Pardot Integration - Export Registrant Data

The Zuddl-Pardot integration lets you send registrant data (registration and event activities) from Zuddl to Pardot by leveraging segmentation lists and external activities. It allows you to create individual lists for users performing different activities and utilize the External activities in Pardot to pass on all event activities.

This integration lets you segment users by their activity. Registrants are passed to specific Pardot segmentation lists based on their activity in your Zuddl event. You can also utilize Pardot external activities instead of segmentation lists to view registrant data at a prospect level.

Important: The integration only passes new registrant data that gets captured after the app installation and enabling event-level integration. The older registrations in the event are not passed to Pardot.

Installation

The following sections explain the installation steps:

Prerequisite

The following permissions are required for integration:

• Account Engagement Administrator or Marketing role - to edit and read lists and update Prospects. Learn how to define user permissions.

Steps:

To install the Pardot app

1. Go to the integration listing page and click View details for Pardot.

2. Inside the integration page, click Install app. This initiates the installation.
   

3. In the Select authentication dropdown, click Add new account.

4. Next, in the Create a new authentication page, enter the following:

   1. Your authentication name: A unique identifier for your authentication

   2. Salesforce environment: Select Production for Salesforce production account.  

   3. Pardot environment: Select Production for Pardot production account.  

   4. Business unit ID: Your 18-character business unit Id (starts with ‘0Uv’). To find your business unit Id, go to Setup > Account engagement > Business unit setup.
       Note: Alternatively, you can go to Marketing Setup > Setup for Marketing Automation > Business Unit Setup.
       

5. In the Prospect field mapping page, map the standard Zuddl registration form fields with its Pardot counterpart.
    

6. Click Finish. This completes the installation of the Pardot app. After installation, the next step is to set up an event-level configuration.

Add External Activities

To capture activity details at a prospect level, external activities must be enabled in your Pardot instance. To create the external activities extension:

1. Go to your Pardot homepage > Marketing Setup.

2. Search for Marketing App Extensions and click New.

3. In the form, add ‘Zuddl_Event_Activities’ as Extension Name.
   
   

4. Select the Active in Automation checkbox and click Save. This creates a new external activity extension. The newly created external activity appears in the list of external activities.

5. Now inside the new external activity, under Related, click New on the Business Unit Assignments card.

6. Select the Business Unit Name specified at the time of installation.
   
    

7. Click New on the Activity Types card.

8. In the New Activity Type form, enter the Activity Name. The Activity Name must be an exact match of the keywords shown inside the ‘Exact Activity Name’ column of the Activity-value Table below:

The table above also describes the Activity Names and their associated activities that are captured.

9. Select the Active in Automations checkbox and click Save.
   
    Note: This step must be repeated for all 9 activity types.

All Zuddl activities performed by a registrant appear under external activities section as shown below:

Understanding the activity format

The Zuddl Activities that appears in the External Activities follows the below format:

Activity_type: External_activity_name: value

As seen in the screenshot above, the Activity_type for Zuddl is always “Zuddl Event Activities”. The detailed list of external activity names and their respective values are shown in the Activity-Value table shown in the above section. An example activity entry is as follows:

Zuddl Event Activities: Registered: Acme events Global Summit

Character limitation: The character limit for describing the event activities in Pardot is 100 characters. Descriptions above 100 characters appear as truncated entries. So if you are searching for specific entries in the External Activities table, do account for any truncated entries as well.

Event-level integration

When a user registers for your Zuddl event or is invited from the People’s menu, the integration checks if there already exists a prospect in Pardot with the same email address. If it does not exist in your Pardot instance, the integration creates a prospect automatically in Pardot.

Depending on the options enabled in your Pardot instance, the integration either adds registrants automatically to appropriate segmentation lists based on their activity or the activities of each registrant are recorded individually at a prospect level and shown under the External Activity section inside the prospect detail view.

Note: Event-level integration step is mandatory for every event that requires this integration.  

1. On the common dashboard, click on Home and create a new event/webinar.

2. Inside the event setup dashboard, click on Integration.

3. On the Pardot card, toggle on Push to Zuddl. This initiates the data flow setup to export registrants from Zuddl to Pardot.

The event-level integration is split into:

1. Campaign Id

2. Add to list

3. External activities

4. Custom fields

These steps are explained in the below sections

Campaign ID

A campaign Id indicates the source of prospects captured in your Pardot instance. All existing campaign names in your Pardot instance are listed as dropdown options. Your campaign selection entirely depends on your marketing communication strategy. You can either choose a campaign commonly used for capturing prospects coming from all Zuddl events or create a new one specifically for your Zuddl events.

Add to list

There are two ways of capturing Zuddl event activities; using Segmentation lists or External activities. Under the Add to list tab, the integration lets you add registrants to Pardot segmentation lists based on their activity.

Note: You can use Segmentation list if you don’t wish to use External activities (available in Pardot Plus edition and above).

Important: If you wish to use segmentation list, you must have them already created to link it with Zuddl.

1. Under the Add to list tab, select the Activity type from the following list:

   1. Registered

   2. Attended

   3. Attended Session Live

   4. Attended Booth

   5. Attended Discussion Room

   6. User Profile Updated

   7. Event Polls Answered

   8. Event Question Asked

   9. Event Question Upvoted

   10. Event CTA Clicked

2. Under Target list ID, add the appropriate Pardot Segmentation list where you wish to receive the registrants. The list Id can be obtained from the URL. To copy the segmentation list Id:

   1. Go to Home> Marketing > Segmentation.

   2. Click the required Segmentation List from the list
       

   3. On the Segmentation list details page, copy the 4-digit numeral code from the URL.

3. Click Save. This establishes a data flow from Zuddl to Pardot.

Note: Click +Add field to add more field-to-list mapping. You can also delete a mapping by clicking on the bin icon.

Now, when the registration begins, registrants are passed to Pardot segmentation list based on the activities they do in your Zuddl event.

Select external activities

You can select the event activities which you can receive under External activities in Pardot.

Important: External activity needs to be enabled in your Pardot instance.

Under External activities tab, toggle on the Zuddl activities that you wish to see inside External activities in Pardot. Based on your selection, Zuddl sends the activity information to your Pardot instance.
 

Note: By default, no external activities are selected.

Map Custom fields

If you have custom fields in your registration form you can map them to a suitable field in Pardot.

To map a custom field

1. Under the Custom fields tab, select a Zuddl field and map it against its Pardot counterpart.

2. Click the + Add field button to add more fields.

3. Click Save. This saves your custom field mapping. This will map the custom fields which are shown under the Custom fields section inside the prospect detail view.
   
   Note: While mapping custom fields, ensure that the compatible datatypes are selected.  

Note: The activity Registered and Attended are passed on to Pardot in real-time. However, the other activities are only passed one hour after the event’s end time.