The difference between Pardot Editions
Let’s cover the elephant in the room. We use the historical term of “Pardot” where it’s now “Marketing Cloud Account Engagement powered by Pardot“. While the new title is probably easier to understand for newbies, it’s harder to easily communicate the underlying product and technical terms, therefore this post simplifies using the term “Pardot“. There are multiple Pardot Editions and this post explains the differences.
The other key term is that Pardot has a “T” sound on the end. It’s a Latvian word so don’t try and make it sound fancy with a French accent. https://thespotforpardot.com/2017/09/19/a-surprisingly-faq-how-do-you-pronounce-pardot/
If you want to learn Pardot, the Pardot Trailhead trails include: Pardot Lightning App Basics, Pardot Email Sending, Pardot Email Marketing, Pardot Engagement Studio for Pardot Lightning App (and many more!)
This article focuses on the functionality however cost is often a key consideration. Pardot Growth usually has a great ROI for those small organisations who use it actively with landing pages, engagement journeys and segmentation. Like all investments, if you don’t use it then it’s not going to provide value. Of all Pardot Editions, Two21 typically recommend learning with Pardot Growth and increasing the functionality as required. ROI is always the most significant factor without our implementation approach.
Pardot Growth Edition
Pardot Growth edition is entry point with basic functionality to get you started.
- CRM Integration
- In-depth Tracking
- Lead Scoring and Grading
- Email Marketing
- Lead Nurture
- Engagement Reporting
- Email A/B Testing
Not included: advanced dynamic content, Google Ads connector, API access, advanced email analytics, multiple scoring categories, custom roles and permissions, Einstein, B2B Marketing Analytics, and Pardot Premier Plus support, B2B Marketing Analytics Plus, Salesforce Engage
Limitations
- 50 Landing Pages and Forms
- 50 Automation Rules
- 5 Engagement History Dashboards
- 3 Tracker Domains
- 10 Competitors
Great for NFPs, small businesses and those starting their journey with Marketing Automation. This option is suitable for a part-time administrator.
Pardot Plus Edition
Pardot Plus has all the features of Growth edition, plus access to B2B Marketing Analytics (B2BMA) and API access. This is an advanced marketing analytics tool for a dive deeper into how their marketing is performing. :
- Custom and Embedded Dashboards
- Advanced Dynamic Content
- Google Ads Integration
- Advanced Email Analytics
- Email Rendering and Preview Analysis
- Pardot API Access
- Integrated Marketing Calendar
- Pardot Influence Models
- Multiple Scoring Categories
Not included: dedicated IP address, custom roles, and permissions, custom object integration, Pardot Einstein, Pardot Business Units, Pardot Premier Plus Support, B2B Marketing Analytics Plus, Salesforce Engage
Limitations
- 10 Tracker Domains
- 100 Automation Rules
- 25 competitors
- 25,000 API Calls/Day
- 5 licenses to B2B Marketing Analytics
- 10 Engagement History Dashboards
Suited for small marketing teams that has some complexity in their programs.
Pardot Advanced Edition
The Advanced edition of Pardot includes the features of Growth and Plus, but also AI-powered capabilities like Einstein Attribution, Predictive Lead Scoring, Behavior Scoring, and Campaign Insights. The big advantage here is Business Units.
- Dedicated IP Address
- Custom Roles and Custom Permissions
- Custom Object Integration
- Pardot Einstein
- Pardot Business Units
- Developer Sandbox for Pardot
- Pardot Marketing Data Sharing
Not included: Pardot Premier Plus support, B2B Marketing Analytics Plus, Salesforce Engage
Limitations
- 10 Tracker Domains
- 150 Automation Rules
- 100 competitors
- 100,000 API Calls/Day
- 2 Pardot Business Units
- 2 Developer Sandbox for Pardot
- 5 B2B Marketing Analytics licenses
- 20 Engagement History Dashboards
Type of Business That’d Benefit: Medium to Large Sized businesses (also if you want to manage multiple brands since you get two Pardot business units you can use a business unit for one brand and another unit for another brand. More info on that here.)
Pardot Premium Edition
The Premium edition is suited for complex marketing teams to assist with digital transformation and scaling. We typically see that Marketing Cloud (ExactTarget) is considered an alternate option here. This Pardot Edition includes:
- Pardot Business Units
- Developer Sandboxes
- B2B Marketing Analytics Plus
- Pardot Premier Support
Not included: Salesforce Engage
Limitations
- 10 Tracker Domains
- 150 Automation Rules
- 100 competitors
- 100,000 API Calls/Day
- 5 Pardot Business Units
- 5 Developer Sandbox for Pardot
- 5 B2B Marketing Analytics licenses
- 20 Engagement History Dashboards
- 5 B2B Marketing Analytics Plus licenses