Pardot, which hypes itself as the only automated cloud marketing company that aims to serve the SMB marketplace, has updated its namesake SaaS e-mail marketing and lead management solution. In this version: tighter Google Apps and CRM integrations, as well as a slew of other usability and reporting improvements.

Here's a quick look at the new features Pardot is bringing to the table, as per the press release:

  • Tighter CRM Integration: Pardot already integrates with Salesforce, SugarCRM, Microsoft Dynamics and NetSuite, among other CRM offerings. Now, certain CRM provider partners let customers enable "opportunity syncing," which merges data between the two for more informative ROI metrics. And “flexible data synchronization” gives marketers more control over how fields from CRM are mapped into Pardot.

  • Tags: Much like on Gmail or other e-mail systems, you can tag content with keywords to make it easier to find exactly what you're looking for.

  • Gmail Plugin: Sales and marketing users from organizations using Google Apps can now keep track of messages sent to prospects in Gmail. It's an enhancement to the existing Google integration, which already tracked prospect search terms and allowed URL tagging from Google Analytics.

  • Enhanced Reporting: In Pardot's own words - "Pardot Spring 2011 includes better reporting for lead nurturing, also known as 'drip marketing' campaigns, that automate follow-up activities with active prospects."


Pardot does offer a partner program that might be worth a look. Like fellow SaaS provider Zendesk, Pardot's update reflects building momentum for Google Apps in the SMB space. Stay tuned for more updates on Pardot.

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