Here’s what you need to know.
Introduction to Pardot
Founded in 2006, Pardot is a B2B marketing automation platform with a strong focus on organizations with longer than average sales cycles. It includes lead management functionality like lead qualification and lead scoring, as well as email marketing, landing pages, forms and strong sales capabilities.
Pardot is particularly attractive to companies who need a robust sales solution since it was acquired by Salesforce, a powerful CRM, in 2013. In addition, Pardots data collection and intensive segmentation functions make it a desirable solution for organizations who really want to stretch their marketing legs.
Still, if you’re considering Pardot’s marketing automation platform, you’ll want to be sure it’s a good fit for your organization’s particular needs. You need to know what it does best, and what it’s weaknesses are. You’ll also need to determine if it fits within your budget. This is what we’ll discuss today.
At the end of this article, you’ll be able to make an educated choice as to whether Pardot is a good fit for your enterprise organization. If you decide in favor of Pardot, we have included multiple checklists at the end of this post to help you plan a migration from your current automation tool, to Pardot.
If you’d like a team of experts to handle your migration with a white glove approach to optimizing your data and workflow in the process, reach out today. We can setup a time to speak with you about our services and how we can assist you during the migration process.
In the meantime, let’s move on to what you need to know about Pardot and all the considerations you need to make before planning your migration.
Why Choose Pardot Marketing Automation Platform?
As we stated before, Pardot is targeted mainly toward B2B marketing automation users and enterprise level organizations who require longer timelines and strong sales integrations to fuel their campaigns. In addition to all the marketing automation tools you’d expect, Pardot goes above and beyond with their email marketing campaign performance tracking. Pardot helps to highlight your most successful strategies so you can stay on track for revenue goals, a unique ability among its competitors.
Pardot Pricing & Capabilities
Pardot has three subscriptions available currently. They are: Growth, Plus, and Advanced. With each of the packages, you are allowed up to 10,000 contacts, however, your service suite scales considerably with each subscription level. Here is the full breakdown:
|Pricing||$1,250 p/month||$2,500 p/montho||$4,000 p/month|
|SSL Vanity Domains / Tracker Domains||3||10||20|
|Custom Lead Scoring||Yes||Yes||Yes|
|Unlimited Emails/Email Marketing||Yes||Yes||Yes|
|SEO Keyword Monitoring||100 Keywords||250 Keywords||1000 Keywords|
|Competitor Monitoring||10 Competitors||25 Competitors||100 Competitors|
|Basic Dynamic Content||Yes||Yes||Yes|
|Tracked Social Posts||Yes||Yes||Yes|
|Native CRM Integration||Yes||Yes||Yes|
|Olark Chat Integration||Yes||Yes||Yes|
|bit.ly Pro Connector||Yes||Yes||Yes|
|Basic User Management||Yes||Yes||Yes|
|Live Best Practice Calls And Office Hours||Yes||Yes||Yes|
|On-demand Training Videos||Yes||Yes||Yes|
|Advanced Dynamic Content||$||Yes||Yes|
|Multivariate Landing Page Testing||$||Yes||Yes|
|Social Profiling & Lookups||$||Yes||Yes|
|Google AdWords Integration||$||Yes||Yes|
|Advanced Email Analytics||$||Yes||Yes|
|Email Rendering and Preview Analysis||$||Yes||Yes|
|Pardot API Access||25k calls p/day||100k calls p/day|
|Email Marketing A/B Testing||Yes||Yes|
|3 out-of-the-box Pardot influence models||Yes||Yes|
|Integrated Marketing Calendar||Yes||Yes|
|Multiple Scoring Categories||Yes||Yes|
|Dedicated IP Address||$||Yes|
|Custom Object Integration||$||Yes|
|B2B Marketing Analytics||5 licenses||5 licenses|
|Predictive Lead Scoring||Yes|
|Business Units||2 included|
|Additional Business Units||$2k p/unit p/mnth|
|$ indicates feature is available for an extra fee|
Pardot Marketing Automation Platform Pros & Cons
Now that you’re aware of Pardot’s history, it’s main focus, pricing, and capabilities, we’ll break down what we love the most about Pardot, and what we’re less thrilled about.
Native Salesforce/Pardot Integration
One of our favorite things about Pardot is it’s native integration with Salesforce. Unlike other marketing automation software that claims to integrate with Salesforce but really just impose themselves on top of it, Pardot blends seamlessly with Salesforce for powerful revenue driven marketing.
Unlike other marketing automation software many of its competitors, Pardot is highly customizable so you can program your instance for your specific needs.
One of our favorite features in Pardot is it’s lead qualification deck. We love it because we can see updates in real time for all of our prospects so we always know their current status. Even less noticeable behaviors like visiting a page, can be seen in real time via the lead management deck.
With its enterprise competitor Eloqua offering nearly 400 integrations, Pardot’s 32 integrations is a little less than thrilling. We don’t feel this is a strong enough reason to discount Pardot’s strong sales and marketing capabilities. However, if you’re a large enterprise organization in need of marketing automation software more robust solution, this may be a deciding factor for you.
Like some of the other marketing automation software we’ve reviewed, Pardot’s pricing is up there. While it does offer an expansive set of services for the cost, it may be a stretch for some startups and SMBs.
Another thing we’ve seen in our own experience as well as our clients is that there are many nuances to the Pardot interface which make it slightly frustrating for beginners. In fact, one of the reasons why many of our clients have come to us is to help them get things up and running with Pardot and help them navigate these “gotcha” scenarios.
For example, one thing that always confuses our clients is when to choose a completion action, segmentation rule, automation rule, or dynamic list. It should be a rather simple process, and yet, Pardot needs to add a flowchart to explain the process.
What to Consider Before Migrating to Pardot Marketing Automation Platform
Inventory and Cleanup
Migrating to a new marketing automation software can be tricky. You really want to take a full inventory of all your assets so that nothing is left behind or accidentally discarded during the migration process.
This is also a great time to do a little “spring cleaning” with your database. You can take this opportunity to cleanse contacts and tighten up your file structure and conventions and make a fresh start in Pardot.
Archive Valuable Items
Beyond cleaning, you may be unsure of what you should migrate or what you should archive for potential use later down the road. So here are a few considerations to review as you plan your archival process.
- HTML Codes
- Emails & Landing Pages that may be needed later
- Campaign workflows
- Form submission data
Planning & Timeline
It’s important to note that your migration can take several weeks depending on the size of your database and content. Much of your assets can’t be transferred and will need to be re-created, so be sure to create a project management plan for your migration and set a reasonable timeline.
When it comes to sequences and triggers in your marketing automation software, make sure you test everything before you cancel service with your current provider. This ensures that you can “retrace your steps” and pinpoint any by comparing your new campaign to its predecessor.
Ready to Migrate?
Use Our Pardot Migration Checklists!
Now that you’ve learned the ins and outs of Pardot, you’ll have to decide if moving to this marketing automation software is the best move for you and your organization. If so, we welcome you to use our customized checklists to help guide your transition.
Don’t have the bandwidth to commit to a migration effort? Worried that assets might fall through the cracks and campaigns won’t function properly once in Pardot? Let us help!
At Interrupt Media, we are automation experts and we provide a white glove approach to migrating your database from your current automation tool to Pardot.
Reach out today and let’s setup a time to chat.