at Financial Technnology Year
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Pardot from Pardot (Salesforce)
B2B marketing automation with lead nurturing, email marketing, lead scoring, ROI reporting, and sales alignment. Financial features include compliance tracking, prospect activity monitoring for investor interest, and automation of fund marketing materials distribution.
More about Pardot (Salesforce)
Product analysis by function
Marketing Automation Platforms for Distribution & Sales
Software that automates marketing workflows, campaign management, lead nurturing, and performance tracking across digital and traditional channels.
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Campaign Management
(8 Yes /8 Known /12 Possible features)
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Multi-channel Campaign Execution Ability to create and deploy campaigns across channels like email, social media, SMS, and print. |
Pardot supports multi-channel campaign execution including email, social, and more as documented in Salesforce/Pardot marketing materials. | |
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Campaign Scheduling Capability to schedule campaigns in advance for different time zones and customer segments. |
Campaign scheduling available for email and automation workflows by time and audience. | |
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A/B Testing Functionality for split testing elements such as subject lines or offers. |
A/B testing (called 'email experiments') featured in Pardot documentation. | |
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Segmentation Ability to segment audiences based on attributes or behaviors. |
Segmentation through dynamic lists and automation rules widely supported. | |
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Personalization Dynamic modification of content within campaigns based on user data. |
Pardot offers personalization of email and landing page content using prospect fields. | |
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Template Library A pre-built library of campaign and email templates. |
Pardot offers a template library for emails and landing pages. | |
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Approval Workflows System for campaign reviews and approvals by multiple stakeholders. |
Approval workflows can be set for marketing assets and campaigns. | |
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Version Control Ability to manage revisions and restore previous versions of campaigns. |
No information available | |
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Campaign Cloning Quick duplication and re-use of previous campaigns. |
No information available | |
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Omni-channel Coordination Orchestrate consistent messaging across all touchpoints. |
Pardot/Salesforce enables omni-channel coordination including integration with social, web, and sales touchpoints. | |
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Campaign Capacity Maximum number of simultaneous campaigns supported. |
No information available | |
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Audience Size Supported The number of contacts or audience members the platform can handle per campaign. |
No information available |
Lead Management & Nurturing
(10 Yes /10 Known /11 Possible features)
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Lead Capture Integration with web forms, landing pages, and offline channels to capture leads. |
Lead capture from forms, landing pages, and integrations is core feature. | |
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Lead Scoring Assign scores to leads based on behavior, demographics, and engagement. |
Lead scoring is a core Pardot feature. | |
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Automated Lead Nurturing Rules-based email drip programs and follow-up workflows. |
Automated lead nurturing via Engagement Studio programs (drip and rules-based). | |
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CRM Integration Native or API connections to CRM systems for seamless lead handover. |
Native Salesforce CRM integration and custom API connections are primary differentiators. | |
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Duplicate Detection & Merging Automatic identification and merging of duplicate lead records. |
Duplicate detection and merging supported through Salesforce and native features. | |
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Lead Segmentation Ability to categorize leads by attributes for targeted nurturing. |
Lead segmentation offered through dynamic lists and automation rules. | |
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Lead Source Tracking Tracking the original source of each lead for ROI analysis. |
Lead source tracking available as standard in Pardot and accessible in reporting. | |
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Contact Enrichment Automatic enhancement of lead profiles with third-party data. |
Pardot has contact enrichment via Salesforce and external enrichment integrations. | |
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Workflow Triggers Event-based automation for lead engagement or notifications. |
Workflow triggers are supported through rules and Engagement Studio actions. | |
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Lead Assignment Automated routing of leads to sales or relationship managers. |
Lead assignment automation is built into Pardot (assignment rules and Salesforce sync). | |
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Lead Database Size Maximum number of leads supported in the platform. |
No information available |
Analytics & Reporting
(10 Yes /10 Known /11 Possible features)
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Real-time Dashboards Instant visualizations of campaign and lead data. |
Dashboards support real-time data visualization on campaigns and prospects. | |
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Customizable Reporting Ability to build custom reports with chosen metrics and filters. |
Customizable reporting including campaign and ROI tracking present in reporting features. | |
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Attribution Modeling Tools to track and analyze marketing touchpoints throughout the client journey. |
Attribution modeling supported in campaign analytics. | |
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ROI Tracking Measurement of the financial return for each campaign or channel. |
ROI tracking is a highlighted Pardot value proposition. | |
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Funnel Analysis Visualization and analytics of how leads progress through sales stages. |
Funnel analysis available in engagement and lead reporting. | |
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Export Options Download reports in multiple formats (CSV, XLS, PDF). |
Reports can be exported in multiple formats (CSV, Excel, PDF). | |
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Scheduled Reporting Automated periodic delivery of reports to stakeholders. |
Automated/scheduled reporting is available in higher editions and via integration with Salesforce reports. | |
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KPI Monitoring Tracking and alerting of marketing key performance indicators. |
KPI monitoring (e.g., open/click rate alerts and goal tracking) available. | |
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Data Visualization Tools Charts, graphs, and dashboards to make analytics accessible. |
Data visualization tools are integral to Pardot dashboards and Salesforce integration. | |
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Analytics API Programmatic access to analytics data for third-party tools. |
API access to reporting/analytics data available via Pardot API. | |
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Report Generation Speed Average time required to generate a report. |
No information available |
Integration & Connectivity
(8 Yes /8 Known /10 Possible features)
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Native CRM Integrations Out-of-the-box integration with major CRM systems like Salesforce or Microsoft Dynamics. |
Native Salesforce CRM integration; third-party connectors available for popular systems. | |
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Open API Access Availability of application programming interfaces for custom connections. |
Open API access via Pardot REST/SOAP APIs is well documented. | |
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Data Import/Export Support for importing and exporting contacts, data, and campaign results. |
Import/export of contacts and campaign data is a basic Pardot feature. | |
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Fund Platform Integration Connection to fund management and distribution systems. |
No information available | |
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Compliance Platform Integration Integration with regulatory compliance solutions (e.g., MiFID II, GDPR tracking). |
Pardot includes tools for GDPR compliance and consent tracking (compliance integration). | |
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Email Service Provider (ESP) Compatibility Plug in to third-party or preferred ESPs. |
Integrates with Email Service Providers through connectors and built-in email engine. | |
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Webinar/Events Integration Syncing with webinar and event platforms for lead tracking. |
No information available | |
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Marketing Data Warehousing Centralized storage for structured marketing data. |
Stores marketing data centrally; Salesforce back-end acts as a warehouse. | |
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Batched Data Synchronization Bulk and scheduled data transfers to reduce load and maintain consistency. |
Batched synchronization with Salesforce CRM and import/export scheduling options available. | |
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Single Sign-On (SSO) Integration with corporate authentication systems. |
SSO supported via Salesforce/connected authentication. |
User Management & Collaboration
(5 Yes /5 Known /7 Possible features)
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Role-based Access Control Customisable permissions and user roles for security and process management. |
Role-based access controls are standard via Salesforce user permissions. | |
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User Audit Trails Comprehensive logs of user activity for compliance and troubleshooting. |
User audit trails available via Salesforce platform and Pardot activity logs. | |
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Multi-user Collaboration Simultaneous, real-time work on campaigns and data. |
Multi-user collaboration on campaigns via shared dashboards and automation programs. | |
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Commenting & Notes Ability to annotate, comment, or tag collaborators on campaigns. |
Commenting and notes available in campaign/program builder (though limited compared to specialized PM tools). | |
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Team Task Assignment Delegation of tasks or campaign steps to teammates. |
No information available | |
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Approval Workflows Pre-defined stages for approval and stakeholder signoff. |
Approval workflows supported for campaign sign off. | |
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User Capacity Number of users that can simultaneously access the platform. |
No information available |
Personalization & Dynamic Content
(4 Yes /4 Known /6 Possible features)
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Personalized Email Content Dynamic insertion of individual data (e.g., name, portfolio, investment preferences). |
Personalized email content using merge fields, prospect data, and segmentation supported. | |
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Dynamic Web Content Show different website experiences based on client segment or behavior. |
Dynamic web content supported via scripts, embedded content, and segmentation for website personalization (with Engagement Studio). | |
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Recommendation Engine AI-driven recommendations for investment products or educational resources. |
No information available | |
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Conditional Messaging Automated display of content based on rules/triggers. |
Conditional messaging/logic can be applied in campaigns, drip programs, and web content. | |
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Personalization Rules Capacity Maximum number of complex rules supported for content personalization. |
No information available | |
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Multi-language Support Personalized communications in multiple global languages. |
Pardot supports multi-language email and landing pages. |
Regulatory Compliance & Security
(7 Yes /7 Known /8 Possible features)
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Consent Management Capture and manage client communication preferences and regulatory consents. |
Consent management, including GDPR compliance, is included as a core feature. | |
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GDPR & Local Law Compliance Tools ensuring storage and use of client data meet applicable standards. |
Pardot features enable GDPR and local law compliance (see documentation on handling personal data and audit trails). | |
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Audit Trails Recordkeeping of all user, system, and client actions. |
User and system audit trails kept in Salesforce and Pardot's activity history. | |
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Data Encryption Encryption of data at rest and in transit. |
Pardot encrypts data at rest and in transit via Salesforce platform security. | |
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Role-based Permissions Granular user access controls based on roles. |
Role-based permissions via Salesforce settings. | |
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Data Retention Policies Automated enforcement of data retention and purging policies. |
No information available | |
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PII Data Masking Masking of personally identifiable information in UI and exports. |
PII data masking supported via Salesforce security settings. | |
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Access Logging Monitoring and logging all data access and changes. |
Access logging is included in Salesforce event monitoring and Pardot audit features. |
Journey Orchestration & Automation
(4 Yes /4 Known /6 Possible features)
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Multi-step Workflow Automation Visual autoscheduling of complex marketing or sales sequences. |
Multi-step workflow automation supported via Engagement Studio. | |
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Behavior-triggered Journeys Automatically adjust journeys based on client engagement signals. |
Journeys can be triggered based on lead activity and behaviors. | |
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Journey Mapping Visualization Graphical user interface for designing and viewing customer journeys. |
Graphical journey builder (Engagement Studio) provides visual mapping. | |
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Journey Analytics Reporting on journey progression, dropoff points, and conversion rates. |
Journey analytics available within Engagement Studio. | |
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Workflow Capacity Maximum number of workflows or journeys that can be active concurrently. |
No information available | |
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Journey Length Supported Maximum number of steps or events within a single customer journey. |
No information available |
Content Management
(7 Yes /7 Known /9 Possible features)
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Centralized Content Repository Single location for management of all campaign assets (documents, banners, etc). |
Content library and central repository for assets and documents is available. | |
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Asset Tagging & Categorization Organize content through metadata and folders for easy retrieval. |
Tags and folders allow asset categorization. | |
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Document Version Control Track changes and revert to prior versions of documents. |
Document version control present, especially for emails and content. | |
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Approval Workflows for Content Structured process for internal content review and signoff. |
Approval workflows enabled for content assets as well as campaigns. | |
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Bulk Asset Upload/Download Efficient handling of large quantities of content files. |
Multiple files can be uploaded/downloaded in bulk in asset manager. | |
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Content Sharing & Distribution Ability to distribute content internally or with external partners (e.g. IFAs, distributors). |
Content sharing available within organization and with external partners via tracked links. | |
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Branding Controls Enforce corporate brand guidelines through templates and permissions. |
Branding is controlled by templates, user permissions, and global settings. | |
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Digital Rights Management Control the usage and distribution rights of digital assets. |
No information available | |
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Content Repository Size Total storage allocated for content assets. |
No information available |
Data Quality & Management
(8 Yes /8 Known /9 Possible features)
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Data Validation Automated checks to ensure records are entered in the correct format. |
Data validation for field types and required fields occurs on import and input. | |
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Duplicate Detection Identify and flag duplicate data entries across leads, contacts, and accounts. |
Duplicate detection present via Salesforce and native checks. | |
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Data Cleansing Tools Automated processes to repair, complete, or remove poor quality data. |
Data cleansing tools, including merging and updating records, are available. | |
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Custom Field Support Support for a wide variety of field types and custom records. |
Custom fields are fully supported on all objects. | |
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Data Import Wizard Guided processes for uploading and mapping externally-sourced data. |
Data import wizard available for mapping and importing data from external sources. | |
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Change History Tracking Complete record of data modifications for audit and troubleshooting. |
Change history on records and fields is kept for audit and troubleshooting. | |
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Data Access API Available APIs for accessing data programmatically. |
APIs are available for accessing data (Pardot API, Salesforce APIs). | |
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Data Retention Controls Automated enforcement of data retention policies based on jurisdiction. |
Data retention controls can be managed via automation and Salesforce retention policies. | |
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Data Storage Capacity Maximum database size for all customer and marketing data. |
No information available |
Support & Training
(7 Yes /7 Known /8 Possible features)
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24/7 Support Availability Access to technical support and troubleshooting around the clock. |
24/7 support is available for enterprise plans or via Premier Support. | |
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Onboarding Services Guided onboarding and setup assistance for new customers. |
Onboarding services available as part of Salesforce/Pardot packages. | |
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Dedicated Customer Success Manager Named manager assisting with adoption and maximizing use of platform. |
Dedicated Customer Success Managers assigned to enterprise customers. | |
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Knowledge Base Comprehensive self-serve documentation, FAQs, and guides. |
Knowledge base available online for Pardot and Salesforce. | |
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User Training Webinars Regularly-held training for platform end-users. |
User training webinars are held regularly. | |
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In-app Guidance Contextual help and walkthroughs within the application interface. |
In-app guidance and walkthroughs are present in modern Salesforce/Pardot UI. | |
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Support Response SLA Published service level agreement for support response time. |
No information available | |
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Community Forums Access to a user community for sharing tips and best practices. |
Salesforce Trailblazer community forums and Pardot user groups available for peer support. |
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