Migrate from Salesforce Marketing Cloud Account Engagement to Salesforce Sales Cloud

Account Engagement Prospects map to either Salesforce Lead or Contact depending on their lifecycle stage and existing CRM associations. Prospects with no linked Salesforce Contact or Account become Salesforce Leads. Prospects with an existing Salesforce Contact (synced via Pardot-Salesforce Connector) map directly to that Contact record. Prospects that already have a linked Account and Opportunity become Salesforce Contacts attached to the matched Account. We preserve the original Pardot Prospect ID in a custom field pardot_prospect_id__c on both Lead and Contact for audit and reconciliation. Opted-out status migrates to HasOptedOutOfEmail on the Salesforce record.

Pardot Custom Fields are first-class objects in the v5 API with full CRUD support. We export all field definitions (label, API name, type, associated tags) and their values per Prospect record, then pre-create equivalent Salesforce Custom Fields in the destination org before importing any Prospect data. Field type mapping is direct for text, number, date, and picklist fields. Multi-select picklist fields from Pardot map to Salesforce multi-select picklists. Custom field dependencies on Pardot Forms and Landing Pages are noted and flagged for rebuild.

Account Engagement Scoring Categories define named buckets (behavioural score vs. demographic score) with weight rules per category. We export category definitions and score values per Prospect. Scoring logic does not recalculate automatically in Salesforce because Pardot scoring rules do not migrate as automation logic. We store the imported score values in custom fields (behavioural_score__c, demographic_score__c) on Lead and Contact, and recommend rebuilding scoring logic as Salesforce Flow criteria or Lightning Flow BPA post-migration.

Pardot Tags are used for Prospect segmentation and attach to Custom Fields and Prospects via the API. We export tag definitions and their assignments per Prospect. Tags migrate to Salesforce either as a multi-select picklist field on Lead and Contact (recommended for fewer than 150 unique tags) or as Campaign Membership records linked to a tag-equivalent Salesforce Campaign. The customer selects the strategy during scoping.

Pardot Static Lists segment Prospects for targeted campaigns. We export list memberships as Prospect records per list and create corresponding Salesforce Campaigns with Campaign Members populated from the Prospect-to-Contact mapping. Each Campaign preserves the original Pardot list name and creation date. Campaign Member Status values are mapped from Pardot list subscription status.

Pardot Dynamic Lists are rule-based segments that evaluate Prospect records at send time. These rules are not exportable because they reference internal Pardot IDs and evaluation logic that does not exist in Salesforce. We document every Dynamic List definition (rule criteria, operators, field references) in a written inventory. Salesforce Campaigns with equivalent audience logic must be rebuilt using Salesforce Reports or Flow criteria.

Pardot Email Templates contain HTML content, dynamic content blocks, and merge fields in Pardot syntax (%%first_name%%). We export template HTML and metadata. Merge field syntax is rewritten from Pardot double-brace format to Salesforce merge syntax ({{!Contact.FirstName}}) during the export transform. Dynamic content blocks with conditional branching require manual review and reconstruction in Salesforce Content Builder because the conditional logic structure differs from Pardot dynamic content.

Account Engagement Campaigns track marketing initiative performance and link to Salesforce Campaigns via the Pardot-Salesforce Connector. We export Campaign metadata and Prospect-level activity data (opens, clicks, form submissions) per Campaign. Campaign influence data migrates as Campaign Member records with custom fields for engagement metrics (email_opens__c, email_clicks__c, form_submissions__c). Pardot Campaign IDs stored on Prospect records are preserved in a custom field pardot_campaign_id__c.

Pardot Users (Assigned Users / Owners) correspond to Salesforce Users who are responsible for Prospect records. We map Pardot user_id to Salesforce user_id by email match during the migration. Any Pardot User without a matching Salesforce User goes to a reconciliation queue for the customer's admin to provision before record import resumes. Active/inactive status is preserved in a custom field pardot_user_active__c.

Pardot Visitor Activities track Prospect interactions (email opens, email clicks, form submissions, page views) as historical engagement data. This activity history cannot be imported as native Salesforce objects because Salesforce's activity model (Task, Event) is not structured to receive third-party engagement data at scale. We store engagement metrics as custom fields on Campaign Member (last_email_open_date__c, last_email_click_date__c, total_form_submissions__c, total_page_views__c) and as Activity records (Task with type=Email) for significant engagement milestones. Bulk API 2.0 chunking handles volumes over 500,000 activity records.

Pardot Forms capture Prospect data and are tied to Landing Pages and Custom Fields. We export form definitions and field mappings. Form IDs and handler URLs are internal to Account Engagement and must be re-created at the destination. We document every form's field structure, submission logic, and Custom Field mapping as a written specification for the customer's admin or web team to rebuild using Salesforce Web-to-Lead, Experience Cloud forms, or Marketing Cloud Engagement forms.

Pardot Landing Pages are static web assets hosted within or pointing to Account Engagement. We export page content, layouts, and associated form bindings. Because Landing Pages reference internal Pardot form IDs and tracking domains, they cannot be imported as functional pages in Salesforce. We deliver a written asset inventory with page structure, associated forms, and form field mappings so that the customer's marketing team can rebuild using Experience Cloud, a CMS, or their web agency.

Account Engagement Business Units partition Prospect records, Users, and branding within a single Account Engagement account. The Pardot v5 API operates within a single Business Unit scope — there is no endpoint to cross-query all BUs simultaneously. We scope each Business Unit as a separate migration project, export its Prospect records independently, and configure Business Unit-level settings (sender profiles, tracking domains, IP warm-up pools) manually at the destination or as a separate configuration engagement. Sender profiles and tracking domains must be re-created in Salesforce Authentication Settings and Marketing Cloud (if applicable) post-migration.