Pardot Winter Release: New Feature Round-up

Winter is finally here. Grab a cup of hot cocoa and gather around around the innovation” fire to learn about what we’ve been up to!

We’ve added a dataset to B2B Marketing Analytics that features prospect demographic and engagement activity data together. The new Snippets feature offers reusable content for emails and email templates. This release also brings updates to the Pardot Einstein features Behavior Scoring and Campaign Insights, and improvements to asset handling in the Object Manager.

Ready to learn about all the new features? Let’s dive in!

B2B ANALYTICS ENHANCEMENTS

Explore Combined Prospect and Activity Data in B2B Marketing Analytics

Encourage users to add the Prospect and Activity Dataset to their lenses and dashboards to help them further understand prospect engagement. The dataset includes three years of engagement information tied to the default and custom prospect fields in the Pardot Prospect dataset. With this super dataset, you can unearth valuable connections without heavy report customization.

Dig into Account Records with Engagement History Dashboards

Research suggests that people develop better insights when they manipulate their own data. Give your sales and marketing users the power of data exploration by adding Engagement History Dashboards to a tab on account records. Use account dashboards together with dashboards on campaign records to see a bigger picture of prospect engagement.

ENHANCED MARKETING PRODUCTIVITY IN SALESFORCE LIGHTNING

Reuse Content Across Campaign Emails with Snippets

Snippets give your users the power of content reuse. When your company promotes a series of webinars or other recurring events, your marketers probably have to create many similar promotional emails. With Snippets, they can create a robust block of text, images, and links and pull it into email or email templates. Next time they make changes, they only have to update the snippet, and the email and email templates inherit the changes.

Where: This change applies to all Pardot editions with the Pardot Lightning app.

Why: After you create a snippet, you can use it over and over. To create a snippet, open a connected campaign. From the Snippet Assignments related list, create a snippet assignment and the new snippet record. From there, use the editor to enter the new snippet content.

After you save a snippet, it becomes available on the Snippets tab where it can be edited or deleted. Then use Handlebars Merge Language (HML) to pull the snippet into an email or email template. Snippets are available in the HML merge field picker.

How: To let users create and manage snippets, add the Snippet tab and related lists to record pages. Add the Assignments related list to snippet records and the Snippet Assignments related list to campaigns.

ADDED INSIGHTS WITHIN EINSTEIN BEHAVIOR SCORE

Find Out Which Assets Resonate Best with Prospects

Einstein Behavior Scoring can now tell you which specific marketing assets typically have a role in sealing new deals. These new insights explain how a prospect engaged with an asset, such as the email Fall Promotion or the landing page Signup for New Classes. Einstein brings these data points together to determine which assets’ engagement activities are most likely to generate opportunities.

What does the New Behavior Score Enhancements Look Like

  • New Key Factors based on engagement with specific assets (ie. “Pricing Page”).
  • New Key Factor based on multiple engaged prospects from the same company (ie. “saleforce.com”).

Looking to learn more?