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Pardot Coverage

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About: Pardot is software publisher of on-demand lead management and marketing automation software solutions for small and midsize businesses (SMBs). The company's flagship product, Prospect Insight, includes a suite of tools to automate lead acquisition, lead scoring, lead nurturing, lead segmentation and performance reporting. Pardot is used by over 500 companies in 20 countries and the vendor boasts a 96% customer retention rate.

The company has earned a reputation as a straight-forward and customer centric business partner. Pardot promotes a "No-Hassle Marketing Automation" promise, which includes:

  • Easy-to-use, cost-effective solutions designed for SMB B2B marketers
  • Month-to-month service plans without contracts or vendor lock-in
  • Simple, low-cost subscription plans include basic implementation and services
  • Subscription plans with no limits on the number of users accessing the sytem
  • Personalized support from Pardot's services team and client advocates
  • A collaborative user community with interactive forums, idea exchanges and conferences
  • Native system integration with, SugarCRM, NetSuite, Microsoft Dynamics CRM and other popular CRM systems with Pardot's API (application program interface)
Founded: 2006 by David Cummings and Adam Blitzer and under the umbrella of the Hannon Hill Corporation—a maker of content management software.
History: In 2006, former classmates at Duke University David Cummings and Adam Blitzer merged their technical skills in enterprise content management and email marketing—fortunately two primary components in marketing automation software—to improve the management, automation and reporting of marketing activities throughout the sales cycle. At that time, Eloqua was the only recognized marketing software solution, however, was not targeted to SMBs, thereby giving Cummings and Blitzer a green field business growth opportunity.

Since that time, Pardot has maintained a relentless focus on the objectives, requirements and constraints of small and midsize business to business marketers. The company has architected is marketing software solution and organized its company operations, including its sales model, support services and software pricing, to lower barriers for SMBs and permit them to benefit from lead management and marketing automation software solutions.

Ownership: Private
Key Staff:
David Cummings David Cummings, Co-founder and CEO
David is responsible for the strategic vision and execution. David has been an entrepreneur for over a decade. A technology expert, David's articles have been published on O'Reilly's and
Adam Blitzer Adam Blitzer, Co-founder and COO
Adam is responsible for product management, marketing, and operations. Adam was previously a senior email marketing consultant, a consultant at Moxie Interactive and spent four years in Japan at an advertising agency.
Derek Grant Derek Grant, VP of Sales
Derek is responsible for sales, business development and partnerships. Derek has been in B2B technology sales for about a decade as Director of Business Development at La Amistead and as a Regional Sales Rep at datamaxx.
Customers: Pardot counts over 500 customers in more than 20 countries as of early 2011. The company achieves an impressive 96% customer retention rate—despite the business practice of not locking customers into long-term subscription contracts.
Partners: Pardot sponsors Technology and Agency Partner programs. Technology partners align software technology solutions for synergistic value and include the CRM software publishers, NetSuite, SugarCRM and Microsoft Dynamics CRM as well as email service provider Port25. The company also provides a number of Connectors for quick integration to social networks and other business software utilities.

Agency partners deliver professional services and marketing software advice to their clients. Pardot Agency partners include Arketi, BrainRider, Audaxium, epicom, Atcore Systems, Data Sync, Motum B2B, Business Metrics and BlueBird Strategies.

Competitors: Primary Pardot competitors include the following:
  • In Pardot's primary lead management software marketplace, primary competitors include Eloqua, Manticore, Market2Lead, Marketbright, Marketo and Silverpop.

  • Multi-Channel Campaign Management (MCCM) software competitors which also compete with lead management capabilities include Neolane, Teradata Aprimo, Oracle Siebel, Eloqua, Infor CRM Epiphany, RightNow Technologies, Portrait Software and smartFOCUS.

  • Enterprise Marketing Management (EMM) software competitors which also seep into the lead management market include Teradata Aprimo, Oracle Siebel, Alterian and Infor CRM Epiphany.

  • Marketing Resource Management (MRM) competitors which also provide lead management capabilities include Assetlink, Teradata Aprimo and Infor CRM Epiphany.




Follow Pardot
Address 950 East Paces Ferry Road
Suite 3300
Atlanta, GA 30326
Contact +1.404.492.6845
Email [email protected]


Pardot helps us stay focused on the leads with the most qualified potential. The number of inquiries into the top of our funnel has grown hundreds of percent. We have experienced 300% year over year growth in customer acquisitions."

Ryan Wofford, Marketing Director, Deposco

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