How to Integrate QR Codes to Pardot for Event Marketing

The technology used for lead capture at events and trade shows has expanded dramatically since the rise of cloud. Now companies can capture attendee data in a less obtrusive way, with more accurate results.

Some examples include:

  • Forms on tablets
  • Badge Scans
  • QR Codes
  • iBeacons
  • Radio-frequency identification (RFID)

With new IoT (Internet of Things) tech hitting the mainstream market, how will exhibitors pair these with their established Marketing Automation Tools?

In this post, Luca will talk about a use case he came across for using QR codes for event marketing with Pardot.


Attracting attendees to events is a key aspect of event and trade show marketing. Every field marketing professional needs to use a variety of technology and tools at their disposal to stand out from the crowd. While building email lists, using 3rd web directories like Eventbrite, and mastering social media are important, marketers should look to innovative event technology. One popular example is QR Codes – maybe the most effective item in a modern event planner’s toolkit.

What is an “Event” QR Code?

QR Codes are square portions of posters, adverts or web pages which look a little like the white noise on television screens. When smartphone users scan them with their cameras, these codes are translated into links which take the phone user to a specific web location.

In an event/trade show scenario, QR Code systems allow planners to create slick event invitations, including buttons to add events to calendars, links to Google Maps, and compatibility with Eventbrite.

How to generate and integrate QR Codes with Pardot Marketing Automation
If you need to send an event confirmation email from Pardot, you can easily insert a QR Code in your email template and send it to your prospects.
To generate a dynamic QR Code unique for each of your registered prospects, I recommend using:

You should insert a variable into your link to make it unique to the individual prospect, such as Prospect ID or email address (for non-AMPSEA accounts). These variables are fundamental because they create the link between the QR Code and the prospect record in Pardot.

How it works in action

During the event, when someone at the registration desk/your booth scans the attendee’s QR Code, it redirects to a Pardot Landing Page with a form where the attendee can confirm their attendance. The variables that you insert in your QR Code, can pre-fill your form and also track the action related to a particular known prospect…and speed up your registration during the event!

Other use cases for QR codes at events?

Here some more examples, but I’m sure there are many more to add:

  • Launch Pre-event registration (you can also print it)
  • Lead capture
  • Product interest survey
  • Link to a post-event survey
  • In presentation content
    The possibilities are endless, and as long as you understand that QR codes are no gimmick, you will be able to achieve great results. Last but not least, have in mind that the content of your QR code is meant to be displayed on a mobile device – optimization is a crucial aspect of the whole process.