Pardot is a web-based marketing automation system for mid-size B2B marketing organizations. The system offers a standard suite of tools to automate lead generation, lead scoring, lead nurturing, database segmentation, and campaign ROI reporting. Pardot is used by over 300 companies in 10 countries and the vendor boasts a 96% customer retention rate without a contract.
Pardot can serve marketers that manage a small or mid-size contact database, all the way up to several hundred thousand or a few million contacts. Its focus is on the mid-market and it typically is not used by enterprises above $100M in annual revenue or 500 employees. Its core competency is in B2B marketing in long, multi-step sales processes. It is not used by B2C marketers.
The following are the primary features of Pardot:
|Lead nurturing||Lead scoring||Lead management|
|List management||Smart lead capture forms||Batch email marketing|
|Salesforce CRM integration||Microsoft CRM integration||Sugar CRM integration|
|Netsuite CRM integration||Social media integration||Web activity tracking|
|Automated drip marketing||Campaign analytics||Email deliverability tools|
|Real-time sales alerts||Custom security controls||MS Outlook integration|
Pardot is offered in 4 different packages that present different feature sets. Its Group Edition offers basic lead scoring and email marketing, while the Professional and Enterprise Editions offer the core marketing automation functionality that most users will require. Its Ultimate Edition offers the same features as the Enterprise Edition, plus extra email messaging, storage space, and a dedicated IP address.
Pardot is a software-as-a-service application that is hosted and backed up remotely. It is built on the Force.com platform and integrates seamlessly with Salesforce.com, Microsft CRM, Sugar CRM, and Netsuite.
Pardot presents the following as key differentiators in their product:
- Powerful lead scoring engine
- Desktop application that provides real-time alerts to sales and marketing representatives
- Free iPhone app for customers
- No contract, pay-as-you-go monthly pricing
- Unlimited number of users and contacts in your database
- API for custom CRM system integrations
Pardot’s four editions range in price from $500 to $3,000 per month. There are no setup costs and training is free. Heavy email users may encounter additional charges for exceeding monthly maximums.
Pardot was founded in 2006 by a team of executives who were former classmates at Duke University. The company has grown quickly, adding 20-50 customers per quarter in recent years with a current customer base of 300 customers. In 2008, the company was ranked the 3rd fastest-growing company in Atlanta by the Atlanta Business Chronicle. Pardot is privately held and has 30 employees.
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