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Map Pardot Custom Fields to Lead and Contact Records


Sales and Marketing

For those of you who use Salesforce and Pardot, you’ll know how integral it is to keep your data up-to-date across both platforms. Your sales teams rely on the data you give them to prioritise Accounts and tailor their offerings, so it’s important to ensure that you’ve given them the right data.

Discover now how to Map Pardot Custom Fields to Lead and Contact.

At Ebsta, we work across multiple CRM platforms. Most of our clients use Salesforce, but we also do business with customers who use Bullhorn, Job Science, and Talent Rover, among others. So it made sense for Marketing to start asking prospects which CRM they use, in order to better tailor the information we give them. Likewise, we want to be able to give this information to Sales, to help with their processes.

For various reasons, we wanted a custom field on the prospect record in Pardot to be able to sync with a custom field on the Contact record in Salesforce AND the Lead record. This was not quite as straightforward as we thought it would be, so we’ve written our method out for you so you don’t get into the same tricky situation.

The Salesforce End

To ensure this field syncs to Salesforce, you should start the process in Salesforce rather than Pardot.

In Salesforce setup, create your custom field on both the Lead object and the Contact object. The key is to ensure that they both have the same API name (in this case, Pardot_CRM__c). You can set the API name – or adjust an existing API name – by editing the Salesforce Field Name.

If you don’t use the same API name for both the Lead and Contact fields, Pardot will only sync to one or the other. This step is important! Custom fields can be created at Customise > Leads > Fields, and Customise > Contacts > Fields.

Still in Salesforce, use Map Lead Fields to map your custom field from the Lead object to the relevant custom field on the Contact object (found on the Customise > Leads > Fields page). Now we can go back to Pardot.

The Pardot End

From Admin > Configure Fields > Prospect Fields, click ‘+ Add Custom Field’. As you fill out the details, select the relevant Salesforce Field Name from the dropdown list. Map Pardot Custom Fields to Lead and Contact Records

Make sure to ‘Keep this field’s type and possible values (for dropdowns, radio buttons, checkboxes) in sync with the CRM’ is selected.

For Sync Behaviour, decide whether you want Salesforce or Pardot to be the master for that field, or whether you want both platforms to use the most recently updated information. In most cases, you’ll probably want to select the most recently updated information.

Select the relevant field Type – don’t forget that a Dropdown in Pardot is a Picklist in Salesforce.

Et voila. Of course, you’ll want to run a couple of tests, but you should be good to go!


Jess Pyne

I'm the Senior Marketing Manger here at Ebsta, responsible for all things Pardot, events, and building relationships with partners.

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