Pardot Integration Guide (atEvent Hub)

atEvent offers the deepest, most flexible Pardot integration—so your team can capture the insights you need at every event, conference, and tradeshow and transfer them into Pardot automatically for near real-time follow-up and nurture. With our Pardot integration, you can instantly convert the details of people you collect at events into Pardot prospects. You can share any text-based or selection data from your event forms.

What the integration can do:

Pass the data in real-time, at the end of the day, at the end of the event or on demand (e.g., manually)
atEvent prioritizes updating an existing contact in Pardot based off of email, and if no contact is found based off of email, then a new contact is created

What the integration cannot do:

Create or update any other objects (e.g., companies, deals, etc.)

How to Setup your Pardot Integration

This help article is divided into the following sections:

Create New API User (Pardot) *
Create Custom Fields (Pardot) * * permissions required in Pardot
Connect to Pardot (atEvent Hub) permissions required in atEvent Hub
Field Mapping (atEvent Hub) permissions required in atEvent Hub

A. Create New API User (Pardot)

Note: You are not required to create a New API User to connect with atEvent. Instead you can utilize an existing user that your company wishes to assign to the atEvent project. The idea of creating a New API User is to be able to manage the atEvent side of your Pardot instance with one specific user. This makes for a cleaner and more concise experience. If you choose to go with an existing user you can skip Section A of this article and go directly to Section B.

1. Login to your Pardot live account
a. Enter Email Address
b. Enter Password
c. Press “Login”

2. On the left menu under Admin/User Management click on “Users”

3. Click on “Add User” button

4. Create User - For these fields enter the following:
a. First Name: atEvent
b. Last Name: User
c. Email Address – Create a new address that allows atEvent to connect to Pardot

5. From the dropdown menu select “Administrator” as Role

6. Select the “Create User” button

8. Go to Admin/ User Management/ Users and find the user created in Steps 2 thru 6. Activation status will be “User has not yet activated this account”. If you haven’t received an activation email from Pardot, click on “Resend Activation Email”

9. Go to your email inbox. Click on the link “Click to activate your account”

10. Finish Pardot account setup by completing the following steps:
a. New Password
b. Confirm Password
c. Setup Security Question
d. Click “Activate Account” button

B. Create Custom Fields (Pardot)

In this step we will be creating custom Prospect Fields for any atEvent fields that you do not already have in your Pardot instance. If all the atEvent contact fields and qualifiers you created already have equivalent fields in Pardot you can skip this step. But do double check any options for dropdown and multi-select type fields to make sure they match between atEvent and Pardot.

1. Once logged in with new user, under Admin/Configure Fields click on “Prospect Fields”

2. On the Prospect Fields screen click the “Add Custom Field” button

3. Add the following custom field:
a. Name:  atEvent Event Name
b. Custom Field ID:  atEvent_Event_Name
c. Type:  Text
d. Check Record and Display multiple responses (This means that new values would be appended on
update of this field)
e. Click “Create Custom Field” button

Note: Prior to creating fields, please confirm discovery meeting has taken place with atEvent so use cases have been confirmed

4. Add the following custom field* :
a. Name:   atEvent Topics & Subtopics
b. Custom Field ID:  atEvent_Topics_Subtopics
c. Type:  Textarea
d. Check Record and Display multiple responses (This means that new values would be appended on
update of this field)
e. Click “Create Custom Field” button

5. Add the following custom field* :
a. Name: atEvent Follow Up Action
b. Custom Field ID: atEvent_Followup_Action
c. Type: Textarea
d. Check Record and Display multiple responses (This means that new values would be appended on
update of this field)
e. Click “Create Custom Field” button

6. Add the following custom field* :
a. Name:   atEvent Comments
b. Custom Field ID:  atEvent_Comments
c. Type:  Textarea
d. Check Record and Display multiple responses (This means that new values would be appended on
update of this field)
e. Click “Create Custom Field” button

Note: If you intend to associate leads to a specific Campaign you will need to create another custom field

7. Add the following custom field* :
a. Name:  Campaign ID
b. Custom Field ID:  Campaign_ID
c. Type:  Text
d. Click “Create Custom Field” button

8. Add other custom fields as required for business use case

C. Connect to Pardot (atEvent Hub)

1. Connect to Pardot
a. While on Step 3 (Connect to MA/CRM) of the process
b. Click on the Pardot icon.

2. Salesforce Login: Upon selecting "Pardot" in Step 1 you will be redirected to Salesforce where you will login with your Pardot credentials.

a. Enter your Pardot Username
b. Enter your Pardot Password
c. Press “Login”

Note: At the time of connecting to Pardot you may receive an error "Your account is unable to use version 4 of the API". That is because atEvent requires Pardot version 4 to make a successful connection. For a Pardot account to support version 4 of the API AMPSEA (Allowing Multiple Prospects with the Same Email Address) must be enabled. This is enforced on all Pardot accounts created after June of 2016, but can be enabled for any older accounts following the instructions in this article.

3. Pardot Authenticated: If your Pardot credentials successfully authenticated in Salesforce you will arrive at this screen
a. Default Production domain: pi.pardot.com (This is the production domain you will use in most cases)
b. Sandbox domain: pi.demo.pardot.com (*Only select this domain if you intend to do testing before switching to Production)

4. Pardot Business Unit ID: (*Salesforce login required)

Note: You will have to login to Salesforce to retrieve your Pardot Business Unit ID. Log into Salesforce using the same account you use to log into Pardot

a. Open a new browser window and login to Salesforce using your Pardot credentials.
b. Once logged in to Salesforce go to Pardot / Pardot Account Setup / Business Unit ID and copy it.

4. Pardot Business Unit ID (atEvent MA/CRM configuration) continued:
c. Copy the Business Unit ID retrieved from Salesforce and enter it into this field
d. Click the "Add Profile" button

5. Pardot MA/CRM Connection
a. If Pardot successfully connects you will receive this message

b. Do you need to sync leads via a form?
No: Select the "No" option button
Yes: Select the "Yes" option button. A window will open where you can open a dropdown box of available forms.

c. "Yes" continued:
Click inside the field labeled "form". A dropdown menu will appear.

d. Select the form. In this example we have selected "MySampleNew Form"
e. If form is successfully attached you will receive the following popup: "form attached"

Note: If you want to pass Campaign ID to your MA/CRM you can enter it in this section. You will need to make sure that the Campaign ID data type that you are passing from atEvent matches what you have setup in your MA/CRM. Later in this section you will map the Campaign ID to your MA/CRM.

f. Do your leads need to be associated with a Campaign?
No: Select the "No" option button
Yes: Select the "Yes" option button. A window will open where you can Enter Campaign ID. In this example we will enter "70109000000gcmhAAA".

g. Click the “Save & Continue” button

D. Field Mapping (atEvent Hub)

1. Map Fields
a. Click on any of the fields labeled “Not Mapped” and a dropdown menu will appear.
b. Select the HubSpot field that matches the atEvent field.

In this example we are mapping a. atEvent (First Name) → b. Pardot (First Name).

Map Fields (Continued): Campaign ID

Note: If you choose to associate your leads with a Pardot Campaign then you will need to map the custom field that you created in Section B7.

Scroll down to Additional Fields
c. Click in the Campaign ID field and a dropdown menu will appear
d. Select "Campaign_ID"

Note: If the Campaign ID field doesn't appear refresh your browser so that field mapping updates. Then try again.

2. Field Mapped Successfully
a. atEvent Field is mapped successfully with Pardot field displayed in the dropdown box
b. The Mapping icon next to the field will now be illuminated in green
c. The Mapping counter will increment displaying the total number of fields mapped versus the total number of fields.

In this example First Name has been successfully mapped for a total of 12 of 15 fields that have been successfully mapped (12/15).

3. Save Field Mapping
a. When you have finished with all of your field mappings scroll to the bottom of this screen and press the “Save & Continue” button

3. Save Field Mapping continued:
b. You will receive the following popup message
c. At this point you must decide if all of your desired mappings have been completed. If you are satisfied
with the current mapping setup then click “Continue”. You will be redirected to the next section: Invite
Event Team.

Next Article: Invite Event Team