Speaker 0: Alright. Let’s get started. Good morning, everybody. Uh, welcome to, uh, Demystifying the Salesforce and account engagement connector. Um, my name is Marcus Duran, and I am a marketing manager here at, uh, Sercante. I’m also, um, here with our Pardot product director, Erin Duncan. Erin, did you want to, uh, quickly introduce yourself?

Speaker 1: Yeah. Good morning, everyone. Um, I’m Erin Duncan. As Marco said, I lead the Pardot side here at Sercante. I am also the Atlanta Pardot user group leader, um, and the leader of the Kardashian Slack.

Speaker 0: I’ll take Thank you so much, Erin. To add to my action.

Speaker 2: I’ll be the moderator for this session, guys. Uh, my name is Joel Fransel, and, uh, just some important reminders. So we will be recording this session, and we will be following up with you on email with the link. And, uh, at any point, if you need to join a different track, please click on the change track button at the left hand side of your screen. And if you have any questions, please do use the q and a tab. So over to you, Marcus and Erwin.

Speaker 0: Awesome. Um, so we’re gonna move over to our goal slide for today. So in this session, uh, our goal is actually really simple. We wanna make sure that we cover the basics of the Salesforce and Pardot connector, um, in a friendly and easy way for you to understand. So a couple of the things that we’re gonna be, uh, sharing with you guys, um, during this session is gonna be the account engagement or Pardot, uh, v one and v two connector. We’re gonna be going over some, um, different settings around marketing data sharing rules for those of you that are perhaps using business units. Um, and then we also have the user sync, and then we’ll be talking about where all those checkboxes are, um, on the connector. Alright?

Speaker 1: Um, can you guys see my screen? Because my view is showing just a black screen.

Speaker 0: Mine is also showing a black screen.

Speaker 1: Okay.

Speaker 0: Actually, can I try?

Speaker 1: Sure.

Speaker 0: Sure. K. Can you stop sharing? Sorry.

Speaker 1: I

Speaker 0: did.

Speaker 1: That’s very weird.

Speaker 0: There you go. Okay. So give me a sec.

Speaker 1: Alright. And, Joy, can you make sure you mute? There’s some, um, high pitch feedback coming from you.

Speaker 0: Alright. It’s coming up. Give me a couple seconds. There we go. So I’m gonna keep this party going with, um, just kinda wanna make a quick announcement. So for those of you that have known the tool Pardot for years and years and years, including Aaron and myself, um, it is now called marketing cloud account engagement just in case you missed that. Um, there’s various types of opinions around this name change, but we’ll keep that brief. So just wanna make sure that as we, uh, progress through the rest of the conference and, of course, this presentation, we may be using account engagement to describe part a and just wanna make sure that that’s, uh, clear to everybody. Alright. Let’s go ahead and move forward. Erin, I’ll go ahead and pass it over to you once that slide changes.

Speaker 1: Okay. Yeah. This is gonna be a lot of clicking for you because there’s some animations in here. But, um, before we get started, I just kinda wanted to do a knowledge check and make sure we level set on how account engagement and Salesforce sync with between the different objects. So starting off, Pardot account engagement has just prospects. Go ahead and just click for the next little part of it. And then Salesforce has leads and contacts. Contacts have a bidirectional sync. So that means they send data back and forth to each other. Prospects can update lead and contacts and vice versa. Also, on the Salesforce side, there are campaigns. Campaigns also have a bidirectional sync with lead and contacts, which means if a Pardot prospect has an associated lead or contact, it can also have campaign data that is sent down to the Pardot prospect. It can also update a campaign member, um, because of that by dark bidirectional sync. Salesforce also has custom objects. Those do have a one way sync to leads and contacts, so information can flow down from a custom object to the lead and contact down to the prospect. And then also in Salesforce, we have accounts. Yeah. A couple more clicks.

Speaker 0: It’s coming. I already did them.

Speaker 1: Oh, it’s it’s a delight. Okay. That’s fine. So, um, Salesforce also have accounts. Accounts have a one way sync with contacts. So that means if you’re in Pardot and you wanna see account information, that prospect has to have an associated contact in order to get to the account information. Prospects cannot update accounts, and Pardot cannot update accounts. Um, it can only pull in information from that object. And then finally, we have opportunities. So opportunities have a one way sync with a contact and an account. That’s especially important to note when you’re doing opportunity contact roles. So contact roles connect a contact and an opportunity, and that is the only way I’m gonna keep going back and forth between Pardot and account engagement. I apologize. But that’s the only way account engagement can see opportunity data if if that contact makes the bridge between the two objects. So alright. Next slide. So let’s talk a little bit about what triggers a sync between the two systems. So triggering a sync between account engagement and Salesforce happens when a prospect does something. So they complete a form. They, you know, custom redirect. Any activity that would register in that prospect activity screen in Pardot will trigger a sync to Salesforce. Um, a prospect does have to be assigned to a user that is mapped between the two platforms in order to be eligible to sync to Salesforce. So when this happens, Salesforce if the prospect doesn’t already exist in the Salesforce system, um, Salesforce will look for them as a contact first, then it’ll look for them as a lead. And if they don’t exist, it’s either they will the Salesforce system will create them as a lead. And then syncing from Salesforce down to account engagement. This happens when a user creates or edits a record that is eligible to sync to Pardot or is already syncing. Then Pardot checks if those field changes exist in the system.

Speaker 0: So, you

Speaker 1: know, if the user updated the title, it will see the title is the same between the two systems. And then Pardot will either update the record or create a new prospect that is linked to that Salesforce leader contact. Alright. So a couple notes on sync behavior. Um, again, account data will only sync down to account engagement when there is a contact that bridges between the two objects. And the sync to account is one way. It treats Salesforce as the master record. Um, so accounts can only feed data into account engagement, not vice versa. And then, again, opportunities have to be tied to a contact role, and that contact has to be in Pardot in order to pull in that opportunity into Pardot. So no contact role, no opportunity. Alright. So getting into the nitty gritty of the connector. Um, there are two versions of the connector. There is v one. So if you purchased account engagement before February 2019 and you have not upgraded, you’re gonna be on the v one connector. Um, that connector relies on a connector user, so that’s gonna be one of your individual users will be the connector user. So account engagement can see whatever that user can see. Excuse me. And then if you purchased or installed after February 2019 or you have since upgraded, you may have the v two connector, which can rely on an integrator integration user or connector user. I really like using the integration user because well, we’ll we’ll get to that on the next slide. I’m getting a little ahead of myself. But the integration user can use, um, marketing data sharing if you have advanced or premium additions, um, which we will cover marketing data sharing in another slide. The v two connector is more secure. Uh, it allows you to pause the connector, which I really love. And if you have multiple business units, it lets you use the business unit switcher. If you don’t know what connector version you have, the easiest way to tell is just go into your connector and go to edit settings. And if you have a pause sync option, you have the v two connector. You don’t have a pause sync option. You have the v one connector. So, uh, using the b to b m a connector user, um, that is a big benefit because, typically, if you have a connector user, you know, whoever that user is has to be able to view and edit everything that account engagement needs to view or edit. So that can get a little tricky if, you know, you’re using your Pardot admins as a connector user and they don’t need to view opportunities, but you need account engagement to do that. And then you also run into issues if your connector user is someone who changes a role or leaves the company and their Salesforce user is updated before anyone realizes that’s also gonna affect account engagement. So using the b to b m a integration user just solves all those problems. They are dedicated to just being that connector user. No one can log in as them, so you can give them whatever permissions you need, and that user is never going to leave the company or have their profile updated. Pausing the connectors also really awesome. Um, if you are doing mass updates in account engagement and Salesforce, you know, before the v two connector, you would have to disconnect the two systems. So you could make updates in one system and then the other system without the system’s overriding the changes. So now you can pause that connection, make your changes, and then resume the connection when you’re done. And then finally, access to the business unit switcher. Um, this is a game changer if you have multiple business units. So now with the v two connector, you have the switcher, which there’s a little preview in the corner, and you can easily switch between your business units without having to have multiple logins or multiple usernames. Alright. So let’s go through these connector settings. Um, the first one here is gonna be your connector user. So this is an example of where I’m using the b to b m a integration user. If you’re not using that user, you’ll you’ll see an actual username here or an actual user’s email address. Under that, you have an option to automatically create prospects in Pardot if they are created as a lead or contact means they have means they have an email address. If you have this option on, you’re gonna want to choose your campaign. So anyone who comes into Pardot from Salesforce will get this source campaign that you specify here. So, typically, I recommend making a campaign that says Salesforce created or prospects came from Salesforce just so you can see where that prospect originated. Under that, we have if records do not have a CRM ID to match when syncing, use email address to sync. I would highly, highly recommend you keep this on. That is going to prevent duplicates in your system. So it just gives the platform two ways to look for a match instead of one. The next option, if you are a Salesforce org that has partners or customers in your Salesforce org, um, when you go to assign a prospect in account engagement, all of those users will show up on your list of people you can assign a prospect to. I have never encountered an org that actually wants to assign assign prospects to partner or customer portal users, So I always keep this on. It just makes your list of users cleaner, and it makes it easier to assign. And then finally, we have stop syncing package fields. This will stop syncing the standard fields like Pardot score, Pardot grade, Pardot hard bounce. This is only gonna be visible if you have advanced or premium and multiple business units, and it’s only really applicable if you have a cross PBU implementation, which means there can be there can be the same prospect in multiple business units, but they only sync to one leader contact. Alright. Below that section, we have some email logging choices. Most of these, I turn off because what these options will do is every time an email is sent to a prospect, it will add a activity record on that lead or contact. So it can eat up a lot of storage, and I don’t find a lot of users will look at that. They’ll look at more of the prospect activity or the engagement history dashboards. However, if you are using engage, that may be something you wanna consider turning on. Just talk to your sales team about whether or not they wanna see that act those emails as an act activity. And then finally, we have the email notification options. So, typically, I allow Salesforce to handle all the notifications, and I don’t enable these from the Pardot side because we don’t wanna double notify our sales team. However, the last option on the bottom, send Pardot notification emails oh, go back one. Send Pardot notification emails when a merge is synced down from Salesforce. I do like keeping that on just so I can make sure there’s no mass merges in the system. None of my third party applications are going crazy and merging prospects. I just like to keep that on to stay informed.

Speaker 0: And before we continue moving forward, just wanna, I think, acknowledge, Erin, we we’ve been consultants, and we’ve been in the ecosystem for a while, um, using Pardot, Marketing Cloud, other tools. And I think, like, um, we have an awesome screenshot here, and we just kinda went over what, like, the boxes do and things like that. But I think it’s important to also acknowledge that, like, depending on how old their instances, they may see a couple of extra boxes. They may see a couple of less boxes. Like, it just kinda, like, depends. So what we’re covering here is, um, probably what what would you say, like, from 2019 moving forward, this would the screenshot would look a little bit more familiar than somebody that maybe has been an account engagement customer for, like, since 2016, for example.

Speaker 1: Yeah. Yeah. And it’s also important to note this is the Pardot settings view in the Pardot Lightning app. If you are viewing your connector settings in pi.pardot.com, there may be some options missing just because those platforms have different abilities.

Speaker 0: Thank you, Erin. Let’s move forward to marketing data sharing.

Speaker 1: Okay. So marketing data sharing, which I mentioned earlier, is a way to control which leads and contacts sync to Pardot. And if you are using multiple business units, you can use marketing data sharing to determine which business unit a leader contact belongs to. So this does require advanced or premium and the v two connector. Um, when you turn this on, you do have to have a field with predetermined values, so a checkbox or a pick list that controls marketing data sharing. So you might have a field called marketable, and if that is selected, yes, they’re eligible to sync down to Pardot. This does replace selective syncing, and that is where you take your connector user and you control which records it can see with permissions. So that’s a little clunky. So marketing data sharing just makes all of this so much easier. Um, next, with the connector options, we have user sync. So user sync allows you to map Salesforce profiles to account engagement roles and manage everything from Salesforce. So this is great because if someone leaves the company, you don’t have to or the role changes, you don’t have to update them in Salesforce and then Pardot. Everything stays in sync. And if you wanna have Pardot only users, you can give them identity licenses in Salesforce, which will give them access with a new permission set that came out in winter, uh, ’23 release. It’ll give them access to Pardot Lightning, the Lightning builders snippets, and they can also view campaigns if they cannot edit or create them.

Speaker 0: Before we move forward, uh, just in an effort of, like, keeping it, like, high level and making sure that we all understand kinda what we’re talking about, a lot of our a lot of our marketers who are joining us today, uh, probably don’t know what an identity license is. Could you, like, elaborate on what that is? And not necessarily, like, the steps to enable it, but, like, like, what’s the benefits maybe from a from a marketing perspective, right, of setting up somebody with an identity license?

Speaker 1: Yeah. So identity licenses came about when Pardot changed over to using SSO as default, so that’s a single sign on. So that meant all account engagement users had to have a corresponding Salesforce user. So what Salesforce did is they started giving accounts with account engagement. Um, I believe everyone got a 100 identity licenses, and that gives a user access to identity services like single sign on. So before the winter release, you could give your account engagement users identity licenses and they could access just pi.pardot.com. Um, so they would only be using that system. They can’t access Salesforce or any of the standard or custom objects there. With the winner release, they came out with a new permission set because the Pardot Classic app, um, was retired. So this permission set will allow you to use the Lightning app.

Speaker 0: And then just a practical use case for this identity license, sometimes we’ll have, um, we used to call them list serves. I don’t know what they’re called now, but, like, essentially an email, uh, maybe that, um, it’s like marketing at dot com and it goes to the, uh, everybody in the marketing department. If you have something like that, like sales, uh, customer service, marketing, um, that you want to maybe just have, um, on all your emails, you can set up a a Salesforce user like marketing at Sarconta, for example, as an identity user. This person wouldn’t necessarily log in into Pardot, but you can use them for things like rerouting, uh, notifications. Right? And so sometimes you wanna make sure, like, the whole, uh, sales department gets a notification of a new lead, for example, so they can follow-up with it. That’s one of the practical use cases that we would have here for for, uh, having a user like that versus giving them a full license because marketing is not technically a a person. It’s a department. So let’s go ahead and move forward. Uh, thanks, Erin, for that overview.

Speaker 1: Yeah. Yeah. So here’s a preview of how you would set up user sync and account engagement. So when you go into your connector settings, there is a tab for user sync. You can enable it and what it’ll do is pull in all of your Salesforce profiles and you can go through and select which profiles get Pardot access and what role they get. So here we have marketing users. Well, we have everyone as admins. It’s not best practice. But here we have, you know, if they are a marketing user in Salesforce, then they will be created as an admin in Pardot. There’s also some options at the bottom. These only show before you turn over management of user sync to Salesforce. So you may have a different view depending on if you’ve enabled this feature or already turned it over to Salesforce.

Speaker 0: K.

Speaker 1: So if you have not enabled user sync and you are planning to do that soon, the best advice I can give you is first create an Excel chart, write out all your Salesforce profiles that are going to need account engagement access. And if you have, you know, five users in this profile need access and these five don’t, you may have to create some additional Salesforce profiles. But write all that out and then write the corresponding account engagement role. If you have multiple business units, I would also recommend writing out which business units each profile needs access to. And then if you are using account engagement groups for more granular control of folders in account engagement, I would also write that out. So once you have this map, it becomes much, much easier to enable everything.

Speaker 0: Alright. I’ll take it back on. Uh, thanks, Erin, for that overview. Um, thank you everybody for, uh, using our poll. I we’re seeing that, like, we have a good healthy number of people. Um, some people never had experience, so hopefully with the connector, so hopefully this was, uh, useful. We have some people that are in there every day or a couple of times a week, so that’s awesome. Here’s just a quick health check, um, and these slides and the recording will be available, um, early next week for everybody to be able to enjoy. So, um, questions that Aaron asked, like, which connector are you on? Right? Like, this is an important question to find. Are you on v one or v two? That’s gonna allow you to really determine what are the capabilities that you’re gonna be able to see, um, and leverage the connector for. Who is your connector user? So, again, Erin talked about, like, uh, for anybody who’s, uh, who has inherited or maybe gotten Pardot account engagement from 2019 moving forward, uh, you should have by default a b to b integration user, but it may be something else if you’re slightly older in your tenure with account engagement. So depending on which user you are, uh, she talked about some of the drawbacks and the pros of having either one, so making sure you identify that. Um, are all your users mapped from Sales Cloud into account engagement? So something that people get worried about is, like, if I map a user, oh my god, they’re gonna go in there and build emails, landing pages, and it’s just gonna mess everything up. That is not the case. Right? You can map somebody over so you can assign them to, um, you can assign prospects to them so you can send them notifications, so you can send email campaigns on their behalf, and they have no idea that they exist in that platform. So just making sure that we we are clear on that, that it is divided. It’s not the same thing. It’s important. Uh, how many prospects in account engagement are not in Salesforce? So in your under prospects, uh, tab, there is a filter that you can say not in Salesforce. Why are those people not in Salesforce? Maybe it’s part of the strategy. Maybe nobody ever set up any mechanisms to move prospects for them to become leads, right, into Salesforce as a whole lead management process? How many prospects in account engagement are not assigned? Maybe you go check-in Sales Cloud and you’re like, this person is assigned to, you know, Aaron Duncan. But Aaron Duncan isn’t in Pardot. So, like, you cannot have the same data if the same attributes don’t exist on both sides. Same thing with fields. And lastly, how do how many sync errors do we have? So under the connector, there’s a session called sync errors. You don’t get any notifications. You don’t get anything. But, ultimately, sync errors are when things are in lining up with Salesforce. Now we didn’t go into that in in a whole lot of detail really at all in this session, but, um, there will be other sessions during the next three days. And, also, if you know this is our third year, so there’s a couple of other sessions that you can watch on demand today to go ahead and, like, talk about a little bit more about sync errors and person accounts I saw a question for. Um, so feel free to go and check those out. Additionally, um, Aaron is gonna be joining us in the Genius Bar. Genius Bar is a free, uh, twenty minute consultation to all for all MarDreaming attendees. So if you wanna take advantage of that, go to the sponsor and resources tab, and you’ll be able to book a meeting with her or one of, um, the other people on the team. Um, you can also find her on Trailblazer community groups as such as myself as well. We’re both community user groups, or you can follow us on, uh, LinkedIn and Twitter. We’ll have some resources, and we just wanna also give special thanks to all of our sponsors. Um, we have about two minutes left. I’m gonna quickly, uh, go over to the q and a tab and see if we can answer any last minute questions. Erin, some people are asking about, like, um, duplicates. Can you talk about the famous AMC or AMSEA? I know you’re very passionate about that topic.

Speaker 1: Yeah. I don’t I don’t love it. So AMC means allow multiple prospects with the same email address. So if you’ve been using Pardot for years and years and years, that used to be optional, and that was used where you couldn’t have duplicate Pardot prospects. However, to make Pardot account engagement more similar to Salesforce, AMP C is now enabled for everyone, and you can’t go back to having it disabled. That does cause an issue with Pardot prospects being duplicated at sometimes. So, um, if you if a prospect comes into Pardot and they’re not eligible to sync to Salesforce, but in that time, someone creates them as a leader contact on the Salesforce side. That can be duplicates in your system. There is not a great way to avoid that besides doing regular data management and cleanup. I’m trying to I mean, the the best advice I can give you is in your connector turn on to allow prospects to match leader contacts on CRM ID and, uh, email address. So that will help a little bit. But you’re there’s no foolproof way to just say, like, prevent all duplicates.

Speaker 0: Also, um, for anybody who has had a connector, that thing, I believe, is twenty eighteen or older, you would have an option to either allow multiple records with the same email address to be allowed, and that can still be off if you still have it off. But anybody who essentially has bought product for the last three years, this is just enabled. So, uh, we’re seeing kinda like duplicate management. This needs to be handled on both sides. It isn’t just a Pardot issue. Pardot actually does really good job on the form from the form’s perspective to, like, try to dedupe for you based on cookies. Where, normally, we see issues is when, like, a sales team wants to create a lead for the same person multiple times. Right? And they do that manually. So that’s one possibility. Or if you have integrations or you’re doing imports to either side of the platform and you’re not, like, matching correctly, um, those are usually, uh, opportunities for, like, mishap in your data. Um, we have we’re about to, like, get kicked off to the next meeting. Good luck. Have a good rest of your day. You, uh, sign up for a Genius Bar with Erin session, um, and we’ll see you around in the rest of the sessions for more dreaming. Thank you all so much.

Speaker 1: Thank you.