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360 degree cloud technologies pvt. ltd.

Case Study

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Customizing Content and Synchronizing Data across Campaigns for a Marketing firm

New York, US
Marketing, Professional Service
Salesforce Sales Cloud


Platform Customization
Data Migration
Salesforce Setup and Run
ISV App Integration

Technology Introductions

Salesforce Sales Cloud

Salesforce Sales Cloud is a CRM platform that strengthens sales, marketing, and customer support in B2B and B2C market areas. The platform can be customized and set up to gather client information together in an integrated platform. It incorporates capabilities for marketing, sales, customer service, and lead generation. Also, Salesforce Sales Cloud opens up access to multiple applications through the AppExchange Marketplace.


Pardot is a lead nurturing and generation system. It is a part of the Marketing Cloud that helps companies track the effectiveness of their marketing interactions and customize their content across the campaigns. It’s the popularity of the platform that more and more companies are now considering Pardot Salesforce integration for efficient marketing automation.

Client Profile

Apex Assembly is a marketing firm that promotes events through peer-to-peer networking, sales acceleration, custom engagements, and executive education initiatives. The company assists in crafting custom engagements by understanding the business needs of its members. Apex Assembly brings strategic concepts and valuable insights that are concentrated on educating the group of business owners.  The marketing services company came to us to analyze and rectify issues in record synchronization of Salesforce records with Pardot.

The Project - Outlined Challenges & Desirables

Challenges with the solution in use

The company used Pardot as its platform for marketing operations, which was integrated into a Salesforce Sales Cloud backend. Some of the crucial information was getting leaked out or missed out, which was creating a huge problem. That’s where they needed efficient Salesforce Pardot services to help them out.

Pitfalls Of The Existing System

Inconsistent sync between Pardot and Salesforce Of late, the backend Salesforce records wouldn’t pull updates from Pardot consistently and left gaps in data, which became a growing issue and stalled marketing operations. The firm wished to troubleshoot this and resume fully operational synchronization of customer interaction data from Pardot into Salesforce. Lacked data consistency Apex Assembly shares the information and updates relating to events through Pardot. The Pardot being synced with Salesforce did not act well and left out some data.

Proposed Solutions & Implementations

Locating causes of synchronization error Being the top Salesforce partners, we performed a deep analysis to understand all the potential errors that were inducing breaks in record synchronization and consequent data inconsistency. Most of the errors originated from inconsistency in the field mapping of both systems, invalid emails, and validation rules. Troubleshooting and resolving the cause of error The team then resolved synchronization errors by creating identical field values in both systems, turning off incorrect validation rules and validation emails before capturing customer data in Sales Cloud. Reloading and synchronizing data Once the issues were identified and resolved, our Salesforce Sales Cloud consultant synched the existing Pardot data back to Salesforce Sales Cloud to regain data consistency automatically.

The Implementation In Pictures

Investigating Pardot to identify the source of inconsistency - Mismatched Field Values for Dropdowns We investigated the client's Pardot platform to check what synchronization errors caused inconsistency. Most errors were related to picklist field value inconsistency in both systems, invalid emails, and incorrect validation rules.
Comparison of Salesforce values with the detected values Field Values in dropdowns were mismatched and had to be remapped. The custom fields contained important contents like name, field ID, type, and values of the custom fields.
Resolving the identified errors and strengthening sync between the systems We restricted the values in the picklists (dropdowns) for both systems, turning off the validation rules that caused the issue. Customers were also asked to enter the correct email addresses to be stored by Salesforce.

Reported Outcomes

    • Improved data consistency between Salesforce and Pardot. The seamless connection between both systems was lubricated and sorted.
    • Enhanced field value consistency helped with smooth data flow from one system to another.
    • Reduced data inconsistency with the help of strong Pardot sync with Salesforce.
    • The errors were rectified without much effort.

Rohit Bhalla

Rohit Bhalla is the COO of 360 Degree Cloud & Asia’s recognised & awarded Salesforce consultant. He is also the creator of the ‘Strategic Staff Aug 2.0 framework, which has helped hundreds of Salesforce practices & achieve astonishing results.