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B2B marketing automation

Pardot by Salesforce

  • Automates marketing campaigns by providing dynamic email creation platform and tracks form fillout, pageviews, downloads, and social interactions

  • Scores and segments leads so marketers can deploy dynamic content directly to “high-quality” leads

  • Deploys landing pages, enables social posting, tracks prospects, and integrates with Google AdWords to track ROI, revenue, and keyword performance

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Segment makes it easy to set up Pardot by Salesforce

How Pardot works

The marketing automation features of Pardot rely on two main data sources. The first is Salesforce activity, so you can coordinate emails to customers and prospects with ongoing sales activity. The second data source is the actions leads take, or don’t take, on your website. This website activity is collected by a Javascript library that will need to be installed on your site. You’ll also need to fire relevant event data when people take important actions on your site. A third data source that becomes important for businesses that collect leads offline or in various systems is the ability to load leads and details about those leads into Pardot via API. That functionality takes quite a bit more work to plan the right data to track, learn the Pardot API, and load the data on a regular basis. 

Organizes marketing calendar and active prospects so teams can identify and target messages to “high priority” leads
Organizes marketing calendar and active prospects so teams can identify and target messages to “high priority” leads
Supports “progressive profiling” so teams can collect detailed user data
Supports “progressive profiling” so teams can collect detailed user data

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Get more out of Pardot with Segment

When you use the Pardot integration via Segment your customer data gets passed through to Pardot with only minimal configuration needed. The Pardot Javascript library is loaded in the background on any page where Segment is already being loaded and it receives page and event data straight from Segment without any coding required on your end. When you identify a lead to Segment from any data source where the Pardot integration is enabled, that information is also re-formatted and sent along to Pardot in the format it expects.

Version 4 of the Pardot API is a bit picky so if you’re using that version you’ll need to specify the Salesforce ID, Pardot ID, or a lookup field for each identify  call to make sure it gets recorded in Pardot. The sync between Pardot and Salesforce is not affected by using Pardot via Segment. 

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Segment makes it easy to set up Pardot by Salesforce

Getting Started with Segment

Segment is the infrastructure for your customer data. Use one API to unlock 200+ tools for every team in your company. With Segment, developers can stop building tedious and expensive one-off data integrations while business users can get straight to work, turning on their favorite apps right from the Segment dashboard.