Creating New Leads in Salesforce or Prospects in Pardot

When setting up your Qualified.com experiences one of the first things you’ll want to decide is where your Leads or Prospects will be synced. There are two main options that you can choose from: create Leads in Salesforce OR create Prospects in Pardot. In this guide we’ll walk you through the pros and cons of each option to better help you understand your choices.

Creating Leads in Salesforce

There are pros and cons to first syncing your leads to Salesforce. Here is a quick run down of those and the scenarios in which it might make sense to first sync to Salesforce vs. Pardot.

Pros

  • Campaign attribution will happen immediately. Meaning, you’re able to add Leads and Contacts to your Salesforce campaigns.
  • Sync to Salesforce is instant so Leads are generated in your SFDC instance right away.
  • Salesforce Lead Assignment rules are followed. Meaning, Salesforce will know who the owner is of the Lead and route to them.

Cons

  • All visitors that are qualified will be added to Salesforce automatically, If you have Pardot scoring, this will be ignored.

In general, we’d always recommend first syncing to Salesforce. This will give you the ability to continue to use your Salesforce Lead Assignment rules, ensure instant syncing to Salesforce, and allow for your to have Campaign Attribution for your Leads and Contacts.

Creating Prospects in Pardot

Pros

  • You can control which Prospects get synced into Salesforce. Meaning, if you want to first score the Prospect in Pardot and only sync over those with a certain score you can do this first in Pardot.
  • Pardot visitor cookies will be stored in Pardot and related to your prospect.

Cons

  • Syncing to Salesforce can take up to two minutes depending on the rules you’ve set up in Pardot. This means that adding Campaign Attribution to Leads can be difficult.
  • In order to add Campaign Attribution to your Leads, you’ll need to create automation rules to do so after the Prospect has been synced to Salesforce.

The scenarios in which you’d want to first push to prospects to Pardot would be:

  1. If you want to first score your prospects before syncing to Salesforce.
  2. You do not need to worry about lead assignment rules in Salesforce, meaning you do not need for the lead to be routed back to the Salesforce owner when the visitor hits the site.

Summary

In general, we’d always recommend first syncing to Salesforce. This will give you the ability to continue to use your Salesforce Lead Assignment rules, ensure instant syncing to Salesforce, and allow for you to have Campaign Attribution for your Leads and Contacts. However, there will be times when you might want to utilize scoring in Pardot first, and in those cases you'll want to sync to Pardot first in order to not have all Leads automatically created in Salesforce without first being scored.

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