Sequel supports a native integration with Pardot — enabling automatic prospect creation, field mapping, and list syncing based on user registration and attendance behavior.
This feature is currently available for Business customers. Reach out to us via chat to have it enabled on your account.
What You Can Do with the Pardot Integration
Automatically create or update Pardot Prospects when users register
Map Sequel registration fields to your Pardot fields via dropdown
Send users to Pardot lists based on webinar behavior (e.g., attended, no-show)
Push data automatically within ~1 hour after the event ends
Native Pardot Integration Setup
You can set up the integration directly inside Sequel — no third-party connectors or middleware needed.
To connect Pardot:
In the Sequel dashboard, go to Company Settings → Integrations → Pardot
Click Connect
You’ll be prompted to enter the following required fields:
Salesforce environment – Choose Production or Sandbox
Pardot environment – Choose Production or Sandbox
Business Unit ID – Found in your Salesforce Pardot settings
After entering the environment and Business Unit ID, you’ll be prompted to log in using an actual Salesforce/Pardot user account that has the correct permissions.
Admin or Marketing role required. This authentication completes the connection between Sequel and your Pardot account.
Automatically Create or Update Pardot Prospects
When a user registers for a Sequel event, we’ll automatically create a new Pardot Prospect if one doesn’t exist — or update the existing Prospect if they’re already in your Pardot database.
Field values submitted during registration will populate mapped fields in Pardot
No need to manually create or import contacts — it’s all handled for you
Prospect creation happens in real-time during registration
Map Custom Fields from Sequel to Pardot
You can now map fields from your Sequel registration form — like Company Name, Phone, or any custom question — directly to Pardot fields.
How to set it up:
Open your event in the Sequel dashboard
Go to Integrations → Pardot
Under Field Mapping, use the dropdowns to link each Sequel question to a Pardot field
Click Save
Note: Make sure your custom fields already exist in Pardot — Sequel pulls available fields from your connected account.
How to Create Lists in Pardot
To assign users in Sequel to Pardot lists, you must first create those lists inside your Pardot account.
Log in to your Pardot account.
Navigate to the 'Prospects' tab.
Select 'Lists' from the dropdown menu.
Click on the 'Add List' button.
Fill in the required details for the new list, such as the list name and description.
Save your changes.
We recommend using a clear naming format like Sequel - [Event Name] - Attended.
Assign Users to Pardot Lists
Sequel allows you to automatically send users to specific Pardot lists based on their behavior:
Registered
Attended Live
No-Show
Watched On-Demand
To connect your lists:
In the Pardot integration screen, scroll to List Mapping
Sequel will auto-fetch your Pardot static lists
Choose which list to assign for each type of user (optional)
Click Save
Tip: You can assign all 4, just one, or any combination — it's flexible!
When Does Data Sync?
Sequel will push users to the selected Pardot lists within ~1 hour after your event ends.
Attendees are analyzed automatically
Users are added to the lists they qualify for (e.g., a no-show won’t be added to “Attended”)