Episerver imageMapping forms to Pardot

The Pardot® add-onA plug-in or module, developed by Episerver or its partners, to extend the capabilities of Episerver. Add-ons are available from the Episerver Add-on Store inside Episerver. automatically exports form data from your website to your Pardot account database by mapping Episerver form fields to Pardot database fields. For information about other database connector add-ons, see Episerver Connect for Marketing Automation.

You need a separate license to install Episerver Connect for Marketing Automation with Pardot into the Episerver user interface or into your Visual Studio environment. Also, you can use only one marketing automation product at a time. See Episerver World for details about installation and configuration.

You can map form fields to Pardot using legacy forms or block-based forms. To map block-based form fields to Pardot database fields, see Setting up the Forms MAI connector to a DXH connector database.

The following procedure maps legacy form fields to Pardot database fields.

  1. Log into the Episerver site and establish a connection with Pardot.
    1. Open the global menuA group of options that appears in the uppermost part of the user interface when logged in. The global menu displays products and systems integrated with your website. It also displays links to the user guide and user settings, and to a global search. See the User interface topic for further information. and click Pardot. The Pardot configuration settings screen appears.
    2. Enter an email address, password, and the API User Key associated with your Pardot account.

      The Pardot API does not accept the ampersand (&) in a password.

    3. Click Save.
  2. Select CMS > Edit to access pages on your website. You can create a new form to a block or a page (depending on your configuration). The following instructions describe creating a form in a new block.
  3. On a page, create a form in Episerver and connect to Pardot. For information about forms, see Using forms (Legacy).
  4. Click Browse next to the Form field. The Select Form screen appears.
  5. Click Prospect from the Folder drop-down menu at the top of the dialog box. The dialog box contents change.
  6. Click Create to start a new form. The Edit form screen appears.
    • Name of form. Give the form a name.
    • Form folder. Engage DB: [0] Prospect is the only value available to Pardot.
    • Page shown after the form has been sent. Choose an existing page to display when a visitor submits the form.
    • Form can be sent without logging in. Enable to let the visitor submit the form without having login credentials.
    • Same person can send the form several times. Enable this to permit multiple form submissions.
  7. Select Table Layout > Add Row for as many fields as you want to display on the form.
  8. From the Form Fields tab, select a row and select the type of field that you want. The Properties pane appears. The following image shows a Text box selected to create a field for an email address.
    1. The Name field in the Properties pane lists the Pardot database fields to which you map the field on your form. For example, email to email, First Name to first_name, Last Name to last_name, and so on.

      You must have one field mapped to the Pardot email database field; other fields are optional. You can map 1 Episerver form field to only one Pardot field. For example, you cannot map both Episerver email1 and email2 fields to the Pardot email database field.

    2. If a field requires validation, select the validation type from the Validate as field. For example, a zip code should be positive integers only; you do not want the visitor to specify text.
    3. Repeat this step for each field on the form. Be sure to add a Submit button so the contact information gets sent to the Pardot database.
  9. Click Save and Close. The new form appears in the Select Form screen.
  10. Select the form and click Use to add the form to a page or a block.

Retrieving contact data

When a visitor submits the form, the data is sent to the Pardot database. To see who submitted the form, go to Pardot > Prospect > Prospect List and select the contact list.

Personalizing the form using a block

You can personalize a form to show only to a selected group of people. The following image shows personalizing a form to show only for people in the US Web Designers visitor group. For more information about creating a visitor group and displaying information based on a visitor group, see Personalizing content and Visitor groups.

Creating a visitor group for a Pardot form

The Pardot add-on integrates Pardot web tracking to Episerver’s personalization engine by identifying a visitor via the _pardotmai_trk cookie.

The following sets of visitor group criteria let you personalize your website content in Episerver CMS:

  • Profile. Identifies a visitor against metadata stored in Pardot.
  • Scoring Model. Identifies a visitor based on scores against specific Pardot scoring models.

When you set up criteria in a visitor group, the fields do not automatically populate with values. You must supply these yourself. Ensure that a field you create matches the type of field from the connector provider. For example, the Pardot Salutation field has Mr., Mrs., Ms., Dr. and Prof. values, so if you use Salutation field in visitor criteria you must specify among Mr., Mrs., Ms., Dr. and Prof. values (periods included, and not anything else).

To create a visitor group, you can combine criteria, such as a geographic location and the scoring model criteria in Pardot. See Visitor groups for information about creating visitor groups.

Defining visitor groups for Pardot forms

Profile criteria

  1. Create a form block and a form.
  2. Save the form to a folder in the Pardot database.
  3. Drag the form block to the page in your campaign or program, and publish it at the appropriate time.
  4. In Episerver CMS > Visitor Groups, create a visitor group using the Profile criteria. In this example, the desired visitors for the campaign or program have a profile containing Sweden in the Country column. A contact with this value is added to the Pardot database.

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Scoring Model criteria

Pardot uses a simple scoring model of the total score for a contact (called Lead Score), which you can change by a flow action in a smart campaign.

  1. In Episerver CMS > Visitor Groups, create a visitor group using the Scoring Model criteria.
  2. Create a form block and a form.
  3. Save the form to a folder in the Pardot database.
  4. Drag the form block to the page in your campaign or program, and publish it at the appropriate time.

    When a contact has entered a specific form field, Pardot adds a value to its database, (determined by the scoring model you set up, such as Scoring001_Score= 10).

    You can combine the Profile and Scoring Model criteria to select, such as visitors from Sweden with a total score over 10.

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Episerver User Guide 17-1 | Released: 2017-02-07 | © Episerver 2017 | Send feedback to us