Pardot

Our Thoughts on Pardot

Pardot has an interesting history. After being acquired by ExactTarget in 2012, ExactTarget was then acquired by Salesforce for a staggering $2.5 billion in 2013.

As you might expect, Pardot integrates nicely with Salesforce, and provides a lot of additional insight and marketing strength to the CRM. Our only major critique of Pardot is in relation to their pricing.

Starting at $1,000/month, Pardot is primarily aimed at B2B organizations, ranging from SMB to enterprise-level. While $1,000 / month is not unreasonable for a powerful marketing automation tool, many of Pardot’s most interesting features only become available beyond their $2,000 / month package.

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Pardot's Pros and Cons

While quite expensive, Pardot is a great marketing automation tool for those looking to improve the power and insight of their Salesforce CRM.

Pros

  • Lead Deck – Pardot’s Lead Deck gives you real time activity updates of prospect’s activity. If a prospect visits your services page, you can receive an update on your screen, and send them an email in one-click.
  • Easily Customizable – Pardot is one of the few marketing automation tools that allows you to customize the tool to your needs.
  • Good Salesforce integration – As you might expect, having been acquired by Salesforce, their integration with the Salesforce CRM is pretty good.
  • Great customer support – Pardot receive a lot of good praise for their customer support & training.

 

Cons

  • Not many integrations – While Pardot does have native integration with most of the popular CRMs, they only have 32 third-party apps, which is significantly less than other tools, such as Marketo.
  • API access only available to PRO users – In combination with a limited number of apps, Pardot’s API is only available to customers paying for their $2,000/month package.
  • A/B testing only available to PRO users – Again, if you want to make use of features such as A/B testing, AdWords integration, or dynamic email content, you’ll need to pay at least $2,000/month.

Pardot Integrations

Pardot has 32 integrations with third-party platforms. We have listed some of the most commonly used ones below:

  • CRM
  • Email
  • Social
  • Webinar
  • Salesforce
  • SugarCRM
  • Microsoft Dynamics CRM
  • RelateIQ
  • Apple Mail
  • Gmail
  • Outlook
  • Cirrus Insight
  • Thunderbird
  • LinkedIn
  • Twitter
  • Facebook
  • FullContact
  • GoToWebinar
  • WebEx
  • ReadyTalk

User Interface Screenshots

Pardot's Pricing

Standard

from
$1,000 /mo
  • Up to 10,000 Contacts
  • In-depth Prospect Tracking
  • Lead Nurturing & Email Marketing
  • Lead Scoring & Grading
  • ROI Reporting
  • Real Time Alerts
  • Forms & Landing Pages
  • Standard CRM Integration

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Pro

from
$2,000 /mo
  • Up to 10,000 Contacts
  • Includes all of standard, plus:
  • Advanced Email Analytics
  • Email Rendering Preview & Spam Analysis
  • Email and Landing Page A/B Testing
  • Advanced Dynamic Content
  • Google AdWords Integration
  • API Access – Up to 25K calls/day
  • Integrated Marketing Calendar
  • Social Profiles
  • Chat Support

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Ultimate

from
$3,000 /mo
  • Up to 10,000 Contacts
  • Includes all of pro, plus:
  • Custom User Roles
  • Custom Object Integration
  • API Access – Up to 100K calls/day
  • Dedicated IP Address
  • Phone Support

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Alternatives to Pardot

Sharpspring is an ideal marketing automation tool for agencies or fast-growing businesses. While quite a bit less expensive than Pardot, it still has many of the same features including call-tracking, marketing automation & CRM.

Infusionsoft is one of the best marketing automation platforms for companies with 2-25 members of staff. Aimed at small businesses, their pricing is slightly more affordable than Pardot, with many of the same features.

ActiveCampaign logo

Starting at $9 per month, ActiveCampaign are by far the most cost-effective marketing automation tool out there, as well as being one of the best-designed all-in-one marketing automation, email marketing & CRM tools. We use them, and highly recommend them!

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