Zoom + Pardot (Account Engagement) Integration

By Lucy Mazalon

Webinars are a popular tactic throughout the B2B customer lifecycle – from lead generation, to prospect education, to customer onboarding, and beyond. It makes sense that you want to bring this engagement data into Account Engagement (Pardot) to build up a complete picture of prospect activity. Zoom’s growth as a go-to option was likely fuelled by its scaled-down, intuitive interface. 

With a wide range of uses, it’s worthwhile investing in a webinar platform that’s frictionless for your team to adopt (minus troubleshooting headaches!). If you’re looking to integrate Zoom and Pardot (Account Engagement), there are currently three options to choose from – your choice will depend on the volume of webinars you are hosting, and the skills in your team. Let’s explore each of these in this guide.   

Option 1: Pardot by Zoom Connector

The Zoom Connector for Pardot is available for Zoom customers to download directly from the Zoom App Marketplace at no additional cost.

This connector was an improvement from the original, Pardot form handlers method, with fewer steps, less switching interfaces during setup, and authenticated using Salesforce SSO. 

  • Invitation email: Send an email to a Pardot (Account Engagement) list. 
  • The link sends the prospect to an Account Engagement landing page and form. 
  • When submitted, the connector:
    • Creates a prospect record in Pardot (Account Engagement) if they didn’t already exist.
    • Adds the prospect to a registration list.
    • Sends an autoresponder once someone registers for which contains the joining information and personalized links. This can be the Zoom autoresponder or a Pardot (Account Engagement) autoresponder.  
  • After the event, Zoom automatically populates other lists in Pardot (Account Engagement):
    • Attendees.
    • Absentees (no shows).  
    • (optional) registered webinar recording. 

Before you get started

  • Upgrade to a Zoom Webinar plan (100, 500, 1000 or 3000 participants) or Zoom Meetings paid plan.
  • Have Account Engagement (Pardot) admin rights.
  • Your Account Engagement (Pardot) edition is Plus or above. This means your account supports API requests (otherwise, integration is not possible).
READ MORE: Pardot Editions: Features and Pricing (Account Engagement)

Step 1: Install the Zoom Pardot App

  • Go to this link
  • Then, sign in and install the app. Read the full instructions here

In response to the Pardot authentication changes (and new Single Sign-On (SSO), Zoom enables you to connect using Salesforce OAuth (instead of the Pardot-only login/API). Read Pascale Gieryn’s article for the full rundown.

  • Pay attention to mapping the webinar_join_link Zoom field to an Account Engagement (Pardot) custom field. This will sync the prospect’s unique joining link to their prospect record, which you can use as a merge tag in email templates.

Step 2: Create the Lists

You have to manually create the lists (not dynamic), and map these to Zoom. Prospects will be automatically added according to their engagement. 

Step 3: Sync Registration Questions

You can add custom questions to gather additional information from Zoom Webinars participants and sync to Account Engagement (Pardot). Each custom question is mapped to an Account Engagement (Pardot) custom field, which the connector automatically creates.

Step 4: Create the Registration Form

Create an Account Engagement (Pardot) form. There is a set list of supported fields, which can be found in the section “Create registration forms”. Adding Thank You Content code and adjusting the post URL (replace the value with the Zoom Webinar ID) will send the information to Zoom. 


Will Tennison, a marketer working as a Salesforce consultancy, pointed out these two considerations you should note: 

1. Manual setup: For each webinar, you will need to manually create the Account Engagement (Pardot) form (plus amending some of the underlying code), the landing page, autoresponder, and lists. This results in you needing to test thoroughly each time a webinar is set up – the more moving parts, the more could go wrong!

2. Submissions don’t show in prospect activity: Although the Zoom forms will create a new prospect and add them to the correct lists, the Zoom form submissions won’t show up in the prospect’s activity in Pardot (Account Engagement) nor impact prospect scoring. You have to create your own rules/automation to adjust prospect scores. 

3. Which assets in Pardot, which in Zoom? Chopping and changing between which marketing assets you could create in Account Engagement (Pardot), and which  you could create in Zoom doesn’t work. The best course of action is to commit to one or the other. 

“In my opinion, the Zoom autoresponder won’t look as good as what you could create in Pardot – it’s functional, but it just doesn’t look as nice.”

-Will Tennison, Marketer at Pracedo. 

Option 2: Zoom Webinar & Pardot Advanced Integration 

While option #1 gives you enough to prepare webinars, there are multiple assets to set up, spread over various pages in different apps that is time-consuming when you run regular webinars. 

At last, a scalable solution came along. Our friends over at Sercante Labs created this connector that has Pardot (Account Engagement) as the focus. Just by inputting the webinar ID into the prospect record, emails are sent at the right time (which include the prospect’s own joining URL). 

Here’s an overview of the setup steps: 

  1. Schedule a webinar in Zoom as normal, with the registration setting as required. 
  2. Copy the webinar ID from the URL, which is the string of numbers that follows 

This webinar ID needs to be stored on the prospect record, in a custom prospect field called ‘Webinar ID’ or similar. This can be achieved in a number of ways: 

  • Passed on to the prospect record using a form/form handler,
  • Via prospect import. 
  • Via Salesforce sync, i.e. if you have a field on the Lead/Contact object that’s mapped to Account Engagement (Pardot). 

When the webinar ID is present on the prospect record, the integration will run in the background, to automatically: 

  • Register the prospect for the Zoom webinar. 
  • Send the confirmation email containing the prospect’s specific joining URL. Note: This is a Pardot email template which you can amend to your desired design. 
  • Send reminder emails (again, can be customized to your brand in Pardot). 
  • Log emails activities as prospect activities/Engagement History. 

Want to run an event with particular branding? 

There’s the Salesforce custom object called Zoom Webinar. Records contain the webinar’s information, and this is where you can also assign a specific email template for each webinar (to override the standard template).

All you need to do is paste the Account Engagement (Pardot) email template ID, which is the string of numbers that follows emailTemplates/read/id/. 

Webinar Automation 

  • Again, the connector logs email activities as prospect activities/Engagement History. 
  • Lists for each webinar are automatically created for registrations, attendees, and absentees (three total per webinar). These contain the webinar ID in the naming convention to filter easily in Account Engagement (Pardot). 
  • The prospects who register, and those who attended/are absent, are created as Campaign Members on the Salesforce Campaign. 

Watch the demo below – but note that the Demo Jam challenge is to showcase your app in a maximum of three minutes: 

Option 3: External Actions 

External actions allow you to to interact with third-party systems outside of Pardot (Account Engagement) via Engagement Studio and post data out to them. In this case, take actions on prospects that you want to register for a webinar hosted on Zoom.

There were rumors of an extensible app being developed by Zoom, which hasn’t yet surfaced. For the time being, this is a DIY option which requires knowledge of External Actions and External Activities.  

This requires that you set up a Marketing App Extension. Follow the tutorial to set up External Actions, and this tutorial for setting up External Activities, i.e. interactions with your webinar that are logged in Account Engagement as prospect activity/Engagement History. 

You can model your solution on how the rumored app was proposed: 

  • Have an action node (i.e. External Action) “Add Prospect to Webinar”, where you can select a webinar to register the prospect to it. 
  • Have a trigger node (i.e. External Activity) that listens for whether the prospect attended. From there, you can have different paths to take different actions on attendees vs no shows.
READ MORE: Pardot (Account Engagement) External Actions: What’s The Big Deal?


With a wide range of uses, it’s worthwhile investing in a webinar platform that’s frictionless for your team to adopt (minus troubleshooting headaches!). 

If you’re looking to integrate Zoom and Pardot (Account Engagement) this guide has outlined the three options to choose from. Your choice will depend on the volume of webinars you are hosting, and the skills in your team.  

The Author

Lucy Mazalon

Lucy is the Operations Director at Salesforce Ben. She is a 10x certified Marketing Champion and founder of The DRIP.


    October 06, 2020 3:48 pm
    Hi there! I just finished putting a Zoom/Pardot integration into place for my org, and there are some big "gotchas" that made it a deal breaker for our organization, mostly regarding custom fields. The documentation, as of late September, was out of date and Zoom support admitted as such. One important thing to note -- the Form handlers option is being phased out. To quote the support tech I talked to at Zoom: "The form handlers Zoom does not support anymore, in other words it may still work, but Zoom will not troubleshoot or will be able to provide any technical support for the form handler Pardot." Based on that, I wasn't confident about setting up my integration using form handlers in that manner, knowing that they're being phased out and could at any point be removed. Second, the custom questions -- You don't actually have the ability to feed data from a custom question into an existing Pardot field. Every custom question you create in a Zoom registration form creates a NEW field in Pardot. So let's say you are gathering data in a field labeled "Product of Interest" on a Zoom reg form. But you already have a field in Pardot for this, which syncs to Salesforce. Too bad, so sad -- now that info is in a NEW field in Pardot. And never the twain shall meet. There's another option that will bring ALL of your custom field responses over in a single, mooshed-up field, but you'd need some coding smarts to parse through it and get your data where you need it. There's a video that explains the integration and custom questions more clearly: It's possible that there are enterprise-wide settings that I'm missing -- so if someone knows something I don't about how to make custom questions work better, do let me know.
    October 06, 2020 9:48 pm
    The key issue we're having with it is that you cannot set the source campaign. So any prospects that get created are automatically added to the oldest pardot campaign :(
    Claudia Hoops
    October 06, 2020 9:51 pm
    Hi Lucy, thanks so much for this post, very topical. One thing I ran into is that I couldn’t set the source campaign for net new prospects converting on Zoom. I’ve asked Zoom and they did mention it would probably just work with the form handler integration but not with the list integration. Any other ways this is possible to share? Many thanks, Claudia
    Lucy Mazalon
    October 07, 2020 8:38 am
    Hi Claudia, it's our pleasure, glad you found it useful! Although, full credit to Will who shared all of this at our meetup :) I will see if Will has any thoughts on your predicament. Thanks, Lucy
    Lucy Mazalon
    October 07, 2020 8:38 am
    Ah I see, definitely something to add to the post in that case, thanks for flagging!
    Lucy Mazalon
    October 07, 2020 8:42 am
    Hi Lydia, Thanks for another insightful comment! I will replace out the documentation linked in the post (technology, always a changing reality!) And of course... we will flag the form handler option as a legacy setup. I'm not surprised, when I did it a few years back it was a tricky one to wrap my head around! Let's hope there are some items on the Zoom-Pardot roadmap to address these gotchas. Thanks a mil, Lucy
    William Tennison
    October 07, 2020 10:46 am
    Hi Claudia, I'm glad you enjoyed the post! Yeah this is a bit of an issue. You've got a couple of solutions but neither are perfect fits. If you're managing a relatively low number of signs up you could edit this manually on the prospects record. For a larger audience you could create a list of new prospects and use an automation rule to update the source campaign. Personally we don't and just assign them to a CRM Campaign using automation rules which generally does the job for tracking purposes. Hopefully Zoom look at fixing this in the future as it is a real weakness. Sorry I couldn't help more!
    William Tennison
    October 07, 2020 10:48 am
    Hi Allan, yeah this is a weakness which got missed off my presentation! Like I said below you've got a couple of solutions but neither are perfect fixes. If you’re managing a relatively low number of signs up you could edit this manually on the prospects record. For a larger audience you could create a list of new prospects and use an automation rule to update the source campaign. Personally we don’t and just assign them to a CRM Campaign using automation rules which generally does the job for tracking purposes. Hopefully Zoom look at fixing this in the future as it is a real weakness. Sorry I couldn’t help more!
    William Tennison
    October 07, 2020 11:16 am
    Hi Lydia, Yeah the Zoom Integration is far from perfect and you've addressed some really good points. Technology moves so fast that at the time of writing my presentation everything was correct. A really simple work around for the custom fields is you can export a CSV after the event which will have first names, last names and all the answers to their custom fields. You can upload back into Pardot and map the fields across. Hopefully that helps in some way. Thanks for reading
    Karen Tysco
    October 07, 2020 8:40 pm
    Hi there! We tried to get the Zoom connector option set up a few weeks ago, however realized that our version of Pardot does not support API requests which made the integration impossible. Not a gotcha that I had found in any documentation, might be worth adding!
    Claudia Hoops
    October 08, 2020 5:52 am
    Hello Lucy & William, thanks so much for your responses.
    Lucy Mazalon
    October 08, 2020 1:35 pm
    Nice! Thanks Karen, I will add that now.
    William Tennison
    October 08, 2020 1:40 pm
    Hi Karen, that's not something I'd come across before either so thanks for sharing.
    Desiree Gaston
    October 23, 2020 5:09 pm
    Do you have to have Zoom Webinar or can this be done through the Meetings setting?
    Lucy Mazalon
    October 26, 2020 7:53 am
    Hi Desiree, before you get started, you need to upgrade to a Video Webinar plan (100, 500, 1000 or 3000 participants). Hope that helps!
    Jose Lucero
    October 28, 2020 10:11 pm
    Hi Lucy and William! Thanks for sharing this. You're articles are really useful. I have a question, can you populate the registration list with a Pardot form or form handler instead of a the Zoom registration page? Thanks!
    William Tennison
    November 09, 2020 4:55 pm
    Hi Jose, this is possible. My advice around this is if you use a Pardot form/form handler then you should only use Zoom to host the event. For example send your autoresponder or reminder emails through Pardot as well. When setting up the event inside of Zoom make sure you leave the 'Registration Required' box unticked and then at the very bottom of the page you should get a joining link which you should include in your autoresponder or calendar invite. I've used this method in the past and it works perfectly well. If you any issues get back in touch!
    November 24, 2020 10:48 pm
    Hi Lucy and William, I am setting this up and just unhappily learned you cannot use an SSO login for the integration user when installing an app. This is documented here: And, if you have user sync enabled you can't create non-SSO users. Any ideas on a workaround?
    Simo Ait Kerroum
    March 02, 2021 2:51 pm
    Hello Thank you for this amazing article, I used to use the form handlers and I have noticed no problems with this option. Now that I'm using the new way to connect Zoom with Pardot via lists : the Zoom registration form create new prospects on my pardot lists when it is a new e-mail adress (not existing in my data base). But when I proceed to my tests with an existing prospect (known email on pardot) : it's not added to the registration lists and neither to my Attendee list. Do I missed something ?
    Gilberto Charpentier
    May 22, 2021 11:00 am
    Hello Lydia. I am testing the integration between Zoom and Pardot and I have managed, to register to the Zoom webinar using a Pardot form (no form handler) in a Pardot landing page. After registration, I received the registration confirmation email from zoom with the join to webinar link and the prospect was added to the pardot list as described on the integration documentation. I am not in favor of using the custom questions because you don’t the ability to feed data from a zoom custom question into an existing Pardot STANDARD field and you are not able to track campaign visitors . Also as you described, each custom question creates a pardot custom field. Up until here, the only consideration is to never share the Zoom registration page as this will create in-compliant prospects according to the pardot marketing policy (All prospects will be opt in by default). Instead, we aim to share the pardot landing page with the pardot registration form. Grab the consent and register to the webinar. Unfortunately, I do not see a way to replace the Zoom "Confirmation Email to Registrants Send upon registration" and the "Email reminders" using Pardot as long as we require registration for the webinar. Not requiring registration in the zoom webinar can lead us to create in-compliant prospects.
    July 24, 2021 6:59 am
    Hi Gilberto - I've been trying to figure out how to use a Pardot form on a Pardot landing page for Zoom webinar registration. I can't seem to get it to work. I followed the step in this the Zoom documentation here: Any tips you can provide would be much appreciated. Thank you!
    Jessica Sinha
    October 28, 2021 6:32 pm
    What is your automation rule and what about prospects that already in your database and have an existing campaign? Would it override it to the new CRM campaign?
    Gilberto Charpentier
    October 30, 2021 10:22 am
    Hi everyone! I am using a Pardot form to create registrants in Zoom. With the Pardot app, I am syncing registrants, absentees and these who joined the webinar. I made it work by adding a source code in the completion action and thank you tab. And by modifying the form layout posting. For the scoring I am using scoring categories with automations to adjust the score. And as I am using a Pardot form, all custom fields are getting fill up as expected. The only one question I have is that I don’t know if the list of attendees is generated only for these joining 100% or it gets generated even if you just join without completing the whole session. Any input will be appreciated. If someone would like to know how I did it, PM me at Happy to share!
    Scot Bagley
    September 14, 2022 6:20 pm
    Hi Lydia, we are running into the same question mapping custom_questions to our existing Pardot fields. I tried to click on the video link you provided but I need a password to get in. Could you provide that so I could view please? Thanks a ton!
    Jackson Collantes
    May 09, 2023 8:40 am
    Hi Lydia, do you mind sharing the password of the video? I have tried accessing it.

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