Pardot

Leading B2B marketing automation platform within Salesforce ecosystem

Pardot was a B2B marketing automation platform founded in 2007 that provided email marketing, lead generation, lead nurturing, and ROI reporting capabilities for sales and marketing teams. The company was acquired by ExactTarget in 2012 for $95.5 million, and subsequently became part of Salesforce when Salesforce acquired ExactTarget in 2013 for $2.5 billion. In April 2022, Salesforce officially rebranded Pardot as 'Marketing Cloud Account Engagement,' integrating it more deeply into the Salesforce Marketing Cloud ecosystem while maintaining its core B2B marketing automation functionality. The platform continues to serve as Salesforce's primary solution for B2B marketing automation, helping organizations align sales and marketing teams, automate lead qualification and nurturing, and track marketing ROI throughout the customer journey. As Marketing Cloud Account Engagement, the platform remains a leading solution in the B2B marketing automation space, leveraging deep integration with Salesforce CRM to provide seamless data flow between marketing and sales activities. The solution competes directly with platforms like HubSpot, Marketo (Adobe), and Eloqua (Oracle) in the enterprise and mid-market B2B segments. While the Pardot name has been retired, the platform's core capabilities and market position continue under the new branding as part of Salesforce's comprehensive marketing technology suite.