Pardot is all-around marketing for B2B sales

10-second breakdown:

Pardot is one of the best marketing automation platforms available, offering advanced lead generation and lead management capabilities, as well as marketing ROI reporting. Recommended for companies looking to generate and covert more leads.

Pardot is used in small (0-50 employees), medium (51-1,000 employees) and enterprise companies (1,000+ employees).

The good:

Pardot is one of the best platforms integrating lead generation with lead management and sales, making both the marketing and sales teams happy.

The bad:

The social media management feature can be improved in terms of both user experience as well as complexity. 

How it works:

For marketers looking to drive better results and prove marketing ROI, Pardot is a great choice. The software focuses on integrating your online marketing actions, from acquiring new leads to converting sales-ready leads.

Pardot’s landing page builder can help you design custom landing pages to host your content offers. The platform offers a series of templates, together with an intuitive visual editor that you can use to customize and brand your page to your heart’s desire.

Each landing page can host a smart form, which you can customize using a drag-and-drop editor.

Gating content by putting your assets behind a form is a great way to convert leads efficiently.

Advanced customization features are available for your landing pages, with lockable content areas, to make sure you capture the right leads. Make sure your forms aren’t too long, the fewer fields a form has, the higher your conversion rate will be and it will also make your page more mobile-friendly. Use conditional fields for progressive profiling, by only asking for a few pieces of information at a time.

Landing pages and forms integrate with your marketing and sales flows, making it easy to track a prospect from their first visit to your website, to when they downloaded a content asset and clicked on a call-to-action inside an email.

The tool’s email marketing capabilities enable you to build effective and beautifully designed emails that connect you to your prospects and customers. The platform offers an intuitive visual editor that comes with a series of responsive templates you can use.

You can also format and customize your own email design.

Once you’ve created your email, you can add personalization tags such as the prospect’s name or company, to deliver a more effective message. You can even select different contents to be displayed to different prospect segments, based on their engagement level. Sender information is also editable, enabling you to have multiple sender names and email addresses.

Before you hit send, you can preview your email and run a SPAM analysis to make sure that everything is in order. You can also test your emails using Pardot’s A/B testing feature, to see which content appeals best to your leads.

Detailed analytics will be available for every email sent, such as clicks, opens, and engagement stats.

You can create drip campaigns for your content assets, with the automated email feature.

Using a drag-and-drop editor, you can arrange emails in a series, and schedule them for sending at a precise time in your prospect’s journey.

These emails can be automated based on triggers such as time, interactions and other custom parameters. Drip campaigns are an excellent way to ensure follow-up in a timely manner. Engage your prospects with relevant content and keep your sales team ready for when that prospect becomes ready for conversion to customer.

The tool also provides auto responders for your forms and landing pages.

Every prospect interaction can be scored, so as to provide your sales team with an accurate overview of the level of engagement for each lead and help them prioritize their actions.

The tool will automatically segment your leads and organize them into dynamic lists. This will help you deliver specific, personalized messages and targeted offers on your website and landing pages.

If you integrate Pardot with your Google AdWords account, you can monitor organic and paid search metrics as well. This data will help you determine the best performing keywords and optimize your campaigns for a better performance.

Pardot’s ROI reporting feature helps you track the exact path that a visitor took until they became a customer. You’ll be able to see exactly which marketing and sales actions performed well and which ones caused a drop in lead acquisition. Pardot offers an overview of your campaigns’ performance, connecting your marketing data with your sales data in Salesforce:

Through integration with Salesforce Engage, sales team members can access marketing-approved email templates that help maintain brand consistency and get real-time alerts of all interactions with a prospect.

Pardot also has a social media management feature, enabling marketers to track a prospect’s interactions on social networks. The tool can also be used to schedule and post updates on multiple platforms.

Pardot is a powerful marketing automation platform, that enables marketing and sales teams to follow a prospect’s journey from visitor to customer.

Its advanced email marketing and lead management capabilities help you personalize your messages and segment your leads, for better conversion rates. The tool is easy-to-use once you set it up and integrate it with all of your marketing systems.

For complete rankings of all marketing automation companies, go here.

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