10-06

We used pardot to replace marketo for its ease of use, salesforce integration, and template design capabilities.

Pros

Ease and targeted campaign management

Cons

Not easy to get sales to plug in and use the tool

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend

8/10
Source: Capterra
Helpful?   Yes   No
Read more
Sonya Iverson, PhD

Fairly simple to learn the basics, compared to other similar tools. Though less robust.

2018-05-29

Insights into visitor traffic, email campaign management.

Pros

Love the engagement studio functions where page visits to certain pages can trigger emails to known customers.

Cons

Doesn't seem to have as much depth or ease of analysis as I'd like, though perhaps this is due to a limited access account.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 6-12 months

Frequency of use: Monthly

Likelihood to recommend

7/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
(Staffing and Recruiting company, 1001-5000 employees)

Pardot for Email Tracking and Reporting

2019-03-25

Primarily use for emails, simple drip campaigns and dynamic email content

Pros

- Use Pardot for email tracking and reporting, really like the user interface and ease in which you can create attractive email templates - Simple to access and understand reporting - Dynamic emails are excellent as well for more rationalization

Cons

- Have had some issues with reports tracking - More seamless integration with Salesforce

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 6-12 months

Frequency of use: Weekly

Likelihood to recommend

8/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
(Nonprofit Organization Management company, 51-200 employees)

Pardot Helps us Treat Each Donor as an Individual

2019-12-07

Once you learn the UI, it’s very simple to use as long as you have even a bit of html and css experience or if someone on your team has made some great templates.

Pros

We love engagement studio and how easy it is to build out automated campaigns and dynamic lists.

Cons

The good news is, they’ve announced a beautiful drag and drop editor for the 20 winter release.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 6-12 months

Frequency of use: Daily

Likelihood to recommend

10/10
Source: Capterra
Helpful?   Yes   No
Read more
Nick Stringfellow

Pardot Review

2016-12-16

There are some functions I wish we could allow sales reps to utilize (like read-only Segmentation Lists) without having to bump them up to Marketing status.

Pros

Email execution and reports Connection to Salesforce Engagement Studio / Drip Programs Page Actions (domain tracking) Clean, easy UI Custom fields

Cons

User privilege sets Mobile-friendly templates

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: Less than 6 months

Frequency of use: Daily

Likelihood to recommend

9/10
Source: Software Advice
Helpful?   Yes   No
Read more
EUGENIA SAETTI

Pardot for leads management

2020-07-24

I would suggest Pardot for leads management.

Pros

I liked the easiness in checking the lead generated from marketing campaign and its integration with Salesforce.

Cons

The interface of Pardot could be more user-friendly and the automated email from Pardot could be improved in terms of design.

Rating breakdown

Ease of use
Features

Time used: 1-2 years

Frequency of use: Weekly

Likelihood to recommend

7/10
Source: Capterra
Helpful?   Yes   No
Read more
Saurabh Thorat

The best Marketing Automation tool out there!

2020-07-25

The automation Pardot provides also helps generate reports to measure Campaign ROI and overall lead generation.

Pros

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.

Cons

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
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

9/10
Source: Capterra
Helpful?   Yes   No
Read more
Scott Kown

Pardot Review

2016-10-05

Especially the drip campaign UI became the best in class.

Pros

Tight integration with SFDC.

Cons

It does lack some bells and whistles that Marketo has but fro simple B-B, not sure it's that relevant.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 6-12 months

Frequency of use: Monthly

Likelihood to recommend

9/10
Source: Capterra
Helpful?   Yes   No
Read more
emily ferry

I Wish Pardot had more feature use options

2019-05-07

Overall, I have used a few email campaign management systems and pardot seems to be the easiest as it allows us to integrate with salesforce.

Pros

It is linked to Salesforce so managing contacts to have on email lists and to track it easy!

Cons

It is like you ad a picture or reformat the text, save it, do a test send and the changes aren't there.

Rating breakdown

Ease of use
Features

Time used: 6-12 months

Frequency of use: Monthly

Likelihood to recommend

7/10
Source: Capterra
Helpful?   Yes   No
Read more
Neil Ingalls

Marketing Automation for price conscious organizations

2017-03-30

The can also send leads to a Salesforce campaign with detailed member statuses to provide for multi-touch attribution.

Pros

Intuitive UI, great functionality for the price, native integration with Salesforce, dynamic content add-on.

Cons

For example - Loading a tradeshow list with campaign member statuses in SFDC.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

8/10
Source: Software Advice
Helpful?   Yes   No
Read more
Steven Trice

Pardot could be better

2018-12-06

You can find better CRM products for your marketing efforts, like Hubspot and Marketo.

Pros

The engagement studio feature makes it easy to build campaigns.

Cons

You have to open several tabs just to keep one campaign organized with all the different items you need to build in Pardot at the same time -- so they are connected when you launch.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

2/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
(Consumer Goods company, 11-50 employees)

Learning Curve

2019-11-19

Overall it is an okay tool with a bit of a learning curve with so many silos to create an email.

Pros

It is a solid email marketing tool with your standard templates, reporting, and some analytic functionality.

Cons

I have used other applications with that functionality and makes A/B testing that more useful.

Rating breakdown

Ease of use
Features

Time used: Less than 6 months

Frequency of use: Weekly

Likelihood to recommend

7/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
( company, 201-500 employees)

Good for those who are already using Salesforce

2018-06-15

Pros

I also like the Engagement Studio - it is a pretty visual and simple way to set up marketing automation.

Cons

The interface is sometimes unnecessarily complex; the social sharing feature could be improved - especially when a social network changes something, it takes a while to appear on Pardot.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 1-2 years

Frequency of use: Daily

Source: Capterra
Helpful?   Yes   No
Read more
Chandler Karadsheh

Pardot is a decent solution

2019-06-14

We've used Pardot for 2 years and it has helped us track our prospect activity, but we wish it had better design functionality.

Pros

Pardot makes it easy to setup automated, responsive e-mail campaigns that integrate directly with Salesforce.

Cons

Pardot has limited design capabilities when creating e-mails and landing page templates.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

5/10
Source: Capterra
Helpful?   Yes   No
Read more
Vincent Dechandon

Marketing in a nutshell

2019-07-03

But functionally rich also means there are some things that are not THAT intuitive, some options are hard to find, and some UI/UX should be re-thought.

Pros

Strong platform for all marketing related stuff Easy to create landing pages and mail templates The analytics available for launched campaigns, etc.

Cons

The UI is perfectible, and can be frustrating at some points (for example, when you edit a landing page, if you try to save and for some reason you are disconnected from internet at this moment, every you did is lost when you try to go back in your browser history) As it is Pardot sending mails for you, you are entitled to respect bounces quota etc, which can be tedious with mass marketing processes.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Weekly

Likelihood to recommend

8/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
( company, 201-500 employees)

A flawed but somewhat integrated engagement platform for Salesforce

2018-03-02

Easy to setup and basic integration with Salesforce.

Pros

Pardot is very easy to use for the most basic purposes such as sending out emails and generating lists using metadata from both your Pardot and Salesforce database.

Cons

Reporting is not as robust and integration with Salesforce (the confusing 'Pardot Campaign' vs 'Salesforce Campaign' for example) can be frustrating.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

6/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
(Financial Services company, 201-500 employees)

Pardot for some things, not quite all

2019-12-16

The main things that keep us from doing that are the design needs - it's always easier just to do things in the HTML - and figuring out campaign tracking for non-email analytics.

Pros

Pardot makes automating marketing activities simple, whether you're setting up lead gen forms and responder emails or just creating email campaigns. It connects with Salesforce and helps keep lead owners and other information updated that prior to had been a pain.

Cons

Its campaign tracking really only tracks .

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 6-12 months

Frequency of use: Daily

Likelihood to recommend

7/10
Source: Capterra
Helpful?   Yes   No
Read more
Jeffrey Bourque

Fast, easy, intuitive to use, yet powerful

2018-07-24

Pros

Excellent integration with social media and email marketing.

Cons

Haven't quite figured out how to bulk upload several social media posts at once.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 6-12 months

Frequency of use: Daily

Likelihood to recommend

9/10
Source: Software Advice
Helpful?   Yes   No
Read more
Anonymous
(Marketing and Advertising company, 1-10 employees)

Great marketing automation, but not easy to use.

2019-01-24

I really did enjoy using Pardot overall, and I would recommend it as a top-notch automation tool.

Pros

Prospect and campaign tracking data can sync easily between the two systems and keep track of all campaign touch points across sales and marketing teams. Engagement studios are super easy to set up and allow for easy engagement-driven campaigns that help avoid "spammy" campaigns that help you stay off the blacklists of ISPs.

Cons

That being said, the Engagement Studio has completely different UI than the rest of the app, and is actually quite a good experience.

Rating breakdown

Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

9/10
Source: Capterra
Helpful?   Yes   No
Read more
Anonymous
(Hospital & Health Care company, 51-200 employees)

Best if you use SalesForce Sales Cloud

2020-09-23

We use Pardot as a marketing automation platform including email management, automated nurtures, lead scoring, engagement tracking, etc.

Pros

The best part of Pardot is the integration with SalesForce and being able to push and pull a variety of information into and from both systems.

Cons

The UI is pretty poor and there are some key features such as in-depth reporting that the system is still lacking

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

8/10
Source: Capterra
Helpful?   Yes   No
Read more
Jordan Comstock

Pardot is good

2018-08-06

I would recommend it as a marketing automation tool, especially if you use salesforce.

Pros

Sending emails. Engagement studio.

Cons

Campaigns are not helpful at all since they don't directly connect to salesforce campaigns, so that is frustrating.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 1-2 years

Frequency of use: Daily

Likelihood to recommend

7/10
Source: Capterra
Helpful?   Yes   No
Read more
Paul Shin

Powerful Marketing Automation Platform

2016-12-14

It can do quite a bit, including manage email marketing, lead segmentation, lead tracking, lead scoring, nurture campaigns and more.

Pros

I also really enjoy the new Engagement Studio when compared to the older drip programs.

Cons

It can definitely be pricey.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 2+ years

Frequency of use: Daily

Likelihood to recommend

10/10

Recommendations to others considering Pardot

Have a plan and make sure you utilize this fully. Also, ensure Marketing and Sales are aligned and communicating.

Source: Capterra
Helpful?   Yes   No
Read more