If an organization is using both Pardot and Salesforce CRM, then they can leverage the Pardot to pass marketing qualified lead (MQL) to Salesforce CRM. Connectors allow Pardot to pass the data back and forth between the two applications, for example, CRM system, ReadyTalk, and Wistia. In this article, you will get the basic understanding about the Salesforce connector including default sync behavior, what objects are synced and how to set up connector between these two systems.
Business Use case: – Donald Barnes is working as Marketing Automation Specialist at Universal Containers. They are planning to migrate to Pardot from other marketing automation tool. At Universal Containers they are using Salesforce CRM to better manage their customers. Donald Barnes doesn’t have experience with Pardot, so he wants to understand sync behavior between these two systems as well as Salesforce connector setup process.
Solution of above business requirement
Applicable to a Pardot org where Allowing Multiple Prospects with the Same Email Address is not enabled
Currently, it allows you to sync Leads, Contacts, Accounts, Opportunities, Campaigns, Email Activity and Custom objects (available as an add-on at Pro Edition and is included in Ultimate Edition) with Salesforce. Before syncing up a custom field, for example, Prospects custom field with Lead Custom field, make sure that it is mapped correctly.
Syncing behavior from Pardot to Salesforce
To start the Pardot to sync prospect with a record in Salesforce, you must have either an existing lead or contact record that has a matching email address, or a prospect is synced to Salesforce when the prospect has been assigned to a user. There are various ways to which you can assign user to a prospect record in Pardot
- Automation Rule
- Completion Action
- Using Salesforce Active Assignment Rule
Pardot uses the email address as it’s unique identifier, it means to create a prospect record in Pardot you must have an email address of prospect. Pardot will check to see, if there is a contact record in Salesforce with the same email address, if found then it will sync with that contact record, if not then check if there is a lead record with the same email address, if found then it will sync with that lead record. If there is no record found with matching the email address in Salesforce, Pardot will go ahead and create a new lead in Salesforce. The following diagram represents the graphic view of Pardot to Salesforce sync.
–> Pardot checks for changes in Salesforce and in Pardot up to every 2 minutes. If you are updating a large volume of data at a time, it may take longer for all of the changes to sync.
–> You can also utilize the Automation Rule syncing for prospects whose Salesforce lead or contact record was deleted.
–> Remember unless you are using Salesforce Active Assignment Rules to assign a prospect to a user in Pardot, the prospect must be assigned to a user in Pardot to create a new record in Salesforce.
–> If there are duplicate contacts or lead with the same email in Salesforce, Pardot will sync with one Salesforce record at random.
Syncing behavior from Salesforce to Pardot
The syncing behavior from Salesforce to Pardot will depend on your connector setup. By default, new lead and contact records within Salesforce will not sync over to Pardot automatically. Following are the ways to sync a new lead and contact record from Salesforce to Pardot
- Manually: – Use Send to Pardot button on the lead or contact record to start the sync process.
- Import the lead or contact records with email address into Pardot.
- Under Salesforce connector setup in Pardot enable Automatically create prospects in Pardot if they are created as a Lead or Contact in Salesforce option.
- Consume Pardot API to integrate these two systems programmatically.
The following diagram represents the graphic view of Salesforce to Pardot sync.
–> Any time if someone updates the owner for the lead or contact record, it will start the sync from Salesforce to Pardot.
–> Any activity that updates the LastModified field, it will trigger a sync to Pardot for existing prospects.
–> You can only have one CRM connector at a time in Pardot.
Installing Pardot AppExchange Package to a Salesforce org
Before setting up Salesforce connector in Pardot the first step is to install an AppExchange package to get Salesforce ready to connect and sync with Pardot. The package you will download from the AppExchange automatically updates Salesforce with a custom application, custom tab, and custom fields for leads and contacts. Click here to download the Pardot AppExchange package. Once the package is installed, make sure that the user that you are going to use as Salesforce connector user or Integration user has the Pardot Connector User permission set and the standard object permissions listed on the following screesnhot, for standard out-of-the-box sync behavior
Then the next step is to add Pardot Information section to lead and contact page layouts to display Pardot specific fields, as shown in the following screenshot
The best practice is before installing the Pardot AppExchange package to a Salesforce production org and connects it with a Pardot live instance, install the Pardot AppExchaneg package to a Salesforce sandbox and connect it with your Pardot training org, test the integration with the small amount of data. Once you are done with integration testing, disconnect the connector setting. Then install the Pardot AppExxchaneg package to a Salesforce production org and then connect it to your Pardot live instance.
–> Pardot, doesn’t have a limitation on user license, instead of the restriction on mailable prospects, File Storage or SEO Keyword Monitoring etc.
Adding the Salesforce Connector to Pardot
The next step is to add Salesforce connector to your Pardot instance. In Pardot, navigate to Admin | Connectors | Add Connectors and select Salesforce.
Select the option Connect to a Salesforce sandbox account, as shown in the preceding screenshot. If you want to connect your connector to a Salesforce sandbox. To verify the connector, enter Connector user or Integration user Salesforce credentials. Once connection is successfully set up, you will get few options for customizing the connector, as mentioned in the following screenshot
Select any of these options as per your business requirement to customize your Salesforce connector. Make sure to select Automatically create prospects in Pardot if they are created as a Lead or Contact in Salesforce checkbox.
Testing your Salesforce Connector
Create a new prospect record in Pardot and assign the prospect to a queue/user/group, as shown in the following screenshot
Check the Lead tab to see if this record is created in Salesforce.
Likewise, if you create a lead record (with an email address) in Salesforce, it will automatically get created in Pardot.
–> You can only have one CRM connector at a time in Pardot. If you have an existing CRM connector, you’ll need to delete it before you can add a different connector.
–> Next month I’ll post, how you can create a custom sync behavior to pass Marketing qualified lead (MQL) to Salesforce, instead of syncing all prospects. Getting Started with Pardot – Part 8 (Effective ways to pass Marketing Qualified Leads)
The End: “What am I missing here? Let me know in the comments and I’ll add it in!”