Salesforce Pardot Marketing Automation

From $1,250/month/ Get A Demo
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Part of Salesforce’s extensive list of tools, Paradot is a business-to-business marketing automation and lead management tool. By using Paradot, your sales team will be able to set-up, deploy and handle marketing campaigns online, thereby boosting your company’s revenue and improving efficiency.

Filled with a variety of features, Paradot is a cloud-hosted solution that is designed to help you create and maintain relations, generate more pipeline and empower your sales team with data that will help them close more deals. Some of its most popular features are as listed below:

  • Streamlined Lead Management
  • Intelligent Lead Generation
  • Effortless Email Marketing
  • Seamless Sales Alignment
  • Insightful ROI Reporting

Essentially, Paradot helps you generate more leads, move those leads quickly through the sales pipeline by engaging buyers on their terms with personalized campaigns. Basically, the tool allows you to build data-driven programs that are capable of generating new leads, which accelerates the sales cycle. Moreover, by using Paradot, you will be able to visualize and test every factor in the program to optimize the entire customer experience, thereby improving the campaign performance based on metrics and reports.

Furthermore, as Paradot is a Saleforce product, it is guaranteed that you will get easy-to-use tools with customization, integrations, native mobile apps, automation and enterprise level data security.

Vendor Details

Key Metrics of Paradot

Pardot’s user-friendly marketing automation solution has tools to build and improve marketing campaigns and workflows. Here are five of its key features:

Email marketing

Pardot makes managing email campaigns easier for marketers. An intuitive editor helps users build visually-pleasing emails. Automation and personalization settings allow marketers to “set and forget.” Marketing messages can be automatically sent to contacts and modified based on contact engagement. Also, A/B testing capabilities let users find out what truly resonates with a lead and craft the perfect message.

Lead management

Marketers are easily able to improve messages and workflows, depending on the requirement of the audience. Moreover, emails can be scheduled to be sent based on parameters like time and engagement. Lead qualification settings help marketing teams identify the most engaged leads and prioritize outreach. Automation and segmentation features reduce the repetitive tasks involved with targeting. Lastly, campaign performance data can be used to personalize the customer experience.

Sales alignment

Being part of Saleforce, you can easily integrate Pardot with Saleforce’s CRM, which encourages collaboration between sales and marketing teams, thereby increasing conversions. For example, using insights from the marketing team, your sales team can create and send a mini-campaign to potential customers and easily move them to the nurturing phase through the Saleforce App. Moreover, to ensure the leads get a quick response, you can set up alerts, which will notify the sales and marketing team. Finally, using the activity-tracking feature, you can enable your teams to track progress of each contact and determine when and how is best to contact the lead.

Lead generation

Using Paradot’s in-build editor, you can easily build landing pages, custom forms and social posts with its drag and drop features. Moreover, you can also integrate Paradot to Google AdWords to track the exact return on investment (ROI) of a particular campaign and keyword performance.

ROI reporting

For any campaign, reporting is arguably most important. And, Paradot has mastered this! By using Paradot’s reporting features, you can track campaign performance, ROI, customer life-cycle and email metrics. This data will then help you to identify what exactly captures your customers’ attention and where you need to improve. You can also use this tool to connect with all of you business marketing channels, which will enable you to tie revenue back to programs, like webinars and live events. This will help you analyze how your users are interacting with videos and social media.


Pardot offers 3 pricing plans that are billed annually:

GROWTH – $1,250/month/up to 10,000 contacts

  • Email Marketing
  • 50 Forms
  • 50 Landing Pages
  • Tracked Social Posts
  • 50 Automation Rules
  • Variable Tags
  • Engagement Programs
  • Lead Nurturing
  • In-depth Prospect Tracking
  • Lead Deduplication
  • Lead Scoring & Grading
  • ROI Reporting
  • 10 Competitor Monitoring
  • 100 SEO Keyword Monitoring

  • Custom Fields
  • 100 MB File Hosting
  • User Forum
  • On-demand Training Videos
  • Live, Weekly Training
  • User Management
  • Success Specialist Team
  • Pro Connector
  • EventBrite Integration
  • Native CRM Integration
  • Olark Chat Integration
  • Webinar Integration
  • 3 SSL Vanity Domains
  • Fully customizable URLs

Included in the plan with additional cost:

  • Multivariate Landing Page Testing
  • Email rendering & Preview Analysis
  • Advanced Dynamic Content
  • Social Profiling & Lookups

  • Advanced Email Analytics
  • Google AdWords Integration
  • Salesforce Engage

PLUS – $2,500/month/up to 10,000 contacts

  • All GROWTH plan features, plus:
  • Forms
  • Landing Pages
  • Integrated Marketing Calendar
  • Email A/B Testing
  • 100 Automation Rules
  • Multiple scoring categories
  • Social Profiling & Lookups

  • Advanced Email Analytics
  • 25 Competitor Monitoring
  • 250 SEO Keyword Monitoring
  • Multi-touch attribution models
  • 25K API Access — Calls per day
  • 500 MB File Hosting
  • 10 SSL Vanity Domains
  • B2B Marketing Analytics

Included in the plan with additional cost:

  • Custom Object Integration
  • Custom user roles and permissions
  • Dedicated IP Address
  • Salesforce Engage

ADVANCED – $4,000/month/up to 10,000 contacts

  • All PLUS plan features, plus:
  • 150 Automation Rules
  • 100 Competitor Monitoring
  • 1000 SEO Keyword Monitoring
  • 100K API Access — Calls per day

  • 10 GB File Hosting
  • Custom user roles and permissions
  • 20 SSL Vanity Domains
  • Dedicated IP Address
  • Salesforce Engage (additional cost)

Features of Paradot

Listed below are some of the key features offered by Paradot:

  • Lead management
  • Lead generation
  • Email marketing
  • Email builder
  • Automated engagements
  • Personalized messaging
  • Optimized sending
  • Sales alignment
  • Engage campaigns
  • Real time alerts
  • Activity tracking
  • CRM integration
  • ROI reporting

  • Lifecycle reporting
  • B2B marketing analytics
  • Customizable dashboards
  • Multi-task attribution dashboard
  • Custom views
  • Shareable insights
  • Third party data connection
  • Analytics mobile app
  • Social media marketing
  • Landing page builder
  • Smart forms
  • Organic and paid search
  • Social posting & profiling

Pros and cons

  • 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.

  • 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.


The Pardot platform can be extended with third party apps using Connectors which allows data to be passed back and forth between the two applications. The following apps and services integrate with Pardot:

  • Google Analytics
  • Google Ads
  • Twitter
  • Facebook
  • LinkedIn
  • UserVoice
  • Twilio

  • Wistia
  • Olark
  • Eventbrite
  • Sites
  • Webinar Services
  • Third-party Site Search
  • Tracking Search Keywords & Competitor SEO


Devices Supported

  • Windows
  • Linux
  • Android

  • iPhone/iPad
  • Mac
  • Web-based

Language Support

  • English

Pricing Model

  • Annual Subscription

Customer Types

  • Small Business
  • Large Enterprises
  • Medium Business


  • Cloud Hosted


Pardot customers are able to contact a select team of Client Advocates who offer exclusive office hours, conduct strategy sessions, perform account audits and provide information on new features.

Pardot’s support services also include:

  • Ongoing technical support via in-app chat and email
  • Daily, virtual office hours and strategy sessions with Pardot’s Client Advocate team
  • Free live, weekly trainings, including deep-dive webinars on specific features
  • Access to Pardot’s Idea Exchange to submit and vote on new product features
  • Free local user groups in cities across the globe
  • Unlimited access to the Pardot Knowledge Base and an online Customer Hub of resources

Pardot’s services and support teams have offices globally, including in Atlanta, San Francisco, Dublin, London, Sydney and Tokyo

Free Trial
Supported Devices
Cloud Hosted
Cloud, SaaS, Web
Mobile – Android Native
Mobile – iOS Native
On Premise
Open API
Language Support
Pricing Model
Monthly payment
Annual Subscription
In Person
Live Online
Customer Types
Small Business
Large Corporations
Medium Business
24/7 (Live Rep)
Knowledge Base
Phone support
Chat support
Email Marketing
Landing Pages
Marketing Automation
Workflow builder
9 Total Score
Fast, Easy, and Powerful Marketing Automation

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.

9Expert Score
8.7User's score
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