Pardot Spring ‘20 Release: New Feature Round-up

Goodbye, Winter…..Hello, Spring!

This February, Salesforce Pardot is bringing you an exciting batch of analytics tools, including an Einstein Behavior Scoring dashboard and an Account-Based Marketing analytics app template. Plus, check out new uses for Snippets, two Engagement History dashboards, a handful of related lists, and updates to our B2B Marketing Analytics datasets and dashboards.

Want to dig deeper? Below, you’ll find additional information and resources to help you get up to speed.

EXPLORE FACTORS THAT DETERMINE BEHAVIOR SCORING

Ever wonder how we build your Einstein Behavior Scoring model? Now you can find out!

A new dashboard in B2B Marketing Analytics shows how your custom model weights each engagement activity and which assets relate most strongly to future conversion.

Where: This change applies to Lightning Experience in Pardot Advanced with Salesforce Enterprise, Performance, and Unlimited editions.

Why: A single behavior score can tell you whether a prospect is likely to become a sales qualified lead (SQL), but it doesn’t tell the full story behind the number. At a strategic level, you want to tailor your marketing plans toward the behaviors that generate the best opportunities for your sales team. The Einstein Behavior Scoring dashboard gives you the data you need to start testing and implementing more effective marketing tactics.

How: An admin must install and configure B2B Marketing Analytics and Einstein Behavior Scoring. Then, any user can create the out-of-the-box Einstein Behavior Scoring Dashboard.

The dashboard includes two graphs and a prospects table. The Activity graph shows behaviors, such as webinar attendance, video views, or email clicks, that have the strongest impact on the scoring model. Select a behavior to focus the Asset graph on the top performing assets associated with that behavior.

USE EINSTEIN DISCOVER PREDICTIONS TO ENHANCE ACCOUNT-BASED MARKETING STRATEGY (PILOT)

Now, it’s easier than ever to give sales and marketing users the power to analyze ongoing account-based marketing efforts and performance.

The new Account-Based Marketing (ABM) app template offers three dashboards, and includes an Einstein Discovery story that identifies easy wins and improvement opportunities. The Account-Based Marketing app template is part of Einstein Analytics for B2B Marketing, a growing collection of tools tailored for the B2B marketer.

Where: This change applies to Lightning Experience and Salesforce Classic. This feature is available in Salesforce Enterprise, Unlimited, Partner Developer, and Developer editions with the Einstein Analytics for B2B Marketing license.

Why: The B2B Marketing Analytics app offers a high-level glimpse into your account-based marketing activities. The complete ABM app template gives you more control over what information to display and how. It also offers access to a powerful Einstein Discovery story that helps you target methods to maximize opportunities.

The Einstein Analytics for B2B Marketing license includes four permission set licenses: Einstein Analytics Plus Admin, Einstein Analytics Plus User, Einstein Analytics for B2B Marketing Admin, and Einstein Analytics for B2B Marketing User.

How: After you assign access, users can create their own ABM apps. To start, from the App Launcher, find and open Analytics Studio, and then create an app. When prompted, choose the Account-Based Marketing app template and answer the questions in the setup wizard. To use Einstein Discovery with your app, set up predictions separately.

EXPLORE ENGAGEMENT HISTORY DATA ON LEADS AND CONTACTS

Engagement history data now can follow your reps everywhere they go. Add the Embedded Engagement History Dashboard Lightning component on lead and contact records to see customers’ engagement activities. Drill in to specific assets or activities like you do on your other Engagement History dashboards.

Pardot Contacts Dashboard

Where: This change applies to Lightning Experience in Pardot Growth, Plus, and Advanced editions with Salesforce Professional, Enterprise, and Unlimited editions.

Why: This update enables marketers and sales reps to have contextual analytics and gain key stakeholder insights at the individual level.

How: If you already use Engagement History dashboards, you don’t have to do much. Just add the Engagement History Embedded Dashboard component to a tab on your lead and contact records. To set up Engagement History dashboards for the first time, check out Salesforce Help.

SEE MOST ENGAGED ACCOUNTS ON CAMPAIGN RECORDS

The Embedded Engagement History Dashboard on a campaign record now shows how many accounts engage with your marketing assets. We added a Most Engaged Accounts widget to your embedded dashboards, which aggregates the number of activities for leads and contacts linked to an account, so you can see which accounts are worth your focus.

Where: This change applies to Lightning Experience in Pardot Growth, Plus, and Advanced editions with Salesforce Professional, Enterprise, and Unlimited editions.

Why: Empower your team and use data to determine which accounts should be prioritized.

How: The new widget is added to the dashboard automatically.

Pardot Campaign Widget

LOOKING TO LEARN MORE?

Get the full scoop on what’s coming to Pardot this January by checking out the full Pardot Spring ’20 release notes.

And don’t miss our upcoming Pardot Product Release Webinar: Power Your B2B Marketing with AI and Analytics! Join us on March 24th as our Pardot product leadership team takes an in-depth look at our Spring feature release: Einstein Analytics for B2B Marketing.