A Step-By-Step Guide For Salesforce Pardot Integration

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A Step-By-Step Guide For Salesforce Pardot Integration

Integrating Salesforce with Pardot can help you overcome silos and boost collaboration between marketing and sales departments.

Pardot is a  B2B marketing automation tool and is also one of the most popular Salesforce offerings. It has proven its effectiveness in maximizing lead conversion and shortening the sales cycle with its automation, lead nurturing, AI, and visualization capabilities.

With Pardot, companies can carry out CRM integration, email marketing activities, lead generation, and nurturing — with much ease. However, despite having great capabilities for B2B sales, it is not a complete solution for overall marketing operations.

To win the marketing race with competitors, companies need to implement/integrate Pardot with other solutions under the Salesforce ecosystem like Marketing Cloud/Service Cloud. Doing this will help teams make the best of the two solutions and register wins on the B2B and B2C fronts.

How to Carry Out Salesforce Pardot Integration?

Salesforce Pardot Integration is done with the help of a connector. Pardot and Salesforce integration via the connector can be broken down into two stages:

  • Connecting the platforms
  • Taking measures after integration.

A ) Pardot Technical Setup Using the Connector

1. Installing the Pardot AppExchange

Before you set up the connector, you will need to install the AppExchange package. After this, select ‘Grants access to admins only’. Your Salesforce app will be updated with a custom app, lots of tabs, fields, etc which you can customize by availing Salesforce Pardot Implementation Services of a partner.

2. Assign User Permission Set

When the Pardot AppExchange app is installed, connector users are granted permission to unify the two platforms. Before proceeding, a user should assigns a permission set and must keep note of these permissions:

  • View All Users/Setup and Configuration
  • Manage Profiles/Permission Sets
  • API enabled

Once this is done, choose the user and proceed to ‘Edit Assignments’ followed by ‘Pardot Connector User’. Click ‘Add’ and save the user.

3. Adding the SFDC Connector to Integrate Pardot with Salesforce

In your Pardot setup, choose ‘Admin’--> Connectors→ Add Connectors→ Salesforce→ Create Connector. After this, log in to your Salesforce using user credentials and grant access to your account by clicking ‘Allow’.

After this, you will need to adjust connector settings and click ‘Finish’. However, default settings are too preferable at the start. Once the connector is verified, you can send and receive data from/to Salesforce/Pardot.

B) Post-Integration Measures

After installing the connector and unifying the two solutions, we at Damco configure the solution as per a user/partner’s requirements. Follow these steps to get better post-integration.

1. Mapping Custom Lead Fields With Salesforce Contact Fields

This action is performed to sync Pardot lead data with Salesforce contact records. However, while doing this, users should avoid mapping Pardot URL lead and contact fields as it often results in prospect duplication.

2. Configure Contact and Lead Page Layouts

Before installing Pardot, you are required to set up Pardot AppExchange. Through the app, you can add Visualforce pages and Pardot data to your Salesforce, however, to make it visible, you will need to add them to contact/lead page layouts on your own.

Follow these steps to configure the contact and lead page layouts:

  • Make custom fields visible on page layouts by editing the settings
  • Add a name and section to the layout
  • Relocate Pardot’s custom fields from the ‘Fields’ section
  • Drag Pardot’s fields and Google Analytics fields (if reqd) to the next section

3. Add Custom Buttons from Pardot

After you connect the two systems, it is important to add custom buttons from Pardot to page layouts. This will make contact/leads sync with just one click. So if you need to send emails in Pardot, you can create a button ‘Send Pardot Email’ and the Pardot will automatically track emails sent from Salesforce.

To add custom buttons in Pardot, do this:

  • Start off with the contact/lead page layout and edit it
  • Select ‘Mobile & Lightning Actions’ or ‘Buttons’
  • Create ‘Send Pardot Email’ and ‘Send to Pardot’ buttons
  • Drag buttons for ‘Salesforce Mobile and Lightning Experience Actions  or ‘Custom Buttons’ (for classic)
  • Save the page layout to execute these actions

4. User Connection in Salesforce and Pardot

Connecting users on the two platforms will simplify employees under the same user ID. You can map users manually or use user sync to manage all users in Salesforce.

5. Testing Salesforce Pardot Configuration

After setting up the Pardot connector, do the test if it syncs well with Salesforce or not. Here are a few points to consider while testing the Salesforce Pardot configuration:

  • Create a new prospect in Pardot and check if the same is highlighted in your Salesforce setup.
  • In Salesforce, create a new record and send it to Pardot by clicking the ‘Send to Pardot’ button. Check if the same record is highlighted in your Pardot instance.
  • Create a new prospect in Pardot that is also already recorded in Salesforce. Try syncing them using the ‘Sync with CRM’ button.
  • Create a new prospect with an email (not recorded in Salesforce yet). Assign this prospect to a user and check if it gets displayed in Salesforce.

In case the Pardot setup connector duplicates a record with these configurations when added to Salesforce, create a new record in Salesforce with a new email and check if it is displayed in Salesforce.

Bottomline

A unified setup with limited apps is more efficient than a decentralized system with multiple solutions. Salesforce Pardot Integration allows you to bridge gaps of decentralized applications by automating workflows, unifying data, and bridging gaps in your marketing/sales practice.

While connecting the two platforms is easier due to the low-code capabilities of Salesforce/Pardot, you need Salesforce Pardot Support to set up, customize, and configure the system in the desired manner and deal with implementation challenges — without any downtime/disruption.

Need assistance in Salesforce Pardot Integration? Feel free to connect with our team at info@damcogroup.com.  You can also call us at +1 609 632 0350.