Integrating with Pardot Form Handler
Guide to integrating Top Provider with Salesforce Marketing Cloud Account Engagement (Pardot) using Form Handlers and webhook delivery
Why Integrate with Pardot Form Handlers?
Automatically capture Top Provider leads as prospects in Pardot (Salesforce Marketing Cloud Account Engagement) — no code or middleware required. Form Handlers let you submit lead data directly to Pardot using your existing webhook setup.
Pardot Form Handler Overview
Top Provider supports integration with Pardot Form Handlers via webhook delivery. A Form Handler in Pardot accepts external form submissions and creates or updates prospect records. By configuring a webhook endpoint in Top Provider that points to your Form Handler's endpoint URL, leads are automatically delivered to Pardot as they arrive.
Key benefits:
- Real-time lead delivery to Pardot as prospects
- No code or middleware required
- Customizable field mapping to any Pardot prospect field
- Supports Pardot completion actions, automation rules, and scoring
Prerequisites
Before you begin, ensure you have:
- A Salesforce Marketing Cloud Account Engagement (Pardot) account with permission to create Form Handlers
- Access to the Top Provider Seller Portal with integration permissions
- A list of lead fields you want to capture (Lead Fields Reference)
Step-by-Step Integration Guide
1. Create a Form Handler in Pardot
- In Pardot, navigate to Marketing > Forms > Form Handlers.
- Click + Add Form Handler.
- Fill in the required fields:
- Name: A descriptive name (e.g., "Top Provider Lead Capture")
- Folder: Select an appropriate folder
- Campaign: Associate with the relevant campaign
- Click Create Form Handler.
2. Map Fields in Pardot
On the Form Handler configuration screen, add field mappings for each lead field you want to capture:
- Click + Add New Field for each field.
- For each mapping, configure:
- External Field Name: The name Top Provider will use when sending data (e.g.,
email,first_name,last_name). This is what you'll enter in Top Provider's field mappings. - Prospect Field: The Pardot prospect field where the data should be stored.
- Data Format: Select Text, Number, or Email as appropriate.
- External Field Name: The name Top Provider will use when sending data (e.g.,
At a minimum, map the email field — this is required for Pardot to create or match a prospect record.
External field names are case-sensitive. The email field must be lowercase email — not Email, EMail, or EMAIL. All other external field names are also case-sensitive and must match exactly between Pardot and Top Provider.
3. Copy the Endpoint URL
After saving your Form Handler, you'll be taken to the Summary screen. Copy the Endpoint URL — you'll need it for the next step.
Use the HTTPS endpoint URL. Using an HTTP endpoint may cause security warnings or failed submissions.
4. Create a Webhook Endpoint in Top Provider
- In the Seller Portal, go to Settings > Delivery.
- Click + Add a new notification recipient and select Webhook.
- Set the Webhook URL to your Pardot Form Handler endpoint URL (from step 3).
- Set Data Format to Form (
x-www-form-urlencoded). - (Optional) Add any constants you want included with every submission.
- Click Save to create the endpoint.
5. Map Top Provider Fields to Pardot External Field Names
- In your webhook settings, click Details > Settings > Adjust Field Mappings.
- Map each Top Provider field to the corresponding external field name from your Pardot Form Handler (step 2).
- Common mappings:
| Top Provider Field | Pardot External Field Name |
|---|---|
| Email Address | email |
| First Name | first_name |
| Last Name | last_name |
| Phone Number | phone |
| Company | company |
| Title | job_title |
| City | city |
| State | state |
| Country | country |
| Company Size | company_size |
| Industry | industry |
These external field names must match exactly (including case) what you configured in your Pardot Form Handler. Double-check each mapping.
- For a full list of available Top Provider fields, see our Lead Fields Reference.
6. Test the Integration
- In Top Provider, use the "Send test" button to send a sample lead to Pardot.
- In Pardot, navigate to Prospects and search for the test email address.
- Verify that the prospect was created and all mapped fields are populated correctly.
Test leads support custom field values so you can verify end-to-end data flow with realistic data. For details, see Testing Your Integration.
Field Mapping Tips & Common Pitfalls
- Email is required. Pardot uses the email address to create or match prospect records. Without it, the submission fails silently.
- Case sensitivity matters. External field names must match exactly —
emailis not the same asEmail. This is the most common source of integration issues. - Use the external field name, not the prospect field name. Top Provider sends data using the external field names you defined in your Form Handler, not the internal Pardot prospect field names.
- Custom Pardot fields. You can map Top Provider fields to custom Pardot prospect fields. Create the custom field in Pardot first, then add it to your Form Handler with an appropriate external field name.
- Test with different email addresses. Pardot may flag repeated submissions with the same email address as spam. Use unique email addresses for each test.
Pardot Form Handler vs. Salesforce Web-to-Lead
If you use both Pardot and Salesforce CRM, you may wonder which integration to use. Here's a quick comparison:
| Feature | Pardot Form Handler | Salesforce Web-to-Lead |
|---|---|---|
| Creates record in | Pardot (Prospect) | Salesforce (Lead) |
| Syncs to Salesforce CRM | Yes, via Pardot connector | Directly |
| Marketing automation | Full Pardot automation, scoring, grading | Limited |
| Completion actions | Supported | Not supported |
| Daily submission limit | 50,000 (varies by edition) | 500 |
| Data format | Form (x-www-form-urlencoded) | Form (x-www-form-urlencoded) |
If your team primarily uses Pardot for lead nurturing and marketing automation, use the Form Handler integration. If you only need leads in Salesforce CRM, see Integrating with Salesforce.
Troubleshooting
| Issue | Solution |
|---|---|
| Prospect not appearing in Pardot | Verify the email field is mapped as lowercase email and the endpoint URL is correct |
| Fields missing or empty | Check that external field names match exactly (case-sensitive) between Pardot and Top Provider |
| Submissions flagged as spam | Enable "Disable Visitor Activity throttling" in your Form Handler settings, and test with unique email addresses |
| SSL/security errors | Ensure you're using the HTTPS endpoint URL, not HTTP |
| Data forwarding issues | Check the "Enable data forwarding to the success location" setting in your Form Handler |
FAQ
Need help? Contact [email protected] for assistance with your Pardot integration.