Have you ever conducted a co-marketing campaign with business partners and needed a way to easily share leads with all parties in return for their contribution to the project? If so, you may have resorted to methods of lead sharing, such as emailing spreadsheets and manually adding data to your CRM.

With FormAssembly, there’s a simpler, more seamless way to funnel leads from marketing campaigns directly into your Pardot instance and your marketing partner’s Pardot instance. Learn how to send form data to Pardot using FormAssembly’s HTTP Connector and Pardot form handlers.

Create a FormAssembly Form

Before you can set up your form to send data to a Pardot instance, you have to create that form. For this use case, we’ll use a simple, lead collection form that asks for some basic data.

Create a Form Handler in Pardot

Next, you’ll want to specify where the leads being collected will be sent to in Pardot. If you are engaging in mutual lead-sharing with another organization, you will set up a form handler in Pardot to receive their leads from their form, and they will do the same in their Pardot instance for the leads from your form

When you’re in your Pardot account, navigate to Marketing > Forms > Form Handlers, and click “Add Form Handler.” Next create a descriptive name, choose a folder and campaign, and leave the Success Location and Error Location as the default “Referring URL.” Add any other information depending on your use case.

The only other section you will need to fill in will be the “Form Fields.” Here, add each field from your form, in addition to a short external field name. You will use this information when you set up the FormAssembly HTTP Connector. When you’re finished, save the Form Handler, and make note of the Endpoint URL.

Use FormAssembly’s HTTP Connector to Set Up  a Connection With Pardot

Now, you’re ready to set up your HTTP Connector, which allow you to send form data to Pardot. To start, add an HTTP Connector in the After Form Submitted step on the Connectors page. (This means you can avoid showing any connector-related errors to the form respondent.)

For this step, you will need information from your partner’s Pardot Form Handler, including the Endpoint URL and the field mapping information.

Grab your partner’s Pardot Endpoint URL and paste that link in the FormAssembly HTTP Connector in the field called “Remote Script URL.”

Next, ensure the that the proper mapping is set up for the send-as values in the FormAssembly HTTP connector based on what your partner sends you for your Pardot form Handler.

Make sure the connector is enabled and test the set up before pushing the form public on a landing page.

To complete the lead-sharing, send your partner the endpoint URL and field mapping information from your Pardot instance and have them set it up in the same way you just set up your FormAssembly HTTP Connector.

*Note: If you want to send form data to Pardot and only have it go into your own Pardot instance, simply use the endpoint URL and mapping information from one of your own Form Handlers in the HTTP Connector for one of your FormAssembly forms. Read more about our Pardot integration.


Now you’re ready to start collecting leads for your marketing campaign and lead-sharing with your partner. Let us know on Twitter if you have ideas or a use case of your own that you would like to share! Liked this post? Check out another tutorial in the How’d You Do That? Series: “Quickly Create a Form to Populate Any Salesforce Object”

Pin It on Pinterest

Share This