How to Set Up a Seamless Webinar Campaign Using Pardot, GoToWebinar and Salesforce

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Webinars are an excellent way to engage with prospects, grow customer relationships, and show off industry expertise. In fact, one report shows that 73% of sales leaders and B2B marketers chose webinars as the best tactic to drive high-quality leads.

Yet, webinars aren’t always a breeze to pull off, especially for those of us tasked with launching them. From a promotional perspective, GoToWebinar and other platforms offer far fewer customizations than most email platforms making it difficult to brand and manage webinar invites. And from a reporting perspective, things get worse. Few tasks are as frustrating as manually segmenting and importing registrants into Salesforce campaign.

“Conga”

Luckily, using Pardot, GoToWebinar, and Salesforce together can eliminate most of your webinar woes, brand your webinar campaign to your liking, and seamlessly send prospects to Salesforce. No import required.
Here’s how to do it.

Step 1: Add the Connector

Before setting up your connector, be sure to read through considerations provided by Salesforce to familiarize yourself with sync time and other factors to keep in mind.

Connect GoToWebinar with Pardot:

  1. Log in to Pardot and go to Admin | Connectors, then click Create New Connector.
  2. Next, click GoToWebinar in the webinars section and enter your username for GoToWebinar.
    – Optionally, you can choose to create prospects in Pardot if they don’t already exist.
  3. Choose a campaign.
    – Optionally, you can choose to pull historical webinars into Salesforce if you want to bring in records from before launching the connector.
  4. Click Verify Now to authorize your GoToWebinar account once the connector is saved.

Step 2: Set up your Salesforce Campaign

Set up your Salesforce Campaign to prepare your webinar to sync with Salesforce.
Note: these are steps for Salesforce Classic.

  1. Log in to Salesforce and go to your Campaigns tab.
  2. Create a campaign and name it for the webinar you are launching.
    -If you are using campaign types, you may also want to add one for webinar to easily track them in Salesforce later.
  3. Next, navigate to Advanced Set-up on the campaign and change the Member Status fields to:
    Registered (this should have a check under Responded and be the Default selection)
    Attended (this should also have a check under Responded but should NOT be the Default)

Step 3: Set up your Pardot form, landing page, and lists.

Set up your Pardot form, landing page, and lists.

  1. Log into Pardot to create a form for your webinar landing page and be sure to include the following completion actions (or Page Actions if you use forms for more than one landing page):
    – Add your Salesforce Campaign and select the Status called Registered.
    – Select Register for Webinar and choose from the list of webinars that now populate from your GoToWebinar account.
  2. Navigate to Landing Pages to create a custom landing page for your webinar.
    – Be sure to select the form you created previously to ensure submissions are synced with GoToWebinar.

As a best practice, I would highly recommend creating a Thank You page to which you can redirect registrants. This will come in handy later should you decide to gate the recording after the live webinar.

3. Next, navigate to Marketing | Segmentation | Lists to create a dynamic list you can use to capture registrants. Under Dynamic List Rules, select Prospect Webinar, signed up for webinar, and then choose the webinar related to your campaign. Be sure to Run Rules when complete.
– You can use this list to suppress registrants from Pardot email campaigns or Engagement Programs inviting prospects to your webinar.

Note that while you will want to use Pardot to send follow-up emails to prospects who have not registered, you should continue to send any reminder emails to those who have registered from GoToWebinar. That’s because GoToWebinar creates a unique link join link for each webinar registrant that can only be provided by them and cannot be inserted into your Pardot emails. Fortunately, GoToWebinar provides lots of options and settings, so you can time reminder emails accordingly. And if you do gate your webinar recording as suggested earlier in this post, be sure to turn off GoToWebinar follow-up email options, so you can send them through Pardot.

Step 4: Update your records.

  1. Following the webinar, log into Pardot and navigate to Marketing/Segmentation/Automation Rule.
  2. Create a rule to identify anyone who has attended the webinar and add to the Salesforce Campaign as Attended. This will update the member status in Salesforce campaigns so you can easily see who attended vs registered. Note that this will NOT duplicate campaign members. It will only update them.

And voila! You have now launched a customized, export-free webinar campaign. And you didn’t have to open one CSV file.

10 thoughts on “How to Set Up a Seamless Webinar Campaign Using Pardot, GoToWebinar and Salesforce

  1. Avatar

    Step 4 to add the Attended in Salesforce we have to set up Automation rule separately for each webinar correct?

    1. Avatar

      Asish- I’m running into the same question…. I believe answer is yes, which makes administrative burden to keep up with new webinars. Webinar hosts are not same person who creates automation rules.

  2. Avatar

    I’ve been doing what you advised when running our webinars, and in most part… it does work. However, I have noticed that not all the prospects who have registered for a webinar will sync over to the Salesforce campaign, therefore when I want to update the campaign member’s status to attended, it isn’t possible. I’ve had this issue a few times now, and was just wondering if you could assist?

    1. Lucy Mazalon

      Hi Sim, I believe you will need to set up an Automation rule/completion action to update their Campaign member status in addition.
      Hope it works out for you!

    2. Avatar

      It could be that the Prospects who are registering for a webinar are not already in Salesforce as a Lead or Contact. In these cases, Pardot needs to assign a user to the prospect before the record will sync to Salesforce to apply the Campaign membership. You can either use a completion action on the registration form to assign a user (using the Assignment rules in SF if they are configured) or you could set an Automation rule to look for ANY form completion and assign a SF user to the prospect.

    1. Lucy Mazalon

      Hi, do you mean from GTW to Pardot? Are you able to set a hidden field on the GTW registration form?

  3. Avatar

    We had our first proof of concept webinar with GoTo and Pardot last month and this blog was super helpful! We’re getting ready to set up our next webinar and I had a question on the connector. Do you configure the connector to a generic Webinar campaign and use completion actions to assign prospects to the current webinar or do you update the connector to the each specific Webinar campaign?

    1. Lucy Mazalon

      Hi Teresa, thanks for your comment, glad it was helpful 🙂 I believe the first option you gave is the way, but I suggest asking around in case others have done it differently.

  4. Avatar

    Thanks so much for the info on this page. It was helpful in setting up the registration page for our webinar.
    Do you know if the Pardot/ Salesforce integration works with the video library on GoToWebinar? I would like to set up a Pardot landing page to collect emails and for the email with the recording to be sent from GTW without people needing to register again to view it. Thank you!

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