Pardot Connector 101: Crafting your Ideal Connector

Salesforce: Pardot

You have installed the Salesforce AppExchange package Pardot Connector, and are excited to finally start syncing it with Salesforce. You have followed the steps in “Admin > Connectors > New Connector > Salesforce,” and now see a myriad of options. What should you choose? Learn about the implications for each setting below craft your ideal Pardot Connector!

PARDOT CONNECTOR PREFERENCES

Automatically create “prospects” in Pardot when they are created as a “lead” or “contact” in Salesforce. When this is done, a parallel record will be created inside Pardot as a prospect.

Considerations:

  • Only lead and contact records with an email address will be brought over.
  • Only standard and custom fields that have been mapped will be synced.
  • Records can not be selectively synced. It’s all or nothing.
  • Existing leads” and contacts will not sync over until prompted (reference this link to learn when records will sync).

Automatically change email addresses in Pardot to reflect changes in Salesforce. A change to the standard email field for a record in Salesforce will generate a change to the related record in Pardot.

Considerations:

When the setting is disabled and a Salesforce email record is changed, a new record will be created by the connector in Salesforce the next time the Pardot record is ready to sync. This is because it no longer sees the original record.

  • Automatically delete or merge prospects if the corresponding records in Salesforce are deleted or merged.
  • If a lead or contact record is deleted or merged within Salesforce, Pardot will take the corresponding action. This is a recommended setting to keep databases in sync.

EXCLUDE SALESFORCE “PARTNER” AND “CUSTOMER PORTAL” USERS FROM PROSPECT ASSIGNMENT

This setting is only relevant to organizations using a customer community and/or partner community. When using communities, consider whether Pardot prospects should ever be assigned to a community user.

AUTOMATICALLY MATCH SALESFORCE USERS TO PARDOT CONNECTOR USERS

This feature matches the Salesforce user to the Pardot user based on the user’s email address.

Considerations:

This is particularly useful when leveraging the Prospect CRM user custom field sender option. With this setting activated, the Prospect CRM user custom field assigns the sender of an email to a Pardot user based on a custom user lookup within Salesforce.

ALLOW EDITING OF PROSPECT LISTS WITH THE CRM

This setting is relevant when a Pardot list membership visual force element has been added to page layouts inside Salesforce. Ensuring the setting is enabled allows users to make changes to list memberships.

Considerations:

List visibility with Salesforce is determined by the CRM visible option when creating a list.

EMAIL LOGGING

Sync emails with the CRM

A commonly overlooked setting, but crucial for the way the connector operates. This feature will create a task record inside Salesforce whenever an email is sent to a prospect.

Considerations:

Reporting

Do you plan to report on activity within Salesforce? Should your reports include Pardot email activity?

Volume

How big is your database? How frequently are you sending emails? If your database is made up of 10,000 prospects and you send ten emails a month, by the end of the month you’ll have 100,000 activity records created inside Salesforce.

Sync “engage emails” with the CRM  

This feature works similarly to sync emails with the CRM; however, it only applies to emails created from Salesforce Engage.

Sync “plug-in emails” with the CRM

This setting will create Salesforce activity records for Pardot email sends, but is restricted to emails sent from a Pardot email plugin (e.g. add-in for Gmail, Pardot for Microsoft Outlook).

EMAIL NOTIFICATIONS

Enable Salesforce emails for task creation

This setting allows an email notification to be sent through Salesforce when a task is created.

Enable Salesforce emails for assignment rules

Salesforce’s “active assignment rule” for assigning prospects within Pardot allows for an assignment notification to be sent when a template is specified.

Enable Salesforce emails for user and queue assignments

Enabling this feature will permit Salesforce to send notifications upon prospect assignment.

Considerations:

Consider disabling the Pardot assignment notifications to prevent two emails from sending upon assignment.

SENDING PARDOT CONNECTOR NOTIFICATION EMAILS WHEN A MERGE IS SYNCED DOWN FROM SALESFORCE

A notification will be sent to the connector user when a merge is made in Salesforce and reflected in Pardot.

Considerations:

A connector user must be a Pardot user for the email to send.

You should now have all the necessary tools to craft your ideal Pardot Connector! Watch for our upcoming blog, Advanced Pardot Syncing Features. In it, we will cover syncing with person accounts, allowing more than one user to have the same email, and much more!

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Helping people work more efficiently is what I do! I love to find solutions to business problems with Salesforce. In my spare time I love to travel with my wife and experience the local (beer!) cuisine.

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