Integrate Pardot with Salesforce

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 at 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 managing prospect interactions and online marketing campaigns in one central platform.

A marketing automation system typically offers: 

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

While other marketing platforms may offer some or most of these features, Pardot has them all, making it a great marketing automation choice. 

Why Integrate Your Pardot Account with Salesforce?

If a CRM is primarily a sales tool, marketing automation is its marketing counterpart. Integrating the two systems lets you sync information bidirectionally. When you update a record in your CRM, it automatically updates in your marketing automation system and vice versa to keep sales and marketing on the same page. Integration gives both 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.

Still not convinced? Consider these three use cases. 

  • Prioritize Sales Outreach Based on Activity Data
    After integration, 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 also be added to Salesforce lead, contact, and 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 for Pardot Lightning App module is all about that! Once those leads are created as prospects in Pardot, 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 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 a secure connector that enables data to flow between Pardot and Salesforce. So where do you start? 

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.

  • Answer these questions to assess your existing Salesforce integration: Is it set up correctly from a technical standpoint?
  • Are there issues with your sync queue properly passing information back and forth?

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 select the Salesforce field you want to map it to in the dropdown list.

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

Resources

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