pardot form integration - zift...

Pardot Form Integration

Zift Solutions – May 2011

Table of Contents Table of Contents ......................................................................................................... 1

Overview ...................................................................................................................... 3

Option 1 – Web Services Integration ............................................................................ 4

Advantages ............................................................................................................... 5

Disadvantages .......................................................................................................... 5

Set up ....................................................................................................................... 5

Option 2 – Resubmission to a Pardot Form Handler ..................................................... 6

Advantages ............................................................................................................... 7

Disadvantages .......................................................................................................... 7

Set up ....................................................................................................................... 7

Option 3 – Batch Process ............................................................................................. 8

Advantages ............................................................................................................... 9

Disadvantages .......................................................................................................... 9

Set up ....................................................................................................................... 9

Option 4 – Integrated Pardot Form Handler ................................................................ 10

Advantages ............................................................................................................. 10

Disadvantages ........................................................................................................ 10

Set up ..................................................................................................................... 11

Option 5 – Redirect to Client Lead Capture Form ....................................................... 12

Advantages ............................................................................................................. 13

Disadvantages ........................................................................................................ 13

Set up ..................................................................................................................... 13

Overview Zift Solutions Partner Marketing Platform provides the ability to integrate Zift form submissions and other form actions with various event management and asset management systems such as Eloqua, Pardot, GotoWebinar, ViewCentral and more. This document explores the integration options with Pardot Marketing Automation for the submission of leads. A form submission is when an email contact, a web panel visitor, or search ad responder is seeking to access an asset that is restricted behind a web form. With syndicated content for channel partners it is important that the lead get captured and designated for the partner who executed the marketing activity. The standard way of providing this functionality with Zift is through a Zift lead capture form. Zift lead capture forms are easy to build and deploy for any Zift marketing activity and have the added benefit of keeping the lead within the context of the marketing activity (i.e. on the partner’s website, a partner branded email landing page, etc.). The two primary reasons for setting up form submission integrations for Zift marketing activities are: 1) recording registrations for future live events with the event management system (i.e. GotoWebinar, Pardot), and 2) for lead distribution and assignment to partners through partner sales management systems (i.e. deal registration systems). These integrations insure that the form registration information from the lead is passed on to the appropriate system for tracking and assignment. When integrating form submissions with Pardot Marketing Automation there are five options for how to proceed: Option 1 – Zift lead capture form, data passed to Pardot via Web Services integration Option 2 – Zift lead capture form, data passed to Pardot via resubmission to a Pardot form. Option 3 – Zift lead capture form, data submitted via batch process. Option 4 – A Pardot Form Handler integrated into the Zift syndicated content. Option 5 – Redirect to a Pardot lead capture form using a partner specific tracking url. Each option, their advantages, disadvantages and set up requirements are individually described in the pages that follow.

Option 1 – Web Services Integration This integration method uses Zift’s lead capture forms and Pardot’s Web Services API to create/update a prospect in Pardot based upon data entered through a Zift form. The following diagram demonstrates the workflow for a form submission from a syndicated product panel on a partner’s website using Pardot web services integration.

Advantages

• The lead stays on partner branded marketing content, reinforcing partner brand

• The lead data is captured in Zift, providing a complete picture of partner nurture to submission

• The partner is immediately notified of the new lead

Disadvantages

• Does not trigger automation and segmentation rules in Pardot

Set up The activities required to set up and complete the web services integration are as follows: Client creates a Pardot user and generates API key for Zift. This allows Zift to transact against Pardot’s database through the Pardot web services API. Data fields are mapped for the Pardot Prospect. The fields for a Pardot prospect are known to Zift with the exception of additional data required by the client or fields that indicate the partner who generated the Prospect. Update rules determined. It is necessary to determine the rules that Zift will follow when updating a Prospect already in the Pardot database.

Option 2 – Resubmission to a Pardot Form Handler This integration method uses Zift’s lead capture forms and submits a prospect and their associated campaign id to a Pardot Form Handler. The following diagram demonstrates how a Pardot form handler integration functions.

Advantages




• Triggers automation and segmentation rules in Pardot

Disadvantages

• Requires that client creates a generic Form Handler to support multiple campaigns tracked in Pardot

• Field for partner id added to form and used in automation and segmentation rules

Set up The activities required to set up and complete the resubmission to a Pardot Form Handler integration are as follows: Client creates a generic Form Handler. The client needs to create a Pardot Form Handler that will work across multiple campaigns and accept the campaign id and partner id as parameters of the submission.

Option 3 – Batch Process This integration is the traditional file export/import batch process. In this model a file is generated by Zift on a schedule and sent over to the client to be processed and entered into Pardot. The following diagram demonstrates how a batch process integration functions.

Advantages




Disadvantages

• Does not trigger automation and segmentation rules in Pardot

• Requires custom development and documentation by both Zift and the client.

• Time delay from prospect completing lead capture form and appearing within Pardot

Set up The activities required to set up and complete a batch process integration are as follows: Zift and client complete engineering specification. The client and Zift need to determine the format, delivery mechanism, and schedule for the batch process. This agreement will be documented in an engineering specification. Client develops import script. The client develops script(s) to process the batch file and enter the data into the Pardot system. Most likely this will require the client learning and using the Pardot web services APIs. Zift develops export script. Zift develops the batch processing script to pull lead data from Zift and place in batch file according to specified format. The script is added to the Zift scheduler and the necessary logic added for sending the batch file to the client is added (i.e. FTP, email, etc.).

Option 4 – Integrated Pardot Form Handler In this instance a Zift lead capture form is not used in the syndicated content. Instead the syndicated panels are designed to include a submission direct to a Pardot Form Handler. The following diagram demonstrates how an integrated Pardot Form Handler functions.

Advantages

• The lead stays on partner branded marketing content until form submission


Disadvantages

• The full lead nurture story is not available in Zift

• The partner does not receive notification from Zift

• Visitor is redirected from the Partner website to the Client website with the asset or confirmation information on it

Set up The activities required to set up an integrated Pardot Form Handler are as follows: Client creates Form Handler for asset. The client needs to create a Pardot Form Handler for the specific campaign syndicated via the Zift marketing activity. For ease of reproduction, this Form Handler should have the same data fields each time and should also expect to receive a value passed representing the partner’s id. The partner id is passed as one of the data fields on form to the form handler. This is just a minor extension to existing Form Handlers which may already be in use on the web site.

Option 5 – Redirect to Client Lead Capture Form In this instance a Zift lead capture form is not used in the syndicated content. Instead links to secured assets are directed back to the client’s website with parameter(s) passed indicating the partner who sourced the lead. The following diagram demonstrates how the redirect to client lead capture form functions.

Advantages


Disadvantages

• The full lead nurture story is not available in Zift

• The partner does not receive notification from Zift

• Visitor is redirected from the Partner website to the Client website

Set up The activities required to set up a redirect to a client’s lead capture form are as follows: Client adds ability to detect partner id on url. Since part of the redirect from the Zift syndicated panel will include the sourcing partner of the visitor it will be necessary for the client to update their lead capture forms to handle this information and add it to the fields submitted through their local Pardot Form Handler.

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