Pardot has been around since 2006 and joined the Salesforce ranks as part of the 2013 acquisition of ExactTarget (ExactTarget acquired Pardot in 2012). Although ExactTarget was renamed Marketing Cloud, Pardot was split out keeping its name and made part of Sales Cloud.
So what is Pardot?
Pardot is Salesforce’s B2B marketing automation platform; this includes tools including lead generation, outbound email sending and drip campaigns. It is not a native part of the Sales Cloud platform using its own users (although you can use single sign on to connect them) and security settings, with an API application to sync data between the two systems.
If you are an admin of a Salesforce org you will find Pardot very simplistic to use; it has very few settings & customizations with an early lightning look & feel. You also have a big bonus on licence management, with Pardot you pay for a number of mailable prospects you store & can have unlimited users.
What can Pardot do?
So you understand what Pardot is, and where it came from, but what can you do with it?
- Store prospects and visitors, prospects are leads and contacts in Salesforce, visitors are people that have engaged with your website, but have yet to identify themselves. You can look at related activities with them (including CRM data), score them on their behaviours and segment them into lists.
- Build landing pages and forms, once you have sent an email, you can send a prospect to a page where you can dynamically populate the content of the page based on their prospect record and request more information to build up their profile.
- Create emails, using the WYSIWYG (What You See Is What You Get) editor you can quickly build dynamic email templates and update the content in seconds all while seeing the changes once saved.
- Social posting, you can send and track social media posts to Facebook, Twitter & LinkedIn
- Automation, this includes automation rules, these are similar to workflow rules in Salesforce and can be used make simple changes to records. You also have engagement studio; this is closer to Process Builder, these are used to send customers on journeys with options or triggers are each junction.
- Connectors, you can also plug other applications such as Eventbrite to sync or populate data
- Reports, of course, reports, what would be the point if none of this could be reported. Unlike Salesforce reports, these are not customisable and come straight out of the box, although some data can be pulled into Salesforce and reported on there instead.
So now you know, what Pardot is and what it can do. Getting a trail org is a lot harder than with Sales Cloud, but it is possible if you make a request.
Also published on Medium.