Pardot Debuts New Marketing Automation Privacy Settings to Protect Website Visitors

Pardot, the leading provider of cloud marketing automation software for small and midsized businesses, has added new security features to its product that will help clients comply with the latest marketing privacy legislation. The features, which include adjustable cookie-based tracking settings, are the most aggressive privacy measures taken by any of the leading marketing automation vendors. The updated product is available now.

Compliance with the European Union ePrivacy Directive
Pardot’s new opt-in tracking code allows website visitors to decide if they’d like their activity to be tracked during their browsing session. In the European Union (EU), opt-in tracking is now required in all countries, except the United Kingdom. This means that companies must give every site visitor from Europe the choice to opt-out of behavior tracking, thereby preventing activities like page views and file downloads from being tracked.

Pardot’s tracking code settings allow users to comply with EU regulations by launching a pop-up window requesting permission to track user activity. The country-specific settings make it easy for Pardot clients to choose which visitors should see the request, while maintaining a hassle-free browsing experience for everyone else.

Compliance with Do Not Track Initiative
In addition to meeting the EU requirements, Pardot has chosen to willingly comply with the United States’ Do Not Track Initiative, which allows web users to register for a universal opt-out, similar to the National Do Not Call Registry. This does not require a pop-up opt-in verification, but is controlled behind the scenes by the visitor’s web browser.

“Even though the Do Not Track list is not a formally enforced entity, it is important that, as a leader in the marketing automation industry, we acknowledge and keep pace with current trends in Internet security,” said Adam Blitzer, co-founder and COO for Pardot.

Website visitors who opt out of tracking will still have a lead record in Pardot, but with a more limited scope of information. Page views, landing page views and file downloads are not tracked for those who choose to opt out. Information on emails activity such as messages sent, opened, clicked on, as well as any information submitted via form or landing page is still visible in Pardot.

“Pardot’s flexible tracking settings are a first in the marketing automation software industry,” said Blitzer. “Any other vendors we’ve seen offer this type of setting take an all-or-nothing approach, meaning every visitor to your site is pestered by pop-ups, even when it’s not necessary. With the changing landscape of prospect tracking, we feel a responsibility to provide our clients with tools so they can get the most value from their marketing automation software, while still respecting the individual regulations of each country with which they do business.”

About Pardot
Pardot is a B2B marketing automation software provider that increases revenue and maximizes efficiency for companies with multi-touch sales cycles. Pardot’s lead management software features CRM integration, email marketing, lead nurturing, lead scoring, and ROI reporting to help marketing and sales teams work together to generate and qualify sales leads, shorten sales cycles, and demonstrate marketing accountability. Pardot offers affordable pricing for the SMB market, and plans do not require contracts.