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Marketing Cloud Account Engagement Integrations Overview

This article centralizes all integration information regarding Marketing Cloud Account Engagement (MCAE), formerly known as Pardot, including benefits, FAQs, and setup instructions.

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Things to Know

The Salesforce Marketing Cloud Account Engagement (formerly known as Pardot) Data Integration solution is a native self-service integration that makes API calls out to MCAE and interacts with Prospects.

pardot on24 flow chart.png

 

MCAE OAuth Setup

The ON24 self-service integration allows clients to configure and enable synchronization between ON24 and Salesforce MCAE directly from the ON24 platform. This setup supports creating new Prospect records if an existing Prospect cannot be found. 

By default, the integration installs all the default Prospect Fields and automatically populates them. These fields will record and display multiple responses.

Find a list of fields in the Available Data tab.

To establish the connection to your Salesforce Marketing Cloud Account Engagement (MCAE), the MCAE Business Unit (BU) Administrator will need to authenticate the integration.

Before proceeding with authentication, a few configuration updates must be completed to ensure the connection is successful.

In Salesforce Setup, enter External Client in the Quick Find and click on External Client App Manager.  Under the Security section if you see the option Enable Refresh Token Rotation, make sure it is checked.

Create a new permission set for the MCAE BU admin that will allow access to the ON24 Marketplace connected app.

Under System Permissions, enable the API Enabled and Approve Uninstalled Connected Apps permissions.


Assign the new permission set to the MCAE BU admin.

Next, move to your ON24 account and follow the steps in the next tab.

Connecting MCAE and ON24

In your ON24 account, open the Integrations dashboard from Platform Tools, click on API Tokens, and click Provision a New API Access Token.  Note the Token Key and Token Secret.

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Once you have provisioned a token, click on the Integrations tab,  scroll down to ON24 > Marketing Cloud Account Engagement, and click Configure.

on24 to marketing cloud account engagement configure.png

Click on New Authentication.  

Enter your authentication name and choose the following:

  • Salesforce environment - either Production or Sandbox.
    • You can connect the integration to a Salesforce MCAE sandbox for testing before switching to production. Ensure field mappings are consistent between environments.
  • Pardot environment, either Production or Developer/Sandbox
  • Enter the Business Unit ID - this is an 18-character string.  Find more information here: Where Can I Find My Pardot Business Unit ID? 

Click Create.

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Login to Salesforce.  You can use the generic Salesforce login URL, or click Use Custom Domain to log in with your business unit administrator credentials.

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Note:  The connection requires the user to be the Business Unit admin.

Enter the ON24 API Key and Secret from the token you created in the API Tokens tab to establish the connection.

enter token key and secret.png
Once the connection has been established, you will need to return to Salesforce and install the ON24 Marketplace connected app follow these steps after establishing the OAuth connection:
  1. In Salesforce, go to Setup and search for Connected Apps in the Quick Find.
  2. Select Connected Apps OAuth Usage.
  3. Locate the connected app:  ON24 Marketplace (for ON24 integrations) and TIBCO Scribe® Online Connector for Salesforce (for Scribe integrations)

Connected App - Install_MHedit.png

  1. Under App Actions, click Install.
  2. When prompted, click Install again to confirm.
 

Mapping the Integration

Step 1 - Choose if New Prospects are Created 

Determine whether the Integration creates new Prospects in Salesforce MCAE. 

  • The Create New Prospects checkbox is selected by default, allowing the Integration to create new Prospects. 
  • If you do not want the integration to create new prospects, uncheck the checkbox and select Next.  If Prospects will not be created by the Integration, click here for your next step.
1 create new prospects.png

 

Step 2 - Creating Prospects

If you checked Create New Prospects, you'll need to define the mapping between ON24 Registration fields and Salesforce MCAE Prospect fields.  See the Available Data tab to review and determine which fields are needed to create a Prospect record.

Add the fields to the mapping, selecting Next. 

3 prospect field mapping.png

 

Step 3 - Choose Your Mapping

ON24 Fields Available for Mapping

  • Choose this option if you want to map status and attendee engagement to the fields created by ON24 (recommended) or Custom API Fields already existing in Salesforce MCAE.  
  • ON24 Registered
  • ON24 Attended Live
  • ON24 Attended On-demand
  • ON24 Prospect Engagement Profile

Recommended Prospect Registrants Field Mapping 

4 recommended fiels for storing event IDs and PEP.png

If using Custom API Fields, select Custom from the dropdown, then select Next.

5 Custome Fields for Storing Event IDs and PEP.png

When mapping the custom fields for the Pardot Prospect record, the four fields ON24 includes in your data sync are already selected. 

6-Custom Field Mapping.png

Note: If you are unable to see your Custom Prospect fields, please edit each field, update the Type from 'Text' to 'Textarea' and enable: 'Record and display multiple responses (useful for fields that are set to always be displayed like reporting issues)' and select Save.

Selecting the Pardot Prospect Fields data will sync too, then select the Next button. 

7 custom field mapping with selections.png

 

Step 4 - Enable the Integration

Click Finish to enable the integration. Navigate back to the Integrations page to see that the solution is now active.

8 enable.png

Once enabled, the integration will display as active. Update authentication or mapping at any time using the Configure button. To deactivate, use the Disconnect button.  Reach out to ON24 Support for any issues.

Pardot Active Integration.png

Timing

Scheduled Timing

Scheduled timing is when the data passes from ON24 to your end system.  The integration is scheduled to run every hour.  After the first activation, it will push the last 30 days of activity.  

Note: Scheduled timing is different from Availability Timing.

 

Availability Timing

Availability Timing refers to when data is available in the data warehouse for the integration platforms to collect.

Timing may fluctuate on heavy traffic days.

  • Registrant - 15 minutes
  • Attended Live - 30 minutes to 2 hours after the event ended
  • Attended On-demand - 4 to 12 hours

Data is processed and made available in a defined order based on business relevance. 

  • Registrant data is prioritized and becomes available first. Attendee data will be provided once event activity has fully completed and reporting is finalized.
  • Within attendee data, live event information is prioritized ahead of on-demand activity due to its immediate relevance. On-demand data is processed after live data and appears once all reporting is complete.

This prioritization ensures that the most relevant and time-sensitive information is available first, while maintaining consistent, reliable reporting across all datasets.

Note: Availability timing is different from Scheduled timing.

Registration

Optional

Find external registration instructions for events, Engagement Hub, and Target content experiences here.

FAQs

Can I use an additional integration from MCAE to Salesforce?

Yes.  We recommend an ON24-to-Marketing Cloud Account Engagement and an ON24-to-Salesforce data integration. If only one is allowed, move forward with ON24-to-Salesforce. 

Marketing Cloud Account Engagement can sync with Salesforce. ON24 passes fields that contain the event ID, enabling the creation of Salesforce lists.  

The ON24-to-Marketing Cloud Account Engagement integration, as well as an ON24-to-Salesforce integration, may be useful for the following reasons:

  • Salesforce can store ON24 engagement data, whereas this can’t be done in Pardot.
  • Salesforce can include your attendees' Engagement Scores, whereas this can’t be done in Pardot. 
  • Using Salesforce reports is important for establishing ROI and KPIs.  

 

Why can I not see my Custom Prospect API Fields when mapping my integration?

Edit your custom fields, so the 'Type' equals 'Textarea' and enable 'Record and display multiple responses (useful for fields that are set to always be displayed like reporting issues)' and select Save.

Available Data

The ON24 Salesforce Marketing Cloud Account Engagement (Pardot) integration supports mapping of all default Prospect fields, enabling more complete data synchronization between ON24 and Salesforce environments. 

  • ON24 Registered
  • ON24 Attended Live
  • ON24 Attended On-demand
  • ON24 Prospect Engagement Profile
  • Lead Source field in MCAE to "ON24" for all records
  • First Name 
  • Last Name 
  • Email
  • Company
  • Job Title     
  • Department
  • Country
  • Address One
  • Address Two
  • City
  • State
  • Territory
  • Zip
  • Phone
  • Industry
  • Do Not Email
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