If you’re diving into Pardot for the first time, you’re not alone. Many marketing professionals find themselves wondering where to begin with this powerful B2B marketing automation platform.
“I’m new to Pardot and don’t have an overview of the Pardot (MCAE) features. What features are there, what do they do and how can I categorize them?”
While you might be still deciding between Pardot and Marketing Cloud, this guide will break down the essential features that will help you transform your marketing operations and drive better results.
Lead Generation and Capture Tools
Your success in B2B marketing starts with capturing quality leads. Pardot offers a robust suite of tools designed to streamline this crucial process.
Forms and Form Handlers
Think of Pardot forms as your 24/7 lead collection team. Unlike traditional web forms, Pardot forms come with built-in intelligence that helps you:
- Create responsive forms that look great on any device
- Implement progressive profiling to gather information gradually
- Auto-fill fields for known visitors to improve conversion rates
- Track submission data and integrate it directly with your CRM
Pro Tip: Start with a simple form template and gradually add fields based on your data needs. Remember, shorter forms typically yield higher conversion rates.
Landing Page Builder
Creating high-converting landing pages shouldn’t require a degree in web development. Pardot’s landing page builder offers:
- Drag-and-drop functionality for quick page creation
- Mobile-responsive templates that adapt to any screen size
- A/B testing capabilities to optimize conversion rates
- Built-in SEO tools to improve visibility
Progressive Profiling
Here’s where Pardot really shines. Progressive profiling helps you build comprehensive prospect profiles over time without overwhelming your visitors. Each time a known visitor returns, they’re presented with new questions, allowing you to:
- Gradually collect more detailed information
- Improve form completion rates
- Create more personalized marketing experiences
Web Tracking and Visitor Identification
Understand your website visitors like never before with Pardot’s tracking capabilities:
- Monitor visitor behavior and engagement patterns
- Identify returning visitors automatically
- Track content downloads and page views
- Score prospects based on their activities
Email Marketing and Automation
Email remains the backbone of B2B marketing, and Pardot’s email marketing tools are designed for sophisticated engagement.
Email Builder and Templates
Create professional-looking emails:
- Access a library of responsive templates
- Customize designs with your brand elements
- Save and reuse successful email layouts
- Test emails across different email clients
Dynamic Content Personalization
Make every email feel personal, even when sending to thousands:
- Segment content based on prospect criteria
- Dynamically adjust images, text, and CTAs
- Create variable content blocks for different audiences
- Test personalization strategies effectively
A/B Testing Capabilities
Take the guesswork out of email optimization:
- Test subject lines, sender names, and content variations
- Automatically send winning versions
- Track and analyze test results
- Continuously improve engagement rates
Deliverability Management
Ensure your messages reach their intended recipients:
- Monitor spam scores and delivery rates
- Maintain sender reputation
- Handle bounces and unsubscribes automatically
- Track email engagement metrics
Lead Management and Scoring
Convert more prospects into qualified leads with Pardot’s sophisticated lead management system.
Lead Scoring Models
Think of lead scoring as your digital sales qualification team. Create dynamic scoring models that:
- Assign points based on prospect activities and demographics
- Automatically adjust scores based on engagement
- Trigger actions when prospects reach specified thresholds
- Sync scores with your CRM in real-time
Pro Tip: Start with a basic scoring model and refine it based on your sales team’s feedback and conversion data.
Grade-Based Profiling
While scoring tracks engagement, grading evaluates fit:
- Create custom grading criteria based on your ideal customer profile
- Automatically grade prospects based on company and demographic data
- Combine grades with scores for comprehensive lead qualification
- Update grades dynamically as prospect data changes
Lead Assignment Rules
Get the right leads to the right sales reps at the right time:
- Create sophisticated assignment rules
- Balance lead distribution
- Trigger notifications for high-priority leads
- Sync assignments with your CRM
Campaign Management
Transform your marketing campaigns from one-off efforts into orchestrated programs that drive results.
Campaign Setup and Structure
Build campaigns that align with your business objectives:
- Create hierarchical campaign structures
- Set clear success metrics
- Track costs and ROI
- Integrate with CRM campaigns
Dynamic Lists and Segmentation
Create sophisticated audience segments:
- Build rule-based lists
- Implement dynamic segmentation
- Automate list updates
- Test segment effectiveness
Engagement Studio Programs
Design sophisticated nurture programs that adapt to prospect behavior:
- Create dynamic engagement paths
- Set up decision rules and triggers
- Test program flows before launch
- Monitor program performance in real-time
Pro Tip: Start with a simple engagement track and add complexity based on actual prospect behavior and feedback.
Custom Automation Rules
Automate repetitive tasks and create sophisticated workflow rules:
- Set up action-based triggers
- Create time-based rules
- Implement complex conditional logic
- Monitor automation effectiveness
Success Metrics and ROI Tracking
Measure what matters with comprehensive campaign analytics:
- Track key performance indicators
- Calculate campaign ROI
- Monitor conversion rates
- Generate executive-ready reports
Analytics and Reporting
Make data-driven decisions with Pardot’s analytics tools.
Standard Report Types
Access pre-built reports for quick insights:
- Email performance metrics
- Form and landing page analytics
- Campaign effectiveness reports
- Prospect activity summaries
Multi-Touch Attribution
Understand the full impact of your marketing touchpoints:
- Track full prospect journeys
- Attribute revenue to multiple influences
- Measure channel effectiveness
- Optimize marketing mix
Advanced Pardot (MCAE) Features
Take your marketing automation to the next level.
Custom Object Integration
Extend your data model:
- Connect Salesforce custom objects
- Build custom relationships
- See specialized metrics
- Automate custom processes
API Access and Custom Development
Extend Pardot’s capabilities:
- Access REST API
- Create custom integrations
- Build specialized tools
- Automate complex processes
Data Management and Security
Protect your marketing data while ensuring its effectiveness.
Data Hygiene Best Practices
Maintain clean, actionable marketing data:
- Implement standardization rules
- Remove duplicate records
- Update outdated information
- Validate email addresses
Compliance Tools (GDPR, CCPA)
Stay compliant with global privacy regulations:
- Manage consent preferences
- Track opt-in/opt-out status
- Document compliance actions
- Handle data subject requests
Data Import/Export Features
Manage your data with powerful import/export tools:
- Bulk import prospects
- Export custom reports
- Schedule automated exports
- Maintain data integrity
Security Settings and Controls
Protect your marketing assets and data:
- Set user permissions
- Control access levels
- Track user activities
- Implement security policies
Integration Capabilities
Connect Pardot with your marketing technology stack.
Third-Party Tool Integration
Extend Pardot’s capabilities through integrations:
- Connect with webinar platform (GoToWebinar)
- Integrate Google Analytics and Google Ads
- Connect with Sales Cloud (Salesforce)
- Integrate social media tools
Google Analytics Integration
Get deeper insights into your marketing performance:
- Track cross-platform analytics
- Monitor conversion paths
- Measure campaign effectiveness
- Analyze visitor behavior
Ready to transform your B2B marketing with Pardot? Our team of experts is here to help you implement these features and develop strategies that drive results. Get in touch with us today.