Pardot Spring Release New Feature Round-up

With our new features launch this Spring, we’re ready to help marketers make more informed decisions, strengthen their account-based marketing strategies, and offer more personalized experiences to their customers based on a deeper understanding of their data. We know that today’s buyers are more connected than ever before. And, in order to engage with buyers at the right moment, it’s just as important to be first as it is to be effective.

So, we’re excited to deliver our latest Spring features. What’s even more exciting is much of the Spring release includes many of the ideas our customers and partners have contributed to on our idea exchange, which has a profound influence on our product road map, so here’s a special shout-out to all of our marketing unicorns!

Find and Nurture Leads:

Engagement Studio Report Customizable Business Hours: The ability to send emails during business hours has always been available, which ensured that Engagement program emails send only Monday through Friday, from 10 am to 4 pm in the time zone selected for the specific program. With this new enhancement, selecting to “Send emails during business hours only” on Engagement programs allows you to select the days of the week and the window of time between 6 and 23 hours the program will respect as business hours. This functionality is specific to each program, not the account, so it is possible to have different business hours on different programs.

Engagement Studio Report CSV File Enhancements: While it was possible to analyze email data in regards to sent, unique opens, unique clicks, click through rates, opt outs, bounce rates and skipped emails previously, the CSV export of an Engagement program report will now include:

  • Program Summary including the program name, total number of prospects that have started the program, the total number of prospects who have completed the program and the completed percentage
  • Email metrics include the name of the email, sent skipped, delivered, delivery rate, unique opens, open rate, unique clicks, click through rate, click to open ratio, opt outs, opt out rate, total hard bounce, total soft bounce, bounce rate and skipped
  • Form and form handler data including the name of the forms and/or form handlers was well as the number of completions
  • Landing page data including the name of the landing pages and the number of completions
  • Custom Redirect data including the name of the custom redirects and the number of clicks
  • File data including the name of the files and the number of downloads

SSL for Vanity Domains: As a B2B marketer, your website is likely one of the top tools in your marketing toolkit. That’s why it’s important to secure it via SSL (represented as HTTPS:// in your browser’s address bar). With SSL enabled, your site is less susceptible to injected content and man-in-the-middle attacks. Plus, major browsers like Google Chrome and Mozilla Firefox are increasingly penalizing non-SSL (Secure Socket Layer) domains. Content that is not served over SSL can be marked as a security risk in your browser and could also potentially be penalized by our favorite search engines.

Inserting Images, Email Editor update: Now marketers have the ability to search for a file name to insert an image rather than use the dropdown list with all the images in the account. A small but potentially mighty change.

Engagement Studio Scheduled Email Dates: Have you ever planned your Engagement Program and found yourself with the need to have emails send on specific dates? Did you count back on a calendar, on your fingers or some combination of the two to have a general idea of when the program emails would be sent? With scheduled email steps in Engagement Studio, you can ditch counting and define a send date on the email action itself.

Engagement Studio Enhanced Testing: With Testing Enhancements, marketers will better understand time in relation to programs by selecting a “start date” when testing, being prompted with an optional date selector to determine the date the criteria was met when a trigger using “wait up to” is reached in a test flow, by providing date visibility on the test log and by providing a length & date overview when the test hits an “end.”

Automation Rule and Engagement Studio Descriptions: Have you ever wondered why an Automation Rule in your Pardot account was initially created? Or needed a way to quickly understand what the call to action or goal of your Engagement Studio program was? With Automation Rule and Engagement Studio descriptions you can document the what, when and why of rules and programs, as well as provide context to all users across your account as to what the rules and programs are used to accomplish.

Matched leads: New Matched Leads Lightning component can be added to Salesforce Account pages to surface any existing Salesforce Leads that might match that Account. With one click, users can enter the lead convert flow to convert that Lead to the Account, or see more details to help with Account-Based Marketing (ABM). Editors note: Matched leads will be released later this month (subject to change)*

Pardot SOC-2 Type 2 Certified: For marketers in regulated industries, we’re excited to share Pardot has received a completed audit report from KPMG and Pardot is now SOC-2 Type 2 certified. This is an upgrade to Pardot’s previous SOC-2 Type 1 audit certification.

Close More Deals:

Salesforce Engage Send On Behalf Of in Engage Campaigns: Engage Send-on-behalf-of, allows users to send an Engage email from Salesforce using the from address of the lead, contact, or account owner. This allows sales teams to use a consistent point of contact when communicating by personalizing emails from the most recognized contact. With this new feature, sales reps can increase effectiveness of a campaign as recipients that receive an email from a known contact are more likely to open and engage with communications.

This awesome new feature comes with support for Account Teams in Salesforce, so sales teams can work even closer together and owners can be assured that only trusted account team members send emails on their behalf.

Maximize ROI

Multi-touch Attribution in B2B Marketing Analytics: With B2B Marketing Analytics, Marketers can visualize campaign ROI across the funnel to prioritize channels and programs that work best. With first, even, and last touch attribution offered in a new out-of-the-box dashboard, marketers gain insights into which channels drive awareness (at the top of the funnel), perform across all buying stages (across the funnel), and help drive deals to close (at the bottom of the funnel). If first, last, or even distribution models don’t fit your needs, you can also create a custom model using Customizable Campaign Influence in Salesforce. All influence models will be pulled into B2B Marketing Analytics for total Multi-Touch Attribution analysis.

B2B Marketing Analytics, Prospect Dataset: Included in this out of the box dataset are all prospect default and custom fields. Users will be able to report and analyze, segment and aggregate, and even visualize both default and custom Pardot prospect fields.

Campaign Influence Attribution Models: With Campaign Influence Attribution Models, marketers can understand marketing effectiveness across all initiatives with the campaigns stored in Salesforce. This new release brings multi-touch models to Salesforce Dashboards, making this data easily accessible within your CRM. Attributing influence to one touchpoint isn’t always accurate, so enabling multiple attribution models makes it easier to track and measure campaign influence with greater accuracy. First Touch, Last Touch, and Even Distribution models are supported directly from the Opportunity records in Salesforce.

And for our Friends in Japan:

Pardot in Japanese: We are excited to announce that Pardot is now generally available in Japanese. We’re thrilled to finally provide a native language experience for our Japanese customers.

Have you used any of these new features? Drop a comment below and let us know.!

Want to learn more? Join us on March 28 at 10am PT / 1pm ET as we go over each of our features with a few demos on the Pardot Product Runway Webinar: Spring ’18 Release

*This website and other items we publish, including through social media outlets, may contain forward-looking statements, the achievement or success of which involves risks, uncertainties, and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make their purchase decisions based upon features that are currently available.