Getting Started with Pardot

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What is B2B marketing automation?

As the digital landscape continues to evolve, the need for automation to simplify complex tasks becomes vital. With a vast database of prospects to target, you need a personalized and effective message to stand out. Equally important: you need a way to qualify and nurture your leads for your sales team with full visibility into campaign performance to justify market spend.

Marketing automation allows your marketing team to reach thousands of prospects with your B2B marketing efforts in just a few seconds. Automation performs complex tasks in the background to update prospect records and empower your sales team. Marketing automation lets you effectively segment and target your lead personas for more personalized messaging.

But with this power comes a need to understand how to use your MA tool effectively (and in accordance with email compliance).

Pardot marketing automation

Pardot is an industry-leading marketing automation tool that is owned by the San Francisco-based software juggernaut, Salesforce.

Pardot is most notably used for:

  • Lead management and scoring
  • Lead capture and nurturing
  • Website automation
  • B2B email marketing
  • Integration with Salesforce CRM

You likely have bought or are deciding to buy Pardot for these or similar reasons. We will be covering each of these themes at length throughout this guide to help you and your team to get the most out of your investment and understand how to perform each task effectively.

It’s important to note that Pardot is meant for business-to-business outreach — not business-to-consumer. Though some clients do use it for B2C functions, we will be writing this guide with B2B principles and concepts in mind.

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Beginner’s Guide to Pardot

Download our expert-created guide to begin your journey with Pardot.

Chapter 2: Pardot Setup & Admin

Beginner’s Guide to Pardot

Chapter List

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