Prospect Accounts and CRM Sync

Today we’re super excited to release a very anticipated feature – Prospect Accounts and CRM sync for accounts.

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.

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 – so 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.

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

What can you do with Prospect Accounts? Just like Prospects, all the data for Prospect Accounts is available for building Segmentation and Automation Rules.

What information can Prospect Accounts store? Prospect Accounts come with the following set of built-in fields, that 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.

  • 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

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

We’re looking forward to hearing what you think about this great new addition. Let us know in the comments!


  • If you have one of the above-mentioned CRMs, Accounts sync over in a similar manner to opportunities (e.g. when a prospect syncs). Pardot does not automatically pull them all over for you if their associated prospects are not already set to sync (e.g. they change or become active in some way).
  • Pardot will also only pull in accounts that have corresponding prospects in Pardot (similar to opportunities).