Intelligent Demand is an agency partner of Pardot’s – we use their system every day to implement lead gen and lead nurturing campaigns that drive revenue growth for our clients.

It was hard choosing only seven things about Pardot to share with you here, but this is our story, and we’re sticking to it!

1. Pardot online support chat

Pardot is pretty easy to use, and the support FAQs and documentation are pretty complete and easy to access, but once in awhile you need help! When the need arises, just click on the “Talk to Pardot Solutions!” button at the bottom of your screen, and a team of amazingly helpful, patient and knowledgeable “Pardashians” is there to answer your question (no matter how stupid), troubleshoot your problem (no matter how complicated), or figure out the best way to accomplish what you need (no matter how goofy). We give this remarkable group a solid 10. They have saved our bacon more than once, and you know how much we love our bacon!

2. Forms

Where would demand generation be without forms? We need them for contact pages, progressive profiling, gated offers, e-commerce, webinar and event invites, and online dating service profiles.

Pardot’s form builder is versatile, easy to use, integrates seamlessly with both default and custom fields and progressive profiling (see below), and provides easy ways to incorporate forms into either Pardot landing pages or your own landing pages. It also provides a number of handy completion actions, routing, and “thank-you/confirmation” options, all built right into the form editor. You can use their wizard, their layout templates, or your custom CSS for form styling, and the Content area to stash custom buttons or other form graphics. If you want to integrate your own forms with Pardot, the Form Handler lets you map each field into a corresponding field.

This is truly a hidden gem of a capability inside Pardot. It may not get you a date, but it will make your marketing life W-A-Y easier.

3. Progressive profiling

One important aspect of lead nurture is the way it stages a series of “value transactions” between us (or our clients) and the leads in our marketing funnel: We give them content, and they give us the information we need to nurture them successfully. These exchanges not only allow us to gradually build a profile of each lead; they also establish the elements of a relationship between the lead and us. Progressive profiling allows us to systematically and consistently ask for lots of information in an ongoing series of small chunks. Pardot’s implementation of progressive profiling is easy to use, and is integrated well with their default and custom fields and with their form builder.

4. Dynamic content

Do you ever want to share different content with different leads based on which industry they are in, or based on the size of their company, or on any other demographic/firmographic/behavioral characteristic? Of course you do. Pardot’s dynamic content feature makes this easy. Before this feature, we had to build discrete campaign tracks for each segment, even if most of the content was the same. This complicated development, routing, reporting, and maintenance. Now Pardot does that for us without the multiple tracks. Cool!

5. Drip programs (builder and reports)

Pardot’s drip program builder is as simple as it gets and lets you do anything you need to do in a simple linear drip program, including branching on behavioral factors like whether the prospect has opened the email or clicked on the link. You can even include steps to synchronize with Salesforce assignments or tasks. Nice!

What’s more, when the program starts running, you can see important metrics, step-by-step in a convenient report format. (We only wish we could, ahem, download those drip program metrics…that would make a terrific feature even better.)

6. CRM integration

Man, Pardot gets all up in your Salesforce. Integration is bidrectional, so Marketing and Sales need never get misaligned or out of sync anywhere in the buying process. Pardot not only keeps leads, contacts and accounts in sync, but allows you to integrate campaigns and trigger Salesforce tasks or assignment rules, which is really sweet. Pardot features like Lead Deck are also a great complement to your CRM, notifying users whenever a lead does something interesting.

7. Dynamic lists

This has to be one of our favorite Pardot features of all. In real-world demand generation, list composition and database segmentation is constantly changing as leads move through your marketing funnel. The dynamic list feature is a robust, easy-to-implement way to deploy your business logic directly into your quick-close, nurture, buy-cycle and on-demand campaigns, making sure the right people get the right nurturing touch at the right time.

So there you have it – 7 of our favorite Pardot features. For now. Of course, if you ask us next week, we’ll probably name 7 different features (or at least 6, because we really love dynamic lists)!

Also, congratulations to Pardot on their recent acquisition by ExactTarget. Very exciting!

If you are brand new to marketing automation or if you are running a small marketing team, it definitely helps to have the help of an experienced agency partner who can help you not only install the software, but to work through the inter-related strategy, campaign design, content/creative, business process and launch tasks quickly and affordably.

We help prospects and customers understand, implement and accelerate the value they get from their investment in marketing automation – it’s a huge part of what we do. We’re here to help you to make a great decision and then quickly make a big (positive) impact on your revenue funnel. Reach out to us if you have a question, want to schedule a demo or if you’re ready to get started.

See what we  think about Net-Results.

See what we think about Marketo.

Ed Skibbe

Author Ed Skibbe

More posts by Ed Skibbe

Ed leads the Strategy Practice at ID, working closely with ID clients to define the demand generation strategy and supporting processes, campaigns, and technology platforms needed to realize that strategy. Ed is passionately nerdy about analyzing results and developing marketing and technical optimization plans to drive revenue results for ID’s clients. Previously, Ed was a Senior Demand Gen Consultant and also led Intelligent Demand’s technical implementation and integration efforts.

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