Pardot Knowledge Base

Prospect Accounts and CRM Syncing

Last Updated: Oct 18, 2016 | Print this Article

Prospect Accounts give you the ability to group prospects that work for the same company under the same umbrella, allowing you to roll up and keep all the information about that company (e.g. shipping/billing information, company size, revenue, etc) in one place. This reduces duplication and conflicting information.


CRM Syncing

How does Prospect Account data get into Pardot? If you have a Salesforce, SugarCRM, or Microsoft Dynamics CRM connector, the account data will sync down into Pardot automatically when Pardot detects a Contact with a valid Account reference in the CRM. This sync is one-way and treats the CRM as the master.

When Prospect Account sync is active from the CRM, you will not be able to create, edit, delete Prospect Accounts or associate them with Prospects – this must be done through the CRM.

When an Account that exists in Pardot is updated in the CRM, the changes will be pulled down to Pardot as part of the account sync process (which is separate from the prospect sync process).

Manually Creating Accounts in Pardot

If you do not have a CRM connector, or use NetSuite, you will be able to manually create, edit, and delete Prospect Accounts and associate them with Prospects by editing a Prospect.

Using Prospect Account data in Pardot

What can you do with Prospect Accounts?

Just like Prospects, all the data for Prospect Accounts is available for building Segmentation and Automation Rules.


Prospect Account Fields

Prospect Accounts come with the following set of built-in fields, which can be configured by an administrator to be a text field, dropdown, check box, radio button, or text area type field. Administrators also have control over which (if any) CRM field these sync with.

Note: Account fields are read-only in Pardot if you have a CRM connector, and must be edited the CRM.

You can also send emails with Account field variable tags, to customize an email with information specific to that prospect's account. Check out our article on variable tags in emails for more info.

  • Assigned User
  • Annual Revenue
  • Billing Address One
  • Billing Address Two
  • Billing City
  • Billing Country
  • Billing State
  • Billing Zip
  • Description
  • Fax
  • Industry
  • Name
  • Number
  • Number of Employees
  • Ownership
  • Phone
  • Rating
  • Shipping Address One
  • Shipping Address Two
  • Shipping City
  • Shipping Country
  • Shipping State
  • Shipping Zip
  • SIC Code
  • Site
  • Ticker Symbol
  • Type
  • Website
Configure default fields view:


Prospect Custom Account Fields

Prospect Accounts also have custom fields which can be set up to augment the above default fields. These can be configured to be a text field, dropdown, check box, radio button, or text area type field. They can also be set up to pull data from a corresponding field in your CRM.

To add a new custom account field:
  1. In Pardot navigate to Admin > Configure Fields > Account Fields.
  2. Click + Add Custom Field.
  3. Enter a Name for the custom field.
  4. Select the Type of field you would like to create. You may choose from the following options:
    • Text – allows for free form data entry – character limit at 255 characters
    • Number – only accepts numerical values; allows for incremental actions (ex: +20) in automation and segmentation rules, and "greater than" and "less than" criteria in rules and dynamic lists – more on number automation
    • Date – only accepts date values (YYYY-MM-DD is best); allows for time-based criteria ("is before", "is after", "days ago less than", etc.) in rules and dynamic lists; allows for "date stamping" in completion actions (ex: setting the current date when a prospect fills out a form)
    • Radio Button – allows for customized radio buttons (multi-option)
    • Checkbox – allows for custom checkboxes (multi-select)
    • Dropdown – allows for a custom dropdown menu
    • TextArea- allows for a larger, free form text box – character limit at 65,535 characters
    • Multi-select – allows for a list with multi-select options in a list format
    • Hidden – allows for a field that will capture data but will not be visible to prospects viewing the form
  5. The Custom Field ID field will auto-populate with the name you entered above. Leave as is.
  6. Select a custom field from the CRM Field Name drop-down menu.
    • Keep this field's type and possible values (for dropdowns, radio buttons, checkboxes) in sync with the CRM (only available for Salesforce): Enable this option if you'd like changes to the type and values for your CRM field to be synced to Pardot. The values will be pulled in from your CRM, and you can uncheck any that you do not want to be included in Pardot.
  7. Check Required if the field should be required on account records.
  8. Enable the Record and display multiple responses option if the field will be set to Always Display (an option available in the Form wizard). This is useful for fields like "Comments" that prospects may be completing multiple times. Please note that you will be unable to use fields as variable tags when this box is checked
  9. If prospects will be choosing from a list of items, select the Use pre-defined values checkbox. A list will appear where you can enter the values, using the [+] or [-] to add and delete values.
    • If you have the option to Keep this field's type and possible values (for dropdowns, radio buttons, checkboxes) in sync with the CRM (only available for Salesforce) enabled, you will be able to uncheck any values that you do not want to be included in Pardot (they should all be checked by default).
    • Note: If you update your field later, add new values using the [+] button. Do not simply change old values to new ones. Changing values without deleting or adding will cause the field value to be overwritten in the prospect record and may effect automation rules in place.
    • For fields with pre-defined values, clicking the ‘A' icon allows you to optionally enter a different label that will display for the dropdown value, while the value will display on your prospects' records.
  10. Click Create Custom Field.
  11. Repeat these steps to add all of the Salesforce Account custom fields that you want to sync with Pardot.

Usage Notes

  • For an Account record to sync, it must be linked to at least one prospect record that is syncing with a CRM record (only for the above-mentioned CRMs).
  • Accounts initially sync down to Pardot when the associated prospect syncs.
  • If you update an Account record that is connected to a prospect that has already synced with Pardot then Pardot will pull in updates to the Account with the natural Account sync process.
  • If a prospect is syncing with a Salesforce contact associated with an account, then the Company value comes from the Account, and Salesforce is considered the system of record. Pardot cannot override this field value, regardless of what the field's sync behavior is set to.
  • Though the Account assigned user field is available, there are limitations to how it can be used.
  • You can send emails from an account's assigned user (like you can send emails from the prospect assigned user). For more information, see the "Sender" section of the article, Sending Email.
  • Default account fields that are blank in Salesforce will not appear on an account record in Pardot.

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