You may want to pass form data through Pardot before it's sent to Salesforce, or you may prefer to have data simultaneously sent to both. Regardless of which you prefer, you can customize FormAssembly's connectors to best fit your marketing workflow needs.
The HTTP Connector is particularly useful as a way to pass leads to Pardot drips, automations, and triggers before sending them to Salesforce and setting them as Sales Qualified, rather than having all leads sent straight to Salesforce before qualifying them.
You'll need a FormAssembly Professional, Premier, or Enterprise plan and a Pardot subscription.
Set Up Pardot Form Handling
1) Add or Select Form Handler
Access the Form Handlers tab in your Pardot dashboard by selecting Marketing → Forms → Form Handlers.
Choose an existing Form Handler from the list or click Add Form Handler to create a new one.
2) Configure Form Handler
Fill in the required fields (name, folder, and campaign). Check "Enable data forwarding to the success location"—this is required for the connector to function correctly.
Set both the Success and Error locations to "Referring URL." This will preserve FormAssembly's user experience when redirecting a user from your form or if there are validation errors for a submission.
3) Map Form Fields
Click Add New Field to map any form fields that you'd like to pass to Pardot fields. At minimum, you'll want to make sure you've mapped "email" to your Pardot email field using the following settings. This is a standard field that cannot be changed to take any different value and must remain named "email"
To add the other fields from your form, you'll need to retrieve their field aliases, which will primarily take the form "tfa_xxx." You can view the field aliases for your form via the link at the bottom of the form's Notifications page in FormAssembly.
In Pardot, click Add New Field in the Form Handler Setup to add a new field. A pop-up menu will appear with field options:
The External Field Name will be the field alias for the FormAssembly form field you're passing to Pardot. The Prospect Field is the Pardot field that you want to receive the form field's data. The Data Format will either be "Text," "Number," or "Email."
Click "Save changes" to save a field and add it to your Form Handler
4) Save and Review Form Handler
Click Save Form Handler once you've finished adding fields.
You'll be taken to the Summary screen, where you can review your configuration. Select and copy the Form Handler’s Endpoint URL from the Summary screen—you'll need it to set up your HTTP Connector.
Set Up HTTP Connector
Select the form you'd like to use with Pardot in your Forms List. Click Configure and select Connectors.
Select Add connector in the After Form Submitted position and choose HTTP Connector on the Connector Timeline page.
Enable and Configure HTTP Connector
1. Enable the connector
2. Paste the Endpoint URL of the Form Handler you copied from Pardot into the Remote Script URL input field.
3. Leave HTTP Request Method set to POST and HTTP Authentication unchecked
HTTP Connector Mappings
Map your form fields to match the external field names you set up in your Pardot form handler.
Remember that your email field should be mapped as "email." Click Save at the bottom of the HTTP connector configuration page to save the connector's settings.
Checkboxes are set up a bit differently to send the data from the HTTP Connector to Pardot.
Create the custom fields under Admin-Configure Fields. You'll need to add it in both Account and Prospect so it will show as a choice.
Next you'll set up your field in the connector. In this example, tfa_2 is a checkbox field called Attend with two options, Yes and No. You'll need to use either True/False or 1/0 in the connector setup and create those custom fields within Pardot.
Here's what was sent over during the Pardot test. You'll see under Custom Fields it shows True beside of Attend which means I chose Yes when I submitted the form.
Test Your Connector
Once you've saved, submit some test responses. Prospects will begin to fall into your Pardot Form Handler report:
You'll also see activity of the Form Handler appearing on those Prospect's records: