Step #1: Connect Cases to Pardot (Clue: Custom Objects)

Custom Objects are available for Plus and Advanced editions of Pardot (Contact your Salesforce AE for pricing).  To connect Cases to Pardot, just add them under Administration -> Custom Objects and click on the Add Custom Object button.

Next step is to configure the fields available in Pardot. Click on the gear icon and select Configure Fields option.

From here you can select which fields to display.  In our example, we have chosen the fields we wish to create our segmentation for Marketing to up-sell later.

Step #2: Dynamic Segmentation (Clue: With Properties)

With these fields now available for use, lets create some dynamic segmentation. First thing is to create a dynamic list (if you don’t know how, here are the elementary instructions).

In our dynamic list, we want to set the rules based on the Case Object.  Click on Add New Rule button and then select Prospect Custom Object. From there, you want to select the option related with properties then select Case.  Thus you should see the following:

From here you can choose which fields and values from the Case object you want to segment your dynamic list.  Remember, Salesforce Cases are tied to the contact object so don’t expect to see any matching leads showing up in the results.  In our example, we decided to pull any contacts who had their Case Closed, the Close Date set 30 days ago or less and the Case Reason was about an upgrade.

Now with dynamics lists pulling data from your custom object at your disposal, you can create engagement studio programs for both your marketing and support teams.

Step #3: Connect Web-To-Case Forms to Pardot (Clue: Data Forwarding)

By the time you completed Step #2, you have solved out nearly everything that marketing and support teams were looking for, but what about new cases?  You still want the ability to track and send emails when new support cases are created.

Lets start with using Web to Case forms from Salesforce.  I suggest starting with the Web-To-Case HTML Generator (Do be like Watson and use this help guide to see how it works). After you select which fields to include in your html, you’ll need to select a thank you page to return them.  In our case, we plan to use our Pardot thank you page and entered a value for the URL before clicking the Generate button.

After clicking the button, you should see some HTML which you can embed on a website or landing page.  Before you do that step, we will want to do some modifications and we start first with a form handler.

Go into Pardot and create a new form handler.  When you create your new form handler, enable the option “Enable data forwarding to the success location” and enter the following for the success location:

https://webto.salesforce.com/servlet/servlet.WebToCase?encoding=UTF-8

Next you need to set your completion actions (ie your autoresponder email and any other actions you require).  Lastly, you need to map the fields from the HTML created by Salesforce with your Pardot form handler.  To do this, you’ll need to look at your generated HTML from Salesforce.  In our example, the HTML looks like following:

<label for=”name”>Contact Name</label><input id=”name” maxlength=”80″ name=”name” size=”20″ type=”text” /><br>

<label for=”company”>Company</label><input id=”company” maxlength=”80″ name=”company” size=”20″ type=”text” /><br>

<label for=”email”>Email</label><input id=”email” maxlength=”80″ name=”email” size=”20″ type=”text” /><br>

<label for=”phone”>Phone</label><input id=”phone” maxlength=”40″ name=”phone” size=”20″ type=”text” /><br>

<label for=”subject”>Subject</label><input id=”subject” maxlength=”80″ name=”subject” size=”20″ type=”text” /><br>

<label for=”description”>Description</label><textarea name=”description”></textarea><br>

With this information, update the form handler with the mapping as shown below.

Now save your form handler in Pardot.   Now you are nearly there.  All you need to do is modify the HTML created by Salesforce to use the form handler.

In the generated HTML, modify FORM Action from the following:

https://webto.salesforce.com/servlet/servlet.WebToCase?encoding=UTF-8

to your endpoint from your recently created Pardot form handler.

https://go.pardot.com/l/52042/2020-02-23/knxlbk

Now you are all set.  You can send autoresponder emails from Pardot when they submit a new case.

Step #4: Reveal to everyone how you solved it 

Now that you have connected your support case forms to Pardot, you need to let everyone know what you can do. First remind ourselves that we don’t need to wear a deerstalker hat when revealing the solution. Second, you will want to think about which emails your customer support team should send out.  This means you will need to create those emails in Pardot (yes, more work for you) then think who should have access to them.  I suggest going with using one-on-one emails and add that ability to the contact record using a custom button if the email content needs to be custom.  If the emails are going to be fairly generic, then tie the emails to either automation rules or engagement studio programs based on dynamic lists (using rules on the Case object).  Just remember don’t be too smug with your fellow coworkers.  Just because you solved out this mystery doesn’t mean you will know wear your car keys are located tomorrow.