Pardot in a NutShell
|User Accounts:||Multiple, with individual logins|
|Segmentation and Geo:||Yes|
|Means of Use:||web|
|Industry:||B2B, Technology, Retail, Manufacturing|
Key Features and Workflows
Creating Emails and Campaigns
- Emails Sent/Opened and Links Clicked – Pardot uses an invisible single pixel image inserted into HTML emails to inform you about emails opened. However, some clients may turn off image loading in their emails which means that this method isn’t always very accurate. A links tracking feature lets you easily determine who opened your email campaigns. Pardot also lets you add a CSS class allowing you to track links to external sources.
- Deliverability Rates and Delivery by Time Zone –Pardot allows you to send your email campaigns using either the SPF or DKIM email authentication standards ensuring the emails get to the recipients’ inbox. You can also send emails using business hours and time zones. Unfortunately, the business hours only apply to a single time zone. You can, however, get around this by segmenting your email list by time zone and sending your campaigns to a specific time zone.
- Creating and Importing Email Lists – Pardot lets you import your email lists by uploading a csv file containing prospect data. Simply go to your dashboard and open the Prospects page. Go to “Admin” and click “Import” and then click “Prospects”. You can also use the Lightning app. Click on “Prospects” and then click “Import Prospects”.
- Split Tests and A/B Testing – Pardot’s Email Flow feature lets you carry out A/B testing. You can Set AB criteria and change email elements to find out which of your email campaigns outperforms the other. After sending your campaigns to a section of your email list, you will receive engagement data to analyze the results of the A/B testing.
- Personalization – The Pardot Marketing Automation feature lets you create more personalized email campaigns by first collecting customer data through landing pages, forms and progressive profiling. This gives you a clear picture of customer demographic and behavior data. You can then use the data to segment your mailing list and deliver more personalized campaigns.
Reporting and Analysis
Pardot’s reporting and analytics allows users to track the success of their marketing campaign, see the impact the campaigns have on their customers and measure user engagement. Pardot offers a variety of analytics, including Social Posts Reports, which tells you how your social media messages are performing and List Email Reports, which tell you the total number of emails sent, unique clicks, total clicks as well unique click rate and total click rate.
- Engagement Reports- Pardot Engagement Program Reporting shows you the metrics on how your campaigns are performing, whether they’re running or paused. You can see the total number of emails sent, opens, CTR, opt-outs and the bounce rate as a percentage of the total emails.
- Heat Map-the Pardot Click-Through Rate Report uses a heat map to show the percentage of customers and subscribers that clicked a link in your emails. It uses both values and color to show the click traffic. Red,for example, shows a 5% CTR. Orange shows a 3-5% CTR, while Gray shows a 0% CTR.
- Campaign Comparison Report- Using the Pardot campaign comparison report allows you to compare the health of your campaigns and compare them with other campaigns using graphs. You can even compare the ROI between different email campaigns.
- Segmentation- You can make use of lists to segment your email list. These are prospect groups to whom you can send emails. You can also use tags to organize, sort and filter your prospects to allow you to send tailored email campaigns.
- Social Media Tracking- Pardot Social Posting enables you to post updates on LinkedIn, Facebook and Twitter. You will need to add the respective LinkedIn, Facebook and Twitter social positing connectors. Having done this, you can track the clicks, likes, replies, retweets and comments.
- ROI Analysis- You can find out your email campaigns’ ROI easily with the Pardot ROI Calculator by comparing the total annual revenue with the total closed deals.
Pardot can sync with third party applications using connectors. The connectors share data between both applications allowing you to manage marketing channels that were formerly disparate form your Pardot dashboard. There are multiple connectors to choose from, including staples like Google Analytics and Google Ads. You can even connect to your webinar service and use Pardot forms to register prospects for events.
- Google Analytics – The Google Analytics Connector works by pulling UTM parameters to Pardot. The parameters then sync with Salesforce. Pardot takes data from five Google Analytics tags which include source, content, campaign name, medium and term.
- API Integrations – Pardot API lets you access data including your activities, prospects, and visitor’s data. You can use a form handler to capture visitor data but the Pardot API lets you integrate with CRM. You can also use Pardot API to integrate custom integrations and other third-party tools.
- Ecommerce Tools – There are no Ecommerce integrations and connectors with Pardot. However, you can use third party tools such as Zapier to connect Pardot to some of the leading Ecommerce platforms such as Shopify, Big commerce, WooCommerce and Magento.
- CRM Integrations – You can connect a CRM with Pardot by using the API. You can import the data manually or write your own connector that links Pardot to the CRM.
- Social Media Integrations – Pardot’s social media connectors allow you to post and track your campaigns through social media. Pardot offers users a Facebook Connector, Twitter Connector and LinkedIn Connector.
- Apps – Pardot has 18 supported app integrations including Gmail, Twitter, Facebook, WordPress, Olark, and Google Ad Words. You can also access third party supported apps such as Cirrus Insight, Salesforce IQ and ON24.
- Plugins – Pardot offers its users plugins and integrations that are simple to connect. Users can also connect their Pardot account with many third-party apps and integrations that Pardot does not natively support using the Pardot API.
Pardot Marketing Automation makes it simple to create landing pages and forms, as well as to Personalize customer experiences and run targeted email campaigns. You can set your most popular sales and marketing tasks on autopilot, allowing you to spend less time on manual tasks and more time on bringing in more customers.
Automation also makes it easy to track campaigns. By customizing your dashboard, you can tell which programs are working better than others. You can then use the information to make the required changes and tweaks to maximize your email campaign potential.
Pardot Marketing Automation also allows you to schedule social media updates that will advertise your content as well as triggering campaign activity using data from the CRM.
Design and Ease of Use
Pardot is user friendly and the interface is intuitive. All the functions are consistent and follow a similar process, making it straightforward, even if you’re a beginner. Learning one function makes it simple to learn and perform a second function. Once you learn how to create an email campaign for example, it becomes easier to learn how to do segmentation.
- Drag-and-Drop Interface – Pardot’s drag-and-drop interface makes designing forms and pages simple. You can create professional looking email campaigns using features such as the Email Editor, landing Page Builder or edit the email templates.
- Landing Page Creator – Pardot Landing Page Builder lets you create professional looking landing pages quick and easy with the drag-and-drop capability without the need for prior HTML or CSS knowledge. The process is intuitive and straightforward.
- Email Templates – Pardot lacks a drag-and-drop email editor feature and editing the available email templates requires knowledge on HTML. There is, however, the “Duplicate” and “Remove” section that you can use to edit your email campaigns.
- Sign-Up Forms Within Newsletters Tool – Pardot Form Wizard lets you easily create Sign-up forms within newsletters with just a few simple steps. Simply open the Forms page, add names, fields, look and feel, then add completion actions and save your form. You can also set a double opt-in or single opt-in for your subscribers.
Pardot customer service is available 24 hours a day from Monday through Friday. To send a query, you can contact them through email or using the Live Chat feature. Pardot also has an extensive knowledge base which you can use to learn how to navigate the platform and make the most of your email marketing.
However, I found Pardot could improve their customer service by extending to Saturdays and Sundays. It also takes a while to get feedback owing to the long process of sending your case using the Salesforce Help and Training Portal.
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What I Liked About Pardot
The Pardot Marketing Automation features simplify the whole email marketing process. It is also simple to connect the platform with Salesforce. You can easily integrate with CRMs, enabling you to sync your contacts two ways. With a few clicks, you can segment your email list and send targeted email campaigns. Pardot’s different functions are consistent making it easy to navigate and understands and the customer behavior tracking which made it easy for me to see what my customers are interested in.
What I Didn’t Like About Pardot
Pardot is not a native extension but functions like a third-party service. This makes it prone to all the quirks and frustrations that come with bi-directional synchronization. There are also many other email marketing solutions out there that have a simpler and an easier-to-use interface. Pardot also features many functions which require more time to learn.