Plan Your Integration

Learning Objectives

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

  • Determine considerations prior to setting up your Salesforce-Pardot Connector.
  • Determine the ideal sync method for your company.
  • Define a Pardot Integration user.

Before you create or unpause your Salesforce-Pardot connector, there are several items that you should review. To make it easy, we outlined items to consider such as syncing fields and prospects, mapping users, and other setup tasks. Take a few minutes to review these items before you move on to setting up your Salesforce-Pardot connector. 

Audit for Sales Alignment

Marketing automation isn’t just 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 Engagement History, Matched Leads, 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.

General Considerations  

  • You can have only one Salesforce connector in Pardot.
  • Pardot can integrate with Salesforce Person Account record types. To enable person account syncing, contact Pardot Support.
  • Importing prospects into Pardot syncs them with Salesforce. Unassigned prospects sync to Salesforce, but records aren’t created when there is no matching email address.
  • Pardot checks for changes in Salesforce and Pardot up to every 2 minutes. If you’re updating a large volume of records at a time, it can take longer for all changes to sync.

Considerations for Syncing Fields Between Salesforce and Pardot
Salesforce updates to prospect fields can trigger Pardot automation rules when rules related to those fields exist. Prospects that are assigned to a user in Pardot are created as a lead when the prospect is not syncing with a record in Salesforce. For a full list of considerations, here is a great resource for you.

Accounts That Allow Multiple Prospects with the Same Email Address
The most important aspect of the Salesforce sync is creating a one-to-one relationship between a Pardot prospect and a Salesforce lead, contact, or person account. The Salesforce-Pardot Connector uses CRM ID as the matching criteria for syncing in both directions in accounts that allow multiple prospects with the same email address.

When Salesforce creates a lead, contact, or person account with a specific email address, a prospect is created in Pardot with a matching CRM ID. Data from each record syncs according to the sync behavior defined for each field. Prospects are created in Pardot only if the Salesforce connector user has permission to the record in Salesforce.

If a prospect doesn’t have a CRM ID and multiple records with the same email address exist in Salesforce, the prospect syncs to the record with the most recent activity.

When a prospect is created in Pardot and it meets your criteria to begin syncing, it creates a record in Salesforce following your connector’s settings.

If your Pardot account allows multiple prospects with the same email address, you will have fewer connector settings. The Salesforce-Pardot Connector creates prospects when it finds new leads, contacts, or person accounts and syncs changes among those records. When it detects merged or deleted records in Salesforce, it updates the corresponding Pardot prospects.

Pardot Integration User
Pardot is the only app that can log in to Salesforce via the integration user, and only after a Salesforce admin has finished the Pardot setup. The Pardot Connected App uses a secure authentication method that lets the Pardot application servers authenticate to Salesforce. The connected app contains the public half of a secure key pair provisioned to Pardot. If you have more questions or need help with this, refer to the link in the Resources section. 

Here are a few things to note about the integration user: 

It’s named B2BMA Integration with the username b2bmaintegration@.ext. The profile and integration usernames both include B2BMA, but they are not related to B2B Marketing Analytics.

  • It’s provisioned with the B2BMA Integration User profile, which grants the user permission to view and modify data that Pardot syncs with Salesforce.
  • It doesn't use a standard Salesforce user license.
  • It doesn’t have a password, and can’t log in to Salesforce directly.
  • Changes that happen as the result of the Salesforce-Pardot integration are attributed to the integration user. This way, you can easily determine which updates to Salesforce objects are due to the integration, and which are due to user actions.
  • The integration user authenticates to Salesforce via the Pardot Integration Connected App that is installed during Pardot setup.
  • The integration user is provisioned to all accounts; however, you can only use it for the connector if you are using V2 (purchased Pardot after Feb 11).

Choose a Sync Method

When the integration user is set as the connector user, the Salesforce-Pardot Connector syncs all records for objects that sync between Pardot and Salesforce. If you want to sync a subset of records, use Marketing Data Sharing to select the records to sync. Use the included integration user, or configure your own connector user.

When using Marketing Data Sharing, we recommend you use the integration user instead of configuring your own connector user. The integration user is preconfigured with the necessary permissions and doesn’t require a Sales Cloud license. If you don't have access to Marketing Data Sharing, you may consider using a custom connector user with limited Salesforce visibility to limit the records that sync to your Pardot account. 

Marketing Data Sharing Rules

Before you create rules, keep these guidelines in mind.

  • To prevent prospects from becoming mismatched because of updates to their Pardot record, rules can be based only on unmapped Salesforce fields. The field must belong to the object and be writable.
  • Each object can have only one rule. Each rule can be based on one Salesforce field and uses the equals operator.
  • 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.
  • If a Salesforce record stops meeting rule criteria, the corresponding Pardot record is sent to the recycle bin.
  • 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.

Resources

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