ContactsFebruary 11, 2019
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.