BY WHITNEY ROSA
Splash – a super-powerful event marketing platform – helps organizations make in-person and virtual marketing efficient and successful. Splash lets you create branded registration forms, custom event promotions like emails, social share cards, and more while tracking registrations and analytics seamlessly on the dashboard. Think, Eventbrite on steroids.
The Splash integrations enable you to close the loop on your events and see the impact on your bottom line. Specifically, with the Splash and Pardot integrations you’re able to consolidate your data into one tool and bring event marketing into the fold within Pardot.
First things first: Access Needed to Enable the Integrations
There are multiple tiers to Splash: Free, Basic, Pro, and Enterprise. To be able to integrate into Pardot, you need to have access to their integrations and API. This begins at the Basic level and is included on each level above that. Have a Basic or higher Splash account? Let’s move on.
Integrating Splash and Pardot
Splash integrates with Pardot in three ways: form handlers, prospects, and campaigns. With these integrations, you can bring event marketing into Pardot to sync your data.
Having Splash data in Pardot also means you can continue to market and nurture your leads and prospects even after your event through engagement studio programs, automation rules, and more. Another added benefit is that you could create all of your pre-event and post-event email marketing in Pardot to ensure leads are getting the right messages and streamline your reporting.
Use case 1: Maintain compliance with form handlers and completion actions
You can integrate Splash and Pardot using form handlers. This integration is available on an event or theme level as well as an organizational level. As a best practice we’d suggest using this integration on the event level. A great use case for the form handler integration is managing unsubscribes. If someone unsubscribes through a Splash email, you can use a form handler to pass that data to Pardot. From there, it’ll update the record and with completion actions on the form handler, you can unsubscribe the prospect from all emails in Pardot. Hello compliance!
To start this integration you’ll need to first create your form handlers based on statuses. For example, an ‘RSVP yes’ or a ‘Checked-in’ status. You’ll create a new form handler integration and follow the steps.
Step 1. In Pardot create form handler.
Once you’ve created the form handler within Pardot, navigate back to Splash and create a new event.
Step 2. Create an Event page and publish in Splash.
Next you’ll go to Integration on your event and select New Integration.
Step 3. Create the Splash Integration.
Step 4. Be sure your event integration is turned on and give it a test!
Also keep in mind that you can access an activity log on the integrations within Splash to look for recent activity, troubleshoot, and ensure it’s working properly.
Use Case 2: Create and Update Prospects
With this integration, you can create net new prospects in Pardot and update existing prospects. Any field you have on your Splash registration page can be pushed to Pardot via field mapping. This feature can be configured on an organizational level AND an event level making it really customizable.
On a basic level, you’ll choose your trigger and then your action in Splash. For example, the trigger could be ‘Attendee’ and the action could be ‘RSVP yes’. So every time an attendee RSVPs as attending the integration will run. You can then choose to update an existing prospect or create a new one.
Watch for a gotcha here! You could end up with duplicate prospects if you create a new prospect each time. Check your use case and choose carefully whether you want the integration to update an existing prospect or create a new one. And remember that, in Pardot, email is the unique identifier.
The next step in this integration is to associate these prospects with a campaign. Your campaign list will automatically import from Pardot so you can choose the right campaign from the dropdown. From here you need to map your Splash fields to your Pardot fields so the data can sync. Lastly, you test!
Use Case 3: Integrate Pardot Campaigns with Splash
If you haven’t upgraded to connected campaigns within Pardot, you can integrate your Pardot campaigns with Splash. In this integration, campaigns are used to represent events in Pardot. You can configure the integration to automatically create new campaigns in Pardot as events are created in Splash, and then have the campaign update so that as changes happen, the fields in Pardot will be tracked. Think location or date fields being tracked and updated in Pardot.
This integration is done directly on the integration page of your Splash account and then verified within Pardot and is done on the organizational level within Pardot.
Close the Loop on Your Marketing Events
Completion actions, engagement studio programs, and more are what make these integrations so powerful. You can continue to nurture and market your prospects even after an event, making events an integral part of your funnel. What do you think? Are you ready to close the loop on your event marketing?
Get in touch to learn more.