Raise your hand if you have the Pardot setting enabled to allow multiple prospects with the same email address. If your Pardot account was created on or after June 14, 2016, this feature was automatically enabled. If your account was created before June 14, 2016, you now have the ability to enable this feature. To find out if this is enabled or disabled in your account, check here.
Allowing multiple prospects with the same email address was rolled out in order to move you closer to a more unified Pardot and Salesforce database. It also gives you the opportunity to have intentional duplicates in your Pardot account, if so desired. Now, Salesforce lead/contact ID has replaced email address as the unique identifier Pardot uses to determine which prospect maps to which lead/contact.
Whoa! For many legacy Pardot power users, this feature is a huge shift in syncing behavior. Fear not, though – Pardot has added a new Salesforce connector feature to simplify the syncing process for those who wish to continue to sync based on email address as a backup option, rather than only relying on Salesforce ID.
New Sync Option for Salesforce Connector: Match by Email Address
Note: This is only for those accounts that have “allow multiple prospects with same email address” enabled.
In your Salesforce connector settings, you will notice a new checkbox option: “If records do not have a CRM ID to match when syncing, use email address to match.”
This setting lets the connector use email address as a secondary prospect match criteria. The connector will still attempt to match records by CRM ID, but when there is no CRM ID, it will use email address to look for matches. We recommend checking this option as it reduces the chances of creating unintentional duplicates in Salesforce, as well as simplifying several day-to-day marketing tasks.
Here are three scenarios where this new feature will save you time and effort (and unintended duplicates!).
You just rocked your latest trade show (because you followed our must-do steps) and you’ve come back to the office with a long list of booth visitors. You know some of these people already exist in Salesforce, but you don’t want to search for their CRM IDs before importing into Pardot. With the new secondary sync feature enabled, you can import using email address and if new prospects are created in Pardot that happen to have matching lead/contact records in Salesforce, they will automatically sync. Any records that don’t match will remain in Pardot for you to nurture before sending over to your sales team in Salesforce.
Let’s say you are moving from a different marketing automation system to Pardot. Sound familiar? Some of your current records in that system may already be linked to Salesforce, but some may not be in Salesforce yet. Instead of running your “already in Salesforce” list up against your Salesforce database to grab CRM IDs, you can now just import into Pardot using email address.
Another example occurs when a third-party database is used. Often times, marketers do not know which records exist in Salesforce, Pardot or neither. Simply add to Pardot and let the email address solve this mystery.
Content Syndication Lead Lists
Syndicating your content is a great way to earn visibility on other platforms. You use vendors to host and promote your white papers and case studies and gate them behind forms. Then you pay for any leads that content generates. More leads! Great, right? You receive your list of leads, import into Pardot and see if any of those prospects already match up to lead/contact records in Salesforce based on the email address.
Note: A final consideration is that even though this feature can be extremely helpful, it is not a silver bullet. If you do house duplicates (intentional or unintentional) and you import into Pardot first, Pardot will try to map based on email and may map to the wrong version. If there are multiples leads/contacts in Salesforce with the same email address, Pardot will choose one at random for syncing.
Did you pick up on the trend? Using email address as backup sync criteria ensures you’re staying in line with your current Salesforce database. Unintentional duplicates, be gone! If you do intend on creating duplicates, a best practice is to create them in Salesforce which will automatically create a new prospect in Pardot and match the two records. Now, go make sure this feature is enabled in your Salesforce connector settings. You’ll thank me later.