Pardot is a powerful B2B Marketing Automation platform that can equip you with the tools to master any lead generation and lead nurture strategy. When we have clients looking at adding Pardot to their tech stack, they often have questions about the differences between editions and which one will suit them. Even when we onboard clients who have purchased Pardot, they don’t know the full scope of what their edition includes. Lucky for you we’ve compiled the main differences between each edition for you to reference as you’re evaluating Pardot editions.

Note: We won’t dive too much into pricing as your Pardot AE will be able to provide you with pricing related to your use case. You can view standard pricing here. With any tech platform, the more bells and whistles you get with Pardot the more you’ll pay.

Questions to Ask Yourself When Considering Which Pardot Edition is Right For You

Keep this checklist handy as we break down each edition so hopefully, it’ll become more clear which one will suit you.

• How many prospects will be imported into Pardot? Is it less or greater than 10,000?
• Will you be scoring and grading your prospects?
• Do you care about utilizing Artificial Intelligence?
• Do you want to personalize your content in Pardot to your prospects?
• What type of reporting is important to you?
• How many landing pages and forms do you estimate having?

My biggest tip is to start with the most basic functionality you think you’ll need then add onto it. Most of the time you won’t know until you’re in the platform working in it daily to know if you need to add on more features. 

Let’s Break Down the Pardot Editions

We’ll cover what’s included, what’s not, limitations of features, and what type of business will benefit the most. 

Pardot Growth Edition

Pardot Growth edition is Pardot at its most basic functionality to get you started which includes:

• 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

• 3 Tracker Domains
• 50 Automation Rules
• 10 Competitors 
• 50 Landing Pages and Forms
• 5 Engagement History Dashboards

Type of Business That’d Benefit: Small B2B Business

Pardot Plus Edition

The next level up is Pardot Plus which has all the features of Growth edition, plus access to B2B Marketing Analytics (B2BMA) which is a robust marketing analytics tool. This is for the marketer who’s ready to dive deeper into how their marketing is performing. It also includes: 

• 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

Type of Business That’d Benefit: Medium-sized businesses and marketing-driven teams

Pardot Advanced Edition

The Advanced edition of Pardot includes the features of Growth and Plus, but then takes it a step further by offering AI-powered capabilities like Einstein Attribution, Predictive Lead Scoring, Behavior Scoring, and Campaign Insights. Pardot Advanced Edition also includes:

• 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

Last but not least, the Premium edition is great for complex marketing teams to assist with digital transformation and scaling. It 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

Type of Business That’d Benefit: Enterprise-sized businesses

You can view the full breakdown of each edition here. Like we said, start out with the most basic edition you’ll think you’ll need. You can always work with your Pardot AE to add on as you get more comfortable with Pardot and can add features accordingly. Our team is specialized in Pardot and is here to answer any questions you have. Contact us to learn more about our Pardot offerings.