
How to Manage & Clean Your Pardot Database
There are a number of reasons to pay attention to the health and size of your Account Engagement powered by Pardot database.
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There’s a little more to Pardot and Salesforce integration and it’s important to do all of the set up before importing any data. In order for the two systems to work together correctly, you'll need to test and configure your Pardot account.
This blog was written before Pardot was renamed to Marketing Cloud Account Engagement. You can read more about the name change and what it means here.
Once you’ve successfully connected Salesforce to Pardot after following the connection steps, you may think to head straight to migrating your data. However, there’s a little more to Pardot and Salesforce integration and it’s important to do all of the set up before importing any data.
In order for the two systems to work together correctly, you'll need to test and configure your Pardot account by mapping prospect, account and opportunity fields, mapping Salesforce to Pardot usernames, and setting up SSO.
The V2 Connector was released exclusively to new Pardot users in February 2019 and resolved many annoyances of V1.
Unfortunately, you can’t pick and choose which version you’re on as it’s defaulted based on the purchase date.
The key areas where V2 has improved are:
In a rush? You can skip to the section that interests you most using the menu below…
After you set up the Salesforce-Pardot connector, you can (and should) test to make sure that the connector is syncing as expected.
Depending on how the account is used, the connector can be synced in two ways:
In Salesforce there are leads and contacts, but in Pardot these are rolled into one: prospects.
When converting leads to contacts, only default fields appear and map automatically. By custom mapping, the fields ensure all information is available, and available to sync.
It’s simple to configure and map these fields:
By following this process you can map custom accounts and opportunities too.
Another thing to consider is that once you’ve added the custom fields, you can populate the field in both systems by triggering a full sync. Sync behaviour between Salesforce and Pardot can be a little confusing, which is why we’ve got a whole article dedicated to it which you can read here.
Note: When transferring across a custom field you need to include, at minimum, name, type, custom field ID and SF field name.
Any users with assigned prospects within Pardot should have a Salesforce username.
To do this manually head to:
Or to map lots of users in one go, click the “Import Users” button.
For information on connected users, click here.
Custom buttons like “Send to Pardot” and “Send Pardot email” make it much easier to add Salesforce leads or contacts into Pardot or Pardot tracked emails.
Single Sign On is where users log in once and have access to both systems validated. This allows you to seamlessly jump between Pardot and Salesforce.
By Spring 21, Pardot only log-in will be retired and the only option will be to access via Salesforce.
Business Units allow Pardot users to split their data by region, product or business area whilst still only connecting to a single Salesforce org.
This allows each division and set of users, access to only the prospects and marketing assets they need to market independently (like their own mini Pardots without the additional costs).
Of course, users like Pardot admins and marketing managers can switch between business units to manage assets, records, and settings. For a more in-depth view of business units, Tom has written a comprehensive breakdown of them here.
When setting up Business Units as part of a Pardot and Salesforce integration, you’ll want a smooth integration of the right data syncing to the right unit, right?
Marketing Data Sharing (MDS) has this sorted for your leads, contacts, opportunities and custom accounts. MDS links to a single Salesforce field which ensures that the data flows to the right business unit.
To set up Marketing Data Sharing:
Top tip: If you do it for one, you do it for all. If you’ve defined rules for leads you must also define rules for contacts, and vice versa.
Campaign Member Sync allows Pardot prospects to appear in Salesforce as vice members.
First of all, you must have Connected Campaigns enabled. Then you can enable Campaign Member Sync’ in your Pardot Account settings.
Once you’ve turned on the setting for Campaign Member Sync, every prospect in Pardot will be added to the Salesforce Campaign tied to their Source Campaign.
In future campaigns, prospects will automatically sync.
If you’re currently tackling a new Pardot and Salesforce integration, or you’ve already done this and now have issues cropping up, we do offer hands-on support and consulting packages. Send us a message for an initial chat.
MarCloud is a team of certified Pardot, Marketing Cloud, and Salesforce specialists. We help businesses to unlock the potential of marketing automation.
Ready to save time, deliver more quality leads, and generate more revenue? Here's how we help.
VIEW SERVICESHollie joined the MarCloud team with extensive B2B marketing experience. With a keen interest in marketing technologies, they strive to find the best solution to increase the efficiency and quality of marketing campaigns through rigorous testing and data analysis. A certified Pardot consultant, Hollie spends her days at MarCloud being fully solutions-focused.
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