Salesforce Marketing (Pardot): Is It Worth It?

Kevin Kessler
February 17, 2021

Do you frequently feel like your marketing efforts are in vain? You do your best in creating compelling and valuable content that should attract other businesses to you, but nothing happens. What’s worse is you lose a lot of time engaging in activities that don’t bring the ROI you’ve expected.

You’re most certainly not alone. Many marketers face the same issue – how do you prioritize and stop wasting time on technicalities, leaving more time for other tasks?

Marketing automation tools are the answer. Luckily, there are plenty of excellent choices on the market, and the Salesforce Marketing Pardot tool is one of them. 

You’ll only need 90 seconds of their introduction video to understand how the platform works. Then, you can proceed to easily create personalized content that will bring you more leads than ever.

This article will give you a complete walkthrough of how to use Salesforce Pardot to scale up your B2B marketing strategy.

What Is Salesforce Pardot?

Salesforce Pardot isn’t just any marketing automation platform specialized for B2B marketing. A popular radio program and podcast, the World, listed Salesforce, which Pardot is built on, as the number one CRM platform worldwide. 

This tool helps your marketing team improve your sales processes, which is one of the most important things for generating more leads, conversions, and revenue.

When put together, marketing and sales teams’ efforts can take your pipeline to the next level by getting to know your leads and personalizing their customer journey. In this context, Pardot can help your business close more deals and speed up your growth.

It’s also well-integrated with social media, which means you can use it for any of your marketing channels.

Salesforce Pardot

Why Use Salesforce Pardot?

According to Salesforce’s official stats, their customers managed to increase revenue by 34% using this platform. Their marketing strategies have become more effective thanks to the automation of specific time-consuming tasks and tracking the right metrics to understand their customers’ behavior better.

With Pardot, you will be able to make the most out of your marketing campaign and gain access to advanced analytics to improve lead generation and your sales strategy. This smarter marketing automation tool helps you create email marketing campaigns effortlessly and align your sales process. 

You can also streamline how you generate and manage your leads. What’s more, you’ll receive comprehensive and insightful reports on your campaigns. Thanks to these reports, you can adjust your marketing strategy based on where you get the most ROI.

How to Get Started with Salesforce Pardot: A Step-by-Step Walkthrough

Struggling to find the weak spots in your marketing strategy and eliminate them? Pardot marketing automation allows you to access a sales cloud where you’ll get all the essential information about your leads which will allow you to tailor your campaigns accordingly.

Here’s how to create a Salesforce campaign in Pardot and automate it.

Step 1

Salesforce Pardot gives you the option of creating your email template or choosing an existing one. The first step is to open it and edit it the way you want. 

You can also use the Preview option here to check how the email will look to your customer. Make sure you put a proper subject line for your email, and then you can do the test run.

You can do the testing by selecting the Testing tab and send the email either to a list or to an individual email address – for instance, yours.

Salesforce Pardot 2

Step 2

When you’ve double-checked your email and tested it, you can send it to your leads. You can send the email to a list of potential customers or select recipients you don’t want to include for this particular email. If you’re going to redirect the recipients’ replies to another email address, you can do it now.

Be careful with the sender’s address. If you choose one that contains the words sales, or admin, you may end up in the Spam or Junk folders. That means your open rate will be lower, which affects your email deliverability.

Step 3

Don’t forget to monitor your email analytics. Different packages will give you access to various metrics. No matter what plan you opt for, it’s critical to know how your campaign is performing. 

For example, advanced analytics let you see what your emails look like on different devices and if they manage to avoid ending up in the Spam folder. When the analysis is over, you will get suggestions on how you can enhance your emails.

Salesforce Pardot FAQs

How much does Pardot cost?

This marketing tool offers different pricing levels, depending on how advanced you need the options to be. The cheapest package, called Growth, is sold at $1,250 a month, while the most expensive (and advanced) costs $15,000 a month. This plan comes with enterprise-ready features. There are a couple of add-ons as well which you can buy it for $50 – $3,000 a month.

Is Pardot better than HubSpot marketing hub?

For many, HubSpot marketing hub is a more affordable but just as efficient option. Today, with all the upgrades to this hub, it might even be considered better than Pardot in some aspects. It’s suitable for all types and sizes of businesses, which is one of its most significant upsides. However, Pardot is still the most comprehensive tool of this kind.

Do you need Salesforce to use Pardot?

No. You can buy Pardot without using the Salesforce CRM platform and use it separately for your marketing automation.

How many Pardot users can I have?

Salesforce Pardot marketing automation platform isn’t meant for more than 50 users. When creating your Pardot account, you can copy the default user role and then edit these copies to assign a different role to your team members.

What’s the difference between Salesforce Marketing Cloud and Pardot?

Salesforce Pardot is a marketing automation software designed especially for B2B users. On the other hand, the Salesforce marketing cloud is meant for companies with a B2C marketing strategy.

Choose the Best for Your Business

Both at first glance and after more detailed consideration, Salesforce Pardot is truly an excellent choice for your company. 

If you’re a B2B business and you’re looking to optimize your marketing efforts to generate better results, the answer lies in automation. You can now skip tedious tasks and automate them instead of wasting precious time doing them manually.

At the same time, your campaigns won’t lose their quality, and you’ll manage to keep the emails personalized and the relationships with your leads on a high level. 

Hopefully, this article has helped you understand how Salesforce Pardot works and make up your mind about investing in this fantastic product.