MARDREAMIN’ SUMMIT 2025
MAY 7-8, 2025 IN ATLANTA - GA
Days
Hours
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View the session live or catch the replay here. You’ll find the recording and all related resources on this page once available.
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As a marketer, you want to understand and share with your organization how many leads you are generating on a daily/weekly/monthly basis — whether these leads are sales qualified yet or not. With connected campaigns and Pardot data being surfaced up into Salesforce, it might make sense to push all leads into Salesforce to build reports & dashboards and share those statistics across your organization. However, the data doesn’t exist in Salesforce and will not show up in the reports if your leads are not assigned. The issue most Pardot users face when assigning all leads into Salesforce is that once assigned, the record is then owned by Salesforce and can’t be reassigned by Pardot. This becomes an issue when the lead becomes marketing qualified and needs to be followed up with by a person.
In this session, we will share a solution where we assign all non-qualified leads to a marketing queue in Salesforce for reporting purposes. This enables you to trigger a reassignment once nurtured so a sales person can reach out to the lead and convert it.
In Salesforce, leads can be assigned to queues for qualification purposes. Once converted into a contact, Pardot will not create a new lead when an existing contact engages with a new campaign. It can notify the contact owner that an existing contact has engaged with a campaign either through an email notification or a task creation. Some businesses get frustrated by this as they want the engagement with the campaign from existing customers to be seen as a “lead” who can be added to a queue that the internal sales team can qualify before passing onto the sales person. This would also allow the marketing team to report on how many MQLs they have created from their existing database. For this use case, we will leverage Salesforce tasks. We will use the Salesforce task subject line, a process and a flow to trigger in Salesforce to add the reengaged contact to a task queue with the option to automatically create an opportunity and contact role as well as add the contact to a campaign with a specific status.
This session, presented by a team from Destined (a Salesforce partner), dives into two common challenges faced by marketers and sales teams using Pardot and Salesforce: reporting on all generated leads without cluttering sales queues, and efficiently managing re-engaged existing contacts.
Pardot-Salesforce Synergy: The most effective solutions often come from bringing together strong Pardot marketing knowledge and robust Salesforce Admin skills.
Queues for Efficiency: Salesforce Queues are the core solution for both use cases—managing unqualified prospects and handling re-engaged existing customers.
Automation is Key: Utilize Salesforce automation (Workflow Rules, Process Builder, or Flows) to handle the reassignment logic that Pardot cannot perform natively.
The goal is to push all prospects into Salesforce for comprehensive reporting, but only assign them to a sales team when they hit a qualified threshold (MQL/SQL).
Marketers require comprehensive reporting on every lead generated, but sales teams don’t want to be burdened with unqualified prospects. While Pardot can assign to a queue, it cannot natively reassign the record once it qualifies.
The solution revolves around using two Salesforce Queues and a Workflow Rule to manage the handoff based on a Pardot score threshold.
Initial Setup: Create two Lead Queues in Salesforce: a Marketing Queue for initial assignment and an SDR Queue for qualified leads. The Marketing Queue is then mapped within Pardot settings.
Assignment Logic: The Pardot Form Completion Action assigns all submissions to the Marketing Queue.
Automation: A Salesforce Workflow Rule is created on the Lead object. This rule monitors the Pardot Score and, once the MQL threshold (e.g., $\ge 100$) is met, a Field Update action automatically changes the Lead Owner from the Marketing Queue to the SDR Queue.
Allocation: Leads can be allocated to specific users within the SDR Queue using Round Robin or other specific business logic.
Advanced Criteria: Utilize Salesforce Flow for more complex reassignment rules that account for a combination of Score and Grade, or specific Scoring Categories and other Lead fields.
The goal is to notify the appropriate internal team when an existing customer (Contact) engages with a new campaign, without creating a duplicate Lead record.
Pardot is correctly designed not to create a new Lead when an existing Contact engages. However, sales teams still need notification of this re-engagement. Standard tasks can only be assigned to a specific user or the contact owner, not a shared SDR queue.
This solution creates an initial task via Pardot and immediately uses Process Builder to reassign it to a designated SDR Task Queue.
Initial Setup: Create a Task Queue in Salesforce (e.g., SDR Task Queue) for the re-engagement team.
Task Creation: The Pardot Form Completion Action creates a Salesforce Task. A unique, identifiable phrase (e.g., Form Completed -) is required in the Task Subject. The initial task can be assigned to the Contact Owner or a dummy user, and its status is set to Not Started.
Automation: A Salesforce Process Builder is created on the Task object. The criteria check for tasks where the Subject starts with the unique phrase AND the Status equals Not Started.
Reassignment: The action in Process Builder performs an Update Records action on the Task, setting the Assigned To ID to the SDR Task Queue.
Automated Reporting: The unique task subject can be used as a trigger to automate the creation of Opportunities with Contact Roles and update Campaign Member Statuses (using Flows) once the task is qualified.
Notifications: Add custom notifications (email, in-app, or Slack) to alert users when a task is created or reassigned to the queue.
