Pardot Pricing Plan & Cost Guide

Pardot

Salesforce B2B marketing automation for marketing & sales

4.11/5 (539 reviews)

Pardot Pricing

Starting from: $1250.00/month

Pricing model: Subscription, Open Source

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

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

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

All plans are billed annually.

Competitors Pricing

Luci

Pricing model: Subscription

Quorum

Pricing model: Subscription

Trade Promotion Master

Pricing model: Subscription

ADWARY

Starting from: 19.00/month
Pricing model: Free, Subscription
Free Trial: Available (No Credit Card required)

Pardot Pricing Reviews

Pros
  • 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.Verified ReviewerRead the full review
  • Ability to segment your prospects into silos that can help determine which direction will bring the best return on our investment of time. I also like the ability to add photos of our work.Eric T.Read the full review
  • There was a lot to learn but the customer success manager we had was great, not to mention the excellent community and training material available on the web.Bryan P.Read the full review
Cons
  • Exact Target is one of the most filtered spam filters no so it's almost impossible to get emails sent through to any customers if they have even a shred of spam filtering set up.Robert R.Read the full review
  • The actual process of creating beautiful emails is a total disaster on Pardot, which I would not wish on my worst enemy. When I do that part, I miss MailChimp.Verified ReviewerRead the full review
  • Whether it was over complicated work flows, inconsistent reporting or terrible customer support - there was always a bad experience that made people hesitant about whether they could manage Pardot.Kylie N.Read the full review
89%
recommended this to a friend or a colleague

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

Joseph Paterson-Roberts

Joseph's Review

Used weekly for 2+ years
Reviewed 2017-03-14
Review Source: Software Advice

Pros
Easy to use, simple enough to learn without prior crm software knowledge. I learnt most of it after about a week or 2. Very user friendly!

Cons
If it could be cheaper I think it would be used more widely. Although i do find this product to be value for money, I would like to see the price drop comparable to other products.

Rating breakdown

Value for money
Ease of use
Features

Likelihood to recommend: 7/10

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Ashley Stagray, MBA

Expensive but if you can afford it, go for it

Used occasionally for less than 6 months
Reviewed 2018-12-18
Review Source: Capterra

Loved playing with the tools, hate the price

Pros
The tool comes with so many features to help create, track, and optimize marketing campaigns and ROI across the board. Although I didn't get to use it for long (because I left the organization using it), I would say that so far this was my favorite marketing automation system

Cons
It's so expensive! For a startup marketing firm, this tool would be an important part of the marketing fabric but the cost is just not in reach

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 10/10

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Aden Andrus

Overpriced

Used daily for 1-2 years
Reviewed 2017-02-01
Review Source: Capterra

Pardot is overpriced, but it will get the job done. Even after getting the product at a significant discount, I still feel like the product was overpriced. There are much cheaper marketing automation options out there that match Pardot's features and functionality.

Pros
Lots of great features

Cons
Lots of other marketing automation software have the same features and at a much lower price point.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 5/10

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Ian R. Lazarus

Pardot is easy to use but expensive

Used daily for 2+ years
Reviewed 2019-02-13
Review Source: Capterra

I enjoyed the product but went with InfusionSoft which cost about 1/3 the price of Pardot

Pros
Ease of use. I was able to maintain multiple campaigns

Cons
The cost is ridiculous given what is available from competition

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 7/10

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Julie Verhulst

Good platform if you don't need robust features.

Used monthly for 2+ years
Reviewed 2017-09-06
Review Source: Capterra

Pros
I like that it is Integrated with Salesforce. I also appreciate the value and features you get for the price.

Cons
I would appreciate if the dynamic content functionality was more robust. I find that it is lacking in comparison to other platforms.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 8/10

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Brittany Morris

Clunky tool with limited capabilities

Used daily for 6-12 months
Reviewed 2017-07-27
Review Source: Capterra

It's cheap. Like almost free with our SFDC subscription. Makes it hard to rip and replace when you're a small team.

Pros
I like the insights that you get from sent emails. It's not better than many of the tools out there but I appreciate the simplicity of the reports that surface only the data you need.

Cons
Pardot jargon is different than other tools terms for marketing automation. When something breaks, it's hard to identify and even harder to fix Programatizing emails is harder than it should be. And having to create multiple email templates seems inefficient.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 1/10

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Bhushan Bhalerao

My preferred lead generation tool

Used weekly for 6-12 months
Reviewed 2018-11-14
Review Source: Software Advice

Pros
1] Really easy to use lead generation tool when working with Salesforce 2] We can send a different email to the different user. That's a really cool feature.

Cons
1] Its quite expensive. But if we understood and use its power so it would be cheaper then. 2] There should have product demo video easily available on site, should not have a need for registration.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 9/10

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Anonymous

Great Marketing tool

Used daily for 1-2 years
Reviewed 2018-11-27
Review Source: Capterra

It's a good software with tons of features and easy to use

Pros
Ease of use and out of the box customizable email templates

Cons
Expensive and small companies cannot afford. Email reports are not that great

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 8/10

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Eric Lawton

Great Software for B2B

Reviewed 2015-09-21
Review Source: GetApp

Software is great, especially if you are using Salesforce already. The software is very simple to use, though can lack on some advanced features. Creating automated drip campaigns have done wonders for our sales cycle.

Pros
The integrations with Salesforce though, were the biggest seller for this product. Having something easily communicate with our CRM is sometimes a difficult task and was able to do this all myself with the help onboarding partner. Support seems to be average in getting back in time and helping problem solve.

Cons
Price feels a little expensive compared to other solutions but that is what you get for when you want a product that just just works.

Rating breakdown

Value for money
Ease of use
Customer support

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Julia Taylor

Awesome Tool for Marketing Automation

Used weekly for less than 6 months
Reviewed 2016-12-12
Review Source: Software Advice

Pardot has been a great tool for us to use and has helped the business grow. Its lead scoring and email campaign automation functionalities have been very useful to us and the team. It has a friendly UI and is intuitive. The product as such has added some good functionalities recently which brings it up to par with other Marketing automation tools available out there. It syncs with Salesforce seamlessly and the sales reps love the visuals it provides at the detail page level. Their pricing structure is a little difficult to understand.

Pros
Scales well, robust, clean UI

Cons
Pricing Structure

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 9/10

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Anonymous

Great B2B platform for Salesforce

Used weekly for 6-12 months
Reviewed 2020-08-31
Review Source: Capterra

I do agree that Pardot is a great B2B platform and certainly work seamlessly with Salesforce

Pros
Pardot is a useful marketing automation tool for Salesforce. It gives our sales team easy access to reports and customer lists and they can work efficiently with Marketing team to send out targeted emails As someone who helped the setup, I am happy with Pardot's out of the box integration with Salesforce objects.

Cons
Pardot is a products with rich features, sometime it takes time to identify the best way to get a job done Also, like Salesforce, neither the product itself nor support is cheap

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 5/10

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Anonymous

A flawed but somewhat integrated engagement platform for Salesforce

Used daily for 2+ years
Reviewed 2018-03-02
Review Source: Capterra

Easy to setup and basic integration with Salesforce. It is good for it's price point.

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
The software is limited vs Hubspot and other competitors. Reporting is not as robust and integration with Salesforce (the confusing 'Pardot Campaign' vs 'Salesforce Campaign' for example) can be frustrating. Do not expect to be able to get the level of website analytics you do in Google Analytics or the tracking ability available in Hubspot.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 6/10

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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.

Pros
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.

Cons
Limitations within automation rules for mutli-variable updates. For example - Loading a tradeshow list with campaign member statuses in SFDC. I would like to upload in one automation rule to say if X campaign status, update to this campaign in SFDC for X status, within the same rule I would like to add all of the other statuses with specific completion actions instead of having to run 1 rule for each status. Dynamic content should be able to trigger via a URL parameter and not just a known prospect field.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 8/10

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Anonymous

A decent marketing automation platform for the price

Used weekly for 6-12 months
Reviewed 2018-11-19
Review Source: GetApp

Pros
Full featured marketing automation platform that does the basics acceptably. For the price you can do well.

Cons
Surprisingly poor sync with Salesforce.com, given that that is its parent company. A bit clunky of UI compared to Eloqua or Marketo

Rating breakdown

Value for money
Ease of use
Features

Likelihood to recommend: 8/10

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Anonymous

EXCELLENT - but PRICEY

Used weekly for 6-12 months
Reviewed 2019-04-03
Review Source: Capterra

Overall customer touchpoints and communication flows. This has increased our ROI exponentially though so we have decided to stick with Pardot for that reason alone.

Pros
The ability to customize each individual subscribers flow and touch points has increased our ROI by a ton. We've also been able to implement features and customizations that we have never even thought was possible with using other competitor brands.

Cons
The price. Hands down. I know you get what you pay for, but the price point on this one makes it hard to justify with a smaller email list/customer database.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 7/10

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Kristi Longballa

Not Bad for Marketing Automation if You Use Salesforce

Used weekly for 1-2 years
Reviewed 2018-05-11
Review Source: Capterra

Pros
Pardot integrates seamlessly with Saleforce, so if you are using Salesforce for your CRM, this system will work well for you. The software in general is good, and the email building is superior to anything else I have used, however, the functionality is limited compared to other marketing automation software, and the price is similar.

Cons
Pardot does not have a robust blogging platform that tracks your key word rankings like other marketing automation software of similiar cost. In addition, it does not optimize email sending times and days based on your past performance. And there is no social media integration.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 6/10

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Anonymous

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.

Pros
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.

Cons
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
Features
Customer support

Likelihood to recommend: 3/10

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Anonymous

Great that it syncs with Salesforce, but not the best email service out there.

Used daily for less than 6 months
Reviewed 2017-11-07
Review Source: Capterra

Pros
It's great how it syncs with Salesforce. Importing new lists is easy and so is creating automation rules.

Cons
It does the job, but it's design functions and usability for email aren't stellar compared to others that are way cheaper. Other email builders like campaign monitor, mail chimp and Hubspot have better design options and are much more straightforward!

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 5/10

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Anonymous

Too expensive

Used daily for 2+ years
Reviewed 2018-12-05
Review Source: Capterra

We just quit our Pardot contract and moved to a competitor that was half the price and that so far has hands-on customer support.

Pros
I mainly used Pardot for sending emails and adding forms to our company's website.

Cons
Once Salesforce bought Pardot, the customer service experience got very bad. It was incredibly hard to find answers to y questions or to get live support. I had to create a Salesforce developer account in order to even see the Help area for Pardot. I don't use Salesforce for our CRM, though. It was very awkward and cumbersome.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 2/10

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Christopher Miller

This is a great way to run your biz.

Used weekly for less than 6 months
Reviewed 2019-02-26
Review Source: Software Advice

Pros
From marketing to training and B2B resources, this even has a ROI calculator to let you know exactly where you will be with your investment.

Cons
Besides the fact they are higher priced then almost any other software, you have to pay for the service anually.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 10/10

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Stephanie Kelly

Great marketing automation for non complicated programs

Reviewed 2016-10-05
Review Source: Capterra

Very easy to use and the on-boarding process is very simple. The features and functionality are great for those just getting into marketing automation or not running complex programs. The features differ between the various price packages so be sure to check what is important to you example - AB testing, reporting, email rendering. Overall the majority of the features you would need are available in the basic package. Overall easy to use and good value.

Rating breakdown

Value for money
Ease of use
Features
Customer support

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Anonymous

Large Scale Marketing Solutions

Used weekly for 1-2 years
Reviewed 2019-03-24
Review Source: Capterra

Pros
Great email marketing, good for large scale drip campaigns. Very user friendly and has a huge range of customizable features.

Cons
requires support from vendors large learning curve and takes newcomes a long time to build. Large price tag, better for larger companies.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 10/10

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Anonymous

Definitely a great way to sort leads

Used daily for 6-12 months
Reviewed 2018-11-29
Review Source: Capterra

Besides the functionality of using Pardot on the sales team, I know the marketing team and exec team loved the dashboards. The marketing team was also able to capture many prospect details from the easy to create beautiful, customizeable content where most of our leads came from. It's definitely an added bonus to help create the pipeline and sort it effectively.

Pros
I really liked how the leads were sorted into ones that were immediately "hot" and with Salesforce mobile, I could even do it on my long train commute home. It was also a good indicator of which leads to focus on. Since our sales cycle can also be really long, it also was helpful to see how long the prospect has been in the system and how knowledgeable they might be about us. As a newer salesperson it was helpful.

Cons
I wish some of the pro features were available at the standard price. If we could see the Google Adwords that led our prospects directly to the site easier, it would be much helpful. It is available, so it's not too bad of a downside, however, it is if that feature is too expensive for your budget at the moment.

Rating breakdown

Value for money
Ease of use
Features

Likelihood to recommend: 7/10

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Angela Bryant

Sales and marketing team collaborator to enhance business efficiency

Used occasionally for 1-2 years
Reviewed 2019-09-14
Review Source: Capterra

Its basic function which I really appreciate is to develop collaboration among sales and marketing teams to achieve most crucial targets. I strongly recommend it to other companies which needs an effective platform.

Pros
Salesforce Pardot aiming to focus operations sales related business in which it mainly analyzes on every single step of the sales cycle in which customers make its offerings. I love the features and functionalities it provides. It is really effective CRM product.

Cons
There is one issue that I would highlight, I would just say, its price should be reduced in order to give more convenience to its all users.

Rating breakdown

Value for money
Ease of use
Features
Customer support

Likelihood to recommend: 10/10

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Michael Fratina

Pardot is a lifesaver

Used daily for less than 6 months
Reviewed 2018-12-15
Review Source: Capterra

Pros
- Numerous marketing tools (email, reporting, analytics) with a list that expands as users advance to more expensive options

Cons
- Very expensive (but worth it), making it prohibitive for smaller businesses

Rating breakdown

Ease of use
Features

Likelihood to recommend: 10/10

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