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Get Started with Salesforce for Pardot

Note

Note

Attention, Trailblazer!

Salesforce has two different desktop user interfaces: Lightning Experience and Salesforce Classic. This module is designed for Lightning Experience.

You can learn about switching between interfaces, enabling Lightning Experience, and more in the Lightning Experience Basics module here on Trailhead.

Learning Objectives

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

  • List reasons for integrating your Pardot account with Salesforce.
  • Describe use cases for Pardot and Salesforce integration.

Introduction

Let’s start from the beginning. Marketing automation platforms are designed to increase sales and maximize efficiency for companies with complex sales cycles. How do they do that? By letting marketing and sales departments manage their prospect interactions and online marketing campaigns in one central platform. 

A marketing automation system typically offers: 

  • Micro-level analytics that track all prospect touch points—including forms, page views, content downloads, emails, social interactions, and more.
  • Lead scoring and grading to help qualify and prioritize leads.
  • Automated lead nurturing that sends emails to prospects based on predefined rules or time intervals.
  • Customizable real-time notifications that let reps know when a prospect is active and showing buying signals.
  • Closed-loop reporting for easy calculation of marketing ROI.
  • Wizards and tools that allow nontechnical users to easily create dynamic, branded, personalized online marketing campaigns and emails.

Why Integrate Your Pardot Account with Salesforce?

Think of it this way: If a CRM is primarily a sales tool, marketing automation is its marketing counterpart. Integrating the two systems lets you sync information bidirectionally, meaning that when you update a record in your CRM, it automatically updates in your marketing automation system (and vice versa). This keeps sales and marketing on the same page. Integration gives the teams valuable insight into prospect activities, increases the efficiency of the lead management process, and smooths out kinks in the sales funnel that can cause leads to drop out of the sales process entirely. 

Consider these use cases. 

  • Prioritize Sales Outreach Based on Activity Data
    Sales can access valuable Pardot activity data directly on their lead and contact records in Salesforce. This way, they can manage their day by following up with interested prospects first. Social data and Pardot activities can be added to Salesforce lead and contact layouts, as well as mobile layouts so it’s always accessible.

  • Send Leads Created in Pardot to Salesforce When Qualified
    Pardot helps you generate leads—in fact, the Pardot Lead Generation module is all about it! Once you create those leads as prospects in Pardot, you can nurture them until they’re qualified leads, which means they’re educated about your product and ready for sales. At that point, assign them to a salesperson and send them over to Salesforce.

  • Use Data to Create Relevant, Targeted Content
    Odds are you’ve already collected lots of information about your leads, clients, and accounts in Salesforce. Sync this data over to Pardot so you can use it to customize your marketing campaigns by personalizing emails, landing pages, and more.

Now you know why integrating Pardot and Salesforce is vital to your business. But how exactly does integration work? Integration happens through connectors that enable data to flow into other parts of the business. The Salesforce connector for Pardot syncs records and data between those two systems. Let’s see how in this short video.


Start with an Assessment

The Salesforce/Pardot data stream is important. If you already have this connector, you need to ensure that it’s set up correctly so it makes life easier, not harder, for sales and marketing. Take time to thoroughly assess how the system syncs records, how it’s configured for your organization, and who is monitoring the connector sync queue and troubleshooting errors.  Without someone watching this queue, some records may not sync and fields may not update.

To assess your existing Salesforce integration, answer these questions.

  • Is it set up correctly from a technical standpoint?
  • Are there issues with your sync queue properly passing information back and forth?
  • If so, is your field mapping optimized for your sales and reporting needs? For you, this can mean adding and mapping custom fields from Pardot to Salesforce lead/contact records. Or perhaps reevaluating the optional Salesforce connector settings to make sure you get the most out of your integration.
Note

Note

If you don’t see the name of a Salesforce field next to a custom field in Pardot, that means it’s not mapped to anything and that field data isn’t flowing into Salesforce. It’s an easy fix: Edit the field, and pick the Salesforce field you want to map it to in the dropdown list.

Audit for Sales Alignment

Marketing automation isn’t all about the marketing team. In fact, it’s just as much about the sales team and making sure they can use the lead intelligence that Pardot gathers to their benefit. We recommend auditing anything in Salesforce that can affect the visibility your reps need to close more deals—for example, permission sets or Salesforce page layouts.

You can start by auditing your  page layouts in Salesforce. Be sure to include Pardot Activities, Pardot List Membership, and Pardot Social Data, but feel free to add as many Pardot custom fields as applicable. Optionally, you can even include the Google Analytics fields, if source information is requested.

If you don’t yet have Salesforce connector for Pardot installed, we walk you through setup and configuration in the following units, as well as provide plenty of tips for optimizing an existing installation.

Resources

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