olga kaczmarek

Marketing Software & Pardot

Pardot is software manufacturer of software-as-a-service lead management and marketing automation software systems for small and midsize business (SMB) companies. Pardot's main software product, Prospect Insight, offers a suite of software tools to automate lead acquisition, lead scoring, nurture campaigns, lead segmentation and performance reporting. Pardot has been adopted by over 500 companies in 20 countries and the vendor boasts a 96% customer retention rate, despite the unusual business practice of not locking customers into long-term subscription contracts.

Pardot History

The company was founded in 2006 by former Duke University classmates David Cummings and Adam Blitzer. The duo merged their software development skills in enterprise content management and email marketing—two key components in marketing automation software—to improve the management, automation and analytics of marketing activities throughout the sales cycle. At the time of the company's founding, Eloqua was the only significant marketing software solution, however, was not targeted to SMBs, thereby granting Pardot a green field business growth opportunity.

Since then Pardot has kept a strong focus on the objectives, business requirements and financial constraints of small and midsize business to business (B2B) marketers. The marketing software company has architected is application software and organized its company operations, including its sales model, support services and software subscription pricing, to lower barriers for SMBs and permit them to more easily benefit from lead management and marketing automation software solutions.