Configure Pardot Business Units

Learning Objectives

After completing this unit, you’ll be able to:

  • Configure a Pardot Business Unit.
  • Connect users within the Pardot Business Unit.
  • Configure criteria for sharing marketing data.
  • Describe the relationship between B2B Marketing Analytics and Pardot Business Units.

Now that Leung has created her new business unit, her next step is to configure it. This is a two-step process—first connect users and then configure marketing data sharing rules.

Connect Users

Leung needs to ensure she attributes assignments and actions to the right users. To do this, she must connect Salesforce users with Pardot users. She can choose to manually map users and set up single sign-on (SSO), or use Salesforce User Sync to create and manage users from Salesforce. Leung decides to use Salesforce User Sync. 

Salesforce User Sync syncs users to a Pardot account or business unit based on their Salesforce profile. If you don't want all Salesforce users in a particular profile to sync to a business unit, create custom profiles to segment users. Let’s look at how Leung can enable Salesforce User Sync.

  1. Open the Users page. Select Admin (Pardot Settings in the Lightning app), and then User Management | Users.
  2. Click Enable Salesforce User Sync.
  3. Follow the prompts.
  4. Map Salesforce profiles to Pardot user roles. All Salesforce users with the selected profiles are synced to the assigned Pardot role.
  5. Confirm the settings. We recommend that you leave the following settings enabled.
    1. Skip Salesforce users whose email address matches an existing Pardot-only user: When enabled, this option keeps unlinked Pardot users from being synced to their corresponding Salesforce user. We recommend that you leave this option enabled because it prevents accidentally syncing users that you want to keep as Pardot-only.
    2. Update Pardot user role when a user’s Salesforce profile changes: When enabled, this option automatically updates a Pardot user’s role when their Salesforce profile is remapped to a different Pardot role.
    3. Move Pardot user to the recycle bin when they no longer have an assigned profile: When enabled, this option archives a Pardot user when their Salesforce profile changes to one that’s not set up in Salesforce User Sync.
  6. When finished mapping profiles, click Enable Salesforce User Sync.

Usually, users sync within 15 minutes but if you have thousands of users, it could take a little longer. 

If you don’t have Salesforce User Sync setup, or you don’t want to use that method, you can still connect users for Pardot Business Units. To manually map users, first create your Pardot users, then set up SSO. If you need more help with this, check out Sync Users Automatically.

Configure Marketing Data Sharing Criteria

The next step Leung needs to take to get these new Pardot Business Units operating is to configure the Marketing Data Sharing criteria. She wants to route Salesforce records to the correct business unit. This doesn’t require a Salesforce admin, so she can create a simple rule based on a Salesforce field to ensure the record syncs to the correct business unit. 

Leung has a field named Region on leads, contacts, opportunities and custom objects. Depending on where the record resides, this field has a value of “United States” or “Europe”. The setup process is the same for each object, so let’s focus on the lead object in this example. In the United States business unit, Leung sets up Marketing Data Sharing for Leads with the criteria that Region = United States. The Europe business unit has a similar criteria where Region = Europe. Now, each business unit is limited to only the Leads that match their stated criteria. In the United States Business Unit, only leads whose Region equals “United States” will be available for syncing.

If Leung wanted to sync only her United States leads, she would need to create a rule on the object based on the “region” custom field. The rule would be “region__c=United States”. If you use Marketing Data Sharing rules for leads or contacts, criteria must be created for both leads and contacts. If you have multiple business units, you must add criteria for both leads and contacts in each business unit.

  • You must use a field that is unmapped in Pardot. If possible, create a field called Pardot Business Unit, add values after your unit, and then map to it.
  • If a lead doesn’t equal the name of the business unit, then it will not map to that business unit.
  • If Pardot creates a lead in Salesforce, it will write the matching criteria value on the new lead.
  • If a prospect’s lead no longer matches the criteria, it will stop syncing with that business unit and the prospect will be automatically archived.

Let’s take a look at how Leung can configure marketing data sharing rules for Get Cloudy. 

  1. In the Lightning app, select Pardot Settings, and then Connectors.
  2. Click Gear Icon next to the Salesforce connector, and select Edit Settings.
  3. Select Marketing Data Sharing.
  4. Open a rule for editing.
  5. Configure the rule.
    1. Each object can have only one rule. Each rule can be based on one Salesforce field and must use the equals operator.
    2. To prevent Pardot record updates from causing prospects to unmatch rules, rules can be based only on unmapped Salesforce fields. The field must belong to the rule’s object and be editable.
    3. The Default setting for an object uses the connector user’s permissions to control which records sync. When you create a rule for an object, both the rule and the connector user’s permissions control which records sync.
  6. Save the rule. When an object has a rule, the details appear in the Criteria column on the Marketing Data Sharing tab. Market Data Sharing Criteria

Pardot Business Units and B2B Marketing Analytics

Now that Leung has set up Get Cloudy’s Pardot Business Units, she wants to further analyze their data. She uses Analytics Studio’s B2B Marketing Analytics to do so. For each business unit, she creates a B2B Marketing Analytics app that presents datasets of Pardot and Sales or Service Cloud data in easy-to-read dashboards. 

Before she gets started, she needs to keep these points in mind. 

  • Each business unit can have only one associated B2B Marketing Analytics app.
  • To use B2B Marketing Analytics with multiple business units, we recommend you have an Einstein Analytics Growth or Plus user license. These licenses support the data volume and offer global, customizable views into your data.
  • Creating an aggregated view of your data is a manual process outside of Salesforce Support’s scope. We recommend that you work with a partner with Einstein Analytics certifications to set up this part of your integration.
  • Make sure you understand Data Sync fully before using the B2B Marketing Analytics app with multiple business units. If you have any questions about that, you can find a good resource in Understand What Happens When You Enable Data Sync and Connections.

Here’s how to set up a B2B Marketing Analytics app for a Pardot Business Unit.

  1. In Salesforce, from the App Launcher, find and open Analytics Studio.
  2. Click Create and select App.
  3. Click Start from Template and then select B2B Marketing Analytics. Click through to the Details page, and verify that Version 2.0 appears in the sidebar.
  4. Click Next and continue through setup.
  5. Click Done.

The setup process continues running in the background until done. If at any point you would like to check the status of your setup, navigate to Settings | Data Manager | Dataflow View.

Note: During the setup process, choose whether to use the Account-Based Marketing Dashboard or the Multi-Touch Attribution Dashboard. Both dashboards are optional. You can also add the Prospect and Activity Dataset after you enable it in Salesforce Setup. 

Revenue by Campaign Type Report

 

And that’s it! You have learned the relationship between your data, your Salesforce org and your Pardot Business Units. You also learned how to create, configure and connect users to a Pardot Business Unit. Now you are ready to dive deep into data based on each business unit your company has. 

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