SugarCRM and Epicom Create a Personalized Pardot Experience

The following post was submitted by SugarCRM, a Gold Sponsor at Elevate 2011, the upcoming Pardot User Conference. For more information on this event, visit

Whether a company uses Pardot to build a new marketing function or is looking to further develop its existing marketing efforts, integration with Customer Relationship Management software is key for enabling sales and marketing teams to communicate efficiently with one another and to share information on potential prospects.

SugarCRM integration with Pardot has been critical to companies in the finance, non-profit, and healthcare industries. Epicom, a SugarCRM gold partner, has helped many companies by customizing SugarCRM to work uniquely with Pardot for the customers’ specific industry. In this blog post, you’ll read about a few examples of these personalized integrations from Epicom’s successful clients.


Transcend Capital is a brokerage firm that uses Pardot’s nurturing programs in combination with a custom web form. The account sign-up form on Transcend’s website is a multi-step process. Several things occur automatically when a potential prospect completes the form, including a criminal background screening and an integration with Penson Financial. In addition to pushing information through to the CRM system after each step, the web form is tied to Pardot’s drip marketing program. If a prospect falls out of the application process at any step, they are placed into a particular drip program depending on where they fell out. The company can also capture and track at what step people were dropping out of the application process and can then analyze and report on those metrics.


The Linux Foundation is a non-profit organization that serves the Linux developer community and the corporations that are interested in leveraging Linux for their product portfolio. The Linux Foundation is using SugarCRM and made the choice to deploy Pardot because of its ability to handle large quantities of email. The company also wanted to take advantage of the nurturing program and more easily segment sponsors, corporations, and the Linux community.

Epicom built a custom module in SugarCRM to store each form submission and categorize categorize submissions by activity(Training, Education, Membership, etc.). All new information in Pardot is automatically synced to SugarCRM and creates the appropriate record depending on what form category it was. The Linux Foundation can then run all of their normal reports for new memberships or number of training inquiries based on these activities. Pardot segmentation lists also sync with target lists in SugarCRM whenever new activity occurs or a new lead or contact is created.


Medicat is an electronic health management software built for the college health market. In early 2011, Medicat deployed Pardot to work with its current SugarCRM system and hired its first full-time marketing person. Medicat uses Pardot as a customer communication and retention program through campaigns, webinar registration, monthly newsletters, and auto responders.

Medicat’s monthly newsletter communicates new product features and helpful training resources. Through the newsletter, Medicat is able to track which topics are of higher interest and can develop better content accordingly.

Medicat also uses Pardot’s integration with WebEx to host virtual conferences. They built a landing page in Pardot specific to the event. They also made the agenda click-able and separated each session into links that point to different WebEx registrations. This allowed people to choose specific sessions without having to register for the entire event. It also enabled Medicat to see who attended specific presentations and track that intelligence.

Epicom President and Founder, Bill Harrison, will present these case studies in detail at Pardot’s User Conference on Tuesday, November 15 at 1:45 PM. Stop by to learn how Pardot and SugarCRM are used in different industries. For additional information contact Epicom at [email protected].