Connected Campaigns Implementation Guide - Salesforce
Connected CampaignsImplementation GuideSalesforce, Winter ’22@salesforcedocsLast updated: August 18, 2021
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CONTENTSConnect Pardot Campaigns to Salesforce Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . 1Considerations for Connecting Pardot and Salesforce Campaigns . . . . . . . . . . . . . . . . . . . . . 1Enable Connected Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Connect Individual Pardot and Salesforce Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Connect Multiple Pardot and Salesforce Campaigns at Once . . . . . . . . . . . . . . . . . . . . . . . . 4Connect Existing Pardot Campaigns to New Salesforce Campaigns with Workbench . . . . . . . . 5Campaign Member Sync . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Considerations for Member Sync . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Sync Campaign Members . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
CONNECT PARDOT CAMPAIGNS TO SALESFORCECAMPAIGNSIt’s a great idea to connect your Pardot and Salesforce campaigns. You can save time, reduce clutter,and get access to valuable cross-product features. For example, work with campaign influenceattribution models, Engagement History, and Pardot Einstein Campaign Insights for a completeview of your business. Plus, you can work with Pardot prospects and data without leaving Salesforce.Streamline how you provide multifaceted campaign data to sales and marketing teams by connectingyour Salesforce and Pardot campaigns. As a prospect interacts with the marketing assets on a Pardotcampaign, metrics are pushed to its equivalent Salesforce record. From here, marketers can trackcampaign influence, and sales users can clearly see the prospect’s journey to becoming anopportunity.Considerations for Connecting Pardot and Salesforce CampaignsBefore you enable Connected Campaigns and start mapping records, keep these considerationsin mind.EDITIONSAvailable in: SalesforceClassic (not available in allorgs) and LightningExperienceAvailable in: All PardotEditions with SalesforceEssentials, Professional,Enterprise, Performance,Unlimited, and DeveloperEditionsEnable Connected CampaignsWhen you enable Connected Campaigns in your Pardot Settings, decide which record types you want to connect from now on.Connect Individual Pardot and Salesforce CampaignsYou can connect individual Pardot and Salesforce campaigns whenever you need to.Connect Multiple Pardot and Salesforce Campaigns at OnceThe easiest way to audit and organize your campaigns in bulk, is to download our mapping workbook. It contains your campaignnames and IDs in three worksheets. Copy and paste values from the Pardot and Salesforce tabs to align the campaigns in the Connecttab. Then, upload the completed file.Connect Existing Pardot Campaigns to New Salesforce Campaigns with WorkbenchYou can use Workbench to connect multiple existing Pardot campaigns to Salesforce at one time.Considerations for Connecting Pardot and Salesforce CampaignsBefore you enable Connected Campaigns and start mapping records, keep these considerations inmind.EDITIONSRequirementsAvailable in: SalesforceClassic (not available in allorgs) and LightningExperience Connected Campaigns requires a verified Salesforce-Pardot connector and an admin to enablethe feature. To connect campaigns or to work with connected campaigns, Pardot users log in to Salesforce. For the best experience, we recommend that you don't turn off Connected Campaigns afteryou turn it on. To connect multiple Pardot orgs to a single Salesforce org, enable different campaign recordtypes for each Pardot account.1Available in: All PardotEditions with SalesforceEssentials, Professional,Enterprise, Performance,Unlimited, and DeveloperEditions
Connect Pardot Campaigns to Salesforce CampaignsConsiderations for Connecting Pardot and SalesforceCampaigns If you have a Pardot campaign that doesn’t have an equivalent Salesforce campaign, create the campaign in Salesforce before youenable Connected Campaigns.About Record Types Use record types with Connected Campaigns to limit which counterpart campaigns are created in Pardot. In the Connected Campaignssettings, you can choose to not connect some record types, if they aren’t needed. For best performance, use record types to sync only the campaigns you expect to connect frequently. It takes time to load all thecampaigns in the menu you use to connect CRM campaigns—the fewer campaigns to choose from, the better. The Master record type is the default record type for new records. To avoid creating unnecessary Pardot campaigns, we recommendthat you don’t choose this record type. Work with your Salesforce Admin to create alternate record types.After You Connect CampaignsThe setup process includes three general steps: enable the feature, make a plan and connect existing campaigns, and turn over campaignmanagement to Salesforce. After the last step, start creating all your campaigns in Salesforce only. A connected Pardot campaign iscreated automatically.You also see the following changes in your org. When a Salesforce campaign connects to a Pardot campaign, Salesforce replaces the values of the following Pardot campaign fields.– Name– Archive Date (maps to End Date on Salesforce campaigns)– Cost– Created By– Updated By– Updated AtNote: You can’t undo the field value replacement. Salesforce copies marketing forms, marketing links, and list emails from Pardot campaigns to their connected Salesforce campaigns.This data counts against your company’s data storage limits. Engagement History features and the Multi-Touch Attribution Dashboard in B2B Marketing Analytics become available in Salesforce.When campaigns are connected, you manage your Pardot campaigns differently. You use only Pardot campaigns that you have connected to a Salesforce campaign. The Pardot campaign record becomes read-only. Create campaigns from the Salesforce Campaigns tab. The Connect to CRM Campaign action no longer appears on the Pardot Campaigns page.Note: To support Pardot features available within Sales Cloud, Salesforce added a user called B2BMA Integration User to allSalesforce customers who also have Pardot. This new user is read-only, doesn’t affect your Salesforce license usage, and can’taccess or update data by default. If you choose to opt in to the new Pardot features available in Sales Cloud, this user enablescampaign and engagement data to flow between your Pardot org and your Salesforce org. This flow can include copying recordsfrom Pardot to Salesforce and vice versa.2
Connect Pardot Campaigns to Salesforce CampaignsEnable Connected CampaignsEnable Connected CampaignsWhen you enable Connected Campaigns in your Pardot Settings, decide which record types youwant to connect from now on.EDITIONSBefore you enable the feature or begin connecting campaigns, we recommend that you outlinehow your campaigns relate to each other. Consider the following tasks. For best results, make surethat every campaign you want to use has a counterpart.Available in: SalesforceClassic (not available in allorgs) and LightningExperience Identify the Pardot campaigns that you want to keep. Do their equivalent Salesforce campaignsexist? Identify the Salesforce campaigns that you want to keep. Do their equivalent Pardot campaignsexist? Identify which Pardot campaigns, if any, must stay in Pardot only. Create record types or assignments to organize your campaigns.Available in: All PardotEditions with SalesforceEssentials, Professional,Enterprise, Performance,Unlimited, and DeveloperEditionsWhen the preparation is complete, head over to Settings and get started with Connected Campaigns.USER PERMISSIONSNote: The Pardot B2BMA Integration user does not need the Pardot Marketing User role toenable and work with Connected Campaigns. Make sure that you create counterpart campaigns in Salesforce for Pardot’s default andrequired campaigns, including Website Tracking and Salesforce Sync. If you aren’t usingthe Email Plug-in campaign, delete it before you connect.To connect Pardotcampaigns to Salesforcecampaigns: Pardot Administratorrole A Pardot campaign is updated or created each time the Salesforce campaign is editedby a person or process. To limit the number of campaigns created in Pardot, identify acut-off date for replication.1. Open the Connected Campaigns page. In Pardot, open Settings and click Edit. Scroll to Connected Campaigns. In the Lightning app, click the Pardot Settings tab and then select Connectors. Clickand select the Campaigns tab.to edit the Salesforce connector,2. Select Enable Connected Campaigns and Engagement History.3. Select the Salesforce campaign record types that can be connected.4. Save your work.The previous steps prepare your org for the alignment stage of setup. Unconnected campaigns continue to show in both places. Now,your marketing team can connect campaigns individually or in bulk.After they’re done, complete the Connected Campaigns setup process by giving Salesforce access to manage the campaigns.1. In the same connector settings, select Use Salesforce to manage all campaigns.2. If you want to reduce the number of campaigns that are replicated over time, enter a date under Limit Campaign Creation byDate.3. To let Pardot users continue to see the remaining unconnected campaigns, select Show Unconnected Campaigns.With the setting enabled, you can manage campaigns only in Salesforce. For details about the changes you can expect to see, readConsiderations for Connecting Pardot and Salesforce Campaigns.3
Connect Pardot Campaigns to Salesforce CampaignsConnect Individual Pardot and Salesforce CampaignsConnect Individual Pardot and Salesforce CampaignsYou can connect individual Pardot and Salesforce campaigns whenever you need to.EDITIONS1. Open the Pardot Campaigns page. In Pardot, select Marketing and then Campaigns. In the Lightning app, select Pardot Campaigns. This tab isn’t visible by default—an adminmust add it.2. Select the Unconnected Campaigns view.3. For the Pardot campaign you want to connect, click Connect to CRM Campaign and thenselect the associated Salesforce campaign.Available in: SalesforceClassic (not available in allorgs) and LightningExperienceAvailable in: All PardotEditions with SalesforceEssentials, Professional,Enterprise, Performance,Unlimited, and DeveloperEditionsConnect Multiple Pardot and Salesforce Campaigns at OnceThe easiest way to audit and organize your campaigns in bulk, is to download our mappingworkbook. It contains your campaign names and IDs in three worksheets. Copy and paste valuesfrom the Pardot and Salesforce tabs to align the campaigns in the Connect tab. Then, upload thecompleted file.If you have a total of more than 500 campaigns, it can take some time to download the workbook.We send an email to notify you when the file is available.Here are a few tools the workbook offers to help you avoid data-entry errors. When a campaign has the same name in both apps and you add it to the Connect tab, theworksheet auto-fills the matching campaign. When a row is complete, it turns green. When a campaign is added to the Connect tab, its corresponding row is highlighted in itsoriginal tab, to indicate it's already been mapped. The Salesforce record type isn't required to map campaigns, but it’s provided for your reference. Sometimes, associated campaigns are aligned automatically, so you can skip over them. You can upload only 3,000 rows on the Connect tab at one time. Split your import into multiplebatches, if needed.1. Open the Pardot Campaigns page. In Pardot, select Marketing and then Campaigns. In the Lightning app, select Pardot Campaigns. This tab isn’t visible by default—an adminmust add it.EDITIONSAvailable in: SalesforceClassic (not available in allorgs) and LightningExperienceAvailable in: All PardotEditions with SalesforceEssentials, Professional,Enterprise, Performance,Unlimited, and DeveloperEditionsUSER PERMISSIONSTo connect Pardotcampaigns to Salesforcecampaigns: General AccountAdministrationANDMarketing User roleAND2. Click Connect Campaigns with Excel and download the workbook.3. In the Pardot tab of the workbook, copy a value from the Name column. Then, paste it into thePardot Name column of the Connect tab.4. In the Salesforce tab, copy the associated Salesforce campaign name. Back in the Connect tab,paste the name into the corresponding Salesforce Name field.4B2B MarketingAutomation Apppermission set license
Connect Pardot Campaigns to Salesforce CampaignsConnect Existing Pardot Campaigns to New SalesforceCampaigns with Workbench5. Delete unused rows from the worksheet.6. When you’re finished aligning all the campaigns you want, upload the file.Connect Existing Pardot Campaigns to New Salesforce Campaignswith WorkbenchYou can use Workbench to connect multiple existing Pardot campaigns to Salesforce at one time.EDITIONS1. Open the Pardot Campaigns page. In Pardot, select Marketing and then Campaigns. In the Lightning app, select Pardot Campaigns. This tab isn’t visible by default—an adminmust add it.2. Click Bulk Connect Pardot Campaigns to New Salesforce Campaigns.Salesforce exports the file NewConnectedCampaigns.csv, which contains a list of yourunconnected Pardot campaigns.3. If your org has required custom fields for campaigns, add columns to the CSV file for each fieldname.Available in: SalesforceClassic (not available in allorgs) and LightningExperienceAvailable in: All PardotEditions with SalesforceEssentials, Professional,Enterprise, Performance,Unlimited, and DeveloperEditions4. Log in to https://workbench.developerforce.com with your Salesforce account credentials.5. Select Data Insert.USER PERMISSIONS6. Select Object Campaign.To connect Pardotcampaigns to Salesforcecampaigns: General AccountAdministration7. Select From File.8. Click Choose File, and open the NewConnectedCampaigns.csv file.9. Click Next.10. Workbench prompts you to map Salesforce campaign fields to the Pardot campaign fields inthe CSV file. Accept the default mappings. If you added custom field columns to the CSV file,find the field on the left and select the correct CSV column you added.ANDPardot Marketing UserroleAND11. Click Map Fields.A confirmation page shows the field mappings and the number of new Salesforce campaignrecords to be created.B2B MarketingAutomation Apppermission set license12. Click Confirm Insert.Workbench reports the number of campaigns created and any failures. If a campaign fails to create,the reason is listed in the Status column. The newly connected campaigns appear in the Connected Campaigns view on the PardotCampaigns page after a short wait.When you use Workbench to map campaigns, the field Pardot Campaign ID is added to your records for organization purposes. Thisfield isn’t shown on campaigns mapped via other methods, so we don’t recommend that you use the field in reports or page layouts.5
CAMPAIGN MEMBER SYNCAs you connect your Pardot campaigns to Salesforce, decide whether to sync prospects into thosecampaigns. When you turn on Member Sync for connected campaigns, Pardot prospects appearin Salesforce as campaign members.Considerations for Member SyncWhen you work with Member Sync in Pardot and Salesforce, keep these considerations in mind.EDITIONSAvailable in: Professional,Enterprise, Performance,and Unlimited Editions andall Pardot EditionsSync Campaign MembersYou manage Member Sync in your Pardot account settings. After you turn on Member Sync, you report on campaign members fromSalesforce.Considerations for Member SyncWhen you work with Member Sync in Pardot and Salesforce, keep these considerations in mind.EDITIONSHow It WorksAvailable in: Professional,Enterprise, Performance,and Unlimited Editions andall Pardot EditionsWarning: After you turn on Campaign Member Sync, we recommend that you keep itenabled at all times. The configuration affects other processes, and can cause datadiscrepancies if it’s disabled later.Campaign Member Sync shows your Pardot prospects in Salesforce as campaign members. The sync works only from Pardot to Salesforce,so campaign member changes aren’t reflected in associated Pardot campaigns.Before you can use member sync, Connected Campaigns must be enabled. To sync a prospect, assign it to a Pardot user and associateit with a Pardot campaign.Synced campaign members show a status of Connected when they originate from Pardot to indicate that their first-touch was from amarketing campaign. If a campaign member is missing or doesn't show a Connected status, verify that the prerequisites for syncinghave been met. The connector user or integration user has Edit permission on Campaigns Marketing User is selected on its Salesforce user recordTo add campaign members after the first-touch, use Pardot’s automation tools. For more recent marketing engagement activity, viewthe prospect record in Pardot.Other Considerations If the prospect shares an email address with another Salesforce contact, the record is synced as a contact. Otherwise, the prospectsyncs as a lead. When you enable Campaign Member Sync, prospects sync retroactively for campaigns that are already connected. Campaign Member Sync doesn’t archive or delete lead or contact records from Salesforce. Remove associated records from Salesforcemanually.6
Campaign Member SyncSync Campaign Members The campaign member created date in Salesforce refers to when the prospect was synced, not the creation date in Pardot. Campaign Member Sync works alongside other prospect syncing jobs. Expect slower sync times when a connected campaign has more than 10,000 prospects.Sync Campaign MembersYou manage Member Sync in your Pardot account settings. After you turn on Member Sync, youreport on campaign members from Salesforce.EDITIONSBefore you turn on Member Sync, make sure that the prospects you want to sync are assigned tousers. Next, turn on Connected Campaigns, and then return to Account Settings to enable MemberSync.Available in: SalesforceProfessional, Enterprise,Performance, andUnlimited Editions with anyPardot EditionWarning: The Campaign Member Sync is permanent. When you enable this feature, it can’tbe turned off.1. Open the Account Settings page. In Pardot, clickUSER PERMISSIONSand then select Settings.To turn on Member Sync: Pardot Administratorrole In the Lightning app, select Pardot Settings.2. Open the Connected Campaigns settings. In Pardot, scroll to Connected Campaigns and click to expand the settings. In the Lightning app, select Connectors. Clickand select Edit Settings. Next, click the Campaigns tab.3. Select Enable Campaign Member Sync.4. Save your work.Allow some time for campaign members to show up in Salesforce campaigns.7
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