Provider Overview

Pardot was founded in 2007 by David Cummings and Adam Blitzer with an original model of a pay-per-click arbitrage platform to generate leads for B2B marketers in the technology space. The company soon pivoted into B2B marketing automation aimed for small businesses with expanded marketing features, including email marketing; by 2012, Pardot was included in the Inc 500 as the 172nd fastest growing company. That year, Pardot was acquired by ExactTarget for $95.5 million; in 2013, ExactTarget was acquired by for $2.5 billion. The Pardot platform offers considerable B2B marketing automation tools for lead management, email marketing, drip campaigns and custom automations. It integrates very well with Salesforce and its related platforms along with other major CRMs, such as SugarCRM, Dynamics 265 and NetSuite.  

Pardot Pricing and Services

Intended Customers Small to Midsize Businesses, Enterprises

Free Trial No


  • Lead Generation
  • Email Marketing
  • Lead Management
  • Marketing Automation
  • Account Management
  • Integrations
  • Service & Support

All Available Plans & Services


Billed Annually$1,000/month$2,000/month$3,000/month
Number of Contacts10,000 Prospects; +$100 for 10k10,000 Prospects; +$100 for 10k10,000 Prospects; +$100 for 10k
OnboardingQuick Start; $4000 (Optional)Quick Start; $4000 (Optional)Quick Start; $4000 (Optional)
Prospect TrackingYesYesYes
Lead DeduplicationYesYesYes
Custom Lead ScoringYesYesYes
Custom FieldsYesYesYes
Unlimited Emails (Mass & One-to-One)YesYesYes
Engagement ProgramsYesYesYes
Automation Rules50100150
File Hosting100 MB500 MB10 GB
SEO Keyword Monitoring100 Keywords250 Keywords1,000 Keywords
Competitor Monitoring10 Competitors25 Competitors100 Competitors
Landing Pages50YesYes
Fully Customizable URLsYesYesYes
Basic Dynamic ContentYesYesYes
Tracked Social PostsYesYesYes
Native CRM IntegrationYesYesYes
Webinar IntegrationYesYesYes
EventBrite IntegrationYesYesYes
Olark Chat IntegrationYesYesYes Pro ConnectorYesYesYes
Basic User ManagementYesYesYes
Client AdvocateYesYesYes
Live, Weekly TrainingYesYesYes
On-Demand Training VideosYesYesYes
User ForumAdd-OnYesYes
Advanced Dynamic ContentAdd-OnYesYes
Multivariate Landing Page TestingAdd-OnYesYes
Social Profiling & LookupsAdd-OnYesYes
Google AdWords IntegrationAdd-OnYesYes
Advanced Email AnalyticsAdd-OnYesYes
Email Rendering & Preview AnalysisAdd-OnYesYes
Pardot API AccessNo25,000 Calls/Day100,000 Calls/Day
Email A/B TestingNoYesYes
Live Chat SupportNoYesYes
Integrated Marketing CalendarNoYesYes
Multiple Scoring CategoriesNoYesYes
Dedicated IP AddressNoAdd-OnYes
Custom User RolesNoAdd-OnYes
Custom PermissionsNoAdd-OnYes
Custom Object IntegrationNoAdd-OnYes
Phone SupportNoAdd-OnYes
Wave for B2B MarketingNoAdd-OnAdd-On
Salesforce EngageAdd-OnAdd-OnAdd-On

Editor’s Bottom Line of Pardot

Pardot makes it a little difficult to ascertain which features are included in each plan. This may be a sign of an effective marketing and sales strategy - keep prospects speculating until they commit themselves to a guided tour or demo - with the added benefit of avoiding a potentially superficial 1:1 feature comparison with other marketing automation providers. Inscrutability of their platform to outsiders aside, given Pardot’s reputation in the B2B marketing automation space, they surely know their craft. Exploring the platform through guided tours and browsing user reviews gives a sense of the powerful customization Pardot grants its users over their marketing assets, from simple things like fields and tags to complex system automations for personalized drip campaigns and lead scoring, as well as native integrations with some of the most expansive and best-resourced CRMs on the market. Pardot offers users considerable tools for managing the customer experience depending on how they interact with your site - marketing email, white paper, Google advertisement or so forth. Marketing elements can be segmented, organized and nested according to campaigns and workflows, customer engagement can be tailored to account for previous interactions, triggers and sub-triggers can be customized and timed across multiple channels. The advanced plans offer greater scope and depth of features - increased SEO assistance, more automation rules, greater API access and increased security and support. Businesses that aren’t tied into the Salesforce network of products would find it difficult to create custom integrations between Pardot and third-party applications - the API only becomes available on the Pro plan, which costs $2,000 per month (for up to 10,000 contacts). If a business is immersed in the Salesforce universe, Pardot is an excellent option for B2B marketing. Companies can integrate Pardot with Salesforce Engage, which is a CRM plug-in that gives direct access to Pardot’s marketing insights for sales reps, for $50 per user/month. For companies looking to align their marketing and sales departments, particularly those already invested in the Salesforce ecosystem, Pardot is a powerful, highly customizable platform.  

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