Mapping Survey Information into Pardot

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Pardot empowers marketing teams to easily track prospects in Salesforce and move them through the sales process. Pardot also allows for you to use metrics to verify how qualified a lead is. Pardot uses metrics for lead qualification.GetFeedback can help you both track your prospect information within Pardot as well as help you track and increment your prospect score via our Pardot email solution.

If you use variable tags in dynamic content on Pardot forms or landing pages, we recommend you do not upgrade from Pardot's PML syntax to HML (handlebars syntax) at this time.

Getting Started

To get started, you’ll want to create your survey within GetFeedback. The survey could include, for example, one of our thumbs up or thumbs down questions. In this particular example, we’ll be asking the prospect if they’d like to receive a demo of your service. If the prospect selects the thumbs up, GetFeedback will then increment the Pardot lead score by an increase of 5.

Keep in mind you can use any question type you'd like and still map the information back into your Pardot instance.

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Create Your Mappings

Once your survey is created, you can set up your survey response mappings for Pardot.

Navigate to Mappings > Pardot Custom Mappings.

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  • Select an existing Pardot connection from the dropdown menu labeled Push draft survey results to.

  • Add a new Pardot connection by clicking +Add Org in the dropdown menu. Only administrators of the account can create Pardot connections to be shared and used by their team members, and they can do this by navigating to Integrations > Pardot in the left side navigation. More on setting up your Pardot connection.

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Now that your survey is connected to Pardot, you have a few options for your mapping set up.

  • Click Add Mapping

  • Then choose if you will create a new record or update an existing record for each survey response.

Create a New Record

When you choose Create a new record, this will let you create a new List, Opportunity, or Prospect in Pardot with the survey response data.

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When a new survey response comes in, it will create a new List, Opportunity, or Prospect.

Update Fields

If you're updating an existing record in Pardot, you’ll have the same options to choose from. You can update existing Lists, Opportunities, or Prospects.

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Every time a survey response comes in with this mapping option created, it will update the List, Opportunity, or Prospect that you’ve specified.

When this option is selected, include Pardot merge fields in your GetFeedback survey before sending it. This helps GetFeedback know which fields we'll be updating.
If updating an existing prospect, use one of the following merge field names: prospect_email OR prospect_id

If you're looking to update an existing List or Opportunity in Pardot you won't be able to get the List or Opportunity ID by sending a Pardot email (this is by design from Pardot). What you can do here is manually add a merge field that includes List_ID or Opportunity_ID and the ID of the list or Opportunity you're looking to update. This is not something we generally recommend as you'll need to hardcode this ID for all emails going out.

For example, if you're updating a specific Prospect, you'll want to include that Prospect Email in your survey URL. Your URL might look something like this.

www.getfeedback.com/r/xxxxxxxx​?prospect_email=%%email%%

You can also use the Pardot-ready email template and we'll help you create the link for your survey. In fact, our email export will automatically include the Prospect email formatted correctly so we'll know which one to update when the survey response comes in.

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On the next page, you’ll select which fields in Pardot you’d like to update based on the survey responses that come in.

Add Your Conditions

  • Then add conditional statements to your mappings.

  • Mapping conditions will tell us whether you’d like the mapping to run every time a response comes in, or only when specific conditions are met.

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This option lets you update your lead scores based on the conditions that you set.

Click Continue on the bottom of your Pardot mapping page to select which field in Pardot will be updated.

Select what you’d like to map and which field you’d like to map your response into.

If you’re looking to increment your lead score, select the option to Increment a numeric value and type in the number value you'd like to increment by. Keep in mind that you can map as many answers as you'd like, and increment a number value in the same mapping.

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Test Your Mappings

Once your mappings are in place, it’s time to test them out before sending out your live survey. If you’re using our Pardot email template, you’ll want to put together your email now.

Once your email is ready to go in Pardot, test sending your email from Pardot. Your survey responses from your test should then go straight into your Responses tab in GetFeedback. You’ll see an X or an i if your mapping has been unsuccessful, and a blue check mark that indicates your mapping was successful.

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