Pardot Specialist Study Guide 14: Salesforce Integration

by Ken Stoufferin Course Work, Pardoton Posted on

SALESFORCE INTEGRATION

– Explain the relationship between Pardot and Salesforce:

  • When syncing prospects, changes to prospect records are pushed to Salesforce, and information from Salesforce records is pulled into the corresponding Pardot prospect records. Syncing occurs every 2–4 minutes.
  • Pardot and Salesforce have different authorization and sharing models. Data is shared through the Salesforce-Pardot connector via the connector user. Therefore, Pardot has access to the same Salesforce data that the connector user has access to. Because of how Pardot and Salesforce connect, you can assume that Pardot users have at least as much access to Salesforce data as the connector user.
  • The Salesforce-Pardot connector makes it possible to share data between the platforms using an API.
  • Pardot syncs on the individual level, not the company level.
  • Pardot syncs according to CRM ID. The prospect must have the same CRM ID in Pardot and Salesforce to sync.
  • Pardot looks for a matching CRM ID to sync with. If a prospect is not syncing with a Salesforce record, Pardot creates a lead to sync with.
  • If a prospect record doesn’t have a CRM ID and a record with the email address exists in Salesforce, Pardot syncs to the record. If there are multiple records in Salesforce with the same email address as the prospect, Pardot syncs with the first record it finds.
  • Data can be passed back and forth between the two systems.
  • Pardot acts as the Campaign, Lead, Marketing tool, whereas SF is generally the CRM and for the Opportunity/Sales Processes.

– List the objects synced between Salesforce and Pardot:

  • Accounts
    • The account data syncs to Pardot automatically when Pardot detects a Contact with a valid account reference in SFDC. This sync is one-way and treats SFDC as the master.
  • Prospects Contact and Leads
    • Map Pardot users with assigned prospects to Salesforce users before syncing. If a prospect’s assigned user isn’t mapped to a Salesforce user, the prospect is assigned to the Salesforce connector user.
    • Pardot syncs on the individual level, not the company level.
    • Pardot syncs according to CRM ID. The prospect must have the same CRM ID in Pardot and Salesforce to sync.
    • Pardot looks for a matching CRM ID to sync with. If a prospect is not syncing with a Salesforce record, Pardot creates a lead to sync with.
    • If a prospect record doesn’t have a CRM ID and a record with the email address exists in Salesforce, Pardot syncs to the record. If there are multiple records in Salesforce with the same email address as the prospect, Pardot syncs with the first record it finds.
    • 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.
    • Accounts that allow multiple prospects with the same email address have fewer connector settings. The 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.
  • Salesforce Opportunity
  • Pardot Opportunity
    • Opportunity activities are included in the default scoring (+50 points for a created opportunity, –100 points for a lost opportunity). When the connector is enabled, prospect scores update accordingly. Score updates can affect automation or lead assignment rules already in place.
    • If you do not use opportunities in Salesforce, Pardot support can disable opportunity syncing.
    • If Salesforce has duplicate records, the activity iframe appears in all the records. However, the Pardot data fields appear only in the record that Pardot is syncing with.
    • Opportunities must be tied to a contact in order to sync with Pardot.
  • Activities:
    • Pardot activities, such as page views, form completions, site searches, and emails, appear in the Prospect Activities window in the prospect’s CRM record. However, only emails are created as a CRM activity or task.
    • Pardot logs an email in the activity section of the CRM record when sending out a list email or a one-to-one email using the Pardot plug-in.
    • Email syncing is controlled in your connector settings.

– Identify the main components of the Salesforce connector:

  • Install the Pardot AppExchange Application.
    • Do not install the package directly from the AppExchange, use the installation link in the help documentation.
    • Grant Access to Admins only.
  • Configure the Connector User.
    • The connector user is a user that you designate to connect Pardot and Salesforce for data syncing. These tasks apply only to accounts that aren’t using the Pardot integration user.
    • Make sure that the connector user has these permissions:
    • API Enabled
    • Manage Profiles and Permission Sets.
    • View All Users
    • View Setup and Configuration (for support to troubleshoot issues with the connector.).
  • Add the Salesforce-Pardot Connector in Pardot.
    • Under Pardot Setting > Connector. Use connector user’s credentials to configure the connector.

– Describe the field mapping process:

  • Admins can control the default behavior of Pardot’s default and custom prospect fields.
  • Default field mappings are set automatically but can be edited later.
  • Custom fields can be mapped to a Salesforce field, and sync behavior controlled to be Pardot or SFDC as master or most updated.
  • Field mapping settings:
    • Keep this field’s type and possible values (for drop-downs, radio buttons, checkboxes) in sync with the CRM.
    • This option is available for accounts with a Salesforce connector. Enables field type and value changes in the CRM to sync to Pardot.
    • Sync Behavior:
    • If you’re using Salesforce, this option controls your field’s sync behavior. See Prospect Field Sync Behavior for more information.
    • Set a default mail merge value to be used when this field does not have a value:
    • Default value to populate variable tags when a prospect field is empty. See Add Default Mail Merge Values to Fields for more information.
    • Use predefined values (for radio buttons and dropdowns):
    • Select this option to have prospects select from a list of values. If you update the field, add new values and delete the old ones. Changing a value overwrites the value in the
      prospect record and affects automation rules.
    • Validate on Import:
    • Compares prospect field values against the field’s predefined values and imports only prospects with acceptable values. This setting is available only when Use predefined values are enabled on a field.
    • Type
    • Changes the field’s data type. See Prospect Field Types for more information.
    • Map Pardot Lead fields to Contact fields in Salesforce to ensure that the contact record pulls in all Pardot data from the lead record during conversion.

– Describe the capabilities and limitations with field syncing:

  • Syncing a Pardot prospect to Salesforce requires a corresponding Salesforce record or the prospect must be assigned in Pardot. If your Pardot account doesn’t allow multiple prospects with the same email address, prospects sync to Salesforce records with matching email addresses.
  • Syncing a Pardot prospect to Salesforce requires a corresponding Salesforce record or the prospect must be assigned to a user in Pardot. If your Pardot account allows multiple prospects with the same email address, prospects sync to Salesforce records with matching CRM IDs (lead or contact ID).
  • Activities That Trigger a Sync from Pardot to Salesforce.
    • These prospect activities cause prospect records to queue for syncing:
    • Form submission
    • Form handler submission
    • Landing page submission
    • Unsubscribe
    • These user actions cause prospect records to queue for syncing:
    • Prospect import.
    • Prospect field changes (including opting-out prospects via import or manually).
    • Pardot campaign changes.
    • Changes to the assigned user.
    • Manually syncing from the prospect record.
    • These system actions cause prospect records to queue for syncing:
    • Record changes that occur because of an automation rule or completion action.
    • Add to Salesforce campaign via automation rule, segmentation rule, completion action, or Engagement Program action.
    • Salesforce campaign status update via automation rule, segmentation rule, completion action, or Engagement Program action.
  • Activities That Trigger a Sync from Pardot to Salesforce.
    • Receiving or opening an email, unless the action is set to adjust prospect score.
    • Pageviews, unless the action is set to adjust prospect score.
    • Visitor sessions.
    • Prospect account changes.
    • Creating or mapping new custom fields.
    • Changes to formula fields in Salesforce.
    • Undeleting a prospect.
  • Activities trigger a sync from Salesforce to Pardot.
    • Activities that update the Last-Modified timestamp trigger a sync to Pardot for existing prospects.
    • Updating a lead or contact email address.
    • Updating the assigned user (owner) for the lead or contact record.
    • Making field changes to a lead or contact record.
  • Prospect Field Sync Behaviour.
    • Sync Behavior Set to Use Pardot’s Value.
    • If Pardot and Salesforce field values differ when synced, Pardot’s value overwrites the value in Salesforce.
    • When a value in Pardot is empty and the value in Salesforce is not, the Salesforce field value overwrites the empty value.
  • Sync Behavior Set to Use Salesforce’s Value.
    • If Pardot and Salesforce values differ when synced, Salesforce’s value overwrites the value in Pardot.
    • When a value in Salesforce is empty and the value in Pardot isn’t, the value of the Pardot field overwrites the empty value in Salesforce.
    • Your Salesforce connector settings can be configured to allow blank or empty values in Salesforce to overwrite values in Pardot. In this scenario, Salesforce empty values are treated as a valid field value. If a field has a value in Pardot, and the Salesforce field is empty, the empty value in Salesforce overwrites the Pardot value. Contact Pardot Support to enable this feature.
  • Sync Behavior Set to Use the Most Recently Updated Record.
    • If Pardot and Salesforce values differ when synced, the value in the most recently updated record overwrites the value in the other record.
  • When the value in the most recently updated record is empty, and the value in the other record isn’t, the field value in the least recently updated record overwrites the empty value.
  • Proprietary Fields:
    • Some fields in Pardot are proprietary and read-only. Their sync behavior can’t be changed.
    • Examples: Pardot Campaign, Score, Grade, etc., the referrer fields, and the Google Analytics Connector fields map to salesforce.com fields that are read-only; thus, they are the only non-custom fields that are considered the master over salesforce.com fields by default and cannot be remapped to sync with other fields in salesforce.com.
    • The Assigned User, Recent Interaction, Prospect Opted Out, and Email fields also cannot be edited to make Pardot the master or remapped to another field in salesforce.com.
    • In accounts that do not allow multiple prospects with the same email address, email is set to always use Pardot’s value, and cannot be edited. However, if you have the Automatically change emails in Pardot to reflect changes in Salesforce connector settings enabled, then the change in Salesforce syncs to Pardot. If the setting isn’t enabled, when the email address changes in Salesforce, Pardot creates a prospect with that email address. In Pardot accounts that allow multiple prospects with the same email address, ’email address’ is a normal prospect field and sync behavior can be changed.
    • Admins can change the sync behavior of the Prospect Opted-Out field from the Salesforce-Pardot connector settings page.
    • If the Do Not Email field is checked in Pardot or Salesforce, it always syncs to be checked in the corresponding system.
    • If the prospect is syncing to a contact that is associated with an account, the company field is read-only in Pardot.
    • Do Not Email and Prospect Opted Out both map to salesforce.com’s Email Opt Out field by default. If these fields are “checked” in Pardot or salesforce.com, the value will sync over to ensure prospects are not mistakenly emailed once they have unsubscribed or bounced. Do Not Email can be remapped to another field in salesforce.com by editing this field in Pardot. Prospect Opted Out cannot be remapped to another field. If Do Not Email is remapped, Prospect Opted Out will stop syncing with salesforce.com.
    • The Google Analytics fields are included in the AppExchange install package, but will only display on prospects if the Google Analytics Connector is verified in Pardot.
    • Note: If a field in salesforce.com is a dropdown, the mapping field in Pardot must also be a dropdown that matches identically (they are case sensitive) in order to sync with these fields.
  • Syncing with Person Accounts Only.
    • Pardot syncs only to person accounts and doesn’t create leads. A Salesforce person account syncs to a Pardot prospect record that is associated with an account in Pardot.
    • The field mappings remain the same. Contact fields map to prospect fields and Salesforce account-level fields map to Pardot account fields.