Pardot is a marketing automation tool, owned by Salesforce.com Inc. Marketers use this tool, primarily B2B marketers, to automate the lead generation and lead nurturing processes. In this article, I am going to discuss the basic terminology of marketing automation tool i.e. visitors and prospects.
Before going ahead, let us discuss the cookies. Cookies are a small piece of data sent from your website and stored on a visitor’s web browser while they browsing your website. Every time the visitor open the website, the browser sends the cookies back to the server to notify the website of the visitor’s previous activity. These cookies are used to remember preferences when a visitor returns to your site. For example, this may be useful to simplify the process of storing your personal information, such as contact details, shipping addresses, etc. When you visit the same website again, the information you previously provided can be retrieved, so you can easily use the website features that you previously chose. The different types of cookies are
First Party: – First Party Cookies are used to personalize your experience with a website. If the domain name in the domain field matches the issuing site’s domain name, it is known as first party cookies.
Third Party: – Whereas as any cookie used by a website other than, the one you are currently visiting is referred to as a thirdparty cookie. For example, If you were on Jaipur Dev Fest website (i.e. jaipurdevfest.com) and they served a cookie from acme.com that would be considered third-party cookies.
Pardot uses first-party cookies for tracking purposes and sets third-party cookies for redundancy. Pardot cookies store only a unique identifier not personal identifying information. Pardot set the cookie on the tracker subdomain and Pardot domains. Pardot relies on cookies being set on visitor’s or prospect’s browsers. If cookies are disabled, or if a browser extension (for example, 1Blocker) is enabled, Pardot cookies may not be set correctly and visitor’s or prospect’s activity may not be tracked. The different types of cookies sets by Pardot are
Visitor Cookie: – Name of the visitor cookie includes visitor_id append the unique identifier for your account, which is derived from the tracking code placed on your website.
If an organization is using both Pardot and Salesforce CRM, then they can leverage Pardot to pass marketing qualified lead (MQL) to Salesforce CRM. Connectors allow Pardot to pass the data back and forth between the applications – for example, between Pardot and (1) Salesforce CRM system; Pardot (2) and ReadyTalk; or Pardot (3) and Wistia respectively.
In this article, I will cover the basics of Pardot and show you how it works with Salesforce CRM. Then, I will introduce you to Salesforce connector. Finally, I will throw some light on default sync behavior, what objects can be synced and, how to set up connector between Pardot and Salesforce CRM.
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 to above business requirement
Applicable to a Pardot org where Allowing Multiple Prospects with the Same Email Address is not enabled
Currently, Pardot 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 UltimateEdition) 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
For Pardot to sync prospect with a record in Salesforce, you must (i) either have an existing lead or a contact record that has a matching email address. Or, (ii) have a prospect sync to Salesforce, by assigning to a user. There are various ways in which you can assign a user to a prospect record in Pardot:
Using Salesforce Active Assignment Rule
Prospect Assigned to a queue
Pardot uses the email address as a unique identifier – to identify a prospect or a lead record. This means, to create a prospect record in Pardot, you must have an email address of a prospect. Pardot will check to see the following:
Is there a contactrecord in Salesforce with the same email address as a prospect record? If a contact record, with same email address, is found then, Pardot will sync with the prospect record with that contact record.
If, on the other hand, a contact record, with the same email address is not found, then, Pardot will check to see if there is a lead record with the same email address. If a lead record, with the same email address, is found, then it will sync with that lead record.
If no record is found with matching email address in Salesforce then, Pardot will go ahead and create anew lead in Salesforce.
The following diagram represents the graphic view of Pardot to Salesforce sync.
Sync behavior from Pardot to Salesforce
–> Pardot checks for changes in Salesforce, and within Pardot, every 2 minutes. If you are updating a large volume of data at a time, then, it may take longer for all of the changes to sync. –> You can also utilize the Automation Rule to sync prospects whose Salesforce lead or contact record was deleted.
–> Remember that, to create a new record in Salesforce, the prospect must be assigned, manually, to a user in Pardot; unless, you are using Salesforce Active Assignment Rules to assign a prospect to a user in Pardot.
–> If there are duplicate contacts, or lead, with the same email address in Salesforce, Pardot will sync, at random, with any one of the Salesforce records.
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 or a 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.
Use Pardot API to integrate these two systems programmatically.
The following diagram represents the graphic view of Salesforce to Pardot sync.
Sync behavior from Salesforce to Pardot
–> If anytime someone updates the owner of a lead or a contact record, it will start the sync from Salesforce to Pardot. –>Any activity that updates the LastModified field, 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 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 a Salesforce connector user or Integration user, meets the following criteria:
HasPardot Connector User permission set assigned
Has the standard object permissions listed on the following, screenshot for standard out-of-the-box sync behavior.
Permission for Connector User
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:
Pardot Information Section
The best practice – (i) before installing the Pardot AppExchange package to a Salesforce production org; and (ii)connecting it with a Pardot live instance – is to install the Pardot AppExchange package to a Salesforce sandbox and connect it with your Pardot training org. Then, test the integration with the small amount of data. Once you are done with integration testing, disconnect the connector setting. Then, install the Pardot AppExchange package to a Salesforce production org and connect it to your Pardot live instance.
–> Pardot, does not have a limitation on user license. Instead, the restriction is 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.
Connect to a Salesforce sandbox account
Select the option Connect to a Salesforce sandbox account, as shown in the preceding screenshot. To verify the connector, enter Connector user or Integration user Salesforce credentials. Once the connection is successfully set up, you will get few options to customize the connector, as mentioned in the following screenshot:
Customize Connector Preferences
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.
Lead Record 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 will need to delete it before you can add a different connector.