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Integrating with Pardot

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Instapage has over 40 integrations for digital marketers to connect forms and pass leads. In the integrations list, you may recognize one of the biggest marketing automation vendors is absent — Pardot. That doesn’t necessarily mean Instapage can’t integrate with Pardot, though.

To connect the dots, Webhooks enable both software to talk to one another without a formal integration. With Webhooks as our partner, Instapage can integrate with Pardot.

For the steps below, we begin with a completed Instapage landing page.

After your landing page form is ready, log in to your Pardot account and hover over the “Marketing” menu. An extended list will appear, then hover over the “Forms” option. In this newly extended menu, select “Form Handlers:”

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On the page that opens click on the blue “+ Add Form Handler” button:

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On the next page you will see a set of options to configure:

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At this stage:

  • Name your form handler.
  • Select a folder where you want to place the new form handler.
  • Add a tag, if necessary.
  • Choose which campaign the lead should be a part of.
  • Enable the options from the three checkboxes, if necessary.
  • Leave the “Success Location” and “Error Location” as “Referring URL”

Lower on the page you will see the “Completion Actions” section where you must select an option. For example, which list to add the new leads:

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In the final section, you will see the form fields, which must be added and mapped to the equivalent of each field in your Instapage form:

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In this example, we created three fields inside Instapage:

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First, you have to edit the default email field that already is in the list and type in the “External Field Name” field, the exact name of the email field from Instapage side (upper case, spaces, and symbols are important):

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After you saved the changes and the pop-up closed, click on the “+ Add New Field” button to add the next field:

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In the pop-up that opens, type “First Name” on the “External Field Name:”

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  • For “Prospect Field,” select the “First Name.”
  • “Data Format” should remain as “Text”
  • Uncheck the “Required” checkbox. (Only the email field needs to be set as required on Pardot side.)

Repeat the same steps for the next field from the Instapage side. In our current example, you will end up with this field mapping inside the form handler (below).

Once all the fields have been mapped, click on the blue “Create form handler” button:

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After the form handler is saved successfully, you will see the summary and the “Endpoint URL” section, click on the “https” button. Copy the endpoint URL and enter your page builder inside the Instapage app.

Now you need to go back to the Instapage builder and click on Settings, then select Integration from the drop-down menu:

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Select Webhooks from the top menu:

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A modal with the Webhook setup will open. Here, paste the endpoint URL that you copied from the Pardot form handler and click “CONTINUE:”

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If you already have other Webhooks connected, you will have to click on the “+ NEW ENDPOINT” button:

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In step two you can enter a server’s token authorization key, but this is not necessary for the Pardot integration. You can click “CONTINUE.”

At step three, you will have to select through which method the Webhook data should be sent. Use the “POST” method for the Pardot integrations:

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In the field mapping step, click “CONTINUE” if the field names from both Instapage and the Webhook are exactly the same:

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In step five, session data, you can click “SKIP THIS STEP” in the bottom-left if you don’t need this data:

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In case you need the session data, make sure to also map the fields inside the Pardot Handler before taking the Webhook.

And that’s it; you’re done!

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You can now publish your page or update your changes if the page is already live.

Note: Make sure to test the integration with different email addresses because if you submit the form multiple times with the same email address the integration will flag the email as a spam.

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