Organizations interested in implementing a marketing automation software (MAS) to assist in the execution and reporting of marketing campaigns are likely to come across Pardot. Founded in 2007, Pardot was acquired by ExactTarget in 2012 and later acquired with ExactTarget by customer relationship management (CRM) software giant salesforce.com in 2013. Today, it is known as salesforce Pardot and is part of the salesforce.com Marketing Cloud.

Pardot offers three packages for organizations interested in marketing automation:

  • Standard,
  • Pro, and
  • Ultimate.

Key features of the MAS include, but are not limited to, lead nurturing and email marketing, lead scoring and grading, ROI reporting, real-time alerts, forms and landing pages, integrated marketing calendar, social profiles and dynamic content.

Pardot integrates natively with salesforce.com, SugarCRM, Netsuite and Microsoft Dynamics CRM – meaning users can view prospect activity from within these CRM systems.

Another software company similar in its capabilities to Pardot is Right On Interactive, a Customer Lifecycle Marketing™ software company. Founded in 2006, Right On Interactive is headquartered in Indianapolis, IN and is privately owned.

Right On Interactive offers four product packages to clients based upon their marketing maturity, geared to prepare organizations of all sizes and industries for customer lifecycle marketing:

  • Basic, for organizations beginning their digital marketing journey,
  • Automation,
  • Lifecycle, and
  • Custom, a “build-your-own” solution for organizations with specific needs.

Packages include varying capabilities based upon clients’ marketing maturity. Examples include, but are not limited to, email marketing, web analytics, basic and advanced segmentation, marketing automation, customized forms and landing pages, social media integration, lead and customer scoring, lead and customer nurturing, multi-channel marketing and reporting.

Right On Interactive is a member of the salesforce.com App Exchange and also integrates with ExactTarget, part of the salesforce.com Marketing Cloud. Right On Interactive boasts integrations with most CRM systems and remains “system agnostic” as it can pull data from multiple, disparate systems.

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