Pardot's had a Winter revamp just in time for the New Year, giving us even more ways to find and nurture the right leads, close better deals, and improve that all-important marketing ROI. Here are some of the best updates from Pardot in 2019.
1. Pardot gets struck by Lightning (generally available)
We've finally got a Pardot and Lightning integration! And though this doesn't really add any new features right now, you can bet your boots it'll pave the way countless possibilities in the future.
For now, it basically means it's easier to switch between Pardot and Sales Cloud or other Salesforce apps. This helps align Sales and Marketing and means a more consistent, unified user interface; resulting in easier adaptation as users only really have to get to grips with the one interface.
2. More integrations!
But that's not all — it's worth mentioning some of the other integration bits between Pardot and Salesforce.
- 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 SF. That means no support tickets are needed to complete the full system sync." (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 unavailable, 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." [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." [Salesforce]
Basically, Pardot will be able to use everything that's in Sales Cloud, further helping marketing and sales work more closely together.
3. Engagement studio updates
- Copy and paste for Engagement Program steps
A pretty small update, but mighty nonetheless! You can now copy and paste steps in Engagement Programs to save you time when working. With this update, it's so much easier to create multiple Engagement Programs that need to use similar steps.
- Repeating programs in Engagement Studio (generally available)
You can now let your prospects enter a program more than once. This is particularly useful for things like recurring events, subscriptions renewals, and other recurring activities.
- Filter dates on the Engagement Studio reporting tab
You can now see how your program performed during a specific periods, so you can update and optimise your programs over time.
- Updates to user role permissions in Engagement Studio
Pardot user roles gave a new Engagement Studio custom user role permission. This means you can select who is able to Start/Pause/Resume a program, giving marketing better approval processes.
4. B2B marketing analytics dashboard enhancements
Now, you'll get the right information, exactly when you need it. The Account-Based Marketing dashboard will now exclude Pardot opportunities that aren't synced to a Salesforce opportunity or account. These enhancements mean you'll get more meaningful metrics, more descriptive labels, formula updates appearing in the pipeline, and multi-touch attribution dashboards.
5. Einstein and Pardot announced for February 2019
Little bonus here — we heard that we'll be able to analyse all that data about prospects' profiles and behaviour with Einstein pretty soon. AI Einstein will basically sort through all of your data to give you instant insights; resulting in things like higher engagement from campaign insights, and higher intent-to-buy via behaviour scoring.
Note: This is currently in BETA and it's worth mentioning that the minimum data set for Einstein to get to work is 1,000. This means 1,000 prospects and/or customers are needed to make best use of Einstein.
Now, this was aimed at Pardot people, but you should check out our 2019 Salesforce release highlights if you're looking for a more general 2019 Salesforce overview.