Migrate from Salesforce Marketing Cloud Account Engagement to Pipedrive

Prospects map to Pipedrive People. Email address is the primary dedupe key in Account Engagement and we use it as the match identifier on import into Pipedrive. Standard Prospect fields (first name, last name, email, phone, title, company) map directly. Custom field values on Prospects migrate as Pipedrive custom fields, which we define in the destination account before migration. Historical score and grade values transfer as numeric custom fields. Note: Pipedrive People are flat records; there is no equivalent to Pardot's dual Score and Grade fields, so both values store in separate custom fields and the customer defines how to use them in Pipedrive's Lead Scoring feature (Advanced tier).

Account Engagement does not have a native Account object — Prospects are associated to Accounts via the Salesforce CRM sync. When exporting through the Pardot API, the linked Salesforce Account name is available on Prospect records as a string field. We resolve each Prospect's Account name and match or create a Pipedrive Organization. Prospects sharing the same Account name merge into a single Organization. If multiple Prospects share the same email domain and Account name, they attach to the same Organization on import.

Account Engagement Custom Fields are first-class API objects with full CRUD support in the Pardot v5 API. We export all field definitions (label, type, associated tags) and their values per Prospect record. Custom field labels become Pipedrive custom field names. Type mapping handles text, number, date, picklist, and checkbox fields. Multi-select picklists in Account Engagement map to Pipedrive multi-checkbox fields. Custom fields must be pre-created in Pipedrive before Prospect import so that field IDs are available for the API write operation.

Account Engagement Campaigns track marketing initiative performance and link to Salesforce Campaigns. We export Campaign metadata and Prospect-level activity data (opens, clicks, form submissions). Pipedrive Campaigns store email send and open tracking data; we import the campaign name, status, and any historical activity counts as a Pipedrive Campaign. Individual email engagement events (opens, clicks) do not map to discrete Pipedrive records because Pipedrive's campaign tracking aggregates this data rather than storing individual engagement events per Person.

Account Engagement email engagement history — send events, opens, clicks — is exported per Prospect via the Pardot API. Pipedrive does not have a native email engagement timeline equivalent, so we write email engagement records as Note activities with a standardised timestamp, engagement type (sent, opened, clicked), and campaign reference. The customer should set expectations that Pipedrive's campaign reporting aggregates this data differently from Pardot's granular engagement log.

Pardot Users (Assigned Users / Owners) correspond to the Salesforce Users responsible for Prospect records. We extract Pardot user_id and owner email addresses, then match by email against the Pipedrive destination User table. Any Owner without a matching Pipedrive User goes to a reconciliation queue for the customer's admin to provision before Prospect import. Inactive Pardot users can be mapped to inactive Pipedrive users to preserve historical assignment records.

Pardot Scoring Categories define named buckets for categorising prospect scores (for example, separating behavioural score from demographic grade). We export category definitions and their weight rules. Pipedrive's Lead Scoring (Advanced plan and above) uses a different model based on activities and custom field conditions. We do not replicate the Pardot scoring algorithm inside Pipedrive automatically. Instead, we export the scoring category definitions and weights, and the customer defines new Pipedrive Lead Scoring rules against their chosen fields. The original Pardot score values migrate as static custom fields so the historical score is preserved even if the new scoring model uses different criteria.

Account Engagement Tags segment Prospects and attach to custom fields. We export tag definitions and their assignments per Prospect. Tags merge cleanly into Pipedrive Labels, which can be applied to People, Organizations, Deals, and Activities. We write tag assignments as Pipedrive Label IDs at import time. Label names are preserved as-is from the source.

Static Lists in Account Engagement contain explicit Prospect memberships. We export list memberships as Person records associated to each list. Pipedrive Filters serve a similar segmentation function but are query-based rather than explicit membership lists. We convert static list memberships to Pipedrive Labels so that each list becomes a labelled segment. Dynamic Lists with rule-based criteria do not migrate as active Pipedrive Filters because the condition syntax differs. We document the dynamic list rules for the customer's admin to rebuild as Pipedrive Filters post-migration.

Email Templates contain HTML content, dynamic content blocks, and Pardot merge fields (%%first_name%%). We export template HTML and metadata. As part of the export step we rewrite merge field syntax to Pipedrive token format ({{ person.name }}, {{ person.email }}). Dynamic content blocks with conditional logic are flagged for manual reconstruction in Pipedrive because the branching logic model differs from Pardot's conditional content blocks. Simple templates with static content and basic merge fields migrate without manual intervention.

Account Engagement Custom Objects (Advanced+ tier and above) are available in the Pardot v5 API and migrate as Pipedrive custom object records. We export custom object definitions and related Prospect associations. Pipedrive's custom fields are available on standard objects (People, Organizations, Deals) and can be extended with the Data Model add-on for additional custom entities. We assess the destination's data model capability during scoping and map accordingly.

Pardot tracks Visitor Activities (page views, form submissions, email interactions) at the Prospect level via the API. These records are event-level and can number in the millions for active accounts. We export visitor activity summaries (form submission count, total page views, last visited URL, last form submitted) and write them as Note activities on the Person record. The full event-level history is too granular for Pipedrive's object model and is not migrated record-by-record; the summary preserves the key behavioural signals for sales team reference.