Pardot Connector: Getting Started

BrightTALK's Connectors sync data from your BrightTALK Channel(s) and Campaign(s) in order to allow you to track the different activities individual leads have taken.

DO: Utilize these data points to strategically follow up to your leads with personalized, tailored messaging in order to continue pushing prospects down the funnel. 
DON’T: Get so narrowly focused on specific lead activities that you limit outreach to potential prospects or build overly complex outreach strategies, as ANY activity with your channel/campaign makes a lead worth following up on. 

Prospect demographic fields such as first/last name, company name, job title/function, industry etc. allow you to craft messaging personalized to the individual user, with personalized greetings and messaging that speaks to their company, role, and unique challenges posed by their industry. All outreach – whether email, social, or calls – should utilize these data points. 

When it comes to strategically segmenting your lists, webinar activity is a valuable data point to utilize. For on-demand and live viewers of your webinars (both of which are equally valuable and can receive the same outreach), you can thank them for attending your webinar and follow up with a topically targeted nurture outreach, offering additional content on related topics, as well as introducing more product-centric benefits and use cases to push users down the funnel for sales.  You can separately identify those registrants who missed the webinar to message uniquely with additional chances to view by re-sharing the link and providing any positive feedback you’ve received from viewers, followed by a similar nurture outreach cadence to push additional topically relevant content to offer more opportunities to engage, and push users down the funnel to sales. Even if they don’t view your webinar, they showed interest by registering, which makes them a valuable prospect to prioritize for outreach.   

If you have the resources to target more granularly, additional data points are available related to engagement such as questions leads have asked during webinars, or survey questions leads have answered, which can allow you to specifically tailor messaging accordingly. For example, an SDR could produce very personalized messaging that speaks to the questions raised and/or survey responses, tying in how your product/services can help address related challenges and priorities. 
 
In short, there is a wide range of steps you can take with the activity data in the Connector – from very granular outreach based on a number of unique activities, to broader outreach that simply relies on more general user activity. Choose the approach that best suits your team’s goals and capabilities but keep in mind that any activity from a user – whether they subscribe to your channel, register for a webinar, watch live or on-demand, etc. – indicates they are a valuable in-market prospect that you should prioritize for follow-up.   

 

BrightTALK’s connector for Pardot allows you to automatically pass new leads from BrightTALK to Pardot on an hourly basis. There are 3 easy steps required to set up the connection to Pardot:

Step 1: Authenticate BrightTALK with your Pardot

Step 2: Choose the fields to sync

Step 3: Choose the schedule for your data sync

 

STEP 1 - Authenticate BrightTALK with your Pardot instance

Note: All Pardot Connectors now authenticate via Salesforce SSO.  The legacy Pardot only-login method is no longer supported.

In order to authenticate, you will need the following:

  • Your Salesforce instance needs to be configured for Single Sign-on with Pardot 
  • The Salesforce user you use to authenticate must:
    • Have single sign-on access to Pardot
    • Be a Pardot administrator
  • Your user must have permission to create "Connected Apps" in the Salesforce "Setup" area
  • Your user must be able to access the "Pardot" page in the Salesforce "Setup" area

To start, create a Connected app in Salesforce.  The Connected App is required in order to initiate the authentication and it controls what permissions BrightTALK has in your Pardot and Salesforce.  To create a Connected App, please follow these steps:

Salesforce Classic steps  (click here to jump to Lightning)

  1. Go to Setup
  2. Go to Create -> Apps
  3. Screen_Shot_2021-01-13_at_3.37.43_PM.png Scroll to the bottom of the page and click "New" next to Connected Apps
    Screen_Shot_2021-01-13_at_3.37.43_PM.png
  4. Configure the App:
    1. "Name" and "API Name" can be whatever you want it to be
    2. "Contact email" should be your user's email
    3. "Enable OAuth Settings" should be checked
    4. "Callback URL" should be "https://www.brighttalk.com/central/account/connector/pardot_callback"
    5. Under "Available OAuth Scopes" select "Manage Pardot services (pardot_api)" and "Perform requests at any time (refresh_token, offline_access)"


      Screen_Shot_2022-05-05_at_4.13.42_PM.png
    6. Click "Save"
    7. On the following screen, copy down the values for these fields:
      1. Consumer Key
      2. Consumer Secret
    8. Next, in the quick find box in Setup, type in  "pardot" and click "Assign Admin"
      Screen_Shot_2021-01-13_at_3.44.16_PM.png

    9. Copy down the value for "Business Unit ID" (blurring ours for privacy reasons):

      Screen_Shot_2021-01-13_at_3.46.53_PM.png

Salesforce Lightning steps (click here to jump to the next step)

1. In the Salesforce "Setup" area, go to "Apps" -> "App Manager"

Screen_Shot_2021-01-13_at_3.51.47_PM.png

2.  Click "New Connected App"

3. Configure the App:

  1. "Name" and "API Name" can be whatever you want it to be

  2. "Contact email" should be your user's email

  3. "Enable OAuth Settings" should be checked

  4. "Callback URL" should be "https://www.brighttalk.com/central/account/connector/pardot_callback"

  5. Under "Available OAuth Scopes" select "Access Pardot services (pardot_api)" and "Perform requests on your behalf at any time (refresh_token, offline_access)"

4. Click "Save"

5. In Quick Find, type in "pardot" and select "Pardot Account Setup"

Screen_Shot_2021-01-13_at_3.56.19_PM.png

6. Copy down your "Business Unit ID"
Screen_Shot_2021-01-13_at_3.46.53_PM.png


You will also need your "Pardot API Version Number"

Where can I find my Pardot API Version Number?

Your Pardot API Version Number is based on whether your Pardot Instance allows you to create multiple prospects with the same email address.  This value is almost always '4' and if you are at all unsure about what version you are on, we recommend defaulting to choosing that value.  

Under what circumstances would my API Version be something other than '4'?

If you are still using a legacy version of Pardot (created before June 14th, 2016), you may need to use Version 3 of the API.  To quickly determine whether or not this applies to you, go to the "Settings" area of your Pardot and on the "Account" tab look for a setting called "Allow Multiple Prospects with the Same Email Address."

 

If this setting is "Disabled" (as shown in the screenshot below), choose Version '3':

allowdisabledprospects.jpg

Now that App is configured and you have the required information, you can proceed with re-authenticating your Connector(s) in BrightTALK.  To do this, go to:

1. Brighttalk.com/central and login into your Account

2. Select "Connectors" and if you have multiple Channels, select one of them.  
3. Click "Setup" and then enter the information you collected earlier and click "Authenticate"

Screen_Shot_2021-01-13_at_4.13.26_PM.png

 4. This will now take you to Salesforce to confirm your login and approve the authentication.  Go ahead and complete that step and you should be sent back to BrightTALK to complete the integration process.

 

 

STEP 2 - Choose the fields to sync

To receive leads from BrightTALK, you will need to define the fields that should be mapped to corresponding fields in Pardot.  BrightTALK has pre-mapped the standard system fields that are recommended to be synced, including First Name, Last Name, Email, Job Title. For Pardot users, BrightTALK suggests using the following 16 fields (including the standard system fields).

Field Name Field Type Description
First Name Text A lead's first name 
Last Name  Text A lead's last name 
Email String A lead's email address
Phone String The leads original phone number ('raw') as entered by the user at account creation.
Job Title Text A lead's Job Title- this is an open text field on the BrightTALK Registration form 
Company Name Text A lead's Company Name- this is an open text field on the BrightTALK Registration form.
Country/Country ISO Code Text A picklist value for the lead's Country.  "Country" sends through the full name of the Country.  "Country ISO Code" sends through the 2-letter code for that Country.  The full list of available values can be found HERE
State/State Abbreviation Text  A picklist value for the lead's State.  "State" sends through the full name of the State while "State Abbreviation" would send through the 2-letter code for that State.  The full list of available values can be found HERE 
Lead Type Text The type of paid lead: Intent, Summit, Content, or Keyword
BrightTALK User ID* Numeric Unique code to identify each BrightTALK lead
Company Size Text A Picklist value for the number of employees at the lead’s company - the values can be found HERE
Zip Code   Text The zip or postal code for that lead.  Only available on US and Canada leads
City   Text The city for that lead.  Only available on US and Canada leads.
Industry Text Picklist value for the industry of the lead’s company - the values can be found HERE
Webcast Title Text The title of the webcast the lead engages with.
Activity Message* Text  Passes through a unique string for each webinar activity.  The output format is "Registered for [Webinar Title]", "Viewed [Webinar Title" On-Demand, or "Viewed [Webinar Title] Live"

STEP 3 - Choose the schedule for your data sync

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Once your lead sync is activated, you will be able to choose the preferred cadence of your sync (hourly, daily, or weekly).

You’ll then be prompted to sync your data for the first time.  

BrightTALK recommends an hourly cadence for optimal performance and timely follow up on your best leads.  Additionally, if you plan to leverage custom reporting fields we suggest initially pushing all data from your channel.  

 

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