Upgrading to the Salesforce-Pardot V2 Connector

Did you know there are actually two versions of the Pardot to Salesforce connector? If you purchased your Pardot account after February 2019, you’ve likely always had the newer V2 Connector, however, if you purchased before February 2019 and haven’t upgraded, you will still be on the V1 Connector. Pardot released a path to upgrade from V1 to V2 in the 2020 Summer release, but I’ve found that a lot of Pardot admins are still hesitant to upgrade. In this post I’ll cover all the considerations and options you have when upgrading your connector and help you squash those “this upgrade is irreversible” anxieties. 

If you don’t know which connector version your Pardot instance is currently using, follow these steps to check.

Salesforce-Pardot Connector V1 vs V2, What’s the Difference?

The V2 connector has improved security and instant metadata sync, but the feature that catches the attention of most day to day admins is you can pause the sync! Gone are the days where you have to disconnect the Salesforce connector completely and then fear something will go wrong when you try to connect it again. Now you have a simple “Pause” and “Resume” button to use to your heart’s content. Wait, am I the only one who got super anxious about disconnecting the Salesforce connector? Ok fine, moving on…

With the V2 Connector you also have the option to use the B2BMA Integration user instead of a connector user. This is fantastic because

  • The B2BMA Integration user does not require a paid Salesforce license
  • Since no one can log into Salesforce as the B2BMA Integration User you can give this user all the access and permissions Pardot needs 

Connecting via the integration user also gives you access to Marketing Data Sharing, which allows you to get more granular about which records are eligible to sync from Salesforce to Pardot. 

Finally, for multiple Pardot Business Units, the V2 connector gives you access to the Business Unit Switcher which allows you to seamlessly switch between Pardot Business Units without needing a unique login to each Unit. 

Considerations For The Salesforce-Pardot V2 Connector

  • Upgrading to the V2 Connector is irreversible! I know, “irreversible” is not my favorite word when it comes to new features, but take a deep breath, change is good.
  • You can’t change the Salesforce instance that your Pardot account is connected to after the upgrade. If you are thinking about moving Salesforce instances or creating a new Salesforce instance in the near future, do not upgrade.
  • If you continue to use the existing connector user rather than the B2B Integration User, make sure your connector user has access to the Pardot_to_SF_Integration_Secure_Connected_App connected app before you upgrade.
  • If you need to restrict which records are eligible to sync from Salesforce to Pardot and do not have access to Marketing Data Sharing, stick to using a connector user with the V2 Connector.
  • The V2 Connector will be created in a paused state, so don’t forget to resume the connection after the upgrade!

Let’s do this!

How to Upgrade to the Salesforce-Pardot V2 Connector

If you’re ready to upgrade to the V2 Connector, you can either dive in by upgrading and moving to the integration user at the same time, or you can take a more gradual approach in order to upgrade and then later move to the integration user.

To dive in:

  1. Open your connectors in Pardot
    1. Classic: Admin > Connectors
    2. Lightning: Pardot Settings > Connectors
  2. Select the Action Wheel next to your Salesforce Connector and click Upgrade
  1. Select the “I have read the documentation. I understand how the upgrade changes my account, and I understand that this change is permanent” checkbox and select Next
  2. Next, select the Integration User and select Choose User
  1. Your upgrade will likely take 10-15 minutes to complete. The connector will be created in a paused state, so make sure you resume the connection!

If you’d prefer a more gradual approach:

  1. Ensure your connector user has access to the Pardot_to_SF_Integration_Secure_Connected_App connected app in Salesforce
  2. Follow the steps above, but choose “Current connector user” when you are at step 4

When you are ready to move from the Connector User to the Integration User later

  1. Open your connectors in Pardot
    1. Classic: Admin > Connectors
    2. Lightning: Pardot Settings > Connectors
  2. Select the Action Wheel next to your Salesforce Connector and click Pause Sync
  3. Select the Action Wheel again and click Edit Settings
  4. Enter the B2BMA integration username in the connector user box and click “Change Trusted Connection User”.
  1. The B2BMA Integration username is unique for each Salesforce instance so make sure you grab the correct username from your Salesforce users table.
  2. Resume the connector


And easy-peasy-lemon-squeezy, your Salesforce-Pardot connector is upgraded to the V2 Connector. Hopefully this post has squashed your “this upgrade is irreversible” anxieties and you are ready to take steps to the upgrade.  If you still have questions or concerns after reviewing all the considerations and options for upgrading to the V2 connector, leave a comment below and we can help you through it.

The post Upgrading to the Salesforce-Pardot V2 Connector appeared first on The Spot For Pardot.

By |2021-03-19T13:57:43+00:00March 19th, 2021|Categories: Integration, Pardot Editions|

Getting a List of Pardot Business Units For Your App – Programmatically

As our Pardot integrations are coping and adjusting to using the Pardot API with Salesforce SSO users, one of the new requirements is to provide the Pardot Business Unit ID in each API request. It is easy for Salesforce Administrators to get the ID, but what if we could do this with code? 

Right now, most Apps are directing Salesforce Administrators to grab the Pardot Business Unit ID  by going through these simple steps:

  1. In Salesforce Lightning, Navigate to Setup
  2. Navigate to Pardot Setup Home under Platform Tools > Pardot
  3. Next, click Assign Admin

4. On this page, you will see your Business Unit Id. Note: some people might have many Business Units!

Currently, this step can leave room for configuration errors. So now that we know how to ask for a Business Unit ID, let’s look at how  we can do this with code?  Well as you might have noticed, the Business Unit ID is a Salesforce record Id, and after a little discovery we learned that the Salesforce object name is PardotTenant.

Working with PardotTenant – REST API

Disclaimer: at the time of writing, PardotTenant is not documented and the Metadata Coverage Report shows basically nothing is supported.

That’s ok, as developers we are used to wanting documentation right! So let’s use Salesforce’s standard functionality to learn as much as we can.  For this exploring, we will be using the Workbench: REST Explorer.

Once you are logged in, we will use a GET request with the following path: /services/data/v50.0/sobjects/PardotTenant/describe

Here’s a breakdown of what we think the key fields are and what we can use:

  • Id: The Business Unit Id that is used for the API
  • PardotTenantName: The Business Unit Name that we see beside the ID in Setup.
  • PardotTenantAccountType: We’ve seen Production and Demo as values, could be used to determine which Pardot URL to use for the API
  • PardotTenantId: The Pardot Account ID that you see in Account Information in Pardot’s Settings page.

Now that we know what the fields are and what may be of use to us (for the application we are working on right?), we can use a new REST call to get the list of PardotTenants with the following path: /services/data/v50.0/query?q=SELECT+Id,+PardotTenantName,+PardotTenantAccountType,+PardotTenantId+FROM+PardotTenant

Great, we know what REST calls need to be made and the format of the response. The tricky part is getting our Connected App to be correctly configured to enable us to get the information we need.

There are 2 key things that you need to be able to use the Salesforce REST API and get a list of Pardot Business Units.

  1. A Connected App which includes the API scope.
  2. A Salesforce User with at least a Platform license.

Needing at least a platform license is where things can get tricky.  Normally for working with the Pardot API, a User with the Identity License (along with the Connected App) is good enough.  Identity Licenses don’t provide access to most of the Pardot objects, PardotTenant included.

Troubleshooting REST Errors

This is pretty tricky, and even just writing this post I came across a few errors.

Session is not valid

[{"message": "This session is not valid for use with the REST API", "errorCode": "INVALID_SESSION_ID"}]

You will get this error if your Connected App is missing the API scope, even if your Salesforce User can see the PardotTenant object.  Simply edit your Connected App, add the API scope, wait a few minutes and then try again.

Invalid Type or The Requested Resource Does Not Exist

There could be 2 causes for you getting one of these 2 errors.

The first is that the Salesforce Org you are connecting to just might not have Pardot setup. Pretty easy to check why.

The next (that I’m not 100% sure why yet) seems to be when I used an Access Token that I received from a Username/Password Oauth authentication request, but when I issued a JWT Bearer flow authentication request this worked fine.  For production-level code, it’s best to not use Username/Password flows anyways, but during experimentation this might cause a small issue.

Working with PardotTenant – APEX

This is pretty simple, we can use a plain old SOQL statement to retrieve the information we need.

List<PardotTenant> pardotTenants = [
        SELECT Id, PardotTenantName, PardotTenantAccountType, PardotTenantId
        FROM PardotTenant
        WHERE IsDeleted = false];

However, if you are working on a Managed Package, you might get a lot of packaging complaints about PardotTenant not being available to you. In that case, you can do something a little more dynamic:

public List<PardotTenantDto> getBusinessUnits() {
        List<sObject> pardotTenants = Database.query(
                'SELECT Id, PardotTenantName FROM PardotTenant WHERE IsDeleted = false');

        List<PardotTenantDto> businessUnits = new List<PardotTenantDto>();
        for(sObject pardotTenant : pardotTenants) {
            businessUnits.add(new PardotTenantDto(
        return businessUnits;


Depending on your app, it might provide a better user experience to allow users setting up their Pardot connection to select from a list of Pardot Business Units, in order to help reduce the chance of configuration errors. Exploring the PardotTenant object might be a great way to get you to being able to do this. Have questions or need help exploring if this is the right path for your app? We would love to help. Reach out or shoot a question in the comments.

The post Getting a List of Pardot Business Units For Your App – Programmatically appeared first on The Spot For Pardot.

By |2021-03-08T18:29:51+00:00March 8th, 2021|Categories: Integration, Pardot SSO Update|

Pardot Goodies from the Salesforce IdealExchange

This past year has been a great year for Pardot Admins everywhere. With each new release, Pardot has grown in functionality and has also become more integrated with Salesforce. This is fantastic as it allows for tighter data control, better personalization when communicating with prospects, improved user management processes. and an overall better user experience. In the wake of the new year, check out the newest Pardot features and updates on the Salesforce Spring 21 release notes to gain insights into what is coming in 2021.

As Pardot Admins, we often run into corners of the platform that require a little more creativity in order to solve a specific business need. Oftentimes, you can just “Google it” and voilà! Many in the Pardot community have the exact same question or problem you do, and although you find the answer (which is a huge relief), wouldn’t it be fantastic if there was a way for Pardot simply to add a fix for everyone?

Well my friend, grab a seat and let’s head over to the IdeaExchange!

What is the IdeaExchange anyway?

Back in 2006, the #Ideaexchange was born as a way to involve its customers (big and small) in a modern effort to crowdsource ideas for its product roadmap. This would ensure that the community got a platform that they could use to contribute their ideas and wishes. A place where the Pargods could go for inspiration if you will as they build the world of tomorrow.

How does one enter their idea into the IdeaExchange?

  • Come up with an idea and submit it to the exchange
  • You then get trapped and spend 2-4 hours going through other people’s ideas (definitely optional, but highly encouraged). 
  • If your idea gets enough votes (10+ points for you) then a Product Manager gets involved
  • The idea is developed and then delivered, and we all cheer!

Need more details? We wrote a little about the history of the AppExchange.

Our List of Top IdeaExchange Items 

To celebrate the IdeaExchange 14th anniversary this year, here are 14 wonderful ideas worth upvoting and adding to your wishlist, just in time for the new year.

Data Management

1. Ability to set field character limit for custom fields on Pardot side
This feature would help reduce conflicts between both platforms when it comes to character limits. We wrote about
how to fix this with Javascript.
Upvote >>

2. Country lists match between Salesforce and Pardot
This feature would help create more symmetry when it comes to Country values between the two instances. Currently, there are several different values between both. We wrote about how to fix this with Heroku
Upvote >>

3. Customize all list view columns
This feature would allow you to customize list columns for easy scanning of field completions and provide reporting-like capabilities.
Upvote >>

4. Notification on SFDC connector errors
This feature would allow Pardot admins to create notifications in summary of sync errors to make sure they are resolved promptly.
Upvote >>

5. Parameter in automation rules for “is changed”
This feature would allow you to see if there was a change in a field to trigger an action based on the change.
Upvote >>

Marketing Operations

6. Allow custom object fields to be used as email tags
This feature would allow email marketers the ability to inject values from custom objects into emails and other pieces of Pardot generated content.
Upvote >>

7. Ability to block competitor domains from all emails including autoresponders
This feature would ensure that none of your competitors receive the email you set up with your forms or enter your nurture series. 
Upvote >>

8. Conditional options for completion actions
This feature would allow marketing operations teams to save on automation rules and contain automations at the form level with some IF/THEN preferences based on user input on forms.
Upvote >>

9. Dynamic content based on list membership
This feature would enable you to do dynamic content criteria based on list membership effectively allowing you to use more than one data point as your criteria.
Upvote >>

10. Email Templates with Completion Actions
This feature would make it easier to build email templates that scale without the need to use Engagement Studio or other automations to prioritize actions. 
Upvote >>

11. SEO/Social media friendly Pardot landing pages: Images and meta tags
This feature would make it easier for marketers to update meta tags and social cards to share content using Pardot native social media capabilities.
Upvote >>

12. Time zone dependent delivery for list emails
This feature would allow marketing operations to choose one time and send it across that time in different time zones. It would save the User from creating multiple list emails with the same content.
Upvote >>

Sales Operations

13. Allow customization of notification email subject/content
This feature would allow you to use Dynamic Content and Variable tags on the subject line of notification emails (e.g. Notify User [when someone fills out the Contact Us form]) which currently is auto generated and cannot be updated.
Upvote >>

14. Allow variable fields in SFDC tasks
This feature would allow you to add variable tags to the Salesforce task you assigned to the User. Currently the message is static and everyone gets the same.
Upvote >>

You can find more ideas to browse while you binge-watch the ParDreamin’ 2020 videos.

Will your Pardot dreams ever come true?

While some Pardot Admin recommendations get picked up and implemented faster than others, it all depends on community participation and perceived need from the Pardot product team. In fact, to help drive ideas, Salesforce created a prioritization system (the next cycle starts in mid January 2021) where you can see top feature suggestions across the ecosystem battle it out!

You may be wondering, do any ideas actually make it to the product? The answer is yes.

Dreams do come true! In fact, these two ideas were just releases in the last release.

Our friend Jen Kazin recently discussed the new Email Builder at ParDreamin earlier this month. You can watch a quick demo of the feature by Salesforce here

Are there any features or functionality you wish you could see? If so, let us know below. With a little bit of luck and support from your Pardot and Salesforce Ohana, you might also uncover the secrets of the IdeaExchange and get your idea on the scoreboard.

Don’t forget to vote for these ideas, submit your own and chat with us on Twitter, LinkedIn or simply subscribe to the blog on the left side of the page.

The post Pardot Goodies from the Salesforce IdealExchange appeared first on The Spot For Pardot.

By |2021-01-19T19:02:01+00:00January 19th, 2021|Categories: Content Marketing, Data Management, Email Marketing, Experiments, Integration|

Most Common Pardot Issues

  1. Sync errors are out of control

Unresolved sync errors will lead to your Pardot and Salesforce databases being completely out of whack. Your marketing team won’t be able to send important updates, your sales team won’t have access to important information, it’ll be anarchy.

Monitor the Sync Errors table on a daily basis. You can export the errors to a .csv file to review them in more detail. 

Common errors include duplicates, field integrity exceptions, flow errors, invalid picklist values, permissions errors, and validation exceptions. Work with your Salesforce admin to correct the root of the error.

Be sure to reimport the fixed prospects into Pardot or manually sync each one to remove them from the error queue. Remember: regular sync triggers don’t apply to prospects in the error queue.

  1. Haven’t implemented Connected Campaigns

If you haven’t enabled Connected Campaigns, chances are good that you’re doing a lot of manual reporting or your marketing data is disappearing into the ether. 

Connected Campaigns align your Pardot and Salesforce campaigns and create automated source reporting. This helps you to prove the value of marketing outreach with comprehensive Campaign Influence dashboards and gives your sales users insight into marketing interactions right inside Salesforce. 

Sure, without Connected Campaigns you can still use completion actions to add prospects to Salesforce campaigns, but you’re missing out on a lot of interesting data. You work hard on your marketing initiatives. Make sure that data is working for you! 

After you decide on your campaign fields and cleanup strategy, enable Connected Campaigns, and align your existing campaigns. Then add Campaign Influence related lists to your Salesforce page layouts, and make sure to enable Engagement History as well! 

When you’re all set up, make sure to check out our free Campaign Influence Starter Pack to get a head start on the reporting that is going to change your life! 

  1. Maintaining a sleepy database

Don’t pay to hold onto records you aren’t emailing. 

Create 3 lists using the rule called “Prospect has been emailed,” and set the criteria to:

  • “Emailed at least 1 time in the past…” for 30 days (1 month)
  • 90 days (3 months)
  • 180 days (6 months). 

The Emailed in the past 30 days list should have the largest number of prospects. 

If it doesn’t, meaning your prospects haven’t been emailed in the past 2 or 3 months, consider running a wake the dead campaign. Identify your 2 best performing content offers: look at white papers, blog posts, webinars, guides, reports, anything you publish. Then create a series of 3 emails: offer the best content, then the second-best content, then send a message explaining that you haven’t heard from the prospect recently so you’re going to remove their information. If they interact with any of the email content within, say, 2 weeks, they’re active and mailable! 

If not, send them to the Recycle Bin and focus on your actually active database.

If you’re concerned about maintaining GDPR-compliant explicit permission, consider running a permission pass on anyone in your database who hasn’t opted-in. First, check that your Email Preference Center is set up (see #5 below!). Then send a friendly, direct email to your prospects linking them to your Email Preference Center so they can opt into whichever lists they want, and bam, they’re mailable!

If they don’t opt-in or you don’t want to take the chance of asking them to, send them to the Recycle Bin and focus on your actually mailable database.

  1. Skipping automations

Marketers wear a lot of hats and get a lot done, so it’s no surprise that sometimes we run out of time to get absolutely everything set up. But today, give yourself the gift of Pardot automations!

Take a step back and review all available automations against your marketing strategy. What automations would make your life easier? Where could you be capturing data on prospect actions and intent? What can you set-and-mostly-forget-but-still-check-occasionally? 

Use Automation Rules to identify a group of prospects and run actions: send activity-based emails, add prospects to Salesforce campaigns, tag prospects, and more.

Use Engagement Programs to group similar actions against the same audience, nurture prospects over time, and perform database management checks.

Use Page Actions on high-value website pages to increase a prospect’s score, alert the sales team, assign tasks, and trigger automated emails. 

Use Dynamic Content to customize landing pages and follow-up emails to targeted accounts or industries. 

Use Custom Redirects integrated into your social media strategy to track interactions. 

Use Completion Actions automate lead assignment/routing, campaign association, and list management. 

Use Dynamic Lists to segment your database into personas based on region, industry, product interest, title, and other important factors. 

Use a combination of Automation Rules and Dynamic Lists to automate junk data cleanup.

It’s also a good idea to review your existing automations and make sure the right tool is performing the right actions. 

  1. Not providing an opt-down option

The Email Preference Center is a central location for your prospects to tell you what they want from your email marketing, and can often result in prospects opting down instead of opting out. Make sure you give them options! 

Set up your Email Preference Center to include lists for all products and services your company offers. If industry or topic are important to your audience, include those too. Consider including email frequency, event type, content type, or other company-specific options. 

Make sure your company name and logo are displayed prominently. Include company branding like fonts and colors. Use clear, friendly language and easy-to-use fields and buttons.

Make sure there aren’t any Pardot lists mistakenly set to “Public” because those will show up on your default Email Preference Center.

Even if your company is using a custom Email Preference Center page or even a form cleverly styled to look like one, you still need to maintain the default Email Preference Center because it could be inadvertently linked in an email or on a landing page.

PS, it’s also really important to brand your Unsubscribe Confirmation page. Don’t sleep on this chance to create a seamless branded experience for your prospects – even if they are unsubscribing.

The post Most Common Pardot Issues appeared first on The Spot For Pardot.

By |2020-10-26T16:35:00+00:00October 26th, 2020|Categories: Integration|

DIY Pardot Audit: 5 Step Quick Audit

  1. A seamless Salesforce-Pardot sync: Your marketing and sales teams all rely on having accurate information. Make sure your Salesforce connector is working, without permissions issues or sync errors, and check it regularly. Here’s what to check:
  • Connector User: If you are using the Connector User (vs. the B2BMA Integration User), it should be an account on your company’s email domain, such as [email protected] If you are using a person’s account as the Connector User, be sure it is a current employee and an administrator can access their account if needed. 
  • Permissions. Make sure the Connector has all the Salesforce permissions it expects. If it doesn’t, you’ll see a large yellow box with an error message describing which permissions need to be added.

  • Connector Type. Confirm whether you are on V1 or V2, and if you are eligible to upgrade to V2. Click here to review the upgrade considerations. 
  • Prospect Creation. Review the connector setting for “Automatically create prospects in Pardot if they are created as a Lead or Contact in Salesforce” and ensure it matches your company’s goal. If you want a two-way sync between Pardot and Salesforce, or want all Leads/Contacts in Pardot, this setting should be enabled. If it is enabled, check that it’s adding new prospects to the correct campaign; we most often see a campaign called “Created in Salesforce” or “Sales-Generated.”
  • Sync Errors. Monitor the Sync Errors table on a daily basis to ensure your prospects are syncing to Salesforce as expected. You can export the errors to a .csv file to review them in more detail. Common errors include duplicates, field integrity exceptions, flow errors, invalid picklist values, permissions errors, and validation exceptions. Work with your Salesforce admin to correct the root of the error, then reimport the fixed prospects into Pardot or manually sync each one to remove them from the error queue. Remember: regular sync triggers don’t apply to prospects in the error queue.
  1. Effective lead entry: When someone is ready to contact you, it’s important to make the process easy for them. If your forms are too long, causing errors, not syncing properly, not alerting your sales team, or your autoresponders aren’t working, you’ll lose leads. Here’s what to check:
  • Forms. Utilize progressive profiling and dependent fields to keep your forms short. The first time someone fills out a form, ask them for only as much information as sales absolutely needs to start a conversation. Use the “always display” option only for the email field, and any fields that are really important to confirm. 
  • Form Handlers. Make sure your form handlers are set so that only the email field is required. This avoids potential submission errors. If there are fields you absolutely need, be sure to customize your form handler’s error message to tell you which field is missing when a submission fails. 
  • Lead assignment. How are you assigning leads? If you’re using a queue or group for a round-robin assignment, check that the sales team is monitoring those. If you’re using an Engagement Studio Program to send an autoresponder and process lead assignment, make sure the program isn’t set to run during business hours only, as that would delay the assignment. If you’re using an Automation Rule, make sure the rule is active.
  • Autoresponders. According to GetResponse, autoresponders such as welcome or thank you emails have the strongest open rates of any emails (88.7% open rate and 35.01% click-through rate, on average). Be sure all forms send an autoresponder. Check that the autoresponder Email Template(s) are being sent from a person or a monitored email address (no [email protected] email addresses, please!), with an engaging and appropriate subject line, and render well across all devices, especially mobile. This is a huge opportunity to get in front of an engaged prospect – harness it! 
  1. Administration: Most Pardot account settings fall into the set-it-and-forget-it-forever category, but it is important to review a few of them occasionally. Set a reminder on your calendar to check these every few months. Here’s what to check:
  • Product and Service Notifications. This is especially important if you inherited a Pardot org from someone else or worked closely with a consultant on your implementation. Pardot uses these settings to communicate with you in case of issues with usage limits, compliance, critical incidents, and updates requiring user action. Be sure that the person listed here is a current employee of your company, and that their email address is correct. 
  • Usage and Limits Table. This handy table shows all available Pardot features, your current usage, your account limit, and a utilization bar and percentage. Sort by the utilization column to easily view features that are approaching their limit. The most important ones to consider are your mailable database, file storage, automation rules, and engagement programs. Monitor usage on a regular basis so you don’t run up against the limit as you’re trying to create a new marketing program.
  1. Domain authentication: Maintaining a verified email sending domain and validated tracker (or vanity) domain ensures a seamless user experience for your prospects as they interact with your marketing assets across the internet. Here’s what to check:
  • Email Sending Domain: Setting up email authentication is critical for achieving good deliverability. Major ISPs and spam filters check authentication when determining whether to allow emails into a recipient’s inbox, so if you are sending from an unverified domain your emails could end up in a filter, marked as spam, or even blacklisted. Your email sending domain should have verified entries for SPF, DomainKey Policy, and DomainKey. If you are seeing any errors here, work with your IT team to resolve the issues ASAP. 
  • Tracker Domain(s). This feature allows you to assign a brand-specific vanity domain to Pardot assets like landing pages, custom redirects, forms, content, and more. You can add multiple tracker domains as they apply to different parts of your brand or business. Each tracker domain should be validated, SSL-enabled, and default to HTTPS. Your main tracker domain should be set to Primary. If you are seeing any errors here, work with your IT team to resolve the issues ASAP.
  1. Clean house: Many of us don’t love tidying up, but we can’t argue that a tidy Pardot org benefits everyone. Creating a regular maintenance schedule will help you maintain a clean org and avoid undertaking a major clean-up project down the line. Here’s what to check:
  • Data Cleanliness. From spambots to competitors to prospects who want your content but really don’t want to provide their info, junk data is going to find a way to get into your system. You can set up dynamic lists to identify and mitigate junk data, keep your database clean, and pass good data over to sales. My colleague Erin Duncan explains how
  • Asset Audit. No one wants to sift through a marathon-length dropdown menu to find that one particular recipient list for an important email send. Review your Email Templates, Landing Pages, Forms, Form Handlers, Engagement Studio Programs, Automation Rules, and Lists, and Dynamic Lists on a quarterly basis and recycle assets that are older than 2 years or you otherwise won’t immediately need. 
  • Naming Conventions. Having a naming convention will keep Pardot organized and allow you to quickly filter and identify your marketing assets. This is especially important when a team of marketers work alongside each other because Pardot uses dropdown lists for many features. If your assets don’t follow a naming convention they can be impossible to find. Consider also using tags to help with filtering and clean-up. 
  • Recycle Bin. The Pardot Recycle Bin is a great way to clean up old assets instead of permanently deleting them. Items in the recycle bin don’t count toward usage limits, so if you really want to hang onto that 2014 event landing page, you can. 

The post DIY Pardot Audit: 5 Step Quick Audit appeared first on The Spot For Pardot.

By |2020-10-18T16:40:00+00:00October 18th, 2020|Categories: Integration|

Considerations for Integrating Pardot + Sitecore

Pardot and Sitecore

Sitecore is a powerful Website Content Management System. We can use Sitecore and Pardot together to great effect. There are a few Sitecore capabilities which we will want to use to compliment Pardot, and a few features we want to use in conjunction with Pardot.

Language Management Workflow

Sitecore has Language Management workflows that allow us to build multi-language websites more robustly. To best take advantage of these workflows, we will want to use Pardot Form Handlers so we can allow Sitecore to manage the form presentation language. Having a Pardot form handler accept all the form fills from that form across all the languages simplifies processes in Pardot and reduces errors due to operating in unfamiliar languages. We will want to have Sitecore pass along the current language in use as a hidden field. Now we can have Pardot send emails in the correct language.

Using the language that was passed in by the form and dynamic content, we can create autoresponder emails in the correct language.

Organizations that work with multiple languages tend to be organized by country and think in country segmentations. This is natural as there are some very real legal and organizational country divisions which we operate in. We tend to see Pardot organized this same way, with country content and folders inside Pardot with a language overlay. If we instead flip this approach and try to structure Pardot around Language first, and then apply a country overlay, we can reduce duplication of effort inside Pardot greatly. You write a single language copy, then use Pardot dynamic content to ‘pull in’ that country/region-specific contact information or footer at the bottom of the email.

There are 34 million native Spanish speakers in Spain and 36 million native Spanish speakers in the USA. By operating Pardot language centric first, the USA marketing team doesn’t need to worry about Spanish language content for their audience as Spain already took care of it. The end-user gets a much better user experience, working in their native/more comfortable language. 

Files and Search

We can build a powerful search infrastructure that allows Sitecore to ‘search’ within Pardot documents by having a copy of the Pardot files documents in Sitecore. We search these docs using the search tool, but deliver the Pardot file URL when we present the download link to the web user.  This will take some tweaking to deliver a URL other than what we have in place on the server.

We can use this for gated content as well. When we have gated content Pardot form (handler)s, we can pass in the Pardot File URL and Pardot document name as hidden fields. When we send an autoresponder email, we can use these two fields plus the hidden language field to allow people to download Pardot Files from a Sitecore website search in their local language. 

Page Actions

Pardot Page Actions are a great tool and can allow Marketing to action content without needing to get the web team involved. The website team can do their thing, and the Pardot team can do our thing, and we can build great experiences together working our own strengths.

Some ideas to use Page Actions could be if somebody visits an important event page on our website, but doesn’t sign up. We can then action them in Pardot to encourage participation in that event.

Sitecore Experience Manager and xDB – Sitecore CRM Integration

While we don’t have a native Pardot and Sitecore connector, Sitecore has a couple of Salesforce CRM integration tools available to us. We can take advantage of this with our Pardot usage as well. Sitecore can collect the form data as it goes to Pardot, so Sitecore knows the just-prospects. And once we convert those to Leads & Contacts, we again have the ability for Sitecore and Pardot to update each other.

We can do ABM type content presentation on Sitecore and have Pardot send the same content types by email. That elusive omni-channel.

We can take advantage of the language workflows mentioned above for simplifying Pardot Language support, but that would force us to use Form Handlers, which means we lose Pardot Progressive Profiling. However, we can build this in Sitecore Experience Manager ourselves using the data we sync over from the CRM or that we already have in Sitecore for non-CRM records.


When utilized properly, Sitecore and Pardot can work together to offer great rewards. If you have questions about a Sitecore + Pardot integration, our Pardot development and engineering team would love to dive in with you on a solution.

The post Considerations for Integrating Pardot + Sitecore appeared first on The Spot For Pardot.

By |2021-01-07T17:21:00+00:00October 12th, 2020|Categories: Integration|