Pardot Salesforce Integration: Achieve Effective Lead Nurturing with 2 Methods

on CRMs, Data Integration, Data Mapping, Digital Marketing, Email Marketing, Hevo Activate, Marketing Analytics, Marketing Dashboard, Marketing Dashboards, Sales, Sales Dashboard, Salesforce, salesforce app cloud, Salesforce Einstein, salesforce records, Tutorials • September 8th, 2021 • Write for Hevo

Pardot Salesforce Integration Achieve Effective Lead Nurturing With 2 Methods

Over the years, Marketing Automation Platforms that contribute to the success of a Company have grown extensively. According to research conducted by the Annuitas Group, Organisations that use Marketing Automation to nurture Prospects experience a 451 per cent boost in Quality Leads. Those fostered Leads, in turn, make 47 per cent greater purchases than their non-nurtured counterparts.

With Marketing Automation your Business can systematise the actions of Marketing Campaigns such as Emails, Social Media, Blog Posts and Web Pages. Marketing Automation helps Businesses stay relevant and competitive while being in touch with the demands of the ever-changing Customer Market.

While there are various smart Marketing Automation Platforms out there, Salesforce Pardot the “Marketing Automation with the World’s #1 CRM”, is topflight in this league.

Pardot Salesforce Integration eliminates any misalignment of Sales and Marketing Processes and allows for a greater standardisation within the Organization to work and achieve common Business Goals.

The best part, Pardot Salesforce Integration works within the same Salesforce Dashboard, which assists you to build a 360-degree view of your Customers, gather better data for smarter decisions and personalise the Customer’s Journey to deliver the best Customer First experiences.

Read along to learn more about Pardot Salesforce Integration and implementation processes. If you would like to start from a certain section, navigate using the outline mentioned below:

Table of Contents

Prerequisites for Pardot Salesforce Integration

To successfully carry out Pardot Salesforce Integration, you are required to have:

  1. A Salesforce Account with Administrator Rights.
  2. A Pardot Account.

You must first install the Pardot AppExchange Package into your Salesforce Instance before you can configure your Salesforce Connector in Pardot. The link to download Pardot AppExchange Package is here. We recommend you install Pardot AppExchange Package only for Admins for security purposes and to avoid manipulation of information from other Salesforce Users.

Introduction to Salesforce Pardot

Salesforce Pardot Logo: Pardot Salesforce Integration
Image Source: Pardot

Salesforce Pardot is the leading B2B Marketing Automation Platform for Marketers to generate more High Quality Leads so Sales Teams can close more Customer Deals faster. With Pardot, Salesforce helps you create Smart Forms and Landing Pages, deliver the right Marketing Communications to the right audience at the right time, send the appropriate messages with personalised experiences, and nurture Leads until Sales ready, all integrated across one Salesforce Platform.

Salesforce Pardot’s powerful features and tools include:

  • Lead Generation: Marketing Solutions that assist you to fill your Sales Pipeline with High-Quality Leads on a consistent basis.
  • Lead Management: Determining who your most engaged Leads are and reaching out to them first.
  • Email Marketing: Designing visually appealing automated Email Campaigns that engage and deliver.
  • Alignment of Sales and Marketing: Syncing with Salesforce CRM to ensure everyone is on the same page.
  • Artificial Intelligence: Using Salesforce AI to improve your Marketing and Sales Operations.

Why Do Businesses Need Pardot Salesforce Integration?

Why Do Businesses Need Pardot Salesforce Integration
Image Source: Cetrix Cloud Services

For many businesses, Sales and Marketing Teams still use different Solutions for Customer Relationship Management. In such cases, these Teams generate separate Processes, Tools and Data. Having disconnected Softwares impedes Lead Nurturing, Performance Tracking and High-Quality Lead Capture processes. Additionally, most CRM Solutions don’t possess AI or Machine Learning capabilities to help work smarter and faster. 

With a disconnect in Sales and Marketing Processes, it’s hard to perform Account-Based Marketing and it becomes difficult for Sales and Marketing Teams to figure out where a Customer is in their Business Life Cycle. Not just this, but Teams also experience inefficiencies in coordination because the Data is stored and processed in two separate silos.

Pardot Salesforce Integration closes this gap of misalignment between Sales and Marketing Teams and Customer Related Processes. Pardot Salesforce Integration completes the whole Process Workflow unifies it into one single integrated unit which can be used by Marketing, Service and Sales Teams together, consistently, without any lack of coordination.

Pardot Salesforce Integration offers interesting and helpful tools for both Marketing Representatives and Sales Representatives:

Pardot Salesforce Integration Tools for Marketers

  • Personalised Customer Experience

With Pardot Salesforce Integration, Marketers can deliver a personalized experience that buyers expect, with automated rules, actions and triggers.

  • Campaign Asset Creation- Code Free

Marketers can build beautiful Campaign Assets with out-of-the-box templates and intuitive WYSIWYG (What you see is what you get) Builders.

  • Turn Sales Data into Marketing Action

Marketers can automatically Trigger Actions off of Customer Data from the Marketing Automation platform and your Salesforce CRM.

Pardot Salesforce Integration Tools for Sales Person

  • Reach Prospects First 

Sales Persons can reach Prospects first, engage alerts, track Surface Behavioral Insights and send relevant messages based on the history of Customer Information and Engagement.

  • Maintain Consistent Relationships

With Pardot Salesforce Integration, Sales Persons can actively send responses to Customer queries, or even send on behalf of some other person, without creating any delay or Customer disinterest.

When you conduct Pardot Salesforce Integration, you can sync information bidirectionally, which means that when you update a Customer Record in your CRM, it will update in your Marketing Automation System as well (and vice versa). This ensures that both Sales and Marketing Teams are on the same page. 

Pardot Salesforce Integration provides Teams with important data about Prospect Actions, improves Lead Management Efficiency, and smooths out irregularities in the Sales Funnel that might cause Leads to drop out of the Sales Process completely.

Methods to Set Up Pardot Salesforce Integration

Method 1: Salesforce Pardot Integration Using Salesforce Connector

This method utilises Salesforce Connector for Pardot and Pardot AppExchange Package to establish Pardot Salesforce Integration. The Salesforce Connector allows Pardot to securely sync Prospects, Contacts, Leads and Opportunities with the Salesforce CRM. This Pardot Salesforce Integration syncs information bidirectionally, which means that when you update a Customer Record in your CRM, it will update in your Marketing Automation System as well (and vice versa). This ensures that both Sales and Marketing Teams are on the same page.

Method 2: Pardot Salesforce Integration Using Hevo Activate

Hevo Activate helps you directly transfer data from Snowflake, Amazon Redshift Google BigQuery, Salesforce Pardot (Data Source Available for Free in Hevo) etc., and various other sources to CRMs such as Salesforce (Free Source Connector with Hevo), HubSpot, various SaaS applications, and a lot more, in a completely hassle-free & automated manner. Hevo Activate is fully managed and completely automates the process of not only loading data from your desired source but also enriching the data and transforming it into an analysis-ready form without having to write a single line of code. Its fault-tolerant architecture ensures that the data is handled in a secure, consistent manner with zero data loss.

Hevo Activate takes care of all your data preprocessing needs and lets you focus on key business activities, and draw a much powerful insight on how to generate more leads, retain customers, and take your business to new heights of profitability. It provides a consistent & reliable solution to manage data in real-time and always have analysis-ready data in your desired destination.

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Methods to Set Up Pardot Salesforce Integration

Method 1: Salesforce Pardot Integration Using Salesforce Connector

Your Business is already collecting lots of information about your Leads, Clients, and Accounts in Salesforce and you would like to sync this data over to Pardot so you can use it to customize your Marketing Campaigns by personalizing Emails, Landing Pages, and more. But how are you supposed to start with Pardot Salesforce Integration?

The Pardot Salesforce Integration starts through Connectors, specifically Salesforce Connector in the Pardot Dashboard. The Salesforce Connector for Pardot syncs Records and Data between those two Systems.

Set Up the Salesforce Connector in Pardot

After installing Pardot AppExchange Package from this installation link and setting access permissions for only Admins (recommended), you are required to login to your Pardot Dashboard and carry out the following actions:

Step 1: Go to your Pardot Admin Panel from the right side of the Pardot Dashboard, and Click on +Add Connector to add Salesforce Connector. If your Pardot already has a Salesforce Connector linked to it, you will observe it in the Connectors Description Panel.

Adding Salesforce Connector in Pardot: Pardot Salesforce Integration
Image Source: Datarati- Implementation Guru

Step 2: Under Create Connector and search for and click Salesforce.com

Selecting Salesforce Connector in Pardot: Pardot Salesforce Integration
Image Source: Datarati- Implementation Guru

Step 3: A verification window will appear asking you to connect to Salesforce Sandbox. If you would like to connect Pardot to your Salesforce Sandbox, check the box and then click on the Create Connector button.

Creating Salesforce Connector in Pardot: Pardot Salesforce Integration
Image Source: Datarati- Implementation Guru

Step 4: Pardot will authorise Pardot Salesforce Integration, and you will be asked to log in to your Salesforce account. Click Allow to enable Data Sync and perform Pardot Salesforce Integration.

Step 5: After a successful login and authentication, you’ll be asked to set a few Settings. 

Select the appropriate checkboxes from the list and then click on Finish to finalize the process.

Settings Selection for Salesforce Connector: Pardot Salesforce Integration
Image Source: Datarati- Implementation Guru

With this configuration set up, you are required to visit your Salesforce Admin Dashboard and similarly configure Pardot Salesforce Integration to connect Pardot and Sync Records and Data.

Users are needed to have Administrator Permissions to configure Pardot Salesforce Integration successfully. If you don’t have Administrative Permissions, type Permissions in the Quick Find Box of your Salesforce Account. Go to Permission Sets and apply Pardot Connector User and Pardot Permissions to the users you aim to grant access to.

Note: Pardot Salesforce Integration enforces these two permission sets- Pardot and Pardot Connector User. Pardot Permission Set enables users to gain access to Pardot functionality. Pardot Connector User Permission Set enables a user to connect Pardot with other Connectors.

Pardot Salesforce Integration Permission Sets
Image Source: Datarati- Implementation Guru

After assigning User Permissions, Pardot Salesforce Integration will successfully configure Salesforce Connector and you’ll see Connector Saved Successfully indication on your Pardot Dashboard Screen.

Note: If your Pardot Screen displays an orange Warning bar, you can resolve those issues by clicking on View missing expected Salesforce permissions for your connector user and accordingly go to your Salesforce Dashboard to assign Read or Write permissions.

Map Leads to Contact Fields in Salesforce

Once you’ve set up the Pardot Salesforce Connector, whenever you create a new Prospect in Pardot, Pardot will automatically create a new Lead Record for you in Salesforce. However, when Pardot converts that Lead to a Salesforce Contact, the Contact Record may not have all of the data from the Lead Record.

To resolve such incomplete data transfer issues, you can utilise Salesforce Mapping to map  your leads to Contact Fields in Salesforce

Important: Do not map the Pardot URL Lead Field and Pardot URL Contact Field. Mapping these Fields to each other creates Duplicate Prospects and breaks Visualforce Pages.

To map your new Lead Records into Salesforce Contact Fields, follow these steps:

Step 1: Visit Object Manager from the Salesforce Menu Setup.

Step 2: Under the Lead tab, click on Fields and Relationships

Step 3: Click Map Lead Fields.

Step 4: Then go over to the Contact tab.

Step 5: Choose the relevant Contact Fields from the menu for Fields beginning with Google Analytics and Pardot.

Step 6: When you’ve completed Mapping all of the fields you want, click Save.

Mapping Pardot Leads to Contact Fields in Salesforce: Pardot Salesforce Integration
Image Source: Trailhead Salesforce

Add Pardot Information to Lead and Contact Page Layouts

By default when you install the Pardot AppExchange application it will automatically set up Pardot Fields for you in Salesforce, but won’t display it. To display the Pardot Fields you need to edit several of your Salesforce settings, hence keeping things organised.

To add Pardot Information to Lead and Contact Page Layouts, follow these steps:

Step 1: Click Lead | Page Layouts while still in the Object Manager.

Step 2: Click Edit on the down arrow to the right of Lead Layout.

Step 3: Drag a Section Field into your Lead Layout Page using the drag-and-drop layout editor at the top of the page.

Salesforce Section Field: Pardot Salesforce Integration
Image Source: Trailhead Salesforce

Step 4: Enter Pardot in the Section Name field of the popup window.

Step 5: On both the Detail Page and the Edit Page, make sure the checkboxes to display section heads are checked.

Step 6: Select 2-column for the number of columns.

Step 7: Select Left-Right for the Tab-key Order.

Step 8: Click the OK button.

Step 9: Return to the Page Layout Editor’s Fields section and scroll right to find the Pardot Custom Fields.

Step 10: Drag all of the data from Pardot into your new section.

Step 11: Click Save to finalise the process.

You can also map Custom Lead Fields for Lead Conversion, for which the guide can be found here

Testing Pardot Salesforce Integration

To check if you have successfully configured Padot Salesforce Integration, below listed are a few steps that you can follow:

Step 1: In Pardot, create a new Prospect Record and attach the Prospect to a Queue/User/Group, as seen in the picture below.

Create Prospect In Pardot: Testing Pardot Salesforce Integration
Image Source: Automation Champion

Step 2: Under the Lead Tab of your Salesforce Account, check if the newly created Lead Record has been synced. 

Prospect Record Sync in Salesforce: Testing Pardot Salesforce Integration
Image Source: Automation Champion

Similarly, if you build a Lead Record in Salesforce (with an Email Address), it will be immediately created in Pardot.

Method 2: Pardot Salesforce Integration Using Hevo Activate

Hevo Logo: Pardot Salesforce Integration
Image Source: Linked In

Hevo Activate helps you directly transfer data from Google BigQuery, Amazon Redshift, Snowflake, Salesforce Pardot (Data Source Available for Free in Hevo) etc., and various data sources to CRMs such as Salesforce (Free Hevo Integration), Hubspot, various SaaS applications, and a lot more, in a completely hassle-free and automated manner. Hevo Activate is fully managed and completely automates the process of not only loading data from your desired source but also enriching the data and transforming it into an analysis-ready form without having to write a single line of code. Its fault-tolerant architecture ensures that the data is handled in a secure, consistent manner with zero data loss. 

Hevo Activate takes care of all your data preprocessing needs and lets you focus on key business activities, and draw a much powerful insight on how to generate more leads, retain customers, and take your business to new heights of profitability. It provides a consistent & reliable solution to manage data in real-time and always have analysis-ready data in your desired destination.

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Check Out What Makes Hevo Activate Amazing:

  • Real-time Data Transfer: Hevo Activate, with its strong Integration with various sources, allows you to transfer data quickly & efficiently. This ensures efficient utilization of bandwidth on both ends.
  • Data Transformation: It provides a simple interface to perfect, modify, and enrich the data you want to transfer. 
  • Secure: Hevo Activate has a fault-tolerant architecture that ensures that the data is handled in a secure, consistent manner with zero data loss.
  • Tremendous Connector Availability: Hevo Activate houses a large variety of connectors and lets you bring in data from numerous Data Warehouses and load it into Marketing & SaaS applications, such as Salesforce, HubSpot, Zendesk, Intercom, etc. in an integrated and analysis-ready form.
  • Simplicity: Using Hevo Activate is easy and intuitive, ensuring that your data is exported in just a few clicks. 
  • Completely Managed Platform: Hevo Activate is fully managed. You need not invest time and effort to maintain or monitor the infrastructure involved in executing codes.
  • Live Support: The Hevo Activate team is available round the clock to extend exceptional support to its customers through chat, email, and support calls.

Pardot Salesforce Integration Into Practice

The infographic below shows how Pardot Salesforce Integration can work to build a Sales and Marketing Funnel that is connected and seamlessly integrated for every coordinated activity. 

In this example, Tom (the buyer)’s behaviours and preferences are evaluated and recorded in Pardot. With automation and strong Pardot Salesforce Integration, Jim, the salesman, can see all of the Marketing Data acquired on Tom in the Salesforce Lead Record before calling him.

We would like to extend a note of thanks to Salesforce Ben for putting out a coherent and lucid infographic that presents such powerful Powerful Salesforce Integration capabilities through both Buyer’s and Salesman’s sides.

Image Source: Salesforce Ben

Conclusion

Al in all Pardot Salesforce Integration is a vital link for Sales and Marketing Process Alignment. Pardot Salesforce allows Marketing and Sales Departments to manage their Prospect interactions and Online Marketing Campaigns in one Central Platform. As we have seen Pardot Salesforce Integration:

  • Provides valuable insight into Prospect Activities.
  • Increases the efficiency of the Lead Management Process.
  • Smoothens out irregularities in the Sales Funnel.
  • Customise Marketing Campaigns with Personalised Customer Needs.
  • Nurture Leads until Sales ready.
  • Prioritises Sales Outreach based on Lead’s Activity Data.

This extensive guide presented a step by step approach for Pardot Salesforce Integration that allows you to securely sync Prospects, Contacts, Leads and Opportunities with the Salesforce CRM. Pardot Salesforce Integration is a solid two-way Data Synchronisation Solution. As a consequence, when you edit a Record in CRM, data in the Marketing Automation and CRM systems are automatically updated.

Being an expert or recurring Salesforce CRM User, you are most likely working with a large number of data sources, both internally and through external Software-as-a-Service (SaaS) providers. Having all of this data in one location like Data Warehouse facilitates analysis and speeds up the decision-making process. This necessitates integration with all third-party Apps and Services. 

When you work with Hevo Activate, you get this superpower to load your aggregated Data from Data Warehouses like Salesforce Pardot, Snowflake, Amazon Redshift Google BigQuery, etc., and various other sources to CRMs such as Salesforce (Free Source Connector with Hevo), HubSpot, various SaaS applications, and a lot more, in a completely hassle-free & automated manner. 

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Hevo Activate will automate your data transfer process, hence allowing you to focus on other more important aspects of your business like Analytics, Customer management, etc. Hevo Activate will provide you with a hassle-free experience and make your work life much easier.

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