Pardot

Pardot

(1221)
4.1 out of 5 stars

Powerful B2B marketing automation featuring lead scoring, nurturing, email marketing and more.

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Pardot review by <span>Asia M.</span>
Asia M.
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What do you like best?

Pardot's syncing capabilities between itself and Salesforce are excellent - especially since you get to choose exactly what you want synced and when, and which platform you consider to be the source of truth - either Pardot or Salesforce. What's crazy is that you can get down to the field-level - something I really appreciate.

I actually love the way Pardot thinks about scoring and grading - primarily because we're able to adapt it to exactly what we need. We leverage the best combination of data enrichment and Pardot's own features (automation rules!!) to create extremely accurate grades. Many people will bust Pardot for kind of being a dinosaur, but honestly, it's all about how you approach and implement it.

Flexible field configuration. Very easy from an ops perspective to configure exactly what you need.

What do you dislike?

We're a data integrations company, and I can tell you from experience that the Pardot API is *very* limiting. This means the types of data syncing / updates to Pardot we can perform are limited - which means getting the most out of Pardot is tough. Luckily, we're able to bypass most of this through Salesforce.

The automation campaigns do have some room to grow - they're not as smart / adaptable as, say, Mailchimp's automation programs. They've made some strides recently to improve them (i.e. showing you the exact dates the emails will be sent in a nurture campaign), but it's certainly not perfect for drip emails.

Reporting inside of Pardot is by far its worst feature. You'll definitely have to look to Salesforce for this capability (in which case, if it's your source of truth, this makes the most sense).

Lastly, the email builder still doesn't support the future of email - so if you can imagine all of the features that make marketing automation, Pardot won't necessarily have. Emoji support (yes - I said it), dynamic text replacement for "smart" emails (think Customer.io; Dynamic Content isn't quite the same), GIF support...

Recommendations to others considering the product

You won't go wrong with Pardot, but like any marketing technology tool, your priorities will vary:

1. Does your tech stack support this tool?

2. Will your teams adopt it?

3. Does it meet your feature requirements?

4. Does it help you get closer to your goals over alternatives?

And also like any tool, it totally depends on how you implement it and how you use it. Bad marketing is still bad marketing - no matter what you're using.

What business problems are you solving with the product? What benefits have you realized?

When it comes to measuring qualified leads, lead generation, and opportunity pipeline generated by marketing, Pardot is excellent for managing your campaigns, lead flows, and demand generation activities. My marketing team is small, but it was imperative that we had a tool that could pull together the customer and prospect experience from a digital perspective - more than say, a Mailchimp.

Overall, Pardot fits best into our stack and with our team and Marketing's needs.

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Pardot review by <span>Lee L.</span>
Lee L.
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Love Pardot, but it has its flaws

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What do you like best?

The ability to sync activities from Pardot and our website to Salesforce. As well being able to set up automation rules and programs that help take out our 'human' errors. So, when it comes to somebody submitting a request for quote on our website, we have an automation rule based of geography that will auto-assign to the correct rep. Because of this, we take out the middle man that had to look at it and determine who to send it to. And when it comes to our web request, timing is everything because our leads have said several times that they submitted that request to 2 of our competitors. We are almost always the first to react.

What do you dislike?

I can't schedule exact times I want an email blast to go out. Example: I can schedule it to go out on Tuesday between 10AM - 4PM, but I can schedule it to go out at like 10:25 AM.

They also tend to have several issues a month, like emails being delayed. It's not a real big issue, but when you're impatient like me it'll drive you crazy.

Recommendations to others considering the product

This is more for B2B companies. One thing I always tell people to remember is that this is a tool. It gives you the resources to do a lot of things, but it's not going to write your emails for you. The people I've talked to that were not as into Pardot sounded like they thought Pardot was going to be an immediate fix, and that it would do the work for them. It can be an amazing tool. You just have to know what you're wanting to do with it, and how you'll want to effectively use it

What business problems are you solving with the product? What benefits have you realized?

Speeding up our process, especially when it comes to being the first to respond to all of our web requests. We also have become a much smarter company as we can now track what each lead or customer is doing in regards to the emails we send them and what pages they view on our website (as long as we have a tracker on them). This is a really big thing for us as we have 5 separate product categories, and many of our leads could go for any of the product types.

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Pardot review by <span>Benjamin R.</span>
Benjamin R.
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It's not HubSpot

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What do you like best?

The integration with Salesforce is the major benefit over other marketing automation platforms. Engage is a great feature and the engagement studio is useful to visualize campaigns.

What do you dislike?

The landing page builder is horrible and lacks customization (although you can use HTML, your reporting will become limited). I have often experienced delays when testing and sending emails. Several times I have waited over an hour to receive a test. The duplication between Salesforce campaigns and Pardot campaigns is absurd. If you're going to have separate campaigns just for Pardot, call them something else to avoid confusion. Reporting functionality is quite poor.

Recommendations to others considering the product

If you have many processes built around Salesforce than it is probably the best marketing automation tool to use. However, if you're company is flexible than I highly recommend looking into HubSpot -- they are constantly improving their capabilities and releasing new featuers. They also have a much better UI, support team, and their template tool is crazy flexible as long as you're willing to learn HubL. I miss Hubspot very much.

What business problems are you solving with the product? What benefits have you realized?

We use it for marketing automation, digital marketing tracking, emailing, form collection, and landing page design. We have built many successful digital marketing campaigns using Pardot.

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Pardot review by <span>Ian V.</span>
Ian V.
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What do you like best?

We like the fact that there is complete flexibility to go try out different marketing ideas and keep it all in house. We tried using several different marketing companies but ended up spending a lot of money and never getting the results we wanted. We found bringing it 'in house' and deploying Pardot was the best option for us so we can keep innovating and changing it up.

What do you dislike?

The 'stock' landing pages can look a little 'home made' but they are great to get you going. Once you master them and get more ideas using them it's not a big leap to get a developer to help take them to the next level.

What business problems are you solving with the product? What benefits have you realized?

We get a lot of inbound leads on a daily basis so being able to combine the power of Salesforce and a marketing engine in one is huge for us. It enables us to keep re-engaging with prospective clients like never before and turn dead leads into live clients all the while continually marketing to new leads as well.

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Pardot review by <span>Hannah S.</span>
Hannah S.
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What do you like best?

The integration with SF contacts/lists is a great standard that makes sure your information, lists, contacts, etc. is all integrated and up to date. I will say the tracking and metrics provided after each email send are exceptional. I do wish there were a way to choose the graph (instead of it being just clicks).

What do you dislike?

The technology or deep details are very hard to figure out. If you cannot code, you will have a hard time figuring out how to get a true marketing campaign going. If you want to use this as 'just' email with no real call to actions behind it, it's the perfect tool for you.

Recommendations to others considering the product

Have your templates, landing pages, forms, etc. designed by those who technically can dig around Pardot/SF. If you piecemeal something together, it will look like it with Pardot.

What business problems are you solving with the product? What benefits have you realized?

We have consistent campaigns going to customers and prospects using SF verified data that is tracked.

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Pardot review by <span>Rachel G.</span>
Rachel G.
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What do you like best?

Once you have Pardot set up with lists and email templates, you can utilize the tool to automatically send emails via different rules and schedules. Without Pardot, we would have to hire a full time email marketer to complete half the amount of work that Pardot does for us on a daily basis. If you send out marketing or announcement emails to prospects and customers in a B2B environment, then I highly recommend this product. Pardot's AB testing, analytics reports, and form tracking keep our emails targeted and increase our ROI.

What do you dislike?

In the platform you have both Drafts and Templates, I don't understand why Pardot didn't combine the two. This can make finding created emails tedious, as well as, cause you to create duplicate email templates. Lastly, as with any Salesforce owned product(s), you are charged based on tiered storage, so managing your contact lists, artwork, and email templates are essential so you don't go over your data limit.

What business problems are you solving with the product? What benefits have you realized?

As previously mentioned, Pardot does a ton of work for us. We run personalized drip campaigns that sync to Salesforce which allow prospects and customers to receive an up-to-date stream of content, keeping our company and product top of mind. Furthermore, we track product demo requests and training webinars by using Pardot forms. Doing this is extremely beneficial, as we are able to automate data and tasks into Salesforce for our sales and customer success teams.

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