Pardot product overview

Pardot is a B2B CRM that empowers marketing and sales teams to find and nurture leads, close deals, and maximize return on investment. The lead management features CRM integration, email marketing, lead nurturing, lead scoring, and ROI reporting. Companies can track all prospect interactions on site from downloads to page views, then score prospects based on parameters set. Automated lead nurturing and real-time sales alerts save time and help reps prioritize tasks and leads.

Pros of Pardot

Pardot users like the lead nurturing functionality; creating lead nurturing campaigns are useful and efficient for engaging prospects with content and offers. Users can simply set up the campaign once and use the workflow multiple times for different leads. Visitor tracking also gives users a complete picture of each prospect, as well as which content they were looking at. Pardot can also be connected to the Salesforce CRM platform.

Cons of Pardot

Pardot’s pricing can be on the higher end for smaller-sized businesses.

Breakdown of core features

Email Marketing

With Pardot, you can A/B test your email content, create email templates that match your brand guidelines, preview your emails across platforms and devices, test your emails across top SPAM filters, and do advanced email reporting. In addition, you can further personalize your emails using segmentation with Pardot to reach out to specific audiences. Send emails to different groups based on their job titles, product interests, location, and more.

Lead Nurturing

Lead nurturing helps you retain prospective clients who aren’t sales-ready without wasting time. By “dripping” marketing content and 1:1 messaging to your prospects over time, you stay top of mind throughout the length of the sales cycle — and you free up marketing and sales resources to focus on your hotter leads.

Reporting

Tie closed deals to the campaigns that created them using closed-loop reporting. Calculate campaign costs at any time and automatically have your opportunity data sync between your CRM and marketing automation tool. Finally, calculate your ROI and make sure that both marketing and sales are getting credit for their hard work. With Pardot’s reporting feature, you can better understand where your best and worst leads are coming from, allowing you to prioritize your marketing channels and spend.

(Last updated on 02/17/2020 by Marshall Bright)