How Pardot works

The marketing automation features of Pardot rely on two main data sources. The first is Salesforce activity, so you can coordinate emails to customers and prospects with ongoing sales activity. The second data source is the actions leads take, or don’t take, on your website. This website activity is collected by a Javascript library that will need to be installed on your site. You’ll also need to fire relevant event data when people take important actions on your site. A third data source that becomes important for businesses that collect leads offline or in various systems is the ability to load leads and details about those leads into Pardot via API. That functionality takes quite a bit more work to plan the right data to track, learn the Pardot API, and load the data on a regular basis.