Salesforce Pardot is the marketing automation solution of the Salesforce suite, its robust integration with CRM allows you to align your marketing efforts with your business objectives for better lead tracking. By combining Salesforce Pardot with the other tools in the suite, including Salesforce Einstein, you get a powerful all-in-one tool to optimize all of your business processes.
In this article, we review the key features of Salesforce Pardot, we detail the available prices and we share the most frequent feedback from users of the tool.
Salesforce Pardot functional scope
Email Marketing & Landing pages
The e-mailing campaign management tool offered by Salesforce Pardot consists of an intuitive editor allowing you to create B2B emailing campaigns with attractive visuals based on many templates.
Salesforce Pardot makes it easy to segment your prospects based on their interactions with your emails and customize each email for the right recipient. A / B testing capabilities allow you to identify what resonates with a prospect and push the most impactful messages.
Likewise, Salesforce Pardot makes it easier for marketing teams to create landing pages. The tool offers many templates that you can easily customize according to your target and your offer. It is also possible to use HTML to reproduce the appearance of an existing site.
To maximize your conversion efforts and set up landing pages that collect leads, Salesforce Pardot allows you to create several simultaneously, test the configurations that work best as well as measure their performance and their complementarity with your email campaigns.
Salesforce Pardot offers a sophisticated lead scoring system and many ways to use automation to make lead management easier and more efficient. Thanks to the excellent integration with Salesforce CRM, Pardot helps identify the most qualified prospects before passing them on to the sales teams.
Rather than sending mass emails, Pardot allows you to identify increasingly specific segments of prospects and define lead nurturing strategies tailored to each of these segments. The tool will also help you orchestrate these strategies through easy-to-learn workflows so that each prospect is reached by the content that suits them when they want it.
Reporting on Pardot
The analysis tools offered by Pardot are powerful, you can follow in real-time how prospects are interacting with your brand. Pardot’s Advanced Email Analytics package allows you to measure the performance of your email campaigns, including engagement, clicks, and A / B testing.
To use all the analysis features of Pardot, you will need a Pro or Ultimate plan, find the details of the pricing plans in the rest of the article.
Robust reporting functions allow you to track:
- Campaign performance
- Their return on investment
- The customer life cycles
- Email metrics to optimize them
Salesforce Pardot’s Analytics solution integrates data flows from all of your marketing channels: Webinars, events, social networks. Evaluate each person’s ROI so that you can focus your marketing strategy on the channels that have the most impact on your buyer’s personas.
The reporting tool gives you an overview of the performance of your campaigns and allows you to compare them: each bubble represents a campaign and the opportunities generated.
Salesforce: The Key Pardot Integration
If you already use Salesforce CRM, integrating Pardot allows you to significantly optimize your use of both tools. The leads and actions you carry out via Pardot are synchronized automatically, which allows you to easily assign leads to the right salesperson! You also benefit from the many possible integrations with the best applications available on Appexchange.
In an Account-Based Marketing logic, the ability to alert sales representatives in real-time to the progress of leads within your sales funnel is another important asset of the tool.
In addition to the connection to CRM, integration with other solutions in the Salesforce suite and particular Einstein, a very powerful Business Intelligence and Analytics tool offers you the opportunity to take a step forward in terms of customer knowledge.
Beyond Salesforce, Pardot offers native integration with most CRM software, although it cannot integrate with more than one CRM at a time.
Google Adwords integration
By using the integration with your Google Adwords account, you have the possibility of building landing pages that correspond to the keywords on which you position yourself via your Google Adwords campaigns.
Thus, Pardot all interactions of your prospects with your Adwords campaigns are integrated into the overall monitoring of each prospect. This allows you to optimize your campaigns based on these results. It is also possible to integrate your Google Ads expenses with lead tracking in Salesforce to determine the real cost of a qualified lead as well as the ROI of your Adwords campaigns.
Social media integrations
Here, Pardot does not particularly stand out from other marketing automation software and offers the basic features that allow you to manage your social media presence in an automated way.
The tool, therefore, offers connectors for all major social platforms, including Twitter and Facebook. You can use these connectors to publish posts automatically and Pardot to create forms and landing pages suitable for different platforms.
Pardot has two LinkedIn connectors, one for quick and easy posting, the other for finding B2B profiles and leads. This functionality is another plus that strengthens Pardot’s potential for B2B marketing.
Customer reviews on Pardot
The feedback from users of the tool is generally correct with:
- 4.1 / 5 on Capterra (543 reviews)
- 3.9 / 5 on G2 (1,762 reviews)
Advantages & Disadvantages noted by users
- Salesforce integration: “integrates very well with Salesforce (Pardot is a Salesforce product)”; “If your business uses Salesforce, this is the perfect B2B marketing tool to use. You can use the fields in Salesforce leads records to set up your lists in Pardot, which is very easy… ”; “We can see our data in Salesforce as well, which allows our sales team to work seamlessly.”
- Quality/Pardot pricing ratio: “The pardot pricing is too high for what you get…”; “Excessive cost for smaller SMEs, alternatives to Salesforce for SMEs, cheaper and more suitable are numerous.”
- Lack of functional depth: “For those who want to build a real customer strategy, the ability to adapt should be a little deeper…”; “… I would like to have more options to design landing pages without having to have coding / HTML experience.”
On the tariff part, Pardot offers 4 formulas:
- Growth – For € 1,250 per month, up to 10,000 contacts. This plan includes an unlimited volume of email campaigns as well as lead scoring, lead scoring, and reporting features. However, the creation of forms, landing pages, and automation rules are limited to 50. At this level, integration with CRM is standard and the tool does not integrate with Salesforce Einstein.
- Plus – For € 2,500 per month, up to 10,000 contacts . This formula adds the advanced analytics capabilities of your email campaigns, A / B testing as well as Google Adwords integration. Automation rules are limited to 100.
- Advanced – For € 4,000 per month, up to 10,000 contacts . This plan allows you to create up to 150 automation rules, includes integration with Salesforce Einstein as well as the possibility of dissociating 2 business units within the tool.
- Premium – For € 15,000 per month, up to 75,000 contacts . Finally, the Premium plan includes all the features of the previous plans by allowing the creation of up to 5 different business units as well as access to B2B Marketing Analytics Plus.
If you’re not yet using Salesforce CRM, take a look.
PARDOT VS HUBSPOT
We present to you two mastodons of CRM software & marketing automation:
- Hubspot Marketing Hub, to integrate with Hubspot CRM
- and Pardot, to integrate with the inevitable Salesforce
In short, Pardot brings a clear advantage in terms of lead management & reporting, where Hubspot will better integrate with all your existing tools with a significantly shorter learning curve.
1. Pardot vs Hubspot Functional scope
Content marketing & lead generation
Do you want to fully engage in content marketing or conduct lead generation campaigns? Hubspot is the tool for you! As a leader in inbound marketing, that’s normal.
Email marketing, landing pages, form management, A / B tests, etc. you will have access to a whole series of very useful Inbound functionalities thanks to this all-in-one tool.
On the Pardot side, the functionalities are there: a tool for creating emails, landing pages, creating workflows, etc. But, the major difference with Hubspot is that the experience and customization are quite limited.
Pardot vs Hubspot Lead management
Hubspot has a very effective lead scoring feature. It is accompanied by predictive scoring software with the Marketing Hub professional plan.
Do you want to target prospects based on their behavior? Pages visited, emails opened, etc. It is quite possible with Hubspot.
You can also set up drip campaigns to send them relevant messages based on the actions performed.
Pardot also has an advanced lead scoring feature, called Einstein, which is powered by AI. A score is given to all prospects who have had activity during the last 12 months.
Pardot then gives you the option of grouping your prospects based on scores.
In terms of segmentation, Pardot offers great flexibility. You can create lists according to the stage where the prospect is, segment the prospects according to their interest, etc.
You naturally want to track data related to your traffic, conversions, popular blog posts, etc. all of these metrics are available in one place: the Hubspot dashboard.
With the Starter plan, only one dashboard is available. It is from the Enterprise plan that it is possible to create up to 25 dashboards.
Hubspot dashboards then make it possible to generate impressive reports. You even have the option to generate reports on a specific schedule (daily, weekly or monthly).
These reports can be easily customized using, for example, some templates found in the Hubspot library. You will quickly find that on this point there are better alternatives to Hubspot.
At Pardot, the dashboards are impressive. By subscribing to the Plus or Advanced plan, you directly get 5 analytics dashboards: Account-Based Marketing, Engagement, Marketing Manager, Multi-Touch Attribution and Pipeline.
Note that these analysis tables are fully customizable according to the data you want to monitor and analyze. Once your dashboard is personalized, it’s time to generate reports.
At Pardot, there are dozens of reports available that provide detailed metrics you can use to assess every aspect of your marketing efforts.
With “B2B Marketing Analytics”, you can also customize your reports in any way imaginable using countless metrics.
Commercial CRM side Hubspot CRM
provides free tools to your teams to simplify your daily work as much as possible.
Pardot is the B2B marketing automation tool of the Salesforce suite. The integration with Salesforce is super successful: deep and powerful. But to promote CRM integrations, we must also value the multiplicity of integrations, and on this point, Pardot is extremely limited.
Pardot vs Hubspot Content Management System (CMS) side
If you haven’t defined a precise content marketing process, with Hubspot, no problem. Indeed, the tool offers its own CRM to host your blog articles, for example.
Hubspot also offers many plugins, such as WordPress example, to make your job easier.
On the Pardot side, the tool integrates with almost all the websites on the market. On the other hand, this supposes a rather tedious technical integration.
Integrations connect your HubSpot or Pardot platform to other software solutions. The more integration capabilities, the better.
HubSpot has many more integration capabilities than Pardot. In 2020, HubSpot prides itself on having integration capabilities with 459 different tools.
Although Pardot has native integration with Salesforce, there are only 32 integrations available with third-party apps.
Pardot offers some interesting integrations available across all of its plans, including Eventbrite integration, integration with webinar software, or integration with live chat software to generate B2B leads, Olark.
Another powerful integration is that with Google Adwords. Available on the Plus and Advanced plans, you have the possibility of creating landing pages corresponding to the keywords on which you wish to position yourself via an Adwords campaign.
All of your prospects’ interactions with your Adwords campaigns are integrated into the overall monitoring. Thus, you can optimize your campaigns based on the results collected.
4. Pardot vs Hubspot Customer support & reviews
What reviews for Hubspot? What reviews for Pardot? Which of this two software is popular with its customers?
Based on major online review sites, Hubspot gets an average rating of 4.5 / 5. It is the support and overall customer service that often comes up as a strong point.
It is also its functional depth and its marketing automation capabilities that are highlighted. Hubspot is undoubtedly one of the top 10 marketing automation solutions for TPES & PMES.
Customer reviews for Pardot, while very good, are a bit lower than Hubspot. The average rating of 4.1 / 5 attests to this.
The negative points that come up the most are the complexity of using the system and the training and other tools available that are too confusing for a beginner to use.
Read more: What causes failure of CRM
Pardot vs Hubspot Resources & support
With Hubspot, to have access to live chat, phone support, or email 24/7, you have to pay. It is a good investment because the Hubspot support team is very successful.
Most of the time, they offer to help you solve your problem live, by chat or phone.
Users can also interact with other users on the forum or find out how other HubSpot customers are using the platform through blog posts.
In addition, HubSpot has a very comprehensive resource center, the HubSpot Academy, where users can take courses, including video training, and earn certifications.
As for Pardot, it provides users with ongoing technical support via email. Regarding phone support, it is only available to premium customers, unless you have critical issues.
“Critical” issues are issues that affect all of your users and may include data integrity issues or complete system downtime.
On the resource side, all Pardot users have unlimited access to the knowledge base. It provides a lot of useful tips and information on using Pardot features.
There are also many user groups where you can ask for help, exchange ideas, or submit new product features.
Finally, Pardot also has a Customer Hub where you can ask questions, interact with users, experts, and partners, take learning modules, watch videos and webinars, check for problems already encountered, etc.
Pardot vs Hubspot Onboarding & learning curve
Pardot offers a quick start package where a dedicated manager will work with your team to help you configure the Pardot system to your business specifications.
Pardot also provides access to free, live weekly training sessions, including webinars on specific features.
As for HubSpot, full training and onboarding are available – for a fee. Four plans are available at different price points.
The most basic plan, the Starter plan, includes training to understand the data collected in HubSpot, assistance in capturing leads and conversion paths, segmenting your data, and even email marketing.
For onboarding and training regarding content strategy, analytics, campaign setup, data migration, technical advice, and more, you’ll need to invest in a more advanced onboarding plan.
5. Pardot vs Hubspot Value for money
HubSpot software offers 3 different pricing plans. The price is based on a monthly cost, although an annual subscription is required. It’s also worth noting that the prices listed are based on the number of contacts, 1000, that your account should not exceed.
Once this limit is exceeded, the cost of the subscription will increase by $ 50 per month for each additional 1,000 contacts.
With that in mind, here are the three plans that HubSpot offers (all of which come with the free HubSpot CRM):
- Hubspot Starter: includes 1,000 contacts and costs € 41 / month, or € 497 / year.
- Hubspot Professional – includes 1000 contacts as well as all the features of the Starter plan plus marketing automation, ABM tools, A / B testing, etc. still at € 740 / month, or € 8,880 / year.
- Hubspot Enterprise – includes 10,000 contacts as well as all the features of the Professional plan, plus advanced reporting, programmable chatbots, etc. This plan costs € 2,944 / month, or € 35,328 / year.
On the Pardot side, the plans, also 3 in number, are drawn up in a similar way to HubSpot. However, unlike HubSpot, Pardot includes 10,000 contacts in all of its plans. Here’s a quick summary of Pardot’s pricing plans:
- Growth Plan priced at € 1,250 / month. According to Pardot, it’s perfect for “Fueling Growth Through Smarter Marketing Automation.”
- Plus Plan at a rate of 2,500 € / month. According to Pardot, this is the perfect package to “Dive deeper into marketing automation and analytics.
- Advanced Plan is priced at € 4,000 / month. According to Pardot, it is the package that “Fosters innovation through artificial intelligence and analytics”.
The choice of the platform between Pardot and Hubspot is closely linked to the choice of your CRM software.
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