Pardot How to’s: Working with forms

by | Jun 16, 2021

Nowadays everyone is spending a lot of time on the internet, this is also true for your customers. As with B2C, B2B customers are also researching online before they decide to contact a supplier of goods or services. This has led to the B2B online customer journey which includes a variety of touchpoints such page views, downloads, webinars, and contact forms. These touchpoints are an opportunity for you to convert that anonymous visitor into a prospect. These moments are crucial because without a prospect there is no won deal.

Rather than storing these new prospects and all their data into your separate databases, with Pardot you can collect them all into one place which allows for a easy organizing and effective analyses and reporting.

Pardot How to’s: Working with forms

Two ways to work with forms

Pardot offers two ways to connect forms to its database, either through form handlers or Pardot-hosted forms.

Form handlers

The first form type allows for an almost plug & plug application, where you can keep your existing forms on the website as is and by adding a line of code connecting them to Pardot.

Pardot-hosted forms

The second type takes a bit more time to configure because you need to recreate the original forms on your website in Pardot and then replace them with an iframe. The form creation in Pardot requires you to style the form according to your website styling and thus html and css skills are needed. However, Pardot-hosted forms have lots of advantages so it’s definitely worth the extra effort.

Think of easily adjusting the forms with a few clicks and progressive profiling to build up a complete profile of your prospect. Website forms that are perfect sources for new prospects often function as contact point or provide gated content such as white paper downloads or other relevant files.

Native connectors

Recently we have also seen a huge surge in other content formats that are being offered to B2B customers and prospects such as webinars, trainings, and videos. Thankfully Pardot has a solution for this too! With native connectors for platforms like GoToWebinar it’s a breeze set up a Pardot form that allows for collecting heaps of data while at the same time store the registrant as a prospect in Pardot. There are similar connectors for training registrations through the Eventbrite platform and video playbacks on embedded videos hosted on Wistia.

Due to its popularity there are many platforms that develop their own connectors that make it possible to sync all your data to Pardot. Zoom is a widely used tool for webinars and with the official Zoom connector you can sync registrants and their form data directly to Pardot.

Now that you have all your prospects in one place, it’s time to nurture them so they can eventually be qualified and serves as a hot lead to your sales colleagues in Salesforce. But before this can be done, we need to take a closer look at the data we have collected on them! And you might find that you don’t have enough insights yet to get them ready for a nurturing campaign.

And don’t forget that a considerable amount of these engaged users might actually already be a customer! Wouldn’t it be great to share the insights coming from this data with your sales team? Here the strong integration of Pardot with Salesforce comes into play.

What are the options with Pardot for your company? Ask the team! Drop us a line at

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