What You Need to Know about Salesforce Pardot

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Pardot is a business-to-business (B2B) marketing automation tool that is part of the Salesforce family. Since its acquisition in 2013, more people than ever are using Pardot and discovering what it can do for their company. Here are some need to know essentials about Salesforce Pardot.

Pardot Integrates with Salesforce but Is a Separate Platform

First and foremost it is important to understand that while Pardot integrates with Salesforce and takes advantage of many of Salesforce’s best functionalities, it remains a separate platform. Some key points to bear in mind include the following:

  • Pardot marketing campaigns are separate from Salesforce marketing campaigns. Each type of campaigns will need to be setup and run separately and you should not assume that one campaign will pull data or leads from the other.
  • Activities in Pardot do appear in Visualforce. However, they are not records in Salesforce, but instead are read-only feeds. This means that while the data appears in a convenient, central location, Pardot prospect activities are not available to be used for reports in Salesforce.
  • Pardot uses different user permissions from Salesforce. User permissions must be setup separately in Pardot in Salesforce, and should then be synced with the user’s ID. Pardot features four standard user permissions: Administrator, Sales Manager, Marketing, and Sales.

Pardot Typically Requires Less Active Administration

While setting up and utilizing certain sophisticated features may be made easier with the assistance of an administrator or Pardot expert, by and large the platform is designed to require much less active administrator involvement than Salesforce. It can typically be run by marketing or sales professionals who have no technical training or background. Pardot features pre-built reporting and no need for back-end coding.

Pardot Uses Different Licences

Pardot uses its own licensing system that includes Standard, Pro, and Ultimate licenses. Each license comes with different enhanced features. For example the Standard license has in-depth prospect tracking, lead nurturing, and ROI reporting to name a few features; while the Pro license adds social profiles, an integrated marketing calendar, and advanced email analytics among other benefits; and the Ultimate license features a dedicated IP address, custom user roles, custom object integration, and API access with up to 100,000 calls per day.

Pardot also pairs with Salesforce Engage to bring even better functionality and to enhance the way Salesforce users interact with the platform.

Pardot Is Constantly Growing

Finally, it is important to realize that Pardot is not a static, unchanging platform, rather it is a sleek, powerful, dynamic B2B marketing automation tool designed to empower sales and marketing teams to get the most value out of each and every lead. Pardot is continually adding new functionality and features, and is a valuable, highly regarded part of the Salesforce ecosystem. While of course Pardot is not for every company it does have broad, large-scale benefits that can serve a wide range of industries and business sectors. The Refinery Source can help you determine if Pardot is right for your company.

By Kevin Knight

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