The Salesforce and Pardot Consultancy


Supporting your customers on their journeys

Get the Most Out of Pardot

Marketing Cloud Account Engagement powered by Pardot is Salesforce’s automated email marketing tool, used to enhance lead generation and lead management for marketing and sales.


It is a powerful tool that allows you to put your customers on personalised journeys to engage on topics relevant to them at the right time, fostering relationships and trust in your organisation. It works seamlessly with Salesforce and allows you to drive efficiencies in your marketing activities through its automation features.

At Cairies, we can help you understand and benefit from this powerful tool, partnering with you to maximise your investment in Pardot.


Everyone’s need for Pardot is different, and our customers usually look to Pardot to help solve an initial pain point or use case. Here are some of the ways we help our customers manage their email marketing.

Unified marketing and sales process

Sometimes marketing and sales teams are disjointed. They may not communicate well and appear to operate independently.

Here are some of the business solutions we can help with

  • Design a joint marketing and sales process for leads
  • Establish criteria for marketing and sales qualified prospects
  • Automatically deliver qualified leads to sales
If you wish to improve your company’s marketing performance call us today to discuss what Salesforce & Pardot can do for you.
Unified Sales and Marketing Process
Pardot customer communication

Targeted customer communication

Not all customers are the same, so the journeys you put them on shouldn’t be either. Delivering relevant content by segmenting your customers is key to building your brand and trust in your organisation. We can work with you to show you how to target your customers using the data you already have in Pardot and Salesforce.

Here are some of the business solutions we can help with

  • Develop customer profiles to understand customer needs and pain points
  • Provide advice on implementing customer segmentation based on Pardot and Salesforce data
  • Design unique customer journeys for each customer segment
We can work with you to utilise and maximise the data you already have to target customers in a timely and personalised manner.

Track campaign performance

Pardot has standard reports that track email performance for measures such as opens, links clicked, unsubscribes and bounces. These reports can help determine how successful your campaigns are. By connecting the marketing activities of Pardot to sales data of Salesforce, you can start to measure the Return on Investment (ROI) for each customer and campaign.
Here are some of the business solutions we can help with
  • Track and measure effectiveness of communications
  • Gain insight on user behaviour
  • Track campaign ROI
If you wish to improve your company’s marketing performance call us today to discuss what Salesforce & Pardot can do for you.
Track Pardot campaign performance

Your Questions Answered

  • You can no longer buy Pardot on its own as a standalone marketing tool. It can only be purchased with other Salesforce products.
  • The payment model is different from Salesforce – you pay on a platform basis, not per licence.
  • If you want custom reports, you need to pay extra for these.

There are a few different versions of Marketing Cloud Account Engagement powered by Pardot, but for small to medium businesses, the Growth edition should provide you with everything you need to get started.


If you want to use Google AdWords and attribute which keywords provide the largest return on investment, consider paying extra for this feature.


Pardot offers standard reports, but if you want to create customisable reports to obtain greater insight into your data, it’s worth considering buying the Plus edition that includes B2B Marketing Analytics.


If you want your sales teams to have greater visibility of customer engagement, then you may also want to consider Salesforce Engage, however this is at an extra cost per user.

The benefit of using Marketing Cloud Account Engagement powered by Pardot is that Salesforce and Pardot work together seamlessly. Their partnership allows you to view Pardot data from within Salesforce and use Salesforce data to help segment your customers. These two systems allow sales and marketing to work together on what constitutes a lead, agree on the customer journey and lead assignment processes that deliver sales-ready leads into Salesforce.

Before you can use Marketing Cloud Account Engagement powered by Pardot, it needs to be configured to track customer activity, allow emails to be sent and integrate with Salesforce, therefore you may choose to use a partner.

  • The core aspects of any Marketing Cloud Account Engagement implementation include:


    • Technical set up – to allow sending of emails; tracking to see what pages your customers are visiting on your website and integration with Salesforce
    • Email campaign set up – branded email templates designed; creation of customer lists for email segmentation and set up of nurture campaigns in Pardot’s Engagement Studio
    • Importing customer data to create lists
    • Training of users


    A basic implementation can take as little as 40 hours, cost around £3600, and be carried out in a few weeks. Implementation costs and timelines vary based on the scope and complexity and we work with clients to produce a realistic quotation based on their requirements.

  • Try and speak to friends and colleagues at other organisations who have used Salesforce to get insight into their Salesforce journey
  • Have a conversation with your local Salesforce Partner before engaging with Salesforce to get an honest opinion on what your organisation really needs
  • It isn’t possible to downgrade your Salesforce instance i.e., Enterprise to Professional. So, keep things simple at the outset and upgrade when you grow
  • The longer the contract you agree with Salesforce, the more discount you will receive off the list price
  • Organisation culture plays a massive role in the success of Salesforce. Consider including the senior leadership of your organisation as Salesforce users, and make them part of your processes

Continue to build loyalty and trust in your brand by nurturing the relationships you have with potential customers and continuing to build on those with existing customers.


We can help to:

  • Create improved customer experiences through personalised and branded emails
  • Design nurture programs to send relevant emails at the right time to help build trust in your brand.

If you feel like you need to justify your investment and could be getting more out of it, we can help.


  • We offer a consultation service, reviewing your business to understand how best you can use the software to your advantage.
  • We look at how you could be more effective and efficient to ensure you are getting the most from your investment.
  • We provide a written proposal of recommendations on what we think you could do to improve your current setup with estimated costs and an approximate timescale to complete them.

Pardot and Salesforce are powerful tools but perform even better when used consistently together.


We can help you to:

  • Improve the sales team visibility of customer engagement in Pardot
  • Allow sales to leverage on brand email functionality to send Pardot emails
  • Use Salesforce data to send more targeted product related emails

Get in touch to find out how we can help you with Pardot

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