Using Pardot with Zoom Events

You can use this integration to automatically populate prospect lists in Pardot from Zoom Events registration information. Once the prospects are in Pardot, you can use standard marketing automation processes to follow up with these prospects such as campaigns, segmentation, and lead scoring. The Pardot integration allows you to:

• Automatically add participants to a Pardot list when they register for a Zoom Event.
• Automatically add participants to a Pardot list when they attend any session in a Zoom Event.
• Send details from registration questions into the prospect profile in Pardot.

Requirements for using Pardot with Zoom Events

• Pro, Business, Enterprise, or Education account
• Zoom Events Unlimited license or Zoom Events Pay Per Attendee license; or, Zoom Sessions Unlimited or Zoom Sessions Pay Per Attendee license
• Stripe or PayPal Business account is required to create paid events

How to add the Pardot app to your Zoom account

Contact your Zoom account owner or admin to add the Pardot app.

After adding the app, the Zoom account owner or admin must provide Zoom integration access to your Pardot account to sync Zoom Events data to Pardot lists.

How to connect Pardot to your Zoom Event

Once your account admin has integrated the Pardot app with your Zoom Events account, you will be able to configure Pardot to automatically sync attendance information obtained from pre-registration and registration for an event. 

Default Zoom Events registration fields are pre-mapped to corresponding fields in Pardot, eliminating the extra time required used manually map fields.

If a registration comes from an external Pardot form, Zoom Events will not write back that information, override those fields, or update the Pardot prospect. Zoom Events only updates Pardot fields if the registration came from a Zoom registration form. Zoom Events will create a new prospect and update their fields if it checks Pardot and finds a matching prospect, even if the registration came externally.

Notes:

• Attendance is defined as any event registrant that attends at least one session of the event.
• Multiple Zoom Events custom questions can be mapped to the same Pardot field.

To configure Pardot to sync an event’s registration and attendance information:

1. Sign in to Zoom Events.
2. In the left navigation menu, click the top dropdown arrow  and select Across Hubs.
3. In the navigation menu, click My Events.
4. To the right of the event you want to integrate Pardot, click the pencil icon .
5. Access the Integrations tab in the event creation flow.
6. Click the Configured Apps tab.
7. In the Pardot tile, click Configure.
8. (Optional) Select the following checkboxes:
   • Sync up external activities: Event registration and attendance are displayed as external activities on the contact record in Pardot. External activities are at the session level, and activities are visible on the lead profile and are usable in a Pardot automation workflow.
     Note: If a registration comes from an external marketing form or workflow, that registrant will be granted guest join authentication automatically.
   • Generate session attendance lists: When this checkbox is selected, Zoom Events will automatically create a new Pardot list for every session of the event that has attendees. Each list accurately reflects the attendees of the session, whether it is a meeting, a webinar, or hybrid and in-person sessions.
9. Select the information you want to send to Pardot:
   • Event Information
     • Registrants: Individuals who have registered or pre-registered for the Zoom Event.
     • Attendees: Individuals who attended one or more sessions in the Zoom Event.
     • Absentee: Individuals who registered for the event but did not attend any sessions. After an event has ended, registrants who did not attend any session will be added to the Absentee list.
   • Event Fields
     1. Event Fields: Use the dropdown menu to select a registration question.
     2. Ticket Fields: Use the dropdown menu to select a registration question. Zoom Events allows for unique registration questions per ticket; if a ticket has a unique set of registration questions, the user can send those ticket-level questions independently to Pardot.
     3. Pardot Fields: Use the dropdown menu to select the target field in Pardot.
     4. + Add Field: Click + Add Field to add an additional field to the map; the fields are a compilation of the Customize Registration Questions you created under the Tickets and Registration tab.
     5. (Optional) Repeat to add more fields. You can add an additional 19 fields. Up to 20 fields can be sent to Pardot.
10. (Optional) In the bottom-right corner, click Copy HTML . 
    This helps hosts to register attendees from the Pardot form.
11. Click Submit.

Note: Event organizers can make any changes and updates to the Pardot configuration settings after an event has started and ended.

Complete the Credentials tab

The HTML export for Pardot supports a custom redirect URL. Hosts can update this manually in their Pardot form editor.

1. Sign in to Zoom Events.
2. In the left navigation menu, click the top dropdown arrow  and select Across Hubs.
3. In the navigation menu, click My Events.
4. To the right of the event you want to integrate Pardot, click the pencil icon .
5. Access the Integrations tab in the event creation flow.
6. Click the Configured Apps tab.
7. In the Pardot tile, click Configure.
8. Click the Credentials tab.
9. Complete the following information:
   • Business ID: Enter the business ID.
   • Exclusion Domains: Registrant emails containing these domains will not be sent to Pardot. Separate multiple domains with semicolons.
   • Allowed redirect domains: URL redirect is allowed to websites containing these domains. Separate multiple domains with semicolons.
10. Click Save.

Add pre-registered registrants to retroactive syncs

​Event hosts or marketers may have published and collected registrations already without the Pardot integration setup. At this point, the registrations have not been sent to the marketing system. Once the host configures the marketing integration and clicks Save, if there are registrations from a pre-registration source (UI, API, external integration), they will automatically sync to the marketing system retroactively.

Pre-registrations will return to users' marketing platforms retroactively. Registrants that come through the pre-registration flow (Zoom Events platform, API, or external integrations) are treated the same as the native Zoom form registrations in the retroactive sync. A confirmation message will appear when a Pardot form is successfully submitted. The Pardot integrations will apply retroactive syncs of pre-registrations.

Apply retroactive sync to the Pardot integration

• Prospects will be added to the registration list.
• Prospects will be added to the attendee list.
• Sync registration or attendance with external activities.

Zoom Events information shared with Pardot

• Zoom Events sends registration data—names, emails, and registration questions—to Pardot in real-time.
• Zoom Event sends event-level attendance data—names and emails—to Pardot when a session is completed. An attendee needs to attend just one session to be included in the attendance list.
  • Event registration and attendance are displayed as external activities on the contact record in Pardot. External activities are at the session level, and activities are visible on the lead profile and are usable in a Pardot automation workflow. This information can be used for segmentation, lead scoring, and other useful use cases.
• Event organizers and marketers can have event registrants captured via Pardot forms and campaigns automatically sent to Zoom Events.
• All mapped Pardot fields from an external form submission are passable to Zoom Events fields, helping to provide full analytics and reporting for registrants that come outside of Zoom Events.

Zoom Events + Pardot data security

This app accesses and uses the following information from your Zoom Event:

• Session details names and dates: Displayed in Pardot program title.
• Event registration: The names and emails associated with a Pardot event program upon registration updates.
• Event attendance details: The names, emails, event attendance status, and attendance status for each session that are associated with a Pardot event or session program upon completion of each session.
• Event details: The event ID, session titles, and start times that are associated with a Pardot event upon completion of each session.