Pardot Connectors

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The way in which digital marketing has developed after the internet era has changed the way by which the brands and businesses utilize technology for their marketing. Digital marketing practices are becoming more prevalent due to its immense ability to provide increased revenue to the organization along with enhanced and personalized end user experience, this helps the organization to redirect more traffic to their website. Marketing automation tools helps the businesses to establish their branding in the global market and helps them maintain their reputation to reach the next level. There are organizations which offer multiple Products/Services and they prefer to maintain all their data from different business units in a single CRM for convenience. This helps them to get all the metrics they need from a single system and provides the ease for administrative activities. But all the Products and services cannot be marketed in one single way – ‘One size doesn’t fit All’. To solve these issues related to diverse products and service lines, marketers prefer to purchase multiple marketing tools based on their business needs. These kind of integration with Single CRM and Multiple Marketing systems are supported by most of the Marketing Automation tools like Pardot, Hubspot, Marketo, Eloqua etc. But this simple CRM and Marketing system integration gets complicated if you don’t organize your data and restrict the data flow in each marketing instance properly. In this article, we will be sharing about the best practices involved in integrating single Salesforce instance with multiple Marketing instance. By following these best practices, each business units will have their unique set of Leads that they want to work on and they can effectively plan their marketing strategy accordingly. It’s key to avoid records from one business unit entering into another business unit’s marketing instances to prevent data duplication, junk records sync and data loss. Your marketing automation tool can be anything like Pardot, Marketo, Hubspot or Eloqua, but if you understand your CRM schema well you can effectively customize this integration concept based on your business needs. 1) First Rule of Thumb here is to understand the basics of integration. The integration User’s access in the Salesforce CRM decides the data flowing into your Marketing instance. “What the Integration User can see is what the Marketing system can see” 2) Integration User’s access should be adjusted as given below: ·       Roles Setup: Create two separate Marketing Roles and it should be directly reporting to the highest role in the Role hierarchy. ·       Profile Setup: Create two Marketing profiles and remove ‘View ALL’ and ‘Modify ALL’ access to selected objects like Lead, Contact for both marketing profiles to restrict the data flow. Mainly these are the objects that are synced to create Leads in Marketing instance. ·       OWD Setup: Adjust the OWD settings as ‘Private’ for the objects you wanted to sync with the Marketing system like Lead and Contact (Account and Opportunity objects will sync with corresponding Contact automatically) ·       Sharing Rules: Create Sharing Rules with criteria based on your business needs. 3) Make sure your Marketing instance syncing criteria which decides the data that can flow into Salesforce matches with the Salesforce sharing rule criteria to avoid data loss. By adopting these configurations suggested, you will get an added advantage of syncing only quality leads into your marketing system and you can pay the Marketing automation licensing fee only for the top quality records instead of junk records. It’s an optimal way to save on your marketing budget by restricting the junk leads entering into the marketing system which can unnecessarily occupy your marketing database and increase your cost.

Do you know Pardot is the fastest growing marketing automation tool for marketers to look all-in-one marketing powerhouse? Pardot is a software publisher of business-to-business (B2B) lead management and marketing automation software products designed for small and midsize businesses (SMBs). Despite the company’s smaller size and brand recognition, Pardot continues to achieve very impressive growth.

By using Pardot, we can perform Email Marketing, Social Posting, ROI reporting, Lead scoring, and Grading with CRM integration and even more.

The features of the Pardot make it as a top ranking product in the Marketing Automation.

PARDOT INTEGRATION 

This article will cover getting third party applications data and start receiving updates from Pardot, setting up the connector settings (username, password, and optional settings) in Pardot, and verifying the connector for the first time.

pardot connectors

COMPONENTS 

1. Drive New Leads

2. Close Deals Faster

3. Track ROI

DRIVE NEW LEADS: 

We can drive new leads by focusing on pipeline of leads. It is achieved through the following ways:

  1. Smart Forms
  2. Lead Scoring/Grading
  3. Email campaigns.

“Work Smarter and Focus on Smart leads” 

pardot connectors

CLOSE DEALS FASTER: 

We can close the deals in a faster way by providing right information to right people. Some of the ways in which leads are easily converted to our tracking such as,

  1. Activity tracking
  2. Real Time Alerts
  3. Drip Campaigns.

            “Better Intelligence means Better Strategy” 

TRACK ROI: 

It is possible to get great insight into Sales process and Marketing efficiency. The process of tracking ROI includes

  1. Closed-Loop Reporting
  2. Lifecycle Reporting
  3. Social Reporting

          “Better Reporting allows for More Insight” 

CONNECTORS IN PARDOT 

Connectors in Pardot allows to sync with third party applications. So, data can be passed back and forth between the two applications which allow the user to manage various channels from within Pardot interface.

Connectors keep the pipeline fully stocked in a steady flow of high-quality leads using Pardot’s landing pages, form builders, and search connectors.

DIFFERENT TYPES OF CONNECTORS: 

1) CRM connectors 

* Salesforce.com

* SugarCRM

* Netsuite

* Microsoft CRM

2) Webinar Connectors 

* WebEx

* ReadyTalk

* GoToWebinar

3) Event Connectors 

* Eventbrite

4) Social Posting Connectors 

* AddThis

* FullContact

5) Other Connectors 

* Google Adwords

* Google Analytics

* Twilio

* Bit.ly

* Olark

* GoodData

* UserVoice

6) Video Connectors 

* Wistia

7) Social Media connectors 

* Facebook

* Twitter

* LinkedIn

* Jigsaw.

Let us jump into some of the connectors in various categories:

  • Salesforce.com
  • Event Brite.
  • GoTo Webinar

1) CRM CONNECTORS 

Salesforce.com

Adding Salesforce.com Connector in Pardot:

1) Navigate to Admin-> Select the Connectors.

pardot connectors

2) Click on Salesforce.com in CRM Connectors section.

Image

3) Specify the connector settings for the salesforce.com. If salesforce is for Sandbox instance,

pardot connectors

we need to enable the checkbox like in below screenshot “Connect to salesforce sandbox account”.

4) Click “Create connector”.

5) A pop up window requesting the Salesforce Username and Password for Salesforce organization will appear.

pardot connectors

6) Next, a permission request confirmation window will appear as below.

pardot connectors

7) Click the “Allow” button to access the CRM data sync with Pardot.

8) Specify the connector user for integration process as shown in the screenshot.

pardot connectors

9) All Pardot activities including page views, form completions, site searches, and email will be available in the Prospect Activities window in the prospect’s CRM record, but only emails can be created as a CRM activity/task.

pardot connectors

10) Pardot will log an email in the activity section of the CRM record when sending out a list

email or a one-to-one email using the Email Logging section.

11) This email syncing can be turned off or on in Email Logging by editing CRM connector settings.

pardot connectors

12) Click on “Finish”. Now, the connector is available with the Verify Now link.

13) Click the “Verify Now” link, and it will show the “In progress” state for a period of time.

14) Now, the Salesforce.com connector is verified successfully; so, the data sync between salesforce and Pardot will be queued.

2) EVENT CONNECTORS 

EventBrite: 

Pardot syncs with Eventbrite to provide reporting and scoring on event registrations and attendance for each prospects.

Those Eventbrite events are displayed in Pardot prospect as activities and reports.

Adding Eventbrite connector in Pardot:

  1. Go to the Admin and choose connectors.
  2. Click the + Add connector.
  3. Follow the steps to add an Eventbrite connector in Pardot.
pardot connectors

4) Select a Campaign to be assigned to any prospects that are created through attendee syncing with Eventbrite.

5) We can also disable the “Create prospects in Pardot if they don’t exist”. When this checkbox is enabled and the prospect doesn’t exist in Pardot, then y will be created as a prospect.

6)  Optionally, enable Pull historical events for retrieving the historic events which are created in the past.

7) An Eventbrite connector will now appear in the Connectors table. Note that the connector status is marked as Not Verified status.

  • Click “Verify now”. It prompts an Eventbrite login page where we can log in with our Eventbrite credentials.
  • Eventbrite uses a secure OAuth authentication model where users must login to Eventbrite and explicitly grant access to Pardot. After creating the connector, click the Verify link to authorize the Eventbrite account.

8) After setting up the connector, we need to verify an account like the below steps.

9) Click on “Allow” which authenticates the Eventbrite account with the Pardot.

pardot connectors

10) Eventbrite connector is now verified with a green checkmark under the “Verified” status.

11) Repeat the process for multiple Eventbrite accounts.

Reference: A detailed explanation of setting up connector is explained in this article.

                                        3) WEBINAR CONNECTORS 

GoTo Webinar 

We can conduct do-it-yourself webinars with up to 1,000 people all for one flat rate. Reduce travel while reaching larger audiences around the world. Huge facilities available here. For reference, visit this page.

Features: 

  1. Set up a webinar in minutes.
  2. Generate more qualified marketing leads.
  3. Present to hundreds of people from your Mac or PC.

Adding GoTo Webinar Connector in Pardot.

(i) Navigate to Admin and Select Connector.

(ii) Choose the GoTowebinar connector in the webinar connector

pardot connectors

(iii) Provide the access credential for GoTo Webinar to host a meeting or join in meeting.

pardot connectors

(iv) Click the “Save connector”; now, the webinar is successfully created in the connector and we need to verify access by clicking the “Click to verify”

pardot connectors

(v) Now the connector is successfully verified in Pardot.

(vi) After that, go to GoTo webinar to request access to the Pardot profiles.

pardot connectors
pardot connectors

(vii) Click on “Allow” to access and get the prospects through the meeting.

(viii) The GoTo Webinar homepage will be opened after authenticating the username and password. The reference for this setup is given in this article. http://www.gotomeeting.in/webinar/how-it-works

http://www.gotomeeting.in/webinar/how-it-works

pardot connectors

http://www.gotomeeting.in/webinar/how-it-works

http://www.gotomeeting.in/webinar/how-it-works

(ix) While selecting the “Meet now”, instantly GOTO webinar popup launched in browser.

(x) If we select the Schedule a meeting, the following screen will appear.

pardot connectors

(xi) After scheduling it, click the “Save” button to confirm the meeting.

(xii) The meeting should be held with Attendees, Chat list and Audience screen like below,

pardot connectors

(xiii) We can invite people to attend the meeting and also provide meeting details separately

by direct email.

pardot connectors

(xiv) It is possible to have more options for our preferences and customize the chat welcome message.

pardot connectors
pardot connectors

(xv) Once the meeting is over, we can end the meeting. Those who were invited and attended the meeting are synced to Pardot as prospects.

pardot connectors

Summary: 

Pardot invokes a lot of connectors through simple configuration and brings in the leads from various mediums of communication. Pardot syncs with third party applications like CRM, Google Adwords in which data can be passed back and forth between the two applications allowing a user to manage many formerly disparate marketing channels from and within Pardot interface.

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