Pardot system integration to support global segmentation criteria
Roland had been using Pardot in one country and wanted a partner to support the roll-out across EMEA. The roll-out needed to ensure that it was possible to populate all Salesforce fields correctly to ensure the segmented business reporting required from HQ. In addition, the channel distribution model and GDPR requirements needed to be considered.
Roland faced a few key challenges with their roll-out:
Mapping to Salesforce Data
Several key fields had to map from Salesforce to Pardot to enable appropriate segmentation for email communications. The Salesforce set-up had these fields as a “lookup” type, which do not sync with Pardot. In other cases, the fields required for segmentation were not part of the Contact Object, and only existed or were visible in the associated Account Object.
For both of these situations we worked closely with the client and their IT team to map out an approach that gave the marketing team what they wanted, while also being mindful of IT’s concerns with data usage and their ability to maintain additional processes in the long term.
Enabling Additional Pardot Functionality
In working through the above challenge, it was discovered that Roland didn’t have Custom Object Integration as part of their Pardot edition. This feature would enable them to segment based on the Asset Object even though that data wasn’t located in the Lead or Contact Object.
Once this feature was added on, we were able to segment the Pardot data based on products in the Account Object. This is one feature that the wider marketing team were particularly excited about as this level of segmentation hadn’t been possible before with previous email systems.
Staggering the Roll-Out
The client has five key business units that would use Pardot. However, to de-risk the roll-out they opted for a staggered approach starting with a pilot in two business units and then expanding out. To enable this, the Pardot Connector User’s Salesforce permissions had to be configured in such a way that only allowed the data for those two business units to sync with Pardot.
During the process, Modern worked closely with the IT team to enable the configurations and test different variations to ensure the correct data – from Lead, Contact, Account and Opportunity Objects – were being “seen” correctly by the Pardot Connector User.
Once Pardot was set up and configuration had been fully tested, the data for the first business unit was imported and the local teams trained on the system. The remaining business units followed and an ongoing training and support plan was put in place, with the ultimate aim of the individual business units being their own Pardot experts.