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Prospect Accounts and CRM Syncing


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) all in one place. This reduces duplication and conflicting information.


CRM Syncing

How does Prospect Account data get into Pardot? If you have a, SugarCRM, or Microsoft Dynamics CRM connector, the account data will sync down into Pardot automatically when Pardot detects a Lead or 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.

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:

  • Navigate to Prospects > Prospect Accounts
  • Click ‘Configure Account Fields’
  • Scroll down to view the ‘Custom Fields’ table
  • Click “+ Add Custom Field” at the top right of the table.
  • In the “Create Custom Field” window, enter the name of the field, field type, CRM field name (the CRM Account field that should be mapped to this Pardot custom field).
  • Optional: You can also enable the field to be required, to record and display multiple responses, and to use pre-defined values (for checkboxes, radio buttons, drop downs, and multi-select fields).
  • Click ‘Create Custom Field.’


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.
  • Though the Account assigned user field is available, there are limitations to how it can be used.
  • We’re looking to add the following functionality soon:
    • Sending emails from the prospect account owner (like you can send emails from the prospect assigned user)
    • Segmentation/automation based on account owner
    • Automatic assignment and conversion of prospects based on an email domain match with an existing prospect account