Through both default and custom fields in Pardot, we can save the critical pieces of information that will paint a better picture of our prospects. Pardot comes with your Salesforce default fields synced up out of the box. You only need to map your Salesforce custom fields.
Let’s take a closer look at these two types of fields:
Working with Pardot fields is relatively straightforward. There are a few pitfalls when it comes to specific field types. For instance, we recommend setting the data format for your phone number field to “text” instead of “number,” to ensure entries with punctuation are captured correctly.
Most of our pitfall examples are too specific to delve into in this guide. But keep in mind that fields tend to become more complicated when working with Salesforce.
Mapping your custom fields from Salesforce to Pardot lets you segment your data into different targeted mailing lists as you would in Salesforce. Custom fields must be mapped over one-by-one manually.
Sync behavior determines which platform’s value will be displayed when Pardot’s and Salesforce’s values differ. When mapping your custom and default fields, you have three options for configuring sync behavior:
Use this function for fields that require Pardot’s marketing functions to override Salesforce. For example, we created a Pardot field for EBQ called “MQL Date,” which tells us when a prospect becomes a marketing-qualified lead in our system. Since this field can only be populated by Pardot, we make sure to use Pardot’s value instead of Salesforce.
This option is especially useful in Pardot forms for prospect fields like city, address, phone, or job title. This sync behavior ensures we have the most recent value entered for that field and the most up-to-date information on our prospects.
Use this sync behavior on fields for which you want Salesforce’s value to be the primary source. For example, we use this setting for our custom field called EBQ Comments, which we use to annotate our sales development cadence. The EBQ Comments should only be changed by Salesforce users on our sales team, so we make sure Pardot doesn’t override that data.
This sync behavior is suitable when you have several sales and marketing efforts running in the background on a daily basis. When your sales and marketing teams are working together, you’ll want your platforms to show you the most up-to-date information.
At EBQ, we use this sync behavior for our custom field called EBQ Rating, which is our own take on modern lead qualification. Because we have marketing campaigns running alongside sales development outreach, we need our EBQ Rating field to be quickly and easily changed.
Now that your Pardot fields are all set up and mapped to Salesforce, we’ll move on to lead scoring and grading and how they help you qualify prospects automatically.