12 Things Salesforce Admins Should Know About Pardot

Pardot is Salesforce’s B2B Marketing Automation tool. It’s been a keystone of the Salesforce Platform since 2013, when it joined the Salesforce family alongside ExactTarget (AKA Marketing Cloud) in the groundbreaking acquisition that marked Salesforce’s pursuit into the realm of Marketing Automation – at the time the largest acquisition in the software giant’s history.

Since Salesforce placed this big bet on Marketing Automation, Pardot has proved its worth in it’s impressive customer case studies and with 10x revenue growth in the four years post-acquisition!

With Pardot’s popularity growing and market share increasing as time goes on, it’s unfortunate that many people remain in the dark about the ins-and-outs of Pardot, and more specifically how it interacts with the rest of the platform. I’ve spoken to professionals with such a sound knowledge of the traditional ‘core’ clouds (Sales, Service) that remain hesitant about exploring Pardot.

Just to be clear – it’s a bad idea to assume that Pardot and Salesforce abide by the same rules. Remember, they were originally two separate products bound by an integration. Although the Salesforce Pardot team are working very hard to integrate the two technologies into one powerful platform, until that day we have to learn the quirks and nuances of each tool. Here’s 12 things to get you started!


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