Migrate from Salesforce Marketing Cloud Account Engagement to Nutshell

Pardot Prospects map to Nutshell People records using email address as the dedupe key. Nutshell uses email for Person identity and deduplication, matching the Pardot primary key approach. We run a three-pass matching strategy: exact email match first, then case-insensitive normalized match (strips punctuation), then flagged for manual resolution. Any Prospect without an email address is held in a reconciliation queue. Prospect custom field values migrate into Nutshell custom fields created during schema design.

Account Engagement does not have a native Account object — Prospects are associated to Accounts via the Salesforce CRM sync. When a Salesforce export is available alongside the Pardot export, we extract the linked Salesforce Account name and map it to a Nutshell Company record. If no Salesforce export is available, we extract Account names from the Prospect's company field and create Company records in Nutshell before importing People.

Prospects that were synced to Salesforce Contacts map to Nutshell People by email. We use the Salesforce Contact export where available to enrich Prospect records with fields that only existed in the CRM side (account name, title, phone extensions). Prospect-to-Contact relationships are preserved as Person-to-Company links in Nutshell.

Pardot Custom Fields (first-class objects in the Pardot v5 API) migrate to Nutshell custom fields. We export all field definitions (label, type, associated tags) and their values per Prospect. Field types map to Nutshell equivalents: text fields, number fields, date fields, and picklist fields. Multi-select picklist options from Pardot Scoring Categories or tag-based fields migrate to Nutshell multi-select custom fields. Custom field labels are preserved; API names are generated to match Nutshell's naming conventions.

Pardot Tags are first-class API objects with full export support. We export tag definitions and their assignments per Prospect. Tags migrate to a Nutshell custom field configured as multi-select picklist, preserving all tag names as picklist values. The tag assignment per Person migrates as the picklist value. If the customer uses a large tag vocabulary (over 50 distinct tags), we recommend splitting into multiple custom fields during scoping.

Pardot Assigned Users correspond to Nutshell Users who own Person and Company records. We resolve Pardot user_id to Nutshell User by email match. Any Pardot User without a matching Nutshell User account goes to a reconciliation queue for the customer's admin to provision before the record import phase begins. Owner assignment on Prospects migrates to the Person's assigned Nutshell User.

Pardot email engagement history (opens, clicks, sends) migrates to Nutshell Activities of type Email. The activity body carries the email subject and a link to the original email content if available from the Pardot export. Engagement timestamps migrate as Nutshell Activity dates. Note that Pardot's aggregate engagement metrics (total opens, total clicks per Prospect) can be written to custom number fields on the Person record; individual send-level tracking does not migrate.

Pardot call engagement history migrates to Nutshell Activities of type Call. Call duration and disposition from the Pardot export migrate as custom fields on the Activity record. Activity timestamps preserve the original engagement date for timeline ordering.

Pardot Form submission history migrates to Nutshell Activities of type Form. The form name and page URL from the Prospect's visitor activity export migrate as activity details. Form field values submitted are not individually migrated unless those fields map to Prospect custom fields already being migrated.