Salesforce Pardot: the B2B Marketing Automation Solution

4 min readAug 25, 2021

Pardot is the B2B marketing automation solution for Salesforce CRM. Although it is one of the leading applications in this field, it is also a fundamental tool for lead management. Today, Pardot is part of the Salesforce suite of options. However, this was not always the case.

The origin of this tool dates back to 2007 when it was developed by the company Atalanta. From the beginning, the tool could be integrated with various CRMs, among them Salesforce.

The story between Pardot and Salesforce begins in 2012 when another company, ExactTarget, bought Pardot. Later, it would be Salesforce who would buy ExactTarget. Of course, Pardot was included in the package, and for this reason, we know it as Salesforce Pardot today.

After this brief history of Salesforce Pardot, you may be wondering how exactly it works. It is normal to wonder about its advantages and important functions. In the following sections, we will answer all your questions about this add-on for Salesforce CRM.

How Salesforce Pardot works

Salesforce Pardot is a tool that helps to improve sales within a business area. It has several features that aim to support the company’s sales and marketing teams, granting them greater control throughout the conversion funnel.

Salesforce Pardot’s technology is based on intelligent automation, facilitating lead management and inbound marketing.

But that’s not all. Salesforce is also a leading platform for email marketing automation.

Therefore, Salesforce is able to generate complete reports, allowing businesses to optimize their campaigns and conversion processes.

Marketing Automation: the core of Salesforce Pardot

To fully understand how Salesforce Pardot works, it is important to clarify what automation means within B2B marketing.

Simply put, it is the ability to perform certain processes without user intervention. For example, it is possible to classify leads automatically, helping make the marketing and sales teams more efficient.

The main benefits of marketing automation are threefold: it can improve conversions, allows us to expand the sales field without investing in resources, and helps to predict customer behaviour and needs, facilitating the creation of more effective marketing campaigns.

The features and benefits of Salesforce Pardot

Salesforce Pardot’s features are diverse.

In this section, we’ll review some of the most important features so you can see why Salesforce Pardot can be considered a complete tool.

Inbound marketing with Salesforces Pardot

Inbound marketing is a process that brings together various marketing techniques.

Its main objective is to maintain contact with the customer from the beginning to the end through non-intrusive advertising.

In other words, from the first contact with a brand or product until they make a purchase. Inbound marketing involves adapting materials to each user profile or buyer persona.

Inbound marketing also makes it easier to achieve customer loyalty.

Salesforce Pardot helps with inbound marketing with its Engagement Studio. After a customer has provided their email address, the sales and marketing team can automate the sending of campaigns.

The application takes into account certain variables, such as whether the user clicked on a particular button, and can also apply automated rules based on whether the user consumed specific content.

Without a doubt, Salesforce Pardot is a very complete tool when it comes to inbound marketing.

Marketing automation for customer acquisition

At the end of the day, lead management inevitably requires lead acquisition. Afterwards, it is much easier to complete the process of converting those leads into customers.

Therefore, customer attraction is the first step for any marketing team. Pardot marketing automation supports the creation of landing pages where specific content can be displayed and any user actions on pages recorded.

Simpler lead management

Similarly, Salesforce Pardot marketing automation has some advantages related to lead management.

Its powerful system can identify potential customers and give them a score based on their interactions. This makes it easier to know who is showing real interest.

As you would expect, all of this translates into greater efficiency in finding the right customers.

B2B marketing and artificial intelligence

Salesforce artificial intelligence integrates into Pardot with Pardot Einstein.

First, there is Einstein Behaviour Scoring, which is capable of identifying behaviours that indicate if a user is ready to buy.

Secondly, Einstein Campaign Insights provides information on how a campaign is working.

Finally, Salesforce Pardot offers Einstein Lead Scoring, which helps the marketing and sales teams prioritize their lead generation efforts.

Salesforces Pardot’s Einstein tools are available with the Advanced license.

The proven power of Salesforce Pardot

After this overview of some of Salesforce Pardot’s most important features and benefits, it’s clear that it’s a powerful and indispensable tool for B2B marketing.

Salesforce takes marketing automation to the next level, enabling more efficient lead management and much more.

Without a doubt, Salesforce Pardot is one of the company’s most popular products, and at Nuvolar, we can help you take full advantage of all the benefits of Salesforce Pardot.