How to send Event Invitations from Pardot? And record Accept / Decline Status on the SF Campaign?

Nowadays, as much as digital marketing and advertising plays a key role in attracting new customers, to establish warm and trusting relationships with new and existing prospects businesses still organise events, workshops and seminars to to meet their prospects and share valuable information, present case studies and demo new products in person.

For businesses that use Pardot as their main marketing tracking and communication tool this requirements can be easily achieved with the following features:

  • Pardot Tracking code

  • Pardot Forms

  • Pardot Form Completion Actions

  • Pardot Landing Pages

  • Pardot Email Templates

  • Salesforce / Pardot Campaigns

In this post I would like to share with you a solution for when you need to send out Event Invitations to your Prospects or Customers via Pardot, record their details and write back the Accepted or Declined Invitation Status back to Salesforce Campaigns. This will allow the Event Organiser to track number of people that are planning to attend the event and export a sheet with all attendees on the day.

ParetoPi_Event_Invitation_Map.png

1.1.  For every event that you have, you can create a List in Pardot with all potential attendees and send out an Invitation Email with two links/buttons where they can select whether they want to Accept or Decline the invitation.

1.2. Similarly you can post your Event details on your website and offer website Visitors/Prospects to submit their details to attend the event.

2. (2.1. & 2.2.) In the moment when Visitor/Prospect will click on Accept or Decline link/button or just RSVP button on your website they will be taken to a Landing Page with more details about the event and an event Sign up form.

3.1. & 3.3. Exciting Prospect will click on the Accept link/button from the received Email and will be redirected to the Landing page where his details will be pre-populated based on the existing data in your Pardot.

3.2. New website Visitor will click on the Accept link/button from the page on the website and will be redirected to the Landing page with more details about the event and a form that he/she will need to complete to RSVP to the event.

4.1. When Existing Prospect submits the form, his Activities are populated with additional ones like - Opened Invitation Email, Clicked on the Link, Viewed Landing Page, Completed the Event form. And additionally Prospect will be added to Salesforce Event Campaign with Campaign Member Status = Accepted.

4.2. When New Prospect submits the form, he will be created as a Prospect in Pardot and Lead in Salesforce. Based on your pre-defined rules he will be assigned to “New Website Lead Queue” OR a specific user AND Pardot will record his recent Activities like - Visited X pages on the Website, Viewed Landing Page, Completed the Event form. And additionally Lead will be added to Salesforce Event Campaign with Campaign Member Status = Accepted.

4.3. If your Existing Prospects are very engaged with your brand, they might also share their response by clicking on the “Declined” link/button in your Event Invitation Email. You can then further decide to redirect them to All Upcoming Events landing page on your website to continue the engagement flow and keeping them in the look with what is coming next if they can not attend this particular event.