Set up Pardot faster, maintain engagement data streams with First-Party Tracking, and enjoy enhanced functionality in email personalization, deliverability, and reporting. We improved clone actions too, so you can easily copy email content or new asset types associated to your campaigns.
In Spring ’21, find enhancements that support your account-based marketing efforts and streamline common tasks.
Enhancements for email marketing in Spring ’21 focus on email retention, performance analysis, and flexibility around reply-to and send-from addresses.
Pardot’s prescriptive and predictive analytics features offer metrics you can trust and more flexibility than ever.
Pardot’s first-party tracking is now generally available. First-party tracking helps prevent the loss of prospect activity data, gives you more flexibility with campaign attribution, and blocks traffic that doesn’t come from your domains. To protect consumer privacy, web browsers are moving away from supporting third-party cookies to track activity across assets and domains.
Now you can find all the standard Pardot configuration tasks in one place, the Marketing Setup app. Setup for other Salesforce marketing tools plus improvements to the existing Pardot setup assistant are planned for upcoming releases.
To avoid confusion, the Company name field in Pardot settings now acts as the source of truth for a given Pardot business unit. If there’s a conflict with the business unit name in Salesforce setup, the Company name field in Pardot overwrites the name in Salesforce. Previously, a business unit could have a different name in Salesforce than in Pardot.
A new setting on the Salesforce-Pardot connector stops Pardot package fields from syncing to lead and contact records in Salesforce. Use this setting as part of a custom setup to sync prospects from different Pardot business units to a single lead or contact in Salesforce. There’s no need to maintain duplicate lead or contact records. We recommend working with a partner to implement this for your org.
Now you can use a new, standardized version of the Pardot API. Version 5 of the Pardot API offers new endpoints so you can manage custom redirects and import your own external landing page templates and files into Pardot.
Use the Pardot API more effectively with these new features and changes.
Pardot’s user authentication system is being discontinued on February 15, 2021. All users must then use Salesforce single sign-on (SSO). If you haven’t already done so, take steps to prepare your Salesforce org and enable SSO for all Pardot users as soon as possible. To support customers with Pardot-only users who don’t need a full Sales or Service Cloud license, your Salesforce org is now bundled with 100 Identity licenses at no additional cost. You can use these licenses to transition any remaining Pardot-only users to Salesforce SSO.
Create, send, and manage your email templates and email content with an enhanced email experience. Connect to Salesforce CMS to host and reuse images for email marketing, and get rollup metrics on the email records you use most. You can also resync prospects faster after import errors are resolved and customize your Einstein Attribution success milestone.
Pardot marketers now have a more streamlined and user-friendly end-to-end email experience that uses the power of the Lightning Platform. The redesigned email experience includes enhanced email design capabilities, preview and test options, and a configurable send experience. Marketers can build email content optionally from templates and add images, HTML, plain text, and HML merge fields to customize their emails. They can save email content for reuse and then view reports on content performance.
Find updates throughout Pardot’s analytics offerings, including tuning options for Einstein Attribution, clearer B2B Marketing Analytics dashboards, and a beta feature that helps you sync custom fields. We also improved email reporting and made it easier for you to recalculate your own send email statistics.
New features put more power in the user’s hands, including more secure domains, and other enhancements.
In Summer ‘20 we added support for marketers to add to Pardot Lists and Engagement Studio Lists from certain records and list view pages. We expanded this support, allowing marketers to add to lists from the contact related list on account records. Add to Pardot lists from records and lists views without leaving Salesforce.
A new option on the Prospect Sync Errors page lets admins trigger prospects with resolved errors to sync with Salesforce. Fix existing errors, then return to the Prospect Sync Errors page in Pardot, select your prospects, and click the button to trigger a sync. Previously, prospects with resolved errors were manually synced or reimported into Pardot.
The Campaigns with Influenced Opportunities (Customizable Campaign Influence) standard report now filters to show only primary campaign members. We fixed an issue where all campaign member records appeared in the Contact column, which caused duplicates.
The ObjectChangeLog is scheduled for retirement with the Winter ’21 release for Salesforce orgs with Marketing Data Sharing enabled. If you use Marketing Data Sharing, and have custom logic built around the ObjectChangeLog to prevent certain records from syncing with Pardot, use Marketing Data Sharing rules instead.
Pardot support for Internet Explorer 11 (IE11) is scheduled for retirement on December 31, 2020. You can continue to use IE11 after the retirement date, but Pardot can’t guarantee support for all features. Use one of our other supported browsers to access Pardot.
Use the Pardot API more effectively with these new features and changes.
Now you can try out a new, standardized version of the Pardot API. Version 5 of the Pardot API offers new endpoints so you can import your own external landing page templates and files into Pardot.
Pardot launches new B2B Marketing features, such as Einstein Attribution and B2B Marketing Analytics Plus, as well as a number of enhancements to security, syncing, content reuse, and feature setup. Some features become available in June, and others with the Salesforce Summer ’20 release.
To create a secure browsing experience for your prospects across your marketing assets, we added an account setting to force all SSL-enabled Pardot assets to load over HTTPS. When a browser requests an SSL-enabled Pardot asset over HTTP, Pardot will force redirect the request to HTTPS.
Now a Pardot admin can turn on Person Account Syncing without contacting Salesforce Support. Before, to sync prospects with Salesforce person accounts, you contacted Support to enable the functionality.
Data for emails older than 14 months is no longer recorded for advanced email metrics on the Interaction and Email Clients tab for the List Email report. The change is due to Pardot advanced email integration. You can view all other email engagement metrics regardless of the send date.
Simplify workflows for marketing users. Handlebars Merge Language (HML) enabled for new Pardot accounts brings the latest merge language to users and provides easier integration with Sales Cloud. For existing Pardot accounts, admins can manually upgrade to HML.
We added enhancements to Salesforce User Sync that make it easier than ever to manage your users. Now you can assign users to Pardot and manage them directly from Salesforce Setup.
Beginning with the Summer ’20 release, datasets in legacy B2B Marketing Analytics apps will no be longer updated. Legacy apps include any custom apps you made without selecting the B2B Marketing Analytics app template during setup.
Upgrade to v2 of the Salesforce-Pardot connector to take advantage of improvements such as instant metadata sync, Business Unit Switcher, and the Pardot integration user.
Plan and test configuration changes before you implement them in your Pardot production account with the new Developer Sandbox for Pardot. This sandbox is a Pardot Business Unit that is provisioned from any Salesforce sandbox.
Pardot added first-party tracking to keep you from losing prospect activity data, give you more flexibility with campaign attribution, and block traffic that doesn’t come from your domains. To protect consumers’ privacy, web browsers are moving away from supporting third-party cookies over the next few years. The marketing industry uses third-party cookies to track prospect engagement across marketing assets and domains. Opt in to this beta to stay on the leading edge of visitor tracking.
Save time thinking of elaborate descriptions for your API names, and use what makes the most sense. Now you can use the same API Name for your snippets when you assign each snippet to a different campaign or business unit. Previously, every snippet’s API Name had to be unique. With the right assignment, an API Name like event_name, copyright, or another commonly used value is now sufficient.
Use the Pardot API more effectively with these new features and changes.
Pardot is removing an experimental user interface (UI). As a result, some Pardot Lightning app users will see minor changes to the Prospects table.
Now you can follow clear steps in Salesforce Setup to get started with B2B Marketing Analytics, instead of comparing help articles to figure out what comes next. When you open the Setup page, we check your configuration and show you the right steps to enable B2B Marketing Analytics.
The new Marketing Campaign Intelligence app brings two easy-to-read dashboards together in one place. The Campaign Engagement dashboard shows prospect engagement data from Pardot, and the Campaign Performance dashboard shows relevant campaign data from Salesforce. Sales and marketing users can explore these dashboards or create an Einstein Discovery Story to predict methods that can optimize their plans for maximum engagement.
Now you can see exactly which fields flow into your datasets when you use B2B Marketing Analytics Plus products with Pardot data. Further customize your dashboards when you use the easy interface to create datasets. Select the fields you want, and deselect the ones you don’t.
Give your users access to interactive widgets that show tailored engagement data for their frequently viewed records. We added support for Opportunity records to the suite of embeddable dashboards. Users can see activity counts, details about the activities’ associated campaigns, and a list of recent activity by related contacts.
Use a customized model created by Einstein learning to more accurately identify the most effective campaigns in your customer journeys. Einstein Attribution leaves rules-based influence models in the rearview mirror. It uses artificial intelligence to develop a data-driven model that attributes revenue share based on your actual customers, their engagement, and your successes.
Add to Pardot Lists and Add to Engagement Studio Lists are now available as standard buttons to add to record and list view pages in Salesforce. The buttons allow reps to add prospects to Pardot lists without leaving their CRM. Adding prospects to an Engagement Studio list also adds them to related engagement programs, if applicable.
Spring ’20 brings 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.
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.
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.
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.
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. It aggregates the number of activities for leads and contacts linked to an account, so you can see which accounts are worth your focus.
Your sales reps don’t have time to dig around for the information they need. Now, sales reps can see the Engagement History related list on list email records to learn who is opening and clicking their emails.
New related lists are available on campaign and account records, which can help your sales reps make connections between the two. They can quickly navigate between records or act on related records. Add the Accounts related list to campaign records and add the Campaigns related list to account records.
To make sure that your B2B Marketing Analytics datasets provide the most accurate data to your dashboards, we restructured a few things. Previously, dashboard widgets were limited to consider only one prospect associated with one opportunity. However, relationships are often more complex. We also updated widget formulas, faceting, and date filtering to give you a more powerful dashboard experience.
As of the Summer ’20 release, datasets in legacy B2B Marketing Analytics apps are no longer updated. Legacy apps include any custom apps you made without selecting the B2B Marketing Analytics app template during setup.
FullContact’s social profile lookup connector, including the ability to view information obtained via the connector, will no longer be available as of January 31, 2020.
Pardot’s January ’20 release delivers customizable email resubscribe messages, Handlebars Merge Language and Snippets support for forms and landing pages, and a new export API. Plus, find Einstein-powered behavior scores on your prospect records and as criteria for automation rules. These features are scheduled for release between January 6 and January 17, 2020.
You can now customize and translate the prospect resubscribe messaging that appears on your Pardot forms. Pardot admins can set the default message that appears across forms, and marketing users can customize the message on a per form basis. This functionality is available for Pardot accounts with Handlebars Merge Language (HML) enabled.
To help you manage your data better, we added a notification for when Pardot records sync with Salesforce records that have data skew. Syncing a Salesforce record that has data skew to Pardot can degrade syncing and impact data integrity. It can even keep records from updating.
Handlebars Merge Language (HML) is now available for Pardot landing pages and forms, so marketing users can personalize content with merge fields. Plus, they no longer have to switch between the legacy merge language and HML as they work on different assets in Pardot. This functionality is available for Pardot accounts with HML enabled.
Einstein Behavior Scoring is coming to Pardot. Now you can use behavior scores as criteria in Engagement Studio and automation tools. When it comes to lead nurturing, targeting the right audience is critical. Einstein Behavior Scoring tells you which customers show the strongest buying signals, and now you can use these scores to further target your marketing segments.
Now Einstein’s AI-powered scores are available on all prospects with activity in the past year, even if they’re not syncing to Salesforce. When Einstein Behavior Scoring was available only on leads and contacts that are connected to Pardot prospects, you could miss something super helpful. We added a Behavior Scoring field to your Pardot prospect pages, so you get Einstein scoring right where you need it.
Snippets are now available for Pardot landing pages and forms. Snippets make it easy to reuse your best content and can be accessed with the Handlebar MergeLanguage merge field picker. This functionality is available for Pardot accounts with HML enabled.
If many different people create marketing assets in your company, it can be tough to keep business-wide content consistent. Choose Business Snippets for pieces of boilerplate content, such as an address, logo, or slogan. Then, other users can pull the snippets into the emails, email templates, forms, and landing pages they create.
Reduce clutter and minimize data usage with a new setting that limits the campaigns you sync during Connected Campaigns setup. If you have used Pardot or Salesforce for a long time, your org probably contains lots of campaigns. Now, when you turn on Connected Campaigns, choose a first sync date to filter out older campaigns that don’t need to be replicated.
Now, Pardot Advanced customers can choose the sending IP type that’s right for their business, and they aren’t required to use a dedicated IP. The type of IP that works best for your business depends on the volume of email you send regularly. Pardot admins can control whether they use a shared or dedicated IP. New Pardot Advanced customers are now on a shared IP by default.
Now, when you view a piece of dynamic content, you can edit it by clicking the next to the field that contains the default content. Previously you had to hover over your default content to edit dynamic content.
Now you can add dynamic content to your Pardot landing pages and forms right from the editor, just like you’ve always done with email. No more copying and pasting code. Use the to select and insert your dynamic content when you edit a landing page or form. This functionality is available for Pardot accounts with Handlebars Merge Language (HML) enabled.
Use the new Export API to retrieve large sets of visitor activity data when you don’t need synchronous completion responses or when query limitations are too restrictive.
When you build a large engagement program, it’s easy to lose sight of a specific step. We added a search field to the canvas so you can find what you need. Next time this happens to you, search the canvas to highlight the step that you’re looking for.
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.
These release notes are also available in the Salesforce Winter ’20 release notes.
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.
To improve performance and accessibility, B2B Marketing Analytics is now directly available in Salesforce. No managed package needed! Datasets, lenses, and dashboards that were created after February 11, 2019 continue to be updated until Summer ’20.
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.
Pardot landing pages, marketing forms, and marketing links are now available in the Object Manager with customization options. You can view fields and relationships and edit page layouts, record pages, compact layouts, and search layouts. The Object Manager makes it easy to customize objects in Salesforce to meet your business needs.
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.
To bring the latest and greatest data to Engagement History, we added web page visits and automated email to your embedded dashboards. Automated email includes any email that is sent from Engagement Studio, an automation rule, or a completion action. The new data appears on your Engagement History dashboards by default.
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.
Einstein Behavior Score is now available as a column on standard reports. Scores are already valuable on individual records, but grouping by behavior scores helps you identify and analyze your best leads, contacts, or accounts simultaneously. Create a list of your highest or lowest scoring prospects, and iterate on the marketing strategies that you use with each. Run the report regularly to see which methods resonate with each group.
Einstein scoring is a powerful tool, but certain scores can be more valuable to some types of users than others. New visibility settings can declutter your users’ record home pages. Decide which profiles need to see Behavior Scores, Lead Scores, or both, and configure those visibility settings on your lead record home pages.
Wouldn’t it be great to see all the performance-driving factors that Einstein Campaign Insights digs up? Build a custom report from these valuable insights to find your own trends and themes in the data. For example, draw connections between a high-performing campaign and the industry or location of its members, or find out which marketing assets people engage with most.
Pardot’s August ‘19 release delivers rules with multiple criteria for Engagement Studio, an automated prospect resubscribe option, and a new Import API. Plus, admins can upgrade their accounts from Pardot Merge Language (PML) to Handlebars Merge Language (HML) for better content personalization across Pardot and Salesforce.
Use the new Import API to insert or update large sets of prospect data when you don’t require synchronous completion responses or when batch upsert limitations are too restrictive.
Pardot is upgrading from Pardot Merge Language (PML) to Handlebars Merge Language (HML) to simplify how you create content. No more confusion over how to format merge tags—now marketing users can use HML everywhere they work in Salesforce. HML is an optional upgrade and can’t be undone, but we help you convert all your PML assets as you use them.
Make it easy for unsubscribed prospects to opt back in with a designated resubscribe email template. After you enable the feature in your account settings, we give unsubscribed prospects the option to resubscribe when they fill out a Pardot form. Apply our ready-made resubscribe layout to quickly create a template, or add the resubscribe merge field to any of your templates. The resubscribe prompt is available in English only.
We added automated email types to the metrics shown in Engagement History components, related lists, and dashboards. The new email types include emails sent from Engagement Studio, completion actions, and automation rules. Now you get a better view of how prospects interact with your marketing content.
To support the availability of automated email metrics in Engagement History, we added step naming to the Engagement Studio canvas. Each time you create an action, trigger, or rule of the same type on your engagement program, you see a default label, such as “Send Email (1)” or “Prospect Tag (4).” These labels can help you identify steps on the canvas and to attribute Engagement History metrics to engagement programs.
Instead of chaining multiple rule steps in Engagement Studio to target highly specific groups, you can now use complex rules to find the right people with just one step. Each time you create a rule, the Add Condition button appears. Use it to add up to four more conditions to create the segment you need.
The GoToWebinar connector now supports Recorded webinars (formerly known as Simulated Live webinars) in addition to the Standard and Webcast webinars that you’re used to. The past 25 months of webinar data, including past Recorded webinars, is available on your Past Webinar list view.
Now you can segment vanity URLs by your brands, products, and promotions. We added support for multiple tracker domains so that your users can choose the best vanity URL for your Pardot marketing assets.
Pardot: Data Visualization for Sales Users, New Einstein Insights, and More Goodies
Engagement History features now include dashboards for campaign records and prospect activity related lists for marketing asset records. Use Einstein Behavior Scoring values to tailor automated processes and find new campaign insights about marketing forms and landing pages. Plus, you can find Quick Filters and Full view options on some Pardot Lightning app objects.
Not only is Pardot Einstein Campaign Insights now generally available, we made it better. In addition to prospect details and list email engagement, find insights for other marketing assets. Get a bigger picture view with new explanations that feature activity around marketing forms and landing pages.
Give the gift of data exploration to your sales and marketing users. The Engagement History Dashboard surfaces valuable data visualizations that show trends and patterns of marketing asset engagement. Share dashboards with users who don’t need access to underlying datasets and configuration—they can filter and report on prospect engagement right from a campaign.
When a prospect shows all the right buying signals, you don’t have time to waste with administrative tasks, like assigning leads and posting to Chatter. Use Einstein Behavior Scoring as part of your rule criteria in Process Builder and Workflows to automate the day-to-day. With these tools, you get the best leads to your sales team faster.
You know that people have been interacting with your marketing assets, but where did all that data go? Oh, here it is, on the asset record in Salesforce! Find a related list of prospect activities on your asset records, and click through to learn more. Admins can also add engagement history related lists to account, lead, contact, and person account records.
Pardot is jumping on the Quick Filters train! Find the Quick Filter menu on Pardot’s related lists throughout the Pardot Lightning app.
A new view that’s similar to Salesforce Classic is available for some Pardot Lightning app pages. Try the new Full view for marketing form, marketing link, and landing page asset records.
The legacy B2B Marketing Analytics app is retiring with the Spring ’20 release (February 2020), and its dataflow and datasets will stop updating.
Pardot’s April ’19 release delivers two-factor authentication for Pardot-only users, lets users switch between business units, and lets admins choose a default template for Engage Campaigns.
To make Pardot credentials more secure, Pardot admins can require Pardot-only users to set up two-factor authentication. After an admin enables the feature, users are prompted to set up two-factor authentication the next time they log in to Pardot. On-screen help guides users through the process.
No more duplicating users so that they can manage multiple business units. Users can now exist in more than one business unit, and they can switch between accounts with ease from the Pardot Lightning app.
Make sure that Engage users send professional-looking emails every time. When you set a branded template as the default, it automatically loads in the editor when an Engage user creates an email in Salesforce.
The sync behavior for the Salesforce-Pardot connector’s Overwrite Prospect Opted Out field setting has changed. Now when Do Not Email is selected in Pardot after an opted-in prospect is first synced with Salesforce, the field remains selected for future syncs. Previously, the field was deselected to match the opt-in status.
Pardot: Easier Setup and Syncing, Engagement History, Einstein Prospect Scoring, and More Goodies
Breeze through configuration tasks and provisioning with Pardot’s Setup Assistant, and sync records to Salesforce without complex sharing rules. Engagement History is now generally available—track prospect engagement on connected campaigns without leaving Salesforce. Plus, Einstein artificial intelligence comes to Pardot with Behavior Score, which learns to identify and rate prospects who are ready to buy.
Your prospects generate a lot of data, but it’s hard to know what to do with it. Einstein analyzes your Pardot prospects’ activities to aggregate and score their engagement, so you can focus on the people who mean the most to your business. Place the Einstein Scoring component on your Lead and Contact records to see granular, meaningful insights.
Prioritize leads and determine where to focus efforts. Use Einstein to score your leads by how well they fit your company’s successful conversion patterns. See which fields influence each lead score most.
Guessing what makes prospects engage with your campaigns isn’t effective. Campaign Insights uses artificial intelligence uncover similarities among prospects who engage with your campaigns. Use the Einstein Campaign Insights component to optimize your marketing assets and find new audiences.
We improved the Salesforce-Pardot integration in several big ways, including easier-to-navigate settings, a brand-new setup assistant, and more control over which assets and prospects your users have access to.
When you connect Pardot and Salesforce campaigns, you can see exactly how much engagement your marketing campaigns generate, right in Salesforce. Search for campaigns and marketing assets in Salesforce, and view engagement performance from records and reports. No more exporting Pardot asset data to share reports—your users can do everything from Salesforce.
The Pardot user interface is now translated into more languages: French, German, and Spanish (EU). It’s easy for users to change their locale and language settings by editing their profile. Pardot admins change the default language and locale from the account settings page in Pardot. In accounts with Salesforce User Sync, matching language settings for users are inherited from Salesforce.
While composing an email, users can browse the Pardot folder hierarchy or search for a template by folder. Users can view all templates marked for 1:1 emails that are in any folder they have permission to view. If your Pardot edition doesn’t include folder permissions, users can browse all folders that contain email templates marked for 1:1 use.
To improve reports and automated actions, Pardot now ignores clicks from certain IP ranges that are associated with email security scanners. Although we collect all clicks and click-through data, a new setting removes scanner activity from reports. Activity from these IP ranges also is no longer used to fire completion actions, triggers, or scores. The setting is turned on by default, but can be changed.
B2B Marketing Analytics offers the same powerful dashboards and insights as before, but it’s now easier to set up. The new flow guides you through the steps, including choosing a Pardot account, optional dashboards, and locale settings.
GoodData is scheduled for retirement February 1, 2019. Consider Salesforce reporting or B2B Marketing Analytics to meet your needs. For further customization, you can also use Pardot’s API.
Part of the ongoing effort to improve the Pardot Lightning experience, the first of many changes will update the Prospect list views to align with Lightning styling. This will create a seamless experience for marketers in the Pardot Lightning app.
Marketing can empower Sales to send Pardot emails in even more places within Salesforce, including Salesforce Campaign and Opportunities, allowing targeted and branded communications like event invitations and promotions from where the users are working.
Previously, when viewing the Sent Emails Table you could filter by the ‘All Sent Emails’ view showing every email sent via Pardot or ‘All Sent List Emails’ view displaying only list emails. Now, Marketers can select a new table view for All Sent Automated Emails, showing only emails sent via Engagement Studio, Automation Rules or Completion Actions
Some of the most popular email clients use aggressive spam filters and the email security scanners they use click all the links in your email to check for malicious ones. To improve the accuracy of your reports and other engagement actions, Pardot has updated the default setting to ignore clicks from certain IP ranges that are associated with email security scanners.
Manually Generate bit.ly Marketing Assets Links
Short URLs will no longer be automatically created for landing pages, multivariate tests and custom redirects or files. To create a bit.ly link, once a marketing asset is created click the Generate link in the Short URL column of the table. Note: Short URLs for existing assets are not affected.
Find & Nurture Leads
Engagement Studio Enhancements:
- Repeating Programs (Generally Available)Allow your prospects to enter a program more than once! With Repeating Programs it’s easier than ever to remind prospects of recurring events, renewals, and other recurring activities.
- Copy & Paste Program Steps
When building an engagement program, Marketers frequently use the same few steps over and over again. Now, Marketers can get their programs out the door even faster by copying & pasting up to 10 selected steps right from within the Engagement Studio canvas.
- Date Filtering on Reporting Tab
See how your program performed during a particular period so you can optimize your programs over time.
- User Role Permission Updates
Pardot User Roles have a new Engagement Studio custom user role permission for the ability to Start/Pause/Resume a program. This gives marketing the ability create approval processes.
Copy Custom Redirects
Just like other marketing assets, easily duplicate an existing custom redirect to track unique link clicks.
Send Non-Marketing Emails
Pardot does not send emails to prospects who have opted out unless an Admin files a support ticket. With the new operational email feature, admins can now directly send non-marketing communications to prospects, even if they have unsubscribed from marketing emails, that belong to one of these categories:
- Shipping information, invoices, order confirmations or delay notifications
- Password resets
- Notices of critical system changes or system status that require a user’s action
- Legally required notifications or internal communications
Pardot In-App Help Updates
Need some tips and tricks while you’re building out your programs? Look for and hover over the instructional tooltips icon to learn more about that feature directly within Pardot.
Pardot Google Ads Parallel Tracking
Google Ads (formerly Google AdWords) is transitioning fully to Parallel Tracking on October 30, a feature that “helps load your landing page more quickly which can reduce lost visits.” With Google Ads Parallel Tracking, Pardot’s previous custom tracking template will no longer be supported and must be replaced with Pardot’s “Final URL suffix.”
Pardot Facebook Connector Updates
Facebook released updates to their API as of August 1, 2018. With this update, Pardot users will no longer be able to post to personal Facebook profiles using the Pardot Facebook connector. However, marketers can still post to Facebook company pages.
Pardot UI Gets a Makeover
We updated the Pardot user interface to the most recent version of Salesforce Lightning Design System (SLDS). This update slightly enhanced the UI. The biggest change is that notification alerts have changed from blue to gray.
Close More Deals
Pardot in Lightning (Generally Available)
Pardot in Lightning delivers a single platform experience for marketing and sales teams. The app is no longer a single tab, so gone are the days of using Pardot in a separate window. The app has all-new navigation and layout tailored for Lightning Experience.
Create Salesforce Campaign Members from Prospects
Along with Connected Campaigns, prospects associated with Pardot campaigns can now sync to connected Salesforce campaigns as campaign members. Turn on both Connected Campaigns and Member Sync to find Pardot-sourced prospects (first touch) in your Salesforce campaigns. When you turn them into contacts, we tell you which campaign influenced the deal. Check out “3 Ways To Make the Most of Connected Campaigns” to learn how our Trailblazers are taking advantage of these features!
Easily Opt In Opted-Out Prospects Synced to Salesforce
Easily opt synced prospects back into Pardot emails. Now, Pardot admins can allow users to overwrite a prospect’s opt-out status.
Engage Compatible with New Gmail UI
Engage for Gmail is now compatible with the new Gmail UI as well as the classic Gmail UI.
Queue All Prospects to Sync
Now, when a Pardot prospect custom field is created and mapped to a Salesforce field, a pop up will give the option to queue all prospects to sync, thus backfilling the newly created field’s values from Salesforce. That means no support tickets are needed to complete the full system sync.
Pardot Update to Salesforce API
With the update to version 42, Pardot customers are now able to map all custom objects and fields that have been released over the last 10 Salesforce API releases. This exposes a number of objects and fields for mapping to Pardot that were previously not available, including the Individuals object.
Moving forward Pardot will automatically keep parity with Salesforce’s API version. With this, you will have access to all of your CRM data in Pardot.
B2B Marketing Analytics Dashboard Enhancements
We’ve enhanced a few things on the B2B Marketing Analytics dashboards so that you get the right information when you need it. The Account-Based Marketing dashboard now excludes Pardot opportunities that aren’t synced to a Salesforce opportunity or account. More descriptive labels and formula updates appear in the Pipeline and Multi-Touch Attribution dashboards.
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Emoji in Email
Emojis are quickly becoming a part of all communication, both personal and professional, and can add a strong touch to your marketing. Emojis have been shown to increase email open rates, so adding an emoji to your subject line could be just the boost you need.
Engagement Studio Customizable Business Hours
Customizable Business Hours in Engagement Studio give you the ability to establish your preferred business hour time frame in Engagement Studio Programs. This feature provides users the ability to:
- Select specific days of the week
- Define specific blocks of time within those days
- Customize business hours on a program-by-program basis
- Understand how business hours impact sending when testing the program by showing “Business hours only” on the test log
Engagement Studio – CSV Export Enhancements
When reporting on an engagement program, have you ever wanted to understand more than just email performance? With the enhanced CSV report file, any asset used in the program will be displayed in the export. The step type outlines additional assets such as custom redirects, files, forms, form handlers and landing pages to give you a better understanding of program engagement. Users will now see a “Program Summary” located at the top of the file which will provide context to the program stats by outlining the number of total members, number of prospects who have completed the program, and the percentage completed.
Help your teams practice account-based marketing by using your Salesforce data in a new way. In the Lightning App Builder, add Matched Leads component to your business account pages to show leads matched to an account with the best matches shown first.
SSL for Vanity Domains
Content that is not served over a secure website can be marked as a security risk in the browser and set you back when it comes to SEO. While we’ve long offered SSL on go.pardot.com, now customers can maintain both their brand and their customers’ trust by using SSL for vanity domains.
With one click on the domain management page, users can enable SSL for their vanity domain. Pardot takes care of obtaining and hosting an SSL certificate.
Pardot Admins now have the ability to permanently delete prospects from the recycle bin. This enables customers to entirely remove unwanted prospects and all associated data from their org.
Preview Email As
Preview your list email or email templates with a test prospect of your choice to speed up and maximize the value of personalized email content. Previewing as a prospect allows you to easily ensure that you’ve chosen the right variable tags and that the data your expecting renders correctly.
Responsive Layout Templates
Gone are the days of manually coding responsive layout templates in Pardot. We now offer responsive prebuilt layouts that you can edit to suit your brand’s look and feel. Import one of five prebuilt layouts, customize it, and then use it again to style your landing pages. You can also preview templates, so you can be confident in your design before publishing your template.
Pardot admins can choose to have some – or possibly all – of the users in their connected Salesforce org sync to Pardot automatically. Any Salesforce user whose Profile has the ‘Salesforce’ User License is eligible to sync. Pardot admins can also select exactly which user Profiles they would like to sync to their Pardot org.
Once enabled, Salesforce User Sync will detect when Salesforce users are added, removed, or modified and will mirror those changes in Pardot within 10 minutes. With a few exceptions, fields on the Pardot user edit screen become read-only, so any desired changes to those user record fields must be made to the corresponding Salesforce user.
Engagement Studio Warnings
We hear over and over again that time is confusing to users. With the recent releases of scheduled email steps and customizable business hours, warnings provide more insight into program timing. Users will be alerted when a step is scheduled in the past or if the day of the week the scheduled step is on is outside of the “Business Days” set on Business Hours.
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Engage – Insert Files
Engage users can upload or select an existing Salesforce file(s) to insert into in their Engage email. A public-facing link to the Salesforce file will be inserted into the bottom of the body of the email. It is styled to look like an email attachment. Users can also upload or select an existing Salesforce image to embed as an inline image into their Engage email.
B2B Marketing Analytics with Account Based Marketing Dashboard
With the new account-based marketing dashboard and datasets for B2B Marketing Analytics, you can analyze campaign performance, influence, channel activity, and more, all by account. These new tools help marketers identify the highly engaged, top-revenue accounts they want to focus on. Segment and customize this data using B2B Marketing Analytics. Take a deep dive into Account-Based Marketing Dashboard here.
Until now, campaigns in your marketing automation platform have been separate from Salesforce Campaigns, regardless of the marketing automation solution you use. Now, exclusively for Pardot users, your Pardot marketing automation campaigns can be connected to Salesforce Campaigns.
With the power of Salesforce, you can now utilize customizable and flexible Salesforce campaign functionality to help plan and execute all of your campaigns and easily attribute marketing ROI, all in one platform.
Trust and Security
Encryption at Rest – Pardot is Certified with Financial Services Cloud
Pardot is now certified with Financial Services Cloud! With Salesforce Engage, users can send one-to-one emails from their chosen interface while automatically logging all interactions in Pardot and Financial Services Cloud.
And, for our friends around the world
Localization of Pardot French, German, and Spanish (Beta)
Now all customers have access to a localized Pardot UI for France, Germany, and Spain.
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Users will be able to select a desired send date for email steps in an Engagement Studio program and have visibility into prospects who are not sent the email due to a scheduled date in the past.
Better understand time in relation to Engagement Studio 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, providing date visibility on the test log, and providing a program length and date overview when the test hits an End step.
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.
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.
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 enhancement.
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.
We are excited to announce that Pardot is now generally available in Japanese. We’re thrilled to provide a native language experience for our Japanese customers.
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With Pardot and Salesforce connected campaigns, your marketing department can see exactly how much engagement their campaigns are generating, right in Salesforce. Add the Engagement Metrics component, engagement history fields, and report charts to campaign page layouts to show marketers how much activity their emails and forms are generating. Add the Engagement History related list to leads and contacts to see how they have engaged.
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. 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 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.
Salesforce User Sync helps you better align and manage users in Pardot and Salesforce. By making Salesforce the system of record for synced users, you’ll save time on user management and security while eliminating user redundancy.
Help your teams practice Account-Based Marketing (ABM) by using your Salesforce data in a new way. In Lightning App Builder, add the Matched Leads component to your business account pages to show leads matched to an account, with the best matches first. Sales teams can convert leads without leaving the account. By reducing redundant data, the Matched Leads component helps you work toward complying with data protection and privacy regulations.
Your marketing team can now quickly select, search for, and add leads, contacts, and person accounts to campaigns without leaving the campaign detail page. Previously, when users added leads, contacts, or person accounts, they were sent to the Leads or Contacts home pages, taking them away from the campaign details.
Campaigns have a life cycle. Whether you’ve just sent the first email or reeling in those last few leads, Path helps your marketing team manage the stages of your campaigns. Use a path to coach your marketers how to move a campaign to the next stage.
Let your marketing department use the features of both Pardot and Salesforce with a single set of campaign records. When campaigns are connected, marketers can track campaign influence and view engagement history all on the same record in Salesforce.
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.
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.
With the new Campaigns with Influenced Opportunities (Customizable Campaign Influence) standard report type, your marketing team can quickly see the number of opportunities and amount of revenue each campaign has influenced. Marketers can stay on top of which campaigns are performing well and make adjustments as needed.
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.
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Pardot Automation Rules now have repeat functionality allowing users to determine if an Automation Rule should be allowed to match a prospect more than once. Use cases include triggering automatic score depreciation, driving customer renewal notifications, routing form submissions based on values, and more.
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Engage for Outlook is an integration with Lightning for Outlook that allows users to enable tracking for increased visibility into which prospects engage with emails sent from their inbox. This engagement data is pushed into Engage Alerts, Engage Reports, and Engage Team Reports so reps can reach out the moment a prospect shows interest. Users can also view a contact’s lead score and engagement history from their inbox, so they can send more relevant emails. You can use all of this alongside Salesforce functionality like creating tasks, inserting Salesforce templates, and viewing matching records (leads, contacts, accounts, opportunities, custom objects) from Salesforce for the contacts you’re emailing.
Engage Team Reports will allow sales managers, marketers, and admins to have insight into the effectiveness of Engage emails, usage and impact for their teams, as well as individual reps. Engage Team reports allows you to analyze data from the emails your reps send from Engage for Gmail, Engage for Outlook and Engage Campaigns to monitor the success of campaigns with in-depth email analytics from within Salesforce. Track metrics like the overall send, open, click, unsubscribe, and bounce rates are for individual emails, and which Engage sends and Pardot templates are driving the most opens and clicks.
We’re also excited to announce the launch of Preview Variable Tags in Engage Campaigns. With the ability to preview variable tags, your reps will be able to preview their email as the selected recipient.
Pardot Email Template data is available to all users in B2B Marketing Analytics as an out-of-the-box Pardot Email Templates dataset and an Email Templates section on the existing Engagement Dashboard.
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Within Engagement Studio Programs, marketers now have a new Action of “Assign to Salesforce Queue” to more easily utilize existing Salesforce workflows and a new Action of “Adjust Score in Scoring Category” and new Rule of “Check Score in Scoring Category” to impact and assess scoring categories via Engagement Studio.
Marketers can schedule in advance a Start and Stop time for their Engagement Studio Programs. The current process to kickoff or wrap up an Engagement Program is very manual, requiring the Marketer to actually be in the Program at the time they want to Start or Stop. This update will allow Marketers to more easily manage and have more automated control over their Engagement Programs.
Now, all assets used within Engagement Studio programs including email templates, lists, landing pages, forms, custom redirects, form handlers, files, Pardot campaigns, scoring categories, prospect fields, users, and groups will display the linkable Engagement Studio program in the asset’s usage table.
More flexible options for the custom reply-to field on Pardot List emails and templates. A common use case is when a marketer wants to send an email from a general address or from a particular important user but wants replies to go to the prospect’s assigned user.
Prospect merges to now transfer all score audit adjustments and applies on the resulting master prospect record, including automation rules, completion actions, Engagement Studio Programs, Imports, and manual edits.
Trust is the #1 value at Salesforce and Domain Validation validates ownership of branded tracker domains to prove your company owns the domain, which protects your landing pages, custom redirects, and other Pardot assets from being served off of any other customer’s vanity domain.
The LinkedIn Social Posting Connector API is updated to include improved image posting and reporting on personal page links and comments.
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Salesforce is introducing Einstein Account-Based Marketing, a complete, end-to-end ABM solution powered by artificial intelligence. Built on the world’s #1 CRM, Einstein ABM enables marketing and sales teams to target the most valuable accounts, personalize campaigns and engage with prospects at scale—improving pipeline quality and turning the hottest leads into new deals.
In further support Account-Based Marketing (ABM), Salesforce Engage users can now send one-to-many Engage email from a button or Lightning action on Salesforce Account record or from the related contacts list on an account! This is supported in both Salesforce Classic and Lightning. Additionally, the Send Engage Email button can also be used from a mass action on Account List Views.
Pardot Prospects Recognize Salesforce Leads Converted into Existing Salesforce Contacts
The Salesforce Connector now recognizes when a Salesforce Lead record gets converted into an existing Salesforce Contact record.
Several options are available to view and explore your data within B2B Marketing Analytics, including through out-of-the-box dashboards or through creation of your own custom dashboards. With the upgrades, the app is now powered by the Dashboard Designer, which allows you to design, create, and build custom dashboards more easily and efficiently. This includes new widgets, visualizations, and even templates to enable you to create responsive dashboards for different device types.
B2B Marketing Analytics comes with multiple out-of-the-box dashboards, which allow you to view and explore your Marketing and Sales data in one central place. We have enhanced each dashboard’s date filter, allowing you to filter to a granular ‘by-day’ view, or broad ‘by multiple years’ view on both an absolute and relative scale. Even more, you now have the ability to filter by completely custom date ranges.
To make it easier and more efficient to join custom datasets with the out-of-the-box datasets, CRM ID’s are now included in all out-of-the-box datasets.
We’re also happy to announce a fully optimized mobile iOS experience for B2B Marketing Analytics. This is accessible through the Einstein Analytics app on your Apple mobile device. You now have the ability to fully interact with and explore all dashboards, datasets, and saved lenses within B2B Marketing Analytics, including sharing directly from your mobile device. The Salesforce Einstein Analytics iOS application can be found in the App Store.
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Within email templates, five additional variable tags for for the Assigned User’s full name, first name, last name, phone number, and email address are now available that does not depend on the email sender. This allows a marketing user to direct a prospect to contact their sales representative in a marketing email.
We’ve introduced Program Locking to Engagement Studio Programs to prevent multiple users from editing the same Program at the same time. When a user is editing an Engagement Studio program, the Program will become locked; no other users will be able to edit the Program until the original editing user closes, navigates away from, or starts the program.
Versioning for Engagement Studio is an exciting step in helping our customers to understand the impact of changes made to their Engagement Programs over time. Whether these changes are due to fixing mistakes, testing different steps, or revising in response to performance results, users will now be able to tweak the steps in their program, the changes to the program steps will be recorded as a part of a new program version with a history of the versions making it easy to understand when a program was edited. Engagement Studio reporting has also been updated to display version-specific stats via drop-downs on the Report Cards.
Two new permission options of View and Delete are available for the Engagement Studio User Role settings provide more options for Engagement Studio access. The View-only setting will be particularly useful for those Users who should only be able to view Reporting and have no Create/Edit access.
Engagement Studio Processed On Column
Users can now see the date and time when a Prospect was Processed through a step on the Engagement Program Tooltip drilldown Tables.
Engagement Studio Table Actions
Allows Users to take mass actions on Engagement Programs, including Delete, Pause, and Move to Folder from the Engagement Programs table.
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Allow Multiple Prospects with the Same Email Address (AMPSEA for short) allows Pardot Prospect records no longer need a unique email address. This feature is really powerful when paired with Salesforce so you can now maintain separate prospect records for every corresponding Salesforce lead or contact record for an individual.
The Engagement History lightning component is a rebranded and updated way to view Pardot and Engage prospect activities within Salesforce. We’ve made updates to the naming and grouping of activities to simplify the user experience for end users. Now sales reps are able to drill into and understand their prospects’ interactions in a way they have never been able to before, allowing them to have more relevant conversations with prospects. Because the lightning component is supported on Lightning App Builder, engagement history can be surfaced in any apps that allow adding custom lightning components. So, reps can always have this information at their fingertips at all times.
An updated look and feel for Engage Campaigns and reports for Sales Reps to more easily select and swap templates, compose emails without templates, and edit and send emails, allowing them to be more productive. We’re also excited to highlight the addition of custom date ranges in Engage Reports so reps can analyze data across the duration of the sales cycle.
We’re introducing a highly requested feature by users: editable regions in Engage Campaigns! Marketers now have the ability to designate which regions within templates can be edited by the sales user and lock regions they do not want edited. This allows reps to have access to marketing approved content, but ensures that branding standards, messaging, and legal disclaimers remain in tact.
With an updated experience for our Engage Alerts, new enhancements enable sales reps to connect to customers and prospects even faster than before. Reps can now view all of their latest alerts at once with a new, more intuitive interface for Engage Alerts. They can customize their alerts into side-by-side columns and drill into each alert to instantly view prospect score and engagement history in a more powerfully simple interface. This added flexibility makes it even easier for sales to be first, relevant, and productive.
A new Product and Service Notification field with Pardot Account Settings allows customers to specify a user to contact for Salesforce Engage. This point of contact will be used to notify the customer of any Engage specific critical incidents or product news and updates.
Engagement Studio Email Send Bounce & Opt Out
The Email Send action Report Cards and the Engagement Program CSV export will now include data on the percentage of total Bounces and total Opt Outs for specific emails within the Program.
Engagement Studio Email Send Status
A new “Email Status” column will be added to the Engagement Studio Email Send Tooltips drilldown report. This column will display the actual status of the email send for each Prospect.
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We are excited to announce the general availability of Pardot Engagement Studio, enabling B2B marketers with an entirely new way to build, visualize, test and measure 1-to-1 buyer journeys on one canvas. Engagement Studio is a B2B marketing team’s command center — a place to manage all touchpoints with prospects and customers. Now, companies can do everything from lead generation to nurturing to reporting on marketing ROI in one place, and on one central canvas. Engagement Studio is Salesforce’s latest step in our journey to help customers align their sales and marketing teams to sell smarter together.
When multiple Users are editing an Engagement Studio program, changes to the flow or steps within the program can be lost or overwritten. This can be frustrating to be uncertain if your changes are being properly saved. To safeguard against this, we’ve now added locking to Engagement Studio programs similar to what you’re use to in our simplified email saving process to prevent multiple Users from editing the same Engagement Program at the same time. When a User is editing an Engagement Studio program, the Program will become locked.
Engagement Studio triggers give you the power to send your prospects to the next stages of your buying cycle in real time — the program takes action right when your prospects do. We’ve now added wait times to Engagement Studio triggers — customers can now specify a ‘wait’ period on triggers that will hold prospects on that step before moving them to the next stage in the flow.
A/B testing is one of the most effective ways to figure out what’s working in your marketing campaigns and what isn’t, and A/B Toggling makes this process even easier. Now, once you’ve determined which version is performing better in your test, you can easily pick the version that you want to keep (using a thumbnail preview and the subject line) and use the toggle turn the test the off. Also, you have more control when you copy an A/B test, with the option to copy either version or keep both. The copy dialogue will help you choose the right one by showing you which is the winner alongside other information about the email versions you are copying. Interested in learning more?
No Automatic Line Breaks in Text Emails
Now, we’re no longer forcing these line breaks and instead allowing you to decide when a line break should occur in your Text versions of emails.
While Pardot has allowed posts to Facebook, LinkedIn, and Twitter for several years and a series of enhancements now make it easy to include images on social posts, to ensure those images render beautifully across all social channels, and to track the outcome of social posts.
Previously, all social posting messages were restricted to the Twitter limit of 140 characters. Now, the limit is based on the most restrictive social account you have chosen to post to including 4000 characters for Facebook, 700 characters for LinkedIn, or 140 characters for Twitter.
The Prospects table is now similar to the enhanced List Email Stats report, allowing for a customizable Prospects table to personalize which columns are displayed or hidden. Columns include default and custom columns where a User will be able to choose from up to 10 custom fields to include in the grid, resize columns, move columns, custom export, and sorting of columns.
A new predefined view for your prospects table is now available to easily identify those prospects not in Salesforce.
The new Monthly Inactive Automations Report will help you manage all of the active automations within your account. As a best practice, it’s always recommended to pause or delete automation assets that are no longer in use, and this report provides easy visibility into the Engagement Programs, Drip Programs, Automation Rules, and Dynamic Lists in your account that have been inactive over the past 30 days.
New Table Action: Pause Automation Rules and Drip Programs
It is now possible to Pause multiple Automations Rules or Drip Programs at once using the new Pause Table Actions. This provides Users with a more efficient way to manage old or inactive automation assets.
Pardot automatically includes negative CAPTCHA and conditional CAPTCHA, but when enabling additional explicit bot protection using reCaptcha, Pardot forms now use Google’s latest version of reCaptcha that is effortless. Now, all you need to do is check a box to confirm you are human instead of deciphering and typing numbers or letters.
To reflect the update made by Google AdWords, the Google AdWords report is updated to reflect this change by replacing “Converted Clicks” with “Conversions” in the Paid Search Campaigns data.
Reporting Print Views
We’ve now updated our reports so when you print a page the report will look as desired. Whether you print using the browser’s print button or by using the new Tools “Print” option of any data table, either method should be identical to the report within the user interface.
We added the ability via our API to query for email click statistics. All Pardot API documentation available at developer.pardot.com.
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Official Support for Salesforce Engage and Person Accounts
With updates to the Pardot Salesforce AppExchange package, we’ve added the Marketing Action Summary Person Account VisualForce page so that you can now add to the mobile cards section of their Person Account page layouts to use in Salesforce mobile app. As a result, we now officially support Salesforce Engage with Person Accounts!
Engage for Gmail Activity History Label Update
When you enable the connector setting of sync Engage emails in the Salesforce Lead or Contact activity history, Pardot prepends a label to the email subject. We are now changing “Pardot Gmail Email” to now instead be “Engage Gmail Email” prepended to the subject to easily differentiate these emails from other Pardot marketing type emails to more accurately measure sales usage and adoption of Engage.
We’re excited to announce the B2B Marketing Analytics app, a new Salesforce Einstein Analytics app that will enable users to dive deeper into marketing, CRM and third-party data and empower them to gain new insights into campaign performance to maximize marketing efforts.
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Pardot is committed to ensuring that every user has a great experience using Pardot and we’re excited to announce a few enhancements this team has made that improve user experience and efficiency. First, we’ve updated the look and feel of the system with a new font and styles. Next, we’ve streamlined system navigation by merging duplicate paths wherever it makes sense. Finally, we’ve moved the main menu navigation bar from the top to the side of the page, removed text from top level items, and made each icon change color when a user hovers over it.
Pardot’s new Multiple Scoring Categories feature allows you to track prospect engagement at the aggregate and individual product or business unit levels. Scoring Categories take the guesswork out of marketing by signaling exactly which products a prospect is interested in, so you can deliver relevant content at every touchpoint. Knowing which products a prospect cares about makes it easy to route leads to the right sales reps. And with this scoring information available to both Marketing and Sales, it’s easy to identify cross-sell and upsell opportunities, and to collaborate on strategies to advance them through the sales cycle.
We’re introducing a set of enhancements to our email editor to streamline the process of saving emails, and make it easier for multiple users to avoid colliding while editing emails. The first major enhancement is that only one user will be allowed to edit an email draft or email template draft at a time. We’ve also made the process of saving emails more intuitive with a change to the user interface.
We’re introducing a series of enhancements designed to improve user experience with the List Email Statistics report. First and foremost, we’ve added the ability to filter by more than two tags. We’ve also added back columns for Open Rate and Unique Opens. Finally, we’ve made some enhancements to custom report exports.
We’ve introduced a set of enhancements to Competitor Monitoring that make this capability even more powerful. First, we’ve expanded the SEO dataset Pardot uses for competitive analysis to ensure that customers have access to accurate and comprehensive data about their SEO performance. In addition, we’ve expanded the set of SEO metrics that will be tracked in Pardot.
With Trust is our #1 value at Salesforce, security updates are being applied to help prevent malicious code from being executed from your various Pardot assets via variable tags for prospect default and custom fields. The values could be populated via form submissions and variable tag modifiers are a special string that you can add to a variable tag to tell Pardot how to format the output when the tag is populated.
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Update to Salesforce Person Account Support
The custom apex trigger for logging Person Account changes is no longer required to automatically create prospects in Pardot when leads and contacts are created in Salesforce. This functionality is now included in the Pardot AppExchange package.
Update to CRM Whitelisted IPs
Pardot and Salesforce are becoming even more closely aligned, and as a result, IP address whitelisting is no longer required in Salesforce in order to verify the Pardot connector.
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The List Email Statistics table will now allow you to customize and filter reporting for all of your sent list emails. The table features columns that can easily be added or removed. You can filter, sort, and rearrange the table to suit your needs, including adding or removing columns and filtering columns by specific criteria. Because the table is smart save, Pardot will remember these customizations if you navigate away from the table, and will display your customized grid again when you return. Data from the table can also be exported to a CSV. You can either export the custom table or export all items to CSV.
A small but mighty new feature that will allow Admin users to configure the duration of the cookies set in Pardot. This will ensure that cookie duration is compliant with data retention laws across the globe. Admins can now change the duration for their specific account to set a minimum of 180 days (roughly six months) up to a maximum setting of 3650 days (ten years).
Pardot includes new powerful reporting capabilities that enable marketers to easily assess the true ROI of their marketing efforts, leading to greater marketing accountability. Pardot reporting is even better thanks to deeper integration with Salesforce, giving users new ways to visualize data on a variety of different reports.
In addition to the visitor data table, Pardot Users can now view reports including Page Views Today, New Visitors Today, and Top Companies by Page Views. You can filter the enhanced data visualizations using the Date Range drop down that now includes date range filters for Today, Yesterday, Last 7 Days, and Last Week.
From time to time, we need to get in touch with our Pardot users for important product and services notifications. Previously, we sent these emails to the top one or two Pardot Admins based on the number of logins, and even to all Admin users in certain situations. Now, to better target these notifications and to avoid sending emails to the incorrect users, we’ve added Product and Service Notifications contact fields.
Previously, all folders in the asset chooser were expanded by default. When creating a new asset the folder structure will be collapsed. If editing an existing asset, only the current folder will be expanded.
Pardot now has four new default prospect fields of Email Bounced Date, Email Bounced Reason, Opted Out, and Pardot Hard Bounced. This addresses several needs of better Salesforce email opt out syncing, clearly, knowing which were true bounces from Pardot, and also having the capability to leverage Salesforce’s bounce reporting.
LinkedIn Social Posting Connector API Update
LinkedIn changed their API to use a new authentication method and Pardot has updated the LinkedIn Social Posting Connector to sync with these latest updates.
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Previously, Pardot and Salesforce would sync data up to every 10 minutes. Pardot is now able to check for changes in Salesforce and in Pardot to sync up to every 2 minutes drastically increasing the throughput of records synced every hour.
Engage for Gmail, is the first marketing automation plug-in built specifically for sales reps, empowering them to send emails directly from Gmail. Gain a holistic view of prospects, add and remove the prospect to and from Pardot lead nurturing campaigns with one click, send and monitor one-to-one sales emails from Gmail in one click, and log all Gmail email interactions within Salesforce.
Because Pardot users have several different sources updating data in Salesforce and in Pardot at any given time, we’ve updated the Salesforce Connector sync so that users do not have to always choose one system over another. Now, each prospect field has a third Sync Behaviour option of “Use the most recently updated record” for updates to sync based on the record that was last updated.
Permission sets in Salesforce allow you to extend a user’s access without changing their profile, and this permission set will give the user instant access to all the custom objects and fields needed to take advantage of the Pardot connector’s full functionality. It will also allow users to automatically access new product enhancements without having to manually extend their connector user’s profile, as permissions will be added to the permission set as enhancements are released.
A new Salesforce connector setting of “Automatically delete or merge prospects if corresponding record in Salesforce are deleted or merged” is now available. With this new option enabled, if a lead or contact is deleted or merged in Salesforce, the same will automatically happen in Pardot as well. This will make the syncing experience smoother for our users and prevent test or junk records from counting toward database limits.
We are giving Admins more control over which email notifications are triggered when a merge is synced from Salesforce. This enhancement allows Admins to toggle a preference on or off to receive Salesforce merge notifications within the Salesforce Connector Email Notification preferences.
Pardot is leveraging Salesforce’s Known Issues platform to provide further transparency and updates, including known issues and bugs, applicable solutions, and automated status updates.
When previously dynamic lists and segmentation rules, enhancements have been make for a clearer two-step process of Build & Test. Included now are confirmation messages, confirmation emails, share preview via URL, run multiple previews, and a processing progress bar.
The Pardot Email Editor has previously allowed users the ability to resize the editing interface. Now, the Email Editor now has a clearer resize handle plus the ability to enter and exit full screen mode.
With a new Salesforce Connector setting option of “Automatically create prospects in Pardot if they are created as a Lead or Contact in Salesforce” enabled, the Salesforce connector will automatically create prospects in Pardot if an email address is added to an existing lead or contact record in Salesforce.
We’ve added a new connector setting that will allow marketers to log Salesforce Engage emails in Salesforce separately from all other marketing emails (i.e. list, drip, autoresponder, and 1:1 prospect emails sent from Pardot). Instead of logging all marketing and Engage Campaign emails at one time using the “Sync emails with the CRM” setting, you can now use the “Sync Engage emails with the CRM” checkbox to log only Engage Emails as activities in Salesforce.
Pardot and Salesforce are becoming even more closely aligned — and we’re thrilled to announce a new Salesforce connector that has no impact on your Salesforce API limits when prospect records sync between Pardot and Salesforce.
We’re excited to announce the official launch of Salesforce Engage, a new solution that helps marketing and sales teams work together to sell more effectively than ever. With Salesforce Engage, it’s easier than ever for marketers and sales reps to understand how prospects want to be engaged with and to deliver what they want, when they want it. The solution offers a number of key functionalities that sales teams can use to sell faster, including Engage Alerts, Engage Campaigns, and Engage Reports.
Variable Tags are now available for Engage Campaigns. This new update will allow sales reps to further customize both marketing-templated and non-templated Engage Campaign messages within Salesforce on their desktops.
The Pardot Google AdWords Connector is updated to the Upgraded Adwords URLs enabling you to use the new tracking template in Pardot to track your Adwords ads.
Federal regulations require that certain types of institutions keep a record of all emails sent over the past five years, including the content of each email and every email recipient, in the event of an audit. Once the BCC Email Compliance functionality has been activated by a Pardot Admin, every email sent from Pardot will automatically BCC an email address selected by the Admin. This will ensure that clients can keep a record of all emails sent from Pardot and can quickly access all email communication, if needed.
We have a handy new feature ready for our Salesforce users that will allow you to link your Pardot account to your Salesforce account, helping to simplify your workflow. As long as you are logged into Salesforce (or can log into Salesforce), you can just click the “Log in with Salesforce” button on the Pardot login screen and go straight to your dashboard — no Pardot credentials required!
We have now added the ability to apply page actions to wildcard URLs, which will allow you to customize your page actions even further. Instead of going page by page, you can now apply page actions to an entire section of your site to do something like adjust a score.
Pardot now supports all of the updates and improvements that Google made to Adwords, and even includes a new addition to the Paid Search report page.
We have a quick but exciting update for those of you using our Email Rendering Preview Analysis! This week, we updated our previews to include iPhone 6 and iPhone 6 Plus, so that you can see how your emails will render on the latest mobile devices.
We’re excited to introduce Folder Permissions, which will give you customizable control over the groups that can access the content housed within your Folders. Protect your content by assigning access to specific user groups. You can lock down access by department, region, business unit, and even custom groups like third party development shops.
With Pardot social posting, you can schedule and simultaneously post updates to multiple Twitter, Facebook, and LinkedIn accounts, then gather insight on link clicks, replies, comments, retweets, and likes. And now, you can post to LinkedIn company pages, too.
We have reviewed our email process and developed Email Flow — an updated look to our email editor that’s based on how you design and send emails. Email Flow lets you create email templates, customize, and send emails the way you like to work.
Successful email campaigns aren’t just about your email template. It’s also about creating engaging content that resonates with your audience. A/B testing allows you to change elements in your email, segment your recipient list, and then deploy different versions of your email to each segment.
We’re excited to release a new report that will allow you to drill even deeper into your individual prospects’ activities over time, called the Prospect Lifecycle Report. Use the Prospect Lifecycle report to better understand your prospect’s journey through the lead nurturing cycle, gain insight into your prospect’s score at each stage of their lifecycle, and deliver targeted reporting for each stage.
Based on client feedback, we’ve updated the Automation Rules preview so that it will no longer generate automatically, but will instead require a click to “Preview matches” to help improve system speed and performance when viewing automation rule previews.
The new Recency and Frequency rule types for dynamic lists can be used to quickly query your entire prospect database to generate a list of the prospects that have recently been contacted by you. Use this list to create a constantly refreshing suppression list that records prospects who meet your email sending threshold, helping to avoid marketing fatigue.
To make our self-help resources more accessible for clients, we’re updating our Help Drawer with a slick new design. From now on, all of the troubleshooting resources and help documentation you need will be right at your fingertips. This means quick access to Knowledge Base resources, FAQs, and helpful videos that correspond to the specific area of the app you’re working in — all from within the Help Drawer.
For Pardot users with chat support, our in-app chat will be moving inside the Help Drawer, giving you easy access to our Support team without covering up your content.
With changes from Google regarding AdWords, the Pardot Google AdWords Connector was updated to significantly improve upon our AdWords connector’s existing functionality. A new setting was added and more data is captured regarding keywords, match type, network, and device. We’ll also be replacing the Paid Search Query Report with an AdWords Keyword report.
In order to prevent inflated scores due to cumulative scoring rules, we’ve introduced a new scoring option. Now, you have the ability to select cumulative scoring on Email Opens (this adjusts the prospect’s score every time an email is opened), or you can choose to score only on the initial open. By selecting this option, the prospect’s score will only adjust on the first email open.
Are you ready for a faster and more efficient prospect import process? We’re excited to announce that we’ll be bringing you an improved import experience over the coming weeks, which will significantly improve import speed and will allow imports of up to 100MBs.
As a part of our continued effort to make email testing more realistic, we’ve made some improvements to our test email process. Now, clicking on a tracked link will redirect you to an interim page that will display a tracked link success message and show the full URL as a hyperlink (you can see this in the image below). Clicking the tracked link will redirect you to your URL for testing.
You asked to be able to export your drip program reports instead of having to screenshot your data to share with your team. Now, you can export this data as an easily-accessible .CSV file, save it locally, and share it with anyone at your company, instead of requiring a Pardot user seat to view. You can even adjust the date range for more specific reports, if desired.
Folders are a helpful organizational feature that will house your campaigns, emails, content, and other marketing assets together. They’ll work intuitively to let you segment and nest your marketing content in a variety of ways that make sense for your team, so that you can experience richer organization and an improved browsing experience within Pardot.
Now, you can send a personalized email from any user field, including support contacts, account managers, and more — anyone who is attached to a Pardot prospect. This opens up a world of opportunities for sending targeted and personalized messages! Sender Options now include a Prospect CRM User Custom Field, Prospect Account Owner, Prospect Assigned User, Specific User, or General User.
Want a deeper look at your campaign performance? The Campaign Performance report gives a high-level overview of a campaign’s overall health in comparison to other campaigns. The report is displayed in a graphical, highly configurable interface, and you can adjust the graph’s view by campaign status (current, archived, or all campaigns) and by date range.
With the introduction of Salesforce1, as a part of the Salesforce, Pardot has already been integrated into this next-generation platform. By downloading the Salesforce1 app, you will be able to see a list of your Pardot lead and contact records from within the app, including information like Pardot scores, grades, campaigns, comments, notes, and more.
To protect your email reputation, we are now enforcing stricter email address validation on prospect import to prevent spammy addresses or role-based email addresses (addresses not relating to a person). Now, if a user imports a CSV file which includes a prospect with an address on our list of un-mailable or role-based addresses, then that row will be rejected from the import.
You can now send emails via the Pardot API! One-to-One, List emails and Operational emails can be programmatically sent with all the benefits of our regular email tracking and reporting. This is really great for clients who want to do specialized integrations with us to send and track emails of all kinds (account activations, status updates, and other very personalized emails). You can send dynamically generated content (e.g. that a third party system pushes up to Pardot on send) or you can use an existing email template you have created in Pardot.
We now have six stock email templates that are responsive to give you a head start in your design when starting from Pre-formatted Layouts when building your email template. You can of course use your own responsive templates and we made additional enhancements to all email templates.
Within the integrated marketing calendar, you can now create custom events in addition to the ones that are automatically pulled in (list emails, webinars, Eventbrite events, and social posts).
Pardot is pleased to announce the ability to now personalize nurture and list emails on behalf of the account owner. This builds on the current functionality of being able to send from the lead or contact owner while achieving sincerity at scale on behalf of your sales team.
We have added a new tab to the email report that displays link performance visually. A rendering of your email creative will be overlaid with click through rates next to your various links. The call-out colors get warmer (blue, orange, red, etc.) depending on how high the click through rate is (relative to the other links in the email). This makes determining link performance much easier than simply looking at a table.
We’re pleased to announce email editor improvements to give you more room to work, a quicker editing experience, and easier “undo” capabilities. You are now able to toggle between tabs, sidebar content editor, and content block menu items.
We are thrilled to formally roll out the expansion of our Pardot Professional Services team to include strategic consulting in the four key areas of lead management, lead nurturing, tactical marketing, and reporting & analytics.
The Unsubscribe tag is now optional in Pardot emails; instead, clients can substitute the Email Preferences link to manage unsubscribes (note: either the Unsubscribe tag or the Email Preferences link MUST be present). This change is still CAN-SPAM compliant.
A unified marketing calendar now shows scheduled or past emails, social posts, events (via Eventbrite), and webinars (via GoToWebinar, WebEx, or ReadyTalk). A slimmed down version of the calendar appears for Marketing and Administrator users on the dashboard, just below the marketing graphs/charts. Clicking View Full Calendar will show a fuller view that is adjustable to show a day, week, or month view and allows you to page through the dates you want to see. Hovering over an event will show you details about the item (event tickets sold, webinar attendance, email click through rate, etc.) and allow you to click in to either a report (for items in the past) or to a detail screen (for items in the future).
In the past, some objects in Salesforce weren’t able to sync back and forth with Pardot, like cases and activity history. To solve this problem, we’ve released a new custom objects feature that will allow Pardot to build automation rules, segmentations, and dynamic lists around any custom or default objects in Salesforce that are NOT default objects in Pardot.
Now, you can send test emails from the email and email template wizards to specific test lists that you create. Clicking on a tracked or unsubscribe link in a test email will bring users to a success page explaining what would have happened had it been a typical list email. With this functionality, you can see exactly how prospects will view your email and ensure that the email renders correctly. This feature also allows you to report on clicks and view visitor activities by navigating to your email reports.
Pardot allows your sales reps to add and remove prospects from nurturing lists right from within Salesforce. We have made a user interface change to show an X and an (unsubscribed) surrounding the list name. This makes it very easy to determine at a glance whether or not a prospect is able to receive certain types of communications.
Pardot has just released an add-in for Outlook 2013. The add-in allows you to send tracked emails to prospects without leaving Outlook. Simply click the Send with PD button and any links in your email will automatically be tracked behind the scenes. This will provide valuable insight into any prospect clicks and subsequent activity that occur as a result of your message.
Pardot has just rolled out the abilities to define custom user roles.
We will automatically register an open if a link is clicked in the email, even if the prospect did not load the images. After all, a prospect can’t click a link in an email unless they open it first.