Unlock Custom Object Data to Supercharge Your Pardot Campaigns

Introduction

Enhancing the Salesforce data model by integrating custom objects is a powerful feature, allowing businesses to create and relate records that are critical to their operations.

Pardot custom objects enable the synchronization of Salesforce data for use in Pardot’s segmentation and automation. Despite their name, Pardot custom objects can reflect both Salesforce custom objects and standard objects, with the exception of objects synchronized via the Salesforce connector for Pardot, including Lead, Contact, Person Accounts, Accounts, Opportunities, and Campaigns.

Harnessing the Power of Salesforce Development with Pardot

When used effectively, Pardot custom objects can significantly enhance marketing automation and expand the range of use cases. They are available to Advanced and Premium Pardot (Account Engagement) customers and can be added to Pardot Plus as an add-on.

This guide provides an overview of Pardot custom objects. While they share some flexibility and power with Salesforce custom objects, they also have distinct limitations. Organizations that have incorporated them have found value, but it’s essential to do thorough research before making any purchasing decisions. This post aims to assist you in that process.

Why Consider Pardot Custom Objects?

Custom objects are integral to business operations. For example:

• Your delivery team uses a ‘Project’ custom object in Salesforce that the marketing team wants to leverage for onboarding campaigns.
• You utilize a Salesforce Industry product, such as Financial Services Cloud.
• Your organization employs a managed package on top of Salesforce core products.
• You aim to run Pardot in a more B2C-like manner, incorporating ‘products’ or ‘assets’ to cater to transactional buying cycles (note: products are not related to account records and will require customization).
• You plan to use the Vidyard to Pardot integration.

While there are valid use cases for Pardot Custom Objects, they are not widely used. The following section explains why.

Use Custom Object Data With a Complex Rule

Start by defining criteria for narrowing down the target prospects using the “Prospect custom object” criteria, which provides three options: related, not related, and related with properties. The latter allows for more specific targeting by introducing additional criteria.

Utilizing Pardot’s Automation Features Through Custom Object

In our previous discussion, we explored leveraging “Prospect custom object” criteria within Automation Rules. This functionality empowers you to execute targeted actions based on custom object interactions. Here’s a breakdown of actionable steps you can initiate using this feature:

Please note, I have omitted actions that do not pertain to segmenting by custom objects, assuming the Prospect already exists in Salesforce and has been appropriately assigned.

• Add or Remove a Prospect from a List
• Include a Prospect in a CRM Campaign
• Adjust the Prospect’s Scoring
• Customize the Prospect’s Scoring for Specific Categories
• Allow Deleted CRM Leads or Contacts to Recreate from Pardot
• Apply or Remove Tags
• Modify Profile Criteria
• Update a Prospect’s Custom Field Value
• Set a Prospect’s Default Field Value
• Adjust the Prospect’s Profile
• Clear a Prospect’s Field Value
• Create a Task in Salesforce
• Increment a Prospect’s Field Value
• Notify the Assigned User or a Specific User
• Send an Email to the Prospect

These capabilities streamline your marketing automation efforts by tailoring interactions based on dynamic custom object data. Whether refining scoring metrics, refining communication strategies, or enhancing CRM integration, Pardot’s robust automation features ensure targeted engagement aligned with your business objectives.

Steps for Setting Up Pardot Custom Objects

To set up Pardot Custom Objects, follow these steps:

• Design your object schema/data model, ensuring records are related to Contact, Lead, or Account records with at least one lookup field.
• Create the custom object in Salesforce, ensuring it is visible to the Pardot connector user.
• Pull a report of all custom object records, including IDs and related lead/contact IDs.
• Create the custom object in Pardot, noting the creation date/time.
• Manually sync custom object records created before the Pardot object was established.
• Choose fields to display in the table on the Pardot Prospect record.
• Grant access to Pardot custom objects to users as needed.
  
  

Integrate the custom object into Pardot:

Access the Pardot Lightning App within Salesforce. Navigate to Pardot Settings > Custom Objects > + Add Custom Object.

Within the Pardot Lightning App settings, incorporate a new Custom Object. Choose the CRM Object dropdown

Configure the fields of the custom object in Pardot

Once integrated with Pardot, Press the Settings icon adjacent to the custom entity, followed by choosing Configure Fields.

Adjust which fields are visible at a glance within the Related Objects tab on your prospect records.

Guide to Setting Up Pardot Custom Objects: A Comprehensive Checklist

Setting up a Pardot Custom Object involves several essential steps that ensure seamless integration and functionality within your Salesforce environment. Here’s a detailed walkthrough to help you navigate the process effectively:

1. Design Your Object Schema/Data Model:

Before diving in, carefully design the schema or data model for your custom object in Salesforce. Determine how records will relate to Contacts, Leads, or Accounts. Ensure you include at least one lookup field to the custom object. Referencing the Salesforce object schema can provide valuable context tailored to your organization.

2. Create the Custom Object in Salesforce:

If the custom object doesn’t already exist in Salesforce, create it now. Remember, you must include at least one lookup field linking to Contacts, Leads, or Accounts. Ensure that the custom object is visible to the Pardot connector user with read-only access, and that the lookup field’s field-level security is also set to read-only.

3. Generate a Report of Custom Object Records:

Pull a comprehensive report detailing all records within your custom object. Include essential details such as record ID, related Lead/Contact ID, and the date/time of creation.

4. Create the Custom Object in Pardot:

Proceed to create the custom object within Pardot, noting the date and time of creation. If you encounter issues locating your Salesforce custom object in the dropdown menu, revisit and review steps 1 and 2 for accuracy.

5. Manually Sync Records from Salesforce to Pardot:

Sync any existing custom object records from Salesforce to Pardot that were created before you established the Pardot object. This ensures all historical data remains integrated and accessible.

6. Configure Display Fields:

Select which fields you wish to display within the Custom Object tab on Pardot Prospect records. These fields should be chosen based on relevance and usability.

7. Adjust Settings as Needed:

Navigate to the custom object settings in Pardot to configure any necessary options using the ON/OFF interface. Ensure settings align with your intended usage and functionality.

8. Manage User Roles and Access:

If utilizing Pardot custom user roles, grant appropriate access to the Pardot custom object(s). Standard user roles such as Administrator, Marketing, Sales Manager, and Sales automatically include access by default.

9. Set Up Segmentation and Automation:

Implement any segmentation or automation rules required to effectively manage and utilize data within your custom object. This step ensures data is leveraged optimally for marketing and sales initiatives.

Summary

Extending the Salesforce data model with custom objects is advantageous for storing and relating essential business records. Pardot custom objects mirror this extensibility, enhancing marketing automation. This guide provides an unbiased overview of Pardot custom objects, their use in segmentation and automation, and their limitations. Proper planning and research are crucial before upgrading or purchasing the add-on to maximize its benefits.