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.
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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.
Find and Nurture Leads
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.
FIND AND NURTURE LEADS
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.