Dare Akande

Salesforce CRM and Pardot Connection: How using CRM data advances marketing automation efforts

Breaking down the barriers between sales and marketing department keeps every business busy. Even though using the CRM and marketing automation platform share the same purpose – increase in profits – the steps to get there can vary quite a bit. But, if the two departments don’t find a way to collaborate effectively, the repercussions can include anything from corrupt data to lost revenue.

To ensure that sales and marketing connection brings overall business benefits, we must get the CRM and marketing automation talking, freely and clearly.

Ideally, Pardot will follow the prospects through their journey with your company, picking up any signals of buyer’s behaviour and triggering its sales counterpart (CRM) to act when the prospect exhibits this behaviour.

Similarly, the CRM users will return the favour to the marketing department by sharing their insight into customers behaviour as they continue nurturing the relationship after purchase.  To better understand how a free data flow between Pardot and Salesforce CRM can benefit your organisation and the ways of achieving it — read on.


How Salesforce CRM and Pardot connect

When Salesforce and Pardot unite, the data can securely move between the platforms every two minutes, via the Salesforce Connector.  In essence, this means that when you update a relevant record in Salesforce, Pardot will pick it up and sync automatically. The same rule will work the other way, as the connection is bidirectional.

We have previously talked about how Pardot supports the sales reps, so now we want to address how the CRM data can help the marketing department boost their efforts.


3 ways Salesforce CRM data supports Pardot marketing automation


  • Use the CRM data to personalise marketing messages


Salesforce CRM users record customer interaction history as they progress in their relationship with them. Based on documented behavioural patterns, marketers can study its current (ideal) customers and use this insight to craft targeted and personalised messages for future customers.

The CRM data you can use to understand your customer better:

  • Customer purchase history
  • Conversation history between customers and sales reps
  • Customer details such as job role, company size and industry



  • Use lost opportunities to understand what doesn’t work


After a prospect goes through its journey from marketing qualified lead to sales qualified lead, the sales reps are the last to act – labelling the lead (opportunity) as either won or lost.

In Salesforce CRM, when an opportunity is lost, CRM users can record the reason why it was lost via a mandatory picklist field. This simple action ensures that the data can be used later for analysing or reporting. Looking into the recorded reasons will help Pardot users understand the customers better and make adjustments for future efforts.



  • Use CRM data to upsell the current customers


The insights obtained from the CRM data can be used to encourage upsells or boost engagement levels. As Salesforce CRM allows you to view the customer’s purchasing history, Pardot users will be able to anticipate customers future needs. Besides, this insight will help the marketing team to promote unique offerings and new product launches to its targeted customer base.


Final thoughts

When setting up the Salesforce Connector, you can design your approach to storing and syncing data as per your requirements.  It’s essential to take the time to thoroughly assess what will be the appropriate way to sync the system records for your organisation. Moreover, monitoring the connector sync queue and troubleshooting errors is a task that should be addressed daily.

If you are looking into connecting your Salesforce CRM with Pardot marketing automation and are uncertain about how to do it, get in touch with our team here at Cloud Orca – we will be happy to help you out!  

About Dare Akande information

Daré is a Salesforce 18 x Certified Salesforce Application & System Architect with over a 
decade of experience working with the 
platform including implementation across 
several household name brands

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