What is Salesforce Account Engagement (Formerly Pardot)?
Pros
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“It is a great tool that provides you with great business intelligence over prospects that visit specific links you send over emails or when they visit your website.”
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“The experience so far has been nothing short of exceptional. We have been using Pardot since the last 5 years and have been able to facilitate amazing co-ordination with the Sales and Marketing teams.”
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“I do agree that Pardot is a great B2B platform and certainly work seamlessly with Salesforce.”
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“Overall I’ve had a positive experience with Pardot and would recommend it to others.”
Cons
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“I don’t like that there is no way to use data from your list to schedule times that are optimized for opens.”
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“Pardot allows you to create multiple leads with the same email address. This is a compulsory feature and causes issues with duplicate and bad data.”
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“I find Pardot and Salesforce training to be overly confusing and it’s really hard to find what you’re looking for.”
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“One of Pardot’s biggest weaknesses is reporting.”
Breakdown of core featuresEmail marketing and personalization
Users can craft email marketing with personalized promotional messages and dynamic content for activities like newsletters or event registration. The software brings user-friendly segmentation, profile management, and connections to Sales Cloud and Service Cloud. Marketing teams can build professional email campaigns at scale and boost customer engagement from prospect to advocate.
Lead generation
Salesforce Marketing Cloud Account Engagement keeps the pipeline fully stocked with a steady flow of high-quality leads with landing pages, forms, search tools, and social connectors. The solution offers templates and supports creating customized content from a visual editor. Marketers can manage and track all events down to the last detail — all from one centralized platform.
Engagement History dashboards
The solution enables sales and services with the insights required for meaningful conversations with every buyer. It provides Engagement History Dashboards embedded in leads, contacts, accounts, and opportunities. These dashboards give teams complete insights into how customers interact with marketing efforts. It lets users send the most engaged prospects to sales.
ROI reporting
Salesforce Marketing Cloud Account Engagement helps businesses understand how customers go from clicks to close. Marketing teams can tie individual closed leads back to specific marketing efforts and analyze campaign success by channel. Moreover, users can create and save custom data views, find out how prospects are engaging, and get a holistic view of every customer. Team members can share key insights and make data-driven decisions to continually improve marketing programs.
Pardot Pricing
The standard Growth Pardot plan costs $1,250 per month for up to 10,000 contacts when billed annually. This plan includes email marketing, prospect tracking, lead scoring, 50 forms, 50 landing pages, chat support, as well as standard Salesforce CRM integration.
The Plus plan costs $2,500 per month for up to 10,000 contacts when billed annually. In this middle tier plan, Pardot offers A/B and multivariate testing, email analytics, Google AdWords integration, application programming interface (API) access, and an integrated marketing calendar.
The Advanced plan, which we tested, costs $4,000 per month for up to 10,000 contacts when billed annually. It includes access to Einstein AI technology. This plan offers custom user roles and permissions, custom object integration, a dedicated IP address, predictive lead score, and behavior scoring. All plans give you a capacity for 10,000 contacts which should cover the needs of most small to midsize businesses (SMBs).