It’s a well-known fact that conversion rates plummet the more fields you include on your lead capture forms. It’s a smart decision to keep only the essential fields: first name, last name (for professionalism), and of course email address.
Email address: the golden key! You can derive a lot of information from an email address. The domain ending (eg. @salesforceben.com) spells out the company this prospect belongs to, so many marketers omit company from the form to reduce fields to the minimum.
If you’re using Pardot, you have the luxury data-enriched Prospect records, thanks to a number of built-in data scraping capabilities, and sources like Salesforce.
Therefore, you may be surprised when Lead records appear in Salesforce with a company [[unknown]]. Isn’t Pardot meant to work that out for you? There are 3 fields that support each other when trying to figure out who a prospect is:
So why do you see company [[unknown]]? This is what I discovered when I began digging.
When a prospect is created in Pardot, and has no company/account field, Pardot will display the company’s website in the company field. Pardot has actually scraped this from the email address domain.
Great, we have something to go on! However, if the company field has been automatically populated with a website URL in Pardot, when it syncs to Salesforce as a Lead record, this URL won’t be picked up. The lead record, essentially, remains blank. Instead of a blank field, the Salesforce Connector for Pardot fills this in with [[unknown]].
Want to avoid company [[unknown]]? And ultimately improve the overall quality of inbound lead data?
Fix Using Salesforce Automation (New Records)
There’s two ways to build this smart automation in Salesforce:
a) Use a Workflow Rule
b) Use Process Builder
Right now, I am going to show you the Workflow Rule method, that will strip out ‘www.’ from the website value, and copy it into the company field.
Navigate to: Setup —> Workflow Rules
Create a New Workflow Rule, selecting ‘Lead’ as the object to which this workflow rule applies.
- Add the Rule Name, eg. Lead: Populate Blank Company Name
- Add a description, eg. Populates Company Name when it comes blank inbound from Pardot.
- Evaluate the rule when a record is: Created
- Run this rule if the: criteria are met. In the below image, you will see I have added a filter that tells the rule to fire if:
a) The company field is: blank or [[unknown]]
b) The website field is not blank
On the next page, Add a Workflow Action with type “New Field Update”.
- Add the Field Update name, eg. Lead: Update Company Name with Website
- Select ‘Company’ from the ‘Field to update’ dropdown.
Open up the formula editor, and paste this formula:
MID(Website, FIND(‘www.’, Website, 1)+4, (LEN(Website) – FIND(‘www.’, Website, 1)+4))
Click ‘Check Syntax’ to be sure your formula doesn’t contain any errors.
Once you come back to the overview screen, click ‘Activate’.
Fix Using Salesforce Automation or Imports (Existing Records)
You saw that the ‘Evaluation Criteria’ for the rule above is set for new leads only ‘when created’. You can choose to set this as ‘Created, and every time it’s edited’, but I don’t recommend this, as processing the automation each time a user or an integration is updating the record could send the system into overdrive especially if you have multiple workflow rules activated.
What you could do, is a classic export, Excel file manipulation to remove the ‘www.’ and ‘.com’ (or any suffix), then reimport. Just remember that when you pull the Salesforce report to export, ensure you have added the ‘Lead ID’ field.