Data.com offers a few services that can help you clean up and enrich your prospect data in Pardot. This article gives a brief overview of Data.com Prospector and Data.com Clean. For more information on using Data.com services with Pardot, see this post.
Data.com Prospector can help you find new leads and prospects. This does not mean that you can just start mass emailing potential new prospects -- remember that according to our permission-based marketing policy, you'll need to obtain explicit permission to email them. You can cold call or 1:1 email these potential prospects and obtain permission to email them. For example, you can cold call a prospect, ask them if they'd like to opt in, and then send them a follow up email thanking them for opting in.
Data.com Clean is a service that helps keep your database accurate, complete, and up-to-date. If you're using Salesforce as your CRM, you can use Data.com to automatically match, append, and enrich the prospect record with details available from Data.com (i.e. industry specification, company profile information, corporate parent linkage, etc.). You'll end up with a more complete profile for the prospect and that information can sync to Pardot.
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