Fields are where Pardot stores the vast majority of your prospect’s information. Through both default and custom fields, we can save the critical pieces of information that will paint us a better picture of our prospect.
Pardot comes with your Salesforce default fields synced up out of the box. You only need to map your Salesforce custom fields.
There are two different types of fields:
- Default Fields: These are the out of the box fields that come with Pardot. There are roughly 30 of these fields, and most of them would be what you’d expect: company, phone, name, address, etc. Some fields are more specific to Pardot such as bounce rates, last dates for particular actions, do not call, and do not email. You can edit these fields but typically are best left alone unless you have a specific use case.
- Custom Fields: Custom fields are fields relevant to your business or process that you create. For example, we have our lead qualification system that we use internally called EBrating that reflects where the prospect is in the buyer’s journey. So we created a custom field for that metric that we adjust through automation rules.
Overall, fields are relatively straightforward when working within Pardot. There are a few pitfalls though when it comes to specific fields types, such as keeping phone numbers as text entries and not number entries. However, most of these examples are too specific to delve into in this article. Fields only become more complicated when working with Salesforce.
Mapping Pardot custom fields to Salesforce
Mapping your Custom Fields from Salesforce into Pardot is a simple process, and it allows you to fully segment your data into different targeted mailing lists as you would in Salesforce. You will have to map them over one-by-one manually.
What sync behavior to set your custom fields
When mapping your custom and default fields, you will have three options for configuring your sync behavior:
- Use Pardot’s Value
- Use Salesforce’s Value
- Use Most Recently Updated Record
1. Sync behavior set to use Pardot’s value
We use this function for fields that need Pardot’s marketing functions to override Salesforce. At EBQ, we have created Pardot fields such as MQL date that allow us visibility for when our prospect becomes a Marketing Qualified Lead in our system. Since this field only can be populated by Pardot, we want to make sure to use Pardot’s value instead of Salesforce.
This option is especially useful on Pardot Forms for demographic-type fields such as City, Address, Phone, Job Title, etc. This way, whenever a random visitor or even a Prospect submits a Pardot form, you are keeping that most recent valued entered for that field. In doing so, you can rest assured that you have the most up-to-date information for your prospects.
2. Sync behavior set to use Salesforce’s value
We use this function for anytime that we want Salesforce to be the primary source for our sales campaigns. One example of this would be the EBcomments that we use to annotate our Sales Development cadence. The EBcomments only should be changed by Salesforce users and the Sales team, so that Pardot will not override the data.
3. Sync behavior set to use the most recently updated record
This sync behavior is especially important when you have quite a few sales and marketing efforts going on in the background on a daily basis. Because your sales and marketing team are working together, you don’t want your platforms overriding each other. At EBQ, we created a custom field called EBrating which is essentially a nimble version of modern lead qualification. Because we have marketing programs running alongside our sales development outreach, we want the EBrating to be quickly and easily changed, we’ve set the sync behavior to use the most recently updated record.
Now that you understand how Pardot fields work, particularly as they relate to Salesforce, we can move on to the Lead Scoring & Grading chapter and break down what Pardot can do.