What is Pardot in Salesforce? A Probing and In-depth Guide

paradot in salesforce

Introduction to Pardot in Salesforce

Salesforce Pardot, also known as Marketing Cloud Account Engagement is a B2B marketing automation solution and a lead generation tool. The Pardot stands at forefront of the cutting-edge marketing automation, showing how businesses engage with their audience. If you’re working on the Salesforce CRM, Pardot is the best way to empower organizations to streamline their marketing efforts, nurture leads, drive engagement, target potential customers, and convert them into actual customers. 

In B2B, the lead generation and conversion process isn’t a walk in the park. Salesforce Pardot serves as a valuable tool for marketing enthusiasts, encompassing various marketing and sales strategies. However, it’s essential to comprehend the capabilities, nuances, and workings of Salesforce Pardot to enhance marketing strategies and attain sustained growth.

Features of Salesforce Pardot

You all know that Salesforce Pardot is one platform that can congregate many marketing functions. If don’t, fret not, let’s deep digger into features and what’s included in this tool.

Salesforce

How Does Salesforce Marketing Cloud Differ from Salesforce Pardot?

Salesforce Marketing Cloud and Salesforce Pardot are both marketing automation and lead generation tools but have different expertise and functionalities. We have written some key differences, let’s have a look.

Salesforce Marketing Cloud Salesforce Pardot
It is a whole-package, comprehensive marketing tool that offers a wide array of It focuses on features specifically designed for B2B marketing automation and it is built on
features such as email marketing, social media marketing, mobile marketing, personalized responses on the web, data analytics, and many more. the Salesforce CRM platform. It includes features such as lead scoring, grading, sales integrations, lead management, data analysis ROI, and marketing campaign management.
It is created for enterprise-level businesses. It caters to a diverse range of audiences, including both B2C and B2B organizations. It gives businesses more flexibility and customization options yet it is also complex. It is only designed for B2B businesses. It is for organizations seeking for streamlined sales automation solution.
Salesforce Marketing Cloud can integrate with the Salesforce CRM but the integration depends on the modules and features used. Pardot is integrated with Salesforce CRM helps users to give a unified view of leads and track all the performance occurring in different channels.

How Does Pardot Work with Salesforce?

Pardot and Salesforce work in collaboration and closely to utilize all data from both of the platforms. Most importantly, these two work hand in hand to enable seamless data synchronization and collaboration. Here are some ways that show how Pardot and Salesforce work closely together. 

  • Bidirectional Data Sync: The data between two platforms work as a bidirectional data sync – Pardot data syncs with Salesforce and vice versa. The syncing occurs at different levels and these two platforms exchange a multitude of data. In a general setup, Pardot shares lead information and engagement data, whereas Salesforce provides Pardot with all the lead generation, qualified or disqualified leads, progress of opportunities, and product and service purchases.
  • Pardot and Salesforce Marketing Funnel: Generally, every organization’s marketing funnel consists of three levels; Tofu, Mofu, and Bofu. Let’s study how does Salesforce and Pardot marketing funnel work. 
Top of Funnel Middle of Funnel Bottom of Funnel
At the top of the funnel, Pardot works to attract, engage, and get leads through different sales strategies including SEO, PPC advertising, social media campaigns, and content marketing, that will drive traffic to your website The leads and data gathered through these tactics will move to Salesforce, providing the sales team with complete insights about the prospective leads. At the middle of the funnel, Pardot takes the potential leads and engages with them through targeted marketing campaigns. Furthermore, it will nurture these leads and acquire the necessary data to qualify them as prospects. The shared data on Salesforce allows the sales team to get acquainted with prospects' engagement history and decide accordingly about the further process. The mature lead progresses through the funnel and reaches the bottom, where Pardot works continuously with Salesforce for the conservation and opportunity lifecycle – where the leads pass through several stages in a run-up to build new customers.
Pardot Advantages

Why Use Pardot? The Major Advantages

Primarily, Pardot serves as a B2B automation tool and when integrated with Salesforce CRM it can significantly boost your lead conversion and marketing and sales efforts. Moreover, using the Pardot has other major benefits, take a look: 

  • Streamlined and Monetarized Lead Management Process: At first, it will help you in lead generation – the process of captivating prospects. Pardot offers a tool to create appealing landing pages and forms and send automated and personalized emails to capture leads. From targeting the desired customer to capturing and converting leads, this tool provides a streamlined lead management process.  
  • Efficient Lead Segmentation Process: It creates automated segments of leads based on different demographics, interests, and behaviors and creates personalized campaigns tailored to their needs and requirements. The divisions made it easy for the sales team to target the right audience and put their efforts into the exact target. 
  • Robust Lead Nurturing Process:  This tool offers an improved lead nurturing process, allowing users to send targeted and direct emails to leads. Depending on the lead behavior and interest, this automated platform sends relevant content and product demos to convert them into the actual lead. 
  • Effective Email Marketing: This platform has a built-in email builder that helps you create personalized emails through the given simplified and easy templates. You can customize the content and send it at the ideal time for better reach. 
  • Improved Sales and Marketing Alignment: Pardot and Salesforce CRM working collaborating help the organization leverage and foster better alignment between the sales and marketing team. Through the grading and scoring feature, any organization’s marketing team can identify and order high-quality leads based on predefined criteria. Salesforce then helps distinguish leads that have a high potential for better conservation rates. 
  • Precise Data Analytics and Reporting: In addition, it also provides effective and precise reporting and analytics tools (e.g. ROI) that gauge which marketing campaign stands out and what helps.             

Read more: Market Value of Salesforce Certifications in Recent Times

Cost of Using Marketing Cloud Account Engagement – Pardot

The cost of Pardot varies and depends on the package you take. The price also depends on the number of contacts in the database and how much the user is using the platform. Organizations can opt for Pro, Corporate, and Enterprise depending on the features and their need.

Packages Pro Fee Corporate Enterprise
Personalized marketing automation with email solutions Personalized cross-channel strategic marketing solutions Sophisticated journeys across channels, brands, and geographies
Cost (USD, Annually) $1,250 $4,200 Request a Quote

To explore the features included in each package, visit:- the official Pardot pricing page.

Read more: Salesforce Certifications Cost in 2024

Limitations of Using Salesforce Pardot

Despite the benefits that Pardot brings in sales and marketing, some limitations are also that we can’t overlook. Here are some:

  • Salesforce Pardot is only a B2B marketing automation tool and doesn’t cater B2C audience. 
  • If you have a small and medium organization, it can be costly. 
  • This platform doesn’t have a built-in CRM system. So, it must be integrated with Salesforce CRM and other CRM systems.
  • Pardot offers improved analytics and reporting but it is limited compared to some other marketing automation tools. 
  • Its customer support is not as widespread as other customer engagement solutions.

Read more: List of 35 Valuable Salesforce Certifications which are valid in 2024

The Bottom Line

If you have been looking to enrich your business sales and marketing, Pardot is a good fit. This customer engagement solution comes with many improved and automated features that are cohesive and highly saleable, to maximize business efficiency, nurture leads, close more deals, and increase conversion rates. Moreover, Pardot when integrated with Salesforce, works seamlessly to exponentially grow business by finding the right leads, targeting their personalized needs, and converting them into actual leads. Despite being confined to B2B; it is a comprehensive suite of tools to carry out effective marketing campaigns and aid businesses to enhance their marketing return on investment.

Frequently Asked Questions:

Both are marketing automation and lead generation tools. Primarily, the Salesforce marketing cloud is a more widespread tool compared to Pardot. The former caters to every organization including B2B, and B2C, and works at the enterprise level while the other is only confined to B2B. In this blog, we have covered all the prime differences between these two marketing tools. Read this article, to get acquainted with all the differences.

No, Pardot is a customer engagement solution and lead generation tool. It doesn’t have a CRM system and must be integrated with Salesforce CRM or other CRM systems.

Simply put, it is a B2B marketing engagement tool. It is geared toward B2B (Business to Business). More B2C, Salesforce Marketing Cloud can be a better fit.

In simple words, Pardot is used by the business sales team for the lead generation process. It is used to target the right audience, automate personalized email responses and send them accordingly, nurture leads, and convert them into loyal customers through various marketing tactics. Hence, it helps the marketing team in the buyer’s complete journey, from the lead management process to retying the customer.

As of the current year, more than 4000 companies have been using Salesforce Pardot as a marketing tool around the world.

The Pardot has been renamed into Marketing Cloud Account Engagement to make the Salesforce ballooning product suite more understandable and make the Salesforce marketing product more cohesive and highly scalable.

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