Pardot Implementation: Business-to-Business Marketing Automation in Salesforce

In Pardot Implementation by Mikael PeterssonLeave a Comment

Pardot is your solution for B2B marketing automation and includes powerful tools that generate leads so your sales team can close more deals. This guide helps you get your Pardot business unit online and ready for your marketing team to build out marketing assets and get campaigns underway.
Setup includes tasks that often span multiple teams, so it’s essential to have everything you need in place before you begin. Use a planning worksheet to get organized and identify who you need to set up Pardot successfully. If you’re setting up more than one business unit, we recommend completing an implementation plan for each business unit.

Plan Your Pardot Implementation

Print or save this worksheet to help you map out your implementation from start to finish. If you’re using multiple Pardot business units, make a copy for each one. Some setup tasks require both a Salesforce admin and a Pardot admin to complete. We strongly recommend your implementation stakeholders plan and collaborate closely to execute setup tasks.

Install the AppExchange Package and Enable Pardot

First, Your Salesforce admin must install the Pardot AppExchange Package, then enable Pardot in Marketing Setup. After you allow Pardot and assign an admin, set up Salesforce User Sync.

Install the Pardot AppExchange Application / Enable Pardot in Salesforce

Before setting up your Salesforce connector in Pardot, install the Pardot AppExchange package in your Salesforce org.

A Salesforce admin must enable new Pardot business units and appoint a Pardot admin. If you have multiple Pardot Business Units, assign a Pardot admin to each team.

Set Up Salesforce User Sync

Salesforce User Sync makes it easy to create and manage Pardot users from Salesforce. Hence, we strongly recommend you set it up as part of your Pardot implementation. To set up User Sync, your Salesforce admin assigns users to Pardot from Salesforce. Then, your Pardot admin transfers user management from Pardot to Salesforce. There are notes to follow:
  • User Sync Basics. User Sync lets you manage Pardot user access from Marketing Setup in Salesforce.
  • Synced user. Records in Pardot are read-only and inherit information from Salesforce.

  • Identify or Create Users in Salesforce. Before you set up Salesforce User Sync, make sure you know which users need Pardot access. If you’re brand new to Salesforce, create new users that you then assign to Pardot.
  • Assign Salesforce Users to Pardot. First, have your Salesforce admin assign Salesforce users to Pardot. We recommend you begin with the users necessary to complete your Pardot implementation. You can come back to Marketing Setup at any time to assign more users to Pardot. After users, your Pardot admin can transfer user management to Salesforce. Trusted Pardot users don’t have access to Pardot until you set up permissions for the Pardot Lightning App.
  • Transfer User Management to Salesforce. After your Salesforce admin has assigned users to Pardot, your Pardot admin can map Salesforce profiles to roles in Pardot. Then, the Pardot admin transfers user management to Salesforce to create a Pardot profile for each user assigned from Salesforce.

Set Up the Pardot Lightning App

Set up the Pardot Lightning app to grant users access to Pardot. The Pardot Lightning app offers an elevated integration experience and allows your sales and marketing teams to work side-by-side on one platform. Hence, these are the steps to follow:
  • Give Users Access to the Pardot Lightning App. Admins can enable Pardot in Lightning Experience and assign the required permission to users.
  • Remove the Pardot Classic App. After you enable the Pardot Lightning app, two Pardot apps appear in your account. One is the Lightning app, and the other is Pardot Classic. To avoid confusing your users, remove access to the Pardot Classic app for all profiles.
  • Track Prospect Engagement in Salesforce

    Your campaigns track valuable engagement data to tell you how well your marketing assets resonate with your customer base. When you collect all activity types and metrics in one place, you have a collection of Pardot features called Engagement History. Decide what data is most valuable to you and your users, and surface it throughout Salesforce. Engagement History is an umbrella term for various features–engagement metrics overviews, engagement activity feeds, and data visualization.
    Note: Engagement History Dashboards aren’t supported in Pardot Sandboxes.
    Comparison of Engagement History Features. Engagement History is a generic term for a collection of fields, related lists, and other Lightning components that make it possible to show valuable prospect engagement data on your most used records.

    Map Pardot and Salesforce Fields

    To make sure Pardot and Salesforce share data appropriately, edit your lead and contact page layouts in Salesforce and map Salesforce and Pardot fields. These are the steps to work on:

  • Map Pardot Custom Lead Fields to Contact Fields. Mapping fields in Salesforce ensures that the contact record pulls all Pardot data from the lead record during conversion.
  • Create Custom Prospect Fields. When Pardot’s default fields don’t capture the prospect data you need, create your custom fields. You can map and sync your custom fields with the CRM.
  • Show Pardot Data in Salesforce. The AppExchange application adds Pardot fields and Visualforce pages, but they’re not displayed. To display the Pardot fields and Visualforce pages in Salesforce, add them to your Salesforce lead and contact page layouts.
  • Map Salesforce and Pardot Custom Fields. A Pardot admin can map prospect and account custom fields to sync between Pardot and Salesforce.
  • Manage and Unpause the Salesforce-Pardot Connector

    New Pardot accounts come equipped with Version 2 of the Salesforce-Pardot connector, created in a paused state. We recommend you set up a few things before unpausing the connector and begin syncing data with Salesforce.
  • Set Up Connected Campaigns. It’s a great idea to connect your Pardot and Salesforce campaigns. You can save time, reduce clutter, and get access to valuable cross-product features. For example, work with campaign influence attribution models, Engagement History, and Pardot Einstein Campaign Insights for a complete view of your business. Plus, you can work with Pardot prospects and data without leaving Salesforce.

  • Define Marketing Data Sharing Rules. If you’re a Pardot Advanced or Premium customer, you can use Marketing Data Sharing rules to define what data you want to sync with Salesforce objects.
  • Configure and Unpause the Salesforce-Pardot Connector in Pardot (Connector v2). Version 2 of Salesforce-Pardot connector created in a paused state. A Pardot admin must configure the connector and unpause it to begin syncing data.
  • Add a Tracker Domain

    Add tracker domains to your account using CNAME records for link rewriting and vanity URLs.
    Note: Work with your IT team or hosting provider to complete these steps.

    Implement tracking code for First-Party Tracking

    Each Pardot campaign has a unique tracking code that tracks visitor and prospect activity when added to your web pages.

    Implement DKIM and SPF Email Authentication

    To achieve the best deliverability with Pardot, implement email authentication. Pardot uses the two most common standards: SPF and DKIM.
    Note: This task requires editing your domain’s DNS records. Contact your IT team or DNS provider for help.
  • Generate DomainKeys. In Pardot, generate DomainKeys for each domain you want to send email from.
  • Add SPF and DKIM Records to Your DNS. Have your IT team add TXT records for SPF and DKIM to your sending domain’s DNS record.
  • Verify SPF and DKIM Entries. In Pardot, verify your SPF and DKIM records to complete the email authentication setup.

    After the initial setup is complete, bring in your marketing team to create assets and use Pardot. Take advantage of Pardot’s folders and file hosting capabilities, and build out forms, landing pages, templates, and automation for your business.

    Create and Customize Marketing Assets

    After you complete the technical setup for Pardot, you can set up any additional Pardot features you need. At this point, you can also bring in your marketing team to start using Pardot.

    Recommended Features and Add-Ons

    Here are some features we recommend for getting the most out of Salesforce Pardot. Depending on your Pardot edition, these features are available as paid add-ons.
    • Business to Business Marketing Analytics Plus (B2BMA+): B2BMA+ is a growing collection of intelligent marketing tools for B2B marketers. The Account-Based Marketing and Marketing Campaign Intelligence apps help you explore your data and identify improvements with Einstein Discovery.
    • Salesforce Engage: Salesforce Engage lets marketing share its content with sales to boost your company’s selling power. Sales reps can use marketing-approved email templates to contact prospects at the right moment and track the effectiveness of the messages in Salesforce.
    • Sandboxes for Pardot: Use Sandboxes for Pardot to test configuration changes before implementing them in your production account. A Sandbox for Pardot is a Pardot Business Unit that is provisioned from a Salesforce sandbox. Sandboxes for Pardot are available to Pardot Advanced and Premium customers and as a paid add-on to Pardot Plus customers.
    If you need assistance to generally organize the implementation plan and have someone expert to work with you, Get Help From a ParDot Salesforce Consultant

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