In Pardot, not all Prospects are created equal…

Pardot’s central data type is the Prospect, which is created when a website visitor is associated with an email address (usually through completion of a form or landing page). The Prospect record in Pardot shows all the information which we currently know about the prospect.

One of pardot’s key features is its 1:1 integration with the Salesforce CRM system, from which Pardot Prospects can exist in three different forms. In this article, we’ll discuss the differences between these three.

Prospect Types in Pardot

1. Prospect

Pardot automatically relates prospect email addresses with those of leads and contacts in Salesforce, but when an associated email is not found in salesforce, the prospect in pardot has no relationship to salesforce and remains a basic prospect. These prospects are typically near the top of the marketing funnel – for example newly registered newsletter subscribers or first time white paper downloaders, whom we don’t yet know enough about to make a high quality sales call.

Related object in Salesforce : None

Pardot features :

  • “Assigned User” field is empty
  • Salesforce cloud-icon is missing

2. Prospect (Lead)

These prospects are related, unsurprisingly, with the Salesforce Lead object. Prospects are created as Salesforce leads when Pardot Prospects are assigned an owner. Pardot is also able to identify existing leads in Salesforce and relate prospects to those.

These prospects have shown enough engagement to move further ahead in the marketing funnel – for example they’ve viewed a product catalogue or case study, or otherwise been identified – and have either automatically (via a pardot automation) or manually assigned a user and thus have been created as a lead in Salesforce.

Related object in Salesforce : Lead

Pardot features :

  • “Assigned User” field is complete – the prospect has been assigned an owner
  • “CRM Record Type” value is “Lead”
  • “CRM Lead Id” value shows the related Lead’s Salesforce ID

3. Prospect (Contact)

These Prospects are found related to the Salesforce Contact record, thus are linked to an Account (business). Contact configurations vary, but usually they are :

  • A contact manually added to Salesforce by a salesperson
  • A current customer
  • A partner
  • A converted lead

You can general about contacts that they’re someone our sellers know quite well.

Related object in Salesforce : Contact

Pardot features :

  • “Assigned User” field is complete – the prospect has been assigned an owner
  • “CRM Record Type” value is “Contact”
  • “CRM Contact Id” value shows the related Contact’s Salesforce ID

This is a very short summary of the different types of Prospects in Pardot. Next we’ll discuss how to best use Pardot data with each type of Prospect.

Have any questions about prospect types? Not sure how best to implement a marketing automation system for your organisation and interested in hearing how Axenon can help you market better, smarter, and easier? Drop your contact details into the form below and I’ll be in touch!

Olli Laiho

Olli Laiho

Marketing Technology Evangelist at Axenon Oy
Olli is an experienced digital marketing specialist and former Salesforce customer. In his current role, Olli coaches Salesforce clients on how to leverage marketing technology.
Olli Laiho