Pardot Integration Guide

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 3 sections:

Create New API User (Pardot) *
Create Custom Prospect Fields (Pardot) * * Permissions required in Pardot
Create Custom Account Fields (Pardot) * * Permissions required in Pardot
Setting up atEvent/Pardot Integration (atEvent)

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 Prospect Fields (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

C. Create Custom Account Fields (Pardot)

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

1. Admin Tab
a. Go to Admin --> Configure Fields --> Account Fields

2. Click "Add Custom Field"

3. Add Custom Field
a. Name: Enter Campaign ID
b. Custom Field ID: Click inisde the field and it will automatically populate with Campaign_ID.
c. Click "Create Custom Field"

D. Setting up atEvent/Pardot Integration (atEvent)

1. Once logged into atEvent Central, mouse-over the circular icon at the right and select “Company Settings” from the dropdown menu.

2. Click "MA/CRM Configuration" tab

3. Create a New Profile
a. In the empty box enter a name for your new profile
b. Click the (+) icon to “Add” it

4. Profile MA/CRM
a. Click inside the MA/CRM box and a dropdown menu will appear

b. From the Profile Name box under MA/CRM select “Pardot” from the dropdown menu

5. Pardot Authentication: Upon selecting "Pardot" from the dropdown menu in Step 4b a popup browser tab will appear and 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.

6. Pardot Authentication continued: Verification Code

A verification code will be sent by email. Check the email account for your Pardot instance and copy the verification code.
a. Enter the Verification Code
b. Click 'Verify"

7. Data Push Schedule

a. Go to “Data Push Schedule” and click inside the box for options
b. A dropdown menu will appear. Select one of four options:
- Immediate
- Manual
- End of Event
- End of Day

8. Pardot Domain
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 use this domain if you intend to do testing before switching to Production)

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

Note: You will have to login to Salesforce to retrieve your Pardot Business Unit ID

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

9. Pardot Business Unit ID (atEvent MA/CRM configuration) continued:
c. Copy the Business Unit ID retrieved from Salesforce and enter it into this field

10. Click “Save and Fetch CRM Fields”

If the “Save and Fetch” request is successful you will receive the following popup messages:

Scroll down and now you will be able to see the Field Mapping screen.

11. Map atEvent fields to the appropriate Pardot name.
a. Click in any field that is labeled "Not Mapped"
b. A blue search box (blue) and dropdown list (purple) of Pardot options will appear. You can search for a
Pardot option by typing it in the blue search box. Any searched option that matches will immediately
appear in the dropdown list and can be selected. You can also use the scrolling feature of the dropdown
menu to search for Pardot options if you are not familiar with the exact names.
c. Click on the Pardot option and it will automatically save. In this example we are mapping the atEvent field
"First Name" to the Pardot field "firstname".

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 C.

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

f. After finishing with field mappings scroll to the bottom and click “Save” button

Here is a quick video showing the mapping of Email:

FAQs

How fast will my contacts appear in Pardot?

Usually a few seconds after they have been synced from the atEvent dashboard.

How does this feature work when my devices are offline?

Contacts are queued to be added to atEvent as soon as the data synchronizes to the atEvent dashboard.

Can I use the same Pardot sync profile over multiple events?

Yes, once your Pardot sync profile has been activated in the Company Settings it can be enabled in any of your current active events.

How do I disable or remove an integration from an event?

From the Event screen, under Data Sync Profile, unselect the currently displayed sync profile and set it to “None”. You can also disable or delete the profile for those cases where you want to remove it from several events.

For any additional questions regarding this feature, please contact your Customer Success Manager or contact Support (support@at-event.com) for any assistance.