THE BOTTOM LINE

Anatomy of a decision: Salesforce Pardot

How companies market and sell has evolved significantly in the past decade, as have their needs for digital marketing, from basic e-mail marketing to support for ongoing omnichannel engagement with prospects and customers. In examining the experiences of Salesforce Pardot clients, Nucleus found that integration with the overall Salesforce platform, usability, and analytics capabilities were key factors in their decision to choose Pardot. Adopters benefited from reduced integration costs, increased marketer productivity, and greater sales and marketing alignment.