How to Use Pardot and Instapage to Capture Leads (without webhooks)

There doesn’t seem to be a simple way to integrate Instapage with Pardot for lead capture and campaign management, so we created a quick workaround that should get this done in just about any CRM or lead capture/management platform. Instapage recommends using Webhooks, which is great – but it requires a “Premium” plan in order to access that feature.

What you will need:

  • Pardot Account (if you need one, sign up for Pardot)
  • Instapage Account (if you need one, sign up for Instapage)
    • Instapage Lead Page (where you will send your traffic)
    • Instapage Thank You Page (where we will redirect successful form fills)
      • Remarketing/Retargeting Pixel
      • AdWords, Facebook or LinkedIn conversion tracking pixel (instructions here)

Start here:

Create your form in Pardot with the following settings:

  1. Give your form a unique name, so you can track
    Integrate Instapage with Pardot - Fig 1
  2. Select the input fields you want to capture. We recommend as few as you possibly can require (just enough so you can make contact) Integrate Instapage with Pardot - Fig 2
  3. If you have created a “Layout Template” to style your form, you can select the template here

    Integrate Instapage with Pardot - Fig 3
  4. Change the “Submit Button Text” to whatever you want the CTA button to say inside your form
  5. Select the “Advanced” tab above and be sure you select “Kiosk/Data Entry Mode” to ensure your form is always shown

    Integrate Instapage with Pardot - Fig 4
  6. In the “Completion Actions” page, you can select the “Redirect Location” to be your Instapage “Thank You Page” URL you created earlier.

    Integrate Instapage with Pardot - Fig 5
  7. Open your Instapage dashboard, open your specific page, then click on the CTA (call to action) button you want to submit a pop-up form

    Integrate Instapage with Pardot - Fig 6
  8. Once inside your pop-up form, choose “HTML” section to add to your pop-up window
  9. Drag and resize your HTML section to fit within your pop-up window.
    Integrate Instapage with Pardot - Fig 7
  10. Go back into Pardot and the form you created earlier. Then in the upper right of the screen, select the drop-down arrow next to “View Report” and select “View HTML code”
    Integrate Instapage with Pardot - Fig 8
  11. Copy code, then paste into HTML section on Instapage
    Integrate Instapage with Pardot - Fig 9
  12. Click “Done” to save your edits.
  13. When you have the form all set, click “Publish Changes” in the upper right of the interface to lock in changes.

    Integrate Instapage with Pardot - Fig 10
  14. Click on “Preview” to test your form integration

    Integrate Instapage with Pardot - Fig 11
  15. Submit a lead in your Instapage lead form
    • Make sure your lead form looks and feels correct
    • Make sure it redirects you to the Instapage “Thank You” page
    • Make sure your lead data shows up in Pardot
  16. All done!