Pardot’s Multiplicity – Tick or Untick?

Do you have Multiplicity activated or thinking about activating it? You may be wondering how syncing new Prospects or Leads will affect your data.

Importing a list from SFDC:

When you import data from SFDC, you define whether you want Prospects to match on Email Address OR CRM ID (Lead, Contact, Person Account).

If you have multiple records with the same Email Address any changes made will update the record with the most recent activity.

This may or may not update the correct record.

SFDC to Pardot / Pardot to SFDC:

There is a connector setting that you can tick that will match an Email Address if there is no CRM ID.

Unticked:

If no CRM ID is found in Pardot a new record will be created as a Prospect even if there is already a Prospect with the same email address.

A new Prospect pushed to SFDC will create a new Lead in SFDC, at which point the CRM ID will be generated.

Ticked:

If this option is ticked, the sync will look for a CRM ID first. If this can’t be matched, instead of creating a new record straight away it will try to match on an Email Address. Again – if more records exist with the same Email Address the sync will occur with the record with the most recent activity.

A new Prospect pushed to SFDC will create a new lead in SFDC – ONLY IF there is no Lead/Contact/Person Account with the same Email Address.

If an Email Address is found the record with the most recent activity will transfer its CRM ID to the Prospect in Pardot.

In the past, our customers who created multiple lead and contact records for an individual, but used the same email across all records, would sometimes have unexpected sync behaviour with the corresponding Pardot prospect record. By allowing multiple prospects with the same Email Address, our customers can now maintain separate prospect records for every corresponding Salesforce lead or contact record for an individual.