Connect Livestorm and Account Engagement (Pardot)

Account Engagement (formerly Pardot) is a software as a service (SaaS) marketing automation platform by Salesforce offering email automation, targeted email campaigns and lead management for B2B sales and marketing organizations. Account Engagement automates common marketing tasks, including: Tracking customer behaviors.

Prerequisites And Permissions

The Livestorm / Pardot integration is only available for Livestorm Enterprise customers who have purchased an Integrations, Essentials or Advanced pack.

If the profile and permissions requirements below are not met, the authentication will not succeed.

Before you can set up the Pardot connector, you need to ensure the following:

• You have a Plus, Advanced, or Premium Pardot Account and you are using the Pardot Lightning App.
• You have activated the connected campaigns between Pardot and Salesforce.
• You have access to your Livestorm Workspace and to your Pardot instance.
• User permissions:
  • System Administrator: we need the user who activates the Pardot integration to have a System Administrator profile on Salesforce. This profile is mandatory as it grants the Livestorm API access to your Salesforce account.
  • Marketing Setup Administrator: the user who manages Livestorm's Pardot integration needs to have the Marketing admin capability on Salesforce.

In order to check your current profile and permissions, you can navigate to the Users section in your Salesforce setup admin panel.

The Basics

Key Objects Used

In our integration with Pardot, we use the following objects:

• Lists to segment prospects per Livestorm session.
• Campaigns to segment new prospects per Livestorm session.
• Prospects to reflect Livestorm registrants.
• External Activities to store the prospect’s registration and attendance data:
  • External Activities is a powerful feature that allows you to track prospect engagement data outside of Pardot.
  • By configuring an external activity to capture attendance data, you can easily track which prospects attended your event and use this information to follow up with them afterwards.
  • External activities are available to use in automation rules, segmentation rules, and Engagement Studio programs.

Key Triggers And Actions

Our Pardot integration works with the following triggers and actions:

• Whenever you create a session on Livestorm, it will:
  • Create a Pardot campaign.
  • Create a Pardot list associated to this campaign.
• Whenever someone registers to this Livestorm session, it will:
  • Create or update a Pardot prospect with fields that have been mapped between Livestorm and Pardot:
    • If a prospect with the same email address already exists in your Pardot instance, it will update it with mapped fields from Livestorm and add it to the associated Pardot list.
    • Otherwise it will create a new prospect in your Pardot instance and add it to both the associated campaign (Source Campaign) and the associated list.
  • Add the prospect to the associated Pardot list.
  • Create an external activity to store the registration data on the prospect object.
• Whenever the session ends, it will:
  • Update the prospect and create external activities to store the attendance data.
• Whenever someone watches the replay of the session, it will:
  • Create external activities to store the replay watching data.

Key External Activities

The following external activities are currently available in our Pardot integration:

• Upon registration to a session:
  • People registered, with the event name and the date/time of the session.
• At the end of a session:
  • Session attended, with the event name and the date/time of the session.
  • Session not attended.
  • Attendance duration (in seconds).
  • Number of messages sent during the session.
  • Number of questions asked during the session.
  
  
• Whenever someone watches the replay of a session:
  • Has watched replay (for live events).
  • Has watched on-demand (for on-demand events).

Data Flow Summary

*All prospects will be added to the list. In addition, brand new prospects will also be added to the campaign.

Set Up Your Integration

We built the Livestorm / Pardot integration using our Partner Integry: an Integration Platform As A Service (iPaaS) allowing us to build cloud-based integrations efficiently and rapidly.

The native app marketplace located in the "Apps" section of your Livestorm account isn't linked to the Integry marketplace just yet, so the Pardot integration will always appear as disabled in your Livestorm account. Please ignore this for now and refer to your Integry Marketplace as the source of truth. We will merge the two marketplaces at some point in the future.

The Pardot integration allows you to use your Livestorm forms to register people to your events and your Pardot forms. To set up your integration, simply go to your Integry Marketplace and follow this step-by-step guide. To open this article in 🇫🇷, please click on the title at the top of the pop-up window.

Test Your Integration

Before you start using the integration for your Livestorm events, we recommend running a few tests to ensure that the connector is working as expected. As with any test, there are a few guidelines to follow:

Troubleshooting Checklist

If the connector isn't behaving as expected, please run through this checklist to ensure that your test was correctly set up:

• Please make sure that the Pardot Business Unit ID used to set up your Pardot connector in your Integry marketplace corresponds to the Pardot business unit where you intend to run your tests. Double check with the Pardot admin who set up the connector if you are not entirely sure.
• Please make sure that you have enabled Connected Campaigns between Salesforce and Pardot.
• Remember that the Pardot connector is not retroactive: it will only create a new campaign, list, prospects and external activities for Livestorm sessions that were created after it was activated. If you test the integration on a session that was created before you enabled it, the data will just not synchronize with your Pardot instance.
• When you create a Livestorm session, our connector immediately creates a campaign in your Salesforce instance. Connected Campaigns then kicks in to create the corresponding campaign in Pardot. This generally doesn't take more than 10 minutes to happen, but it may occasionally take up to 30 min depending on the load being placed on your Pardot-Salesforce connector at that point in time.
• Similarly, please wait until the campaign has effectively been created in Pardot to register someone via the Livestorm form.
• Please make sure that you only have one Pardot flow activated under the My Flows section of your Integry marketplace. Having two or more flows active at the same time will create duplicates in your Pardot instance and could cause errors in the connector.
• If you are using your own Pardot forms to register people to your Livestorm events, please make sure that:
  1. The form you are using for the test is associated with the right campaign created by the Pardot connector, corresponding to the session you are running the test on. This is important because submitting this form will trigger a registration to the corresponding Livestorm session. If the form is linked to the wrong campaign the prospect will be registered to the wrong session.
  2. Bear in mind that it may take up to 10 minutes for the prospect to appear as a registrant in the corresponding session in Livestorm.

Testing Protocol - Register From Livestorm

Here is a step-by-step guide to test the Pardot flow, when using your Livestorm forms to register people to your events:

1

Log into your Integry workspace, and install the Pardot flow.

2

Open your Livestorm account and create a new event with a new session. You can call the event "Pardot Test Event" for instance. Make sure to publish this event before proceeding to the next step.

3

Open your Pardot account and wait until you see a new campaign with the same name as your event under "Account Engagement Campaigns". As mentioned in the checklist above this could sometimes take up to 30 minutes, but it is crucial for the next steps. Also make sure that a list was correctly created with the same name as the test event under "Automations" > "Segmentation Lists" in your Pardot instance.

4

Open your Livestorm registration landing page and fill the form with a test email account. Make sure that the email used for the test doesn't belong to an existing team member or registrant in your Livestorm account. Submit the form.

5

The connector will search for an existing prospect in your Pardot instance using the provided email address. If an existing prospect is found, they will be added to the associated list. For new prospects, the connector will create new records and add them to both the associated list and campaign.

6

Once you've found the prospect in your Pardot instance, start your test event in Livestorm, join the event with the email you used for the registration, make the event run for at least one minute and end the event. Alternatively you can wait for the event to occur if it's a real live event.

7

Once the event is over, wait for a few minutes and head to the External Activities section of the prospect. It should look similar to this, depending on the actual activity during the event:

8

Finally check the custom fields section of your prospect in Pardot to make sure that the custom fields mapped during the setup process have been correctly updated (if any). If that's the case, your connector is ready to use! 🎉

Testing Protocol - Register From Pardot

Here is a step-by-step guide to test the Pardot flow, when using your own Pardot forms to register people to your events:

1

Log into your Integry workspace, and install the Pardot flow.

2

Open your Livestorm account and create a new event with a new session. You can call the event "Pardot Test Event" for instance. Make sure to publish this event before proceeding to the next step.

3

Open your Pardot account and wait until you see a new campaign with the same name as your event under "Account Engagement Campaigns". As mentioned in the checklist above this could sometimes take up to 30 minutes, but it is crucial for the next steps.

4

Create a new form in Pardot by clicking on Content > Forms > Add Form. Name the form however you want but it may be a good idea to give it the same name as your test event. Under the Campaign field of your form, select the Pardot campaign that was created by the connector. Continue editing your form as you wish and save it.

5

Open the link to this Pardot form and fill it with a test email account. Make sure that the email used for the test doesn't belong to an existing team member or registrant in your Livestorm account. Submit the form. The person who submitted the form is added as a prospect under the form and is registered to the corresponding Livestorm session. This make take up to 10 minutes, so please be patient.

6

Open your Livestorm account and open the people tab, filtering for the corresponding session. The prospect will appear as a registrant under the session you created in step 1 of the test.

7

Once you've identified the prospect as a registrant in your Livestorm session, start your test event in Livestorm, join the event with the email you used for the registration, make the event run for at least one minute, and end the event. Alternatively you can wait for the event to occur if it's a real live event.

8

Once the event is over, wait for a few minutes and check the custom fields section of your prospect in Pardot to make sure that the custom fields mapped during the setup process have been correctly updated (if any). If that's the case, your connector is ready to use! 🎉 Remember that this version of the connector doesn't add any external activities at the prospect level, and uses custom fields to pass Livestorm attendance and engagement data instead.

Frequently Asked Questions

• Is the Pardot connector retroactive?
  • Not at the moment: it will only create a new campaign, list, prospects and external activities for Livestorm sessions that were created after it was activated. If you test the integration on a session that was created before you enabled it, the data will just not synchronize with your Pardot instance.
• How do I enable the Pardot integration within my Livestorm account?
  • Since we built the connector using our partner Integry, the integration cannot be enabled from your Livestorm account at the moment. Instead, please go to our Integry marketplace and follow the instructions in the Set Up Your Integration section of this article to enable it.
• How does the Pardot integration work with Livestorm?
  • The Pardot integration allows our Enterprise customers under a plan with at least an Integrations pack to link their Livestorm Workspace with their Pardot instance. The integration creates Pardot campaigns, lists, and prospects that are associated with Livestorm event sessions. Attendance data is stored on the Prospect object, using External Activities. Please refer to The Basics for more details.
• Can I map Livestorm sessions with my existing Pardot campaigns?
  • Not at the moment: we can only do the mapping between a Livestorm session and a Pardot campaign if the campaign was created by our connector in your Pardot instance.
• Can I rename the Pardot campaigns created by the connector to match my own naming conventions?
  • Absolutely, our mapping is done at the (campaign / session) ID level so the connection won't break if you change the name of the campaigns created by our connector.
• What are External Activities in Pardot?
  • External Activities in Pardot is a feature that allows you to track prospect engagement data outside of Pardot. By configuring an external activity to capture attendance data, you can easily track which prospects attended your Livestorm event and use this information to follow up with them afterward. The external activities are available to use in automation rules, segmentation rules, and Engagement Studio programs.
• Where can I see these external activities in my Pardot account?
  • External activities are stored on the Prospect object when someone registers to a session on Livestorm and when a session ends. You can view the external activities related to a prospect by:
    • Clicking on the desired prospect.
    • Looking for the "External Activities" tab to view the external activities associated with this prospect.
    
• Which Livestorm data points are stored in the external activities?
  • Below are the values stored within the external activities section:
    • People registered, Session Attended, Session not attended.
      • Value: Session ID.
    • Attendance duration.
    • Value: duration in seconds.
    • Number of messages sent, Number of questions asked.
    • Value: number of messages sent / questions asked (if any).
  • 💡 Each external activity will include the date and time when it was created.
• Where can I find all the registrants to my session?
  • All the prospects who registered to a session are stored in the related list specifically created for that session.
• What’s the difference between a list and a campaign in Pardot?
  • List: A Pardot list resembles the more traditional or CRM definition of a marketing campaign. Therefore, all the prospects who registered for a session on Livestorm will be stored in the corresponding list.
  • Campaign: On the other hand, campaigns' main purpose is to track the initial interaction or "first touch" of a prospect (referring to the source). As a result, we have made the decision to associate only new prospects that originated from the session to the campaign created by our connector.
  • In simpler terms:
  • If it's a new prospect, they will be added to both the associated list and campaign.
  • If it's an existing prospect, they will be added to the list only.
  • More information about lists and campaigns here.
• What if there are several sessions for the same event?
  • Don't worry! We handle each session individually, regardless of whether they belong to the same event. Whenever a session is created, we automatically generate a corresponding campaign and list specific to that session. Both the campaigns and lists will include the date and time of the session in UTC time. This ensures that you can differentiate between sessions within the same event accurately.
• Will registering to an event create duplicate prospects if the person already exists?
  • No, duplicates will not be created. When someone registers to a session, we perform a check to see if a prospect with the same email address already exists in Pardot. If the prospect doesn't exist, we create a new one. However, if the prospect already exists, we simply update the existing prospect with the new registration information.
• What if several prospects already exist with the same email address?
  • In the scenario where multiple prospects share the same email address, we will update the prospect with the most recent activity. This determination is made based on Pardot's existing logic, ensuring that the prospect with the latest activity is kept up-to-date.
• What should I do if I encounter an issue?
  • If you encounter an issue, please contact our support team.