Top 4 new features: Salesforce Pardot, winter 2019 release
There are close to 20 new features and updates in Pardot’s Winter 2019 release. Here are 4 which can enable you to further personalize the prospect journey and improve your overall experience as a Pardot user. By the way, some of these are already available (see “generally available”).
1) Pardot Integration to Lightning… and more
Pardot integration to Lightning (generally available)
Although this does not necessarily add a whole new plethora of marketing features in Pardot right now, the integration of Pardot to Salesforce (Lightning version) is big in many ways and opens the door to countless possibilities in the future. PS: If you’re still using Salesforce (Classic version), you really should plan your migration to Lightning as soon as possible. At the very least, do it for your eyes.
Short term, having Pardot integrated directly into Lightning means:
Easier access and switching between Pardot and Sales Cloud or other Salesforce applications. This makes it easier for marketers who work in both Pardot and Sales Cloud.
A unified user interface design. Subtle, but only having to get used to one interface design usually results in efficiency gains in the long run.
But wait, there’s more… integration
Also announced in this release were the following “integration” elements between Pardot and Salesforce. They could’ve had their stand-alone spots in a Top X, but since it’s all part of the same theme (better integration), I grouped them:
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.” (source: Salesforce)
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.” (source: Salesforce)
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!” (source: Salesforce)
This all points to one direction for the future, which is Pardot being able to use everything that’s in Sales Cloud, maximizing the synergy between marketing and sales functions even more than today.
2) Repeating programs in Engagement Studio (generally available)
“Allow your prospects to enter a program more than once!” – Pardot release notes
This can be useful for:
Recurring events. If you run an annual conference for example, and you want to run some Lists once a year to solicit participants. You can use the same Engagement Program, just updating its content.
If you have customers on subscription plans, for example, and want to run those up for renewal through an Engagement Program.
And other recurring activities.
How to enable it
To enable it, when creating an engagement program, right above the Save button is a checkbox labeled “Allow prospects to enter program more than once”. Check the box, and additional options will appear that impact your repeating program, namely:
Days before eligible to reenter (between 1 and 365, which means you can’t have a prospect reenter the same Program on the same day).
Limit program entries (No/unlimited, or Yes/select the limit number of entries). Make sure to click No if you want unlimited entries. The default is set to Yes / 1.
3) Einstein and Pardot
I’m cheating a bit here, as this wasn’t in the Pardot release notes, but has been announced for February 2019. One of the main issues of big data is analysis. How are we to analyze all that data about prospect profiles and behavior? This is where artificial intelligence comes in with Einstein being able to sift through data and give instant insights.
Einstein Campaign Insights
Across campaigns, Einstein will be able to:
Spot which profiles have a higher level of engagement by type of persona (example: job title or any other similar field), geography, etc. This can enable marketers to make adjustments during their campaigns based on AI tips.
Give insights about which campaigns are better and worse about driving asset engagement.
Surface audience profiles that are susceptible to drive results in future campaigns.
Einstein Behavior Scoring
Looking at data in Pardot and other sources (like sales activity), Einstein will be able to:
Identify prospects who appear to have a higher intent to buy or a higher chance to become customers in the future based on their engagement. This takes scoring from a guessing game of adding numbers, to a tool that uses reference behavior to predict (within a margin of error) future behavior.
Note that at Dreamforce 2018 it was often mentioned that the minimum dataset for Einstein to get to work is 1,000. So 1,000 Prospects and/or Customers, etc.
These features are in BETA for the rest of the year.
4) Copy / Paste of Engagement Program steps
Pretty self-explanatory. This make it easier and faster to create multiple Engagement Programs that use similar steps. Considering we could already copy Programs, this adds the other side of the equation to save time working in Engagement Studio.
Check top-right of any Engagement Program, there’s a Select button, and a Copy button, etc. Click “Select”, select your steps (empty yellow circles), then click “Copy”.
To paste, click a ( + ) in your Engagement program, and you’ll see the “Add Element” menu, which now shows a “Copied Steps” option. And voilà!