How to Use Marketing Data Sharing in Pardot & Salesforce
Posted: Sun Dec 22, 2024 5:27 am
This blog was written before Pardot was renamed to Marketing Cloud Account Engagement. You can read more about the name change and what it means here.
You may have noticed on the Pardot-Salesforce connector you have the option to use Marketing Data Sharing’. This blog will explain what Marketing Data Sharing’ actually is, why it’s useful for your business, and how to create rules for syncing a subset of Leads, Contacts, and Opportunities.
Firstly, it's important to note that Marketing Data phone number cambodia Sharing’ is only an option in the Pardot Lightning app in Pardot Premium and Pardot Advanced Editions, where these were purchased or upgraded after February 12, 2019. You also need to be using the V2 Connector. If you haven’t upgraded to the V2 Connector yet, I recommend doing so!
Jump to the section that most interests you…
What is Marketing Data Sharing’?
How does Marketing Data Sharing work?
How to sync a subset of Leads and Contacts
Setting up Marketing Data Sharing
Considerations for archiving prospects
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What is Marketing Data Sharing’?
The purpose of Marketing Data Sharing’ (MDS) is to restrict which Leads, Contacts, Opportunities, and/or custom objects are eligible to sync from Salesforce to Pardot.
Utilising MDS is an ideal solution if you use multiple Pardot Business Units, this is because it enables you to specify which leads, which contacts, which opportunities etc. are eligible to sync to which Business Unit. However, that doesn’t mean you can’t use it if you don’t have Business Units.
Typically, users have the connector setting enabled that automatically creates new records in Pardot after they are created in Salesforce with an email address. By using MDS in conjunction with this setting, you can allow only those key marketable leads/contacts to sync to Pardot.
How does Marketing Data Sharing work?
Firstly, both the Lead and Contact object must have one shared MDS criteria.
If a Lead or Contact no longer matches the MDS criteria, the corresponding Prospect record will be sent to the Pardot Recycle Bin.
If you update a Prospect record in Pardot but not the corresponding record in Salesforce, the Prospect record will be sent to the Recycle Bin.
If you are doing an import and those imported prospects do not match Marketing Data Sharing rules, they are automatically archived. Therefore, we recommend not adding the field that will be used in the MDS criteria to Pardot. This ensures that the Pardot-only Prospects can never unmatch the MDS rules.
Ensure the Connector user has view and edit permissions to the field controlling MDS.
Add the MDS field to your Page Layouts as a read-only field so it is easy to see which Leads/Contacts are syncing to Pardot, and prevent any accidental manual tampering.
You may have noticed on the Pardot-Salesforce connector you have the option to use Marketing Data Sharing’. This blog will explain what Marketing Data Sharing’ actually is, why it’s useful for your business, and how to create rules for syncing a subset of Leads, Contacts, and Opportunities.
Firstly, it's important to note that Marketing Data phone number cambodia Sharing’ is only an option in the Pardot Lightning app in Pardot Premium and Pardot Advanced Editions, where these were purchased or upgraded after February 12, 2019. You also need to be using the V2 Connector. If you haven’t upgraded to the V2 Connector yet, I recommend doing so!
Jump to the section that most interests you…
What is Marketing Data Sharing’?
How does Marketing Data Sharing work?
How to sync a subset of Leads and Contacts
Setting up Marketing Data Sharing
Considerations for archiving prospects
Pardot Training Banner
What is Marketing Data Sharing’?
The purpose of Marketing Data Sharing’ (MDS) is to restrict which Leads, Contacts, Opportunities, and/or custom objects are eligible to sync from Salesforce to Pardot.
Utilising MDS is an ideal solution if you use multiple Pardot Business Units, this is because it enables you to specify which leads, which contacts, which opportunities etc. are eligible to sync to which Business Unit. However, that doesn’t mean you can’t use it if you don’t have Business Units.
Typically, users have the connector setting enabled that automatically creates new records in Pardot after they are created in Salesforce with an email address. By using MDS in conjunction with this setting, you can allow only those key marketable leads/contacts to sync to Pardot.
How does Marketing Data Sharing work?
Firstly, both the Lead and Contact object must have one shared MDS criteria.
If a Lead or Contact no longer matches the MDS criteria, the corresponding Prospect record will be sent to the Pardot Recycle Bin.
If you update a Prospect record in Pardot but not the corresponding record in Salesforce, the Prospect record will be sent to the Recycle Bin.
If you are doing an import and those imported prospects do not match Marketing Data Sharing rules, they are automatically archived. Therefore, we recommend not adding the field that will be used in the MDS criteria to Pardot. This ensures that the Pardot-only Prospects can never unmatch the MDS rules.
Ensure the Connector user has view and edit permissions to the field controlling MDS.
Add the MDS field to your Page Layouts as a read-only field so it is easy to see which Leads/Contacts are syncing to Pardot, and prevent any accidental manual tampering.