It is essential for companies to have a clear and precise idea about their prospects as well as the customers. Seasoned marketers are very well aware of the fact and that is why they integrate the powerful technological systems like CRM and marketing automation tools to achieve better results. Integrating Salesforce and Pardot is an optimal way out for several business organizations. They work on different technologies and integration between such systems makes data management easier and hassle-free.
The Salesforce Pardot integration ensures that the users of both the systems can easily access the Salesforce data loader and use it as per their requirement and can generate meaningful reports out of it. The integration of these two systems helps in defining an enhanced roadmap for both Salesforce and Pardot. This combined road mapping strategy would help in leveraging the sales and marketing potential along with achieving higher customer acquisition and customer stickiness.
Why Should You Use Pardot with Salesforce?
If a CRM is primarily a Sales tool, marketing automation is its Marketing counterpart. The integration of two systems helps in synchronizing the information in both the directions. This means 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 teams the valuable insight of prospect activities and increases the efficiency of the lead management process.
If you are using Salesforce CRM as a primary sales tool and Pardot as primary marketing automation tool then it’s important to integrate the two systems. It will help the sales and marketing teams to work in tandem and they can focus more on closing the deals more rapidly.
How Does Salesforce Pardot Integration Work?
It begins with setting up the Salesforce connector with Pardot account. It will allow bidirectional data sync between the two systems. Once we have setup our connector we can map Salesforce fields to Pardot fields and perform the following tasks-
- Assign leads to Salesforce users/ Sales Reps
- Campaign integration
- Add to Salesforce campaign
- Set up Salesforce tasks
- Update Salesforce fields with recent Pardot information
The Salesforce connector creates a link between the two platforms, so that you can sync newly created prospects, contacts, and leads between Pardot and Salesforce. Once the connector is enabled, Pardot queries Salesforce every 2-4 minutes looking for records that have been updated since the last sync. Since Pardot uses an email address as the unique identifier for prospect records, a Salesforce lead or contact record won’t be able to sync with Pardot if it’s missing an email address—that record will simply get skipped over.
Pardot queries contact records first, and if a match is found (remember, it’s looking at email addresses) Pardot syncs with it. If no match is found, Pardot queries lead records next. If a match is found with a lead record, Pardot will sync with it; but if a match isn’t found and the prospect has been assigned to sales, Pardot will create a new lead record in Salesforce. By default, a Salesforce record will override the Pardot record if there is a conflict of information.
Objects that Sync from Salesforce to Pardot
· Custom Objects (Not available with a Standard license)
Objects that are Synced but Require Mapping in Pardot
· Custom Fields
Syncing Prospects from Pardot to Salesforce
A prospect is synced to Salesforce when the record has been assigned to a user. A user can be assigned using a completion action or by using an automation rule or manually.
Syncing Prospects from Salesforce to Pardot
By default, new leads and contacts within Salesforce will not sync with Pardot automatically. There are 3 ways to sync new leads and contacts from Salesforce to Pardot:
· By clicking the send to Pardot button on the lead or the contact record in Salesforce.
· By manually uploading the lead or contact’s email address into Pardot.
· Enable the option in the Salesforce connector to ‘automatically create prospects if they are created as a lead or contact in Salesforce.com.
Salesforce Campaigns and Pardot Campaigns
Salesforce campaigns do not have a one-to-one relationship with Pardot campaigns. So if a prospect is added to a Pardot campaign it will not be added to Salesforce campaign automatically.
Prospects Can be Added to a Salesforce Campaign Using the Following Methods:
· Automation Rules
· Segmentation Rules
· Completion Actions
· Drip Programs
Thus, the Salesforce Pardot integration is definitely a win-win for businesses and marketers as it will help companies in finding new customers, customer acquisition, and customer retention.