Pardot Features

Pardot

Salesforce B2B marketing automation for marketing & sales

4.11/5 (563 reviews)

Competitor Feature Comparison

AB Testing
API
Access Controls/Permissions
Activity Dashboard
Activity Tracking
Ad hoc Reporting
Alerts/Notifications
Analytics/ROI Tracking
Archiving & Retention
Audience Targeting
Auto-Responders
Behavior Tracking
Behavioral Analytics
Business Card/Badge Scanning
CAN SPAM Compliance
CRM
Calendar Management
Campaign Analytics
Campaign Management
Campaign Planning
Campaign Scheduling
Campaign Segmentation
Campaign Tracking
Channel Attribution
Channel Management
Click Tracking
Collaboration Tools
Contact Database
Contact Management
Content Management
Conversion Rate Optimization
Conversion Tracking
Customer Database
Customer Segmentation
Customer Surveys
Customizable Branding
Customizable CTAs
Customizable Fields
Customizable Forms
Customizable Reports
Customizable Templates
Customization
Dashboard
Dashboard Creation
Data Capture and Transfer
Data Extraction
Data Import/Export
Data Visualization
Drag & Drop
Drip Campaigns
Dynamic Content
Email Campaign Management
Email Distribution
Email Management
Email Marketing
Email Templates
Email Tracking
Engagement Tracking
Event Triggered Actions
Forms Creation & Design
Forms Management
Full Text Search
Image Library
Interaction Tracking
Keyword Tracking
Landing Pages/Web Forms
Lead Capture
Lead Database Integration
Lead Distribution
Lead Generation
Lead Management
Lead Notifications
Lead Nurturing
Lead Qualification
Lead Segmentation
Lead Verification/Validation
List Management
Marketing Automation
Marketing Calendar
Mobile Access
Mobile Optimized Emails
Monitoring
Multi-Campaign
Multi-Channel Communication
Multi-Channel Marketing
Multivariate Testing
Online Forms
Performance Metrics
Pipeline Management
Process/Workflow Automation
Prospecting Tools
Real Time Analytics
Real Time Data
Real Time Notifications
Real Time Reporting
Reporting & Statistics
Reporting/Analytics
Role-Based Permissions
SMS Marketing
Sales Analytics
Sales Reports
Search Marketing
Search/Filter
Segmentation
Social Marketing
Social Media Integration
Social Promotion
Source Tracking
Spam Blocker
Subscription Management
Tagging
Template Management
Third Party Integrations
Trend Analysis
User Management
Version Control
Visitor Tracking
Visual Analytics
WYSIWYG Editor
Web Forms
Website Analytics
Website Visitor Tracking
Visit WebsiteCompare App
AB Testing
API
Access Controls/Permissions
Activity Dashboard
Activity Tracking
Ad hoc Reporting
Alerts/Notifications
Analytics/ROI Tracking
Archiving & Retention
Audience Targeting
Auto-Responders
Behavior Tracking
Behavioral Analytics
Business Card/Badge Scanning
CAN SPAM Compliance
CRM
Calendar Management
Campaign Analytics
Campaign Management
Campaign Planning
Campaign Scheduling
Campaign Segmentation
Campaign Tracking
Channel Attribution
Channel Management
Click Tracking
Collaboration Tools
Contact Database
Contact Management
Content Management
Conversion Rate Optimization
Conversion Tracking
Customer Database
Customer Segmentation
Customer Surveys
Customizable Branding
Customizable CTAs
Customizable Fields
Customizable Forms
Customizable Reports
Customizable Templates
Customization
Dashboard
Dashboard Creation
Data Capture and Transfer
Data Extraction
Data Import/Export
Data Visualization
Drag & Drop
Drip Campaigns
Dynamic Content
Email Campaign Management
Email Distribution
Email Management
Email Marketing
Email Templates
Email Tracking
Engagement Tracking
Event Triggered Actions
Forms Creation & Design
Forms Management
Full Text Search
Image Library
Interaction Tracking
Keyword Tracking
Landing Pages/Web Forms
Lead Capture
Lead Database Integration
Lead Distribution
Lead Generation
Lead Management
Lead Notifications
Lead Nurturing
Lead Qualification
Lead Segmentation
Lead Verification/Validation
List Management
Marketing Automation
Marketing Calendar
Mobile Access
Mobile Optimized Emails
Monitoring
Multi-Campaign
Multi-Channel Communication
Multi-Channel Marketing
Multivariate Testing
Online Forms
Performance Metrics
Pipeline Management
Process/Workflow Automation
Prospecting Tools
Real Time Analytics
Real Time Data
Real Time Notifications
Real Time Reporting
Reporting & Statistics
Reporting/Analytics
Role-Based Permissions
SMS Marketing
Sales Analytics
Sales Reports
Search Marketing
Search/Filter
Segmentation
Social Marketing
Social Media Integration
Social Promotion
Source Tracking
Spam Blocker
Subscription Management
Tagging
Template Management
Third Party Integrations
Trend Analysis
User Management
Version Control
Visitor Tracking
Visual Analytics
WYSIWYG Editor
Web Forms
Website Analytics
Website Visitor Tracking
Visit WebsiteCompare App
AB Testing
API
Access Controls/Permissions
Activity Dashboard
Activity Tracking
Ad hoc Reporting
Alerts/Notifications
Analytics/ROI Tracking
Archiving & Retention
Audience Targeting
Auto-Responders
Behavior Tracking
Behavioral Analytics
Business Card/Badge Scanning
CAN SPAM Compliance
CRM
Calendar Management
Campaign Analytics
Campaign Management
Campaign Planning
Campaign Scheduling
Campaign Segmentation
Campaign Tracking
Channel Attribution
Channel Management
Click Tracking
Collaboration Tools
Contact Database
Contact Management
Content Management
Conversion Rate Optimization
Conversion Tracking
Customer Database
Customer Segmentation
Customer Surveys
Customizable Branding
Customizable CTAs
Customizable Fields
Customizable Forms
Customizable Reports
Customizable Templates
Customization
Dashboard
Dashboard Creation
Data Capture and Transfer
Data Extraction
Data Import/Export
Data Visualization
Drag & Drop
Drip Campaigns
Dynamic Content
Email Campaign Management
Email Distribution
Email Management
Email Marketing
Email Templates
Email Tracking
Engagement Tracking
Event Triggered Actions
Forms Creation & Design
Forms Management
Full Text Search
Image Library
Interaction Tracking
Keyword Tracking
Landing Pages/Web Forms
Lead Capture
Lead Database Integration
Lead Distribution
Lead Generation
Lead Management
Lead Notifications
Lead Nurturing
Lead Qualification
Lead Segmentation
Lead Verification/Validation
List Management
Marketing Automation
Marketing Calendar
Mobile Access
Mobile Optimized Emails
Monitoring
Multi-Campaign
Multi-Channel Communication
Multi-Channel Marketing
Multivariate Testing
Online Forms
Performance Metrics
Pipeline Management
Process/Workflow Automation
Prospecting Tools
Real Time Analytics
Real Time Data
Real Time Notifications
Real Time Reporting
Reporting & Statistics
Reporting/Analytics
Role-Based Permissions
SMS Marketing
Sales Analytics
Sales Reports
Search Marketing
Search/Filter
Segmentation
Social Marketing
Social Media Integration
Social Promotion
Source Tracking
Spam Blocker
Subscription Management
Tagging
Template Management
Third Party Integrations
Trend Analysis
User Management
Version Control
Visitor Tracking
Visual Analytics
WYSIWYG Editor
Web Forms
Website Analytics
Website Visitor Tracking
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
Irina M.

DNV GL US team member's review

2021-01-29

There are different API connectors that can be used to integrate other software I use, like webinar software.

Pros

Reporting is very easy with all important data right on the dashboard and on the campaign canvas.

Cons

Possibly, templates can be created and WYSIWYG editor used, but we programmed emails in html, which was really time consuming.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: 1-2 years

Frequency of use: Daily

Likelihood to recommend

10/10
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
emily f.

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

At times ( and this may be our internal firewalls causing issues) Pardot will not let you view changes or save changes that you made to an email draft. It is like you ad a picture or reformat the text, save it, do a test send and the changes aren't there. You can save the email, sign out of Pardot, and still not see changes later on. Also sometimes images do not load, making hard to see where you are inserting the image etc.

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
Katie B.

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
Sonya I.

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

For example, on drip email campaigns, I can see the stats for individual emails, or for all emails in a single drip campaign, but I can't find a single page where I can see all stats for all emails sent to all prospects.

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
( 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. Tracking peoples journeys along your website is also a plus.

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
Nick S.

Pardot Review

2016-12-16

The interface for sales reps is easy to navigate and allows them to focus on prospects with high priority. The Engagement Studio offers automation triggered by buying behavior to mitigate some outbound sales efforts.

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
Michelle G.

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
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

It can only track social if the posts are scheduled in Pardot.

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
Parag V.

Pardot - A Great Tool for Marketing Guys

2016-11-17

Simple Clicks, Drag and Drop makes it one of the most powerful tool in the market, and gives a tough competition to the similar products

Pros

Highly Configurable Drag and Drop Designing Analytics and Tracking Connectors Profile and Grading

Cons

Must allow the users to have custom CSS for designing the templates for Emails and Forms

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: Less than 6 months

Frequency of use: Daily

Likelihood to recommend

8/10

Recommendations to others considering Pardot

Very nice tool for marketing activities, like email tracking, website tracking, capturing leads from different sources and syncing those with so many number of systems will definitely help you and your marketing team

Source: Software Advice
Helpful?   Yes   No
Read more
Saurabh T.

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
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
Olivier t.

Not the most easy to adopt tool out of the box

2020-10-30

very mixed experience with this platform, a lot of 'not perfect' features and integration with salesforce that makes the tool a little clunky, reporting is really appaling, unless you get the B2B analytics package/upgrade but even then the creation of dashboard and analytics is not something anyone can do

Pros

The good thing is the integration with Salesforce on one side and many other applications that can link pretty well via API, it has a familiar feel to it if you are SFDC user.

Cons

It's not as easy to integrate as you'd think even if it's also a Salesforce tool, the integration is painful, complicated and really messy when you look at the data and prospects interactions, scoring (out of box) so on and so forth

Rating breakdown

Value for money
Ease of use
Features
Customer support

Time used: Less than 6 months

Frequency of use: Weekly

Likelihood to recommend

4/10
Source: Capterra
Helpful?   Yes   No
Read more
Jeffrey B.

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
(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 don't like that there is no way to use data from your list to schedule times that are optimized for opens.

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
(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

We wish it had a drag and drop editor.

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
Vincent D.

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
Neil I.

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
Chandler K.

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
EUGENIA S.

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
Thomas T.

Using pardot and salesforce

2017-05-30

Google analytics

Pros

Managing drip campaigns and the ability to consistently market to large groups of leads and PROSPECTS is great.

Cons

I like using engage alerts but I do not have that in salesforce.

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: Software Advice
Helpful?   Yes   No
Read more
Hanna G.

The best marketing tool for B2B companies

2015-03-30

Pros

I love the ability to dynamically see what people in your database are doing in real time. Additionally, Pardot always communicates when new functionality is made available, ensuring you're getting the most out of the system!

Cons

Maybe reporting related to your Google Analytics would be a nice feature?

Rating breakdown

Ease of use
Features

Likelihood to recommend

10/10

Recommendations to others considering Pardot

Great system to use alongside an existing Salesforce database.

Source: Software Advice
Helpful?   Yes   No
Read more
Anonymous
(Computer Software company, 51-200 employees)

Pardot - excellent for communicating with our client base

2019-12-10

excellent for our uses in communicating new features, upcoming events, and alerts. As long as you are organized behind the scenes it is easy to navigate

Pros

Also, automated campaigns are excellent and easy to set up templates for and adjust and resave for new uses for events/features/updates.

Cons

There is a slight learning curve in using the software, it requires a significant amount of manual entry - though they have announced a drag and drop editor for next year.

Rating breakdown

Ease of use
Features

Time used: 6-12 months

Frequency of use: Weekly

Likelihood to recommend

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