Concept

Pardot syncs bidirectionally with Citrix GoToWebinar to seamlessly register attendees for events, report on attendance, and display and score activity all from within the Pardot marketing automation system.

Functionality

  • Register prospects for GoToWebinar events from Pardot forms via completion actions
  • Display registrations and attendance as activities in the prospect record and score them
  • Report on registrations and attendance for GoToWebinar events
  • Automatically pull in prospects who exist in GoToWebinar but not yet in Pardot (see Notes section below for more details)

Setting up the GoToWebinar Connector in Pardot

  1. Navigate to Admin > Connectors.
  2. Press + Add Connector.
  3. Click GoToWebinar from the list of webinar connectors.
  4. Enter your Username (email address)–Your connector user must be an organizer with the GoToWebinar function enabled (you can tell if GTW is enabled under Manage Organizers, if there is a blue GTW icon next to the organizers name).
  5. Optionally you can disable Create prospects in Pardot if they don’t exist. When Pardot receives a list of registrants and/or attendees for a webinar, if the checkbox is checked and the prospects do not exist in Pardot, they will be created as a prospect (this is retroactive for all time).
    • If you are using Pardot forms with Webinar completion actions then this doesn’t apply as the prospect will always be created in Pardot.
    • Upon verification, only prospects who are registered for upcoming webinars will sync to Pardot; prospects from past webinars are not accessible through the GoToWebinar API
  6. Select a Campaign to assign to any prospects that are created via attendee syncing with GoToWebinar. We suggest something generic like “GoToWebinar Sync”. This is similar to prospects that are auto-created by being pulled down from your CRM (if applicable) or email plug-in.
  7. Press Create connector to save your settings.
  8. Your GoToWebinar connector will now appear in the table but will be unverified. Click Verify to authenticate it.
  9. You will authenticate the connector via OAuth (in GoToWebinar, which opens in your browser) just as you would authenticate a LinkedIn, Twitter, or Facebook account. There is no need to type your credentials into Pardot.
  10. Once you receive the green check mark, you have successfully verified the connector.
  11. Repeat steps 3-11 for your other GoToWebinar connectors as you can set up multiple GoToWebinar connectors in your Pardot account.

GoToWebinar ConnectorRegistering a Prospect via a Pardot Form

Registering prospects for a webinar is as easy as adding a completion action to a form and selecting an upcoming event (past events will not be displayed in the dropdown). The auto-responder, or confirmation email, should be set up in GoToWebinar and it will send confirmation and the login credentials. You won’t need to set up a Pardot auto-responder.

Prospect Activity

Registration and actual attendance will both be displayed on the prospect record as activities.

Prospect Activity - GoToWebinar

Scores for these activities can be set in Admin > Automation Settings Scoring Rules.

Reporting

Once you have enabled the connector, navigate to ReportsWebinars to view both your upcoming webinars and those that have finished. The numbers of prospects who registered, attended, and were absent can all be drilled into by clicking on them. You can then see a list of prospects to export, segment into a list, or tag.

Notes

  • The Pardot GoToWebinar connector integrates with GoToWebinar (not GoToMeeting or GoToAssist).
  • In order for prospect records to be created with complete form field information, the prospect must register for the GoToWebinar event via the Pardot Form; if the registration happens via the GoToWebinar form, Pardot will only be able to bring in the email address and name for the new prospect–not any other additional fields in the original GoToWebinar form (this is due to restrictions with GoToWebinar’s API: https://developer.citrixonline.com/api/gotowebinar-rest-api/apimethod/get-attendee).
  • Email, First Name, and Last Name are required fields in order for GoToWebinar to register a new user to an event. When creating a Pardot form to register a prospect for a webinar, you must, at a minimum, include these three required fields to successfully register the prospect for a webinar.
  • Filtered prospects will not be registered for a webinar through a Pardot form since “Register for a webinar” is a completion action and Pardot prospects who are filtered do not have completion actions applied to them. To still register your filtered prospects for the webinar, either remove the filter (not necessarily recommended, especially if it is useful for other report filtering) or have the filtered prospects (most likely they are your employees) register through the GoToWebinar registration form itself.
  • Registering Prospects whose records have been merged:

If you are registering Prospects for webinars using Pardot forms:

  • Prospect A and Prospect B are the same person, but have given you different email addresses:
  • You merge the two records with Prospect A as the “master.”
  • Prospect B returns and registers for a webinar using his “B” email.
  • Pardot will create a new Prospect record for Prospect B and register him for the webinar as Prospect B.
  • The activity will be in Prospect B’s record in Pardot.

If you are registering Prospects for webinars using GoToWebinar forms:

  • Prospect A and Prospect B are the same person, but have given you different email addresses:
  • You merge the two records with Prospect A as the “master.”
  • Prospect B returns and registers for a webinar using his “B” email.
  • This registration information is sent to Pardot from GoToWebinar.
  • Pardot checks to see if an existing Prospect has the same email address.
  • There is no existing Prospect with this “B” email address (because of the merge).
  • Pardot looks through merged Prospects to see if there is a matching email address.
  • We recognize “B” in the merged Prospect records.
  • Pardot sees that Prospect B has been merged with Prospect A.
  • Pardot associates the webinar registration with Prospect A.

GoToWebinar Polling Intervals

Pardot will check for new webinar registrants and changes to existing webinars according to the following schedule:

  • If the webinar begins between 1-2 weeks from now, we’ll poll it every 30 minutes
  • If the webinar begins between 2-3 weeks from now, we’ll poll it every hour
  • If the webinar begins in three or more weeks, we’ll poll it every two hours