• Emily Malone

New Pardot features from the Winter ’18 release

The three major upgrades There are three major Pardot product upgrades. These are:

  1. Salesforce Engage Enable reps to focus on only the hottest leads.

  2. Engagement studio and UI update Combine all of your marketing tools into one central canvas.

  3. B2b marketing analytics Understand the top performing campaigns and ROI of marketing efforts.

1. Find and nurture the right leads There’s no point wasting time and resources trying to sell to anyone and everyone. We want to focus our efforts on the right leads; the ones most likely to be interested. So, here are some tools which are perfect for that.

Engagement Studio Engagement Studio already allows us to combine all our marketing tools into one central canvas. With this feature we can:

  1. Easily build complex, data-driven campaigns that generate leads and drive prospects tow

    rds close.

  2. Visualise by mapping out each touch point and text programs to better understand the customer experience.

  3. Improve by surfacing insights right within your canvas to help you better understand campaign performance, and adapt quickly.

What’s changed? Now we have engagement programs with advertising!

  1. Driven from customer data We can now securely use your customer data to drive all our google, Facebook and Display advertising at scale.

  2. Connect to the entire marketing funnel It now lets us connect advertising with Pardot and Sales Cloud for integrated lead management from acquisition to close. Tie it all end-to-end, whatever tools you’re using.

  3. Lead automation You can also use lead capture for Facebook to automate lead flow in real-time into Sales Cloud.

  4. Sophisticated campaign management Finally, use powerful tools to track and analyse your campaigns, and manage your Facebook and Instagram lead campaigns.

Easily create complex programs Next, with intuitive automation and program enhancements, we can:

  1. Repeat automation rules Prospects can match automation rules more than once. For example, we can decrease a score of a prospect that’s been inactive for 30 days, multiple times. Using the repeat rule, we can make sure emails are always going out when they’re relevant, based on prospects.

  2. Schedule engagement studio programs This gives us more control and allows us to start and stop programs based on specific dates and times. So this means we can schedule for more appropriate times, including for different time zones.

2. Close more Deals So you’ve got the leads, now it’s time to close the deals. Here’s how Pardot can help with that.

Salesforce Engage This is essentially marketing automation tools for sales reps. It enables sales teams to easily connect early, effectively, and often.

  1. Be first We can make sure we reach prospects at exactly the right moment with real-time alerts, so we can stay ahead of the competition.

  2. Be relevant We can make every interaction relevant, tailored and personalised to our prospects’ needs in order to drive deals forward with valuable prospect activity data and insights.

  3. Be productive We can see what’s working and what isn’t, get the most out of our time, and work effectively — no matter where we are.

Engage team reports This new functionality was announced this Summer. It allows us to drive team performance by gaining insight into rep activity and campaign engagement. With Engage team reports we can:

  1. Monitor activity Understand user adoption, usage and impact increased visibility for managers, marketing and admins.

  2. Drive performance Know which templates and email campaigns are performing the best and proving the most ROI.

  3. Uncover trends Analyse and drill into insights to uncover trends that close deals faster.

Preview as your recipient in Engage Campaigns Now we can review and preview as specific recipient to see variable tags and dynamic content populated. Simply put, this means that us marketers will be confident our emails will appear as beautiful we intended them to be! Nice one Pardot.

Engage for Outlook This is something a lot of Pardot users have been asking for, and now it’s a real thing! If you’ve enabled Lightning in your org, you can now have that experience in your Outlook inbox. This gives teams the tools they need, where they need it most.  It’s essentially like an app builder for your inbox. Engage will show the most relevant content from your CRM to you when you’re in your inbox, which means you don’t have to leave to go into Salesforce for the essential data that’s in your CRM.

  1. Leverage insights View alerts, engage reports, and engage team reports.

  2. Personalise your message Send more relevant emails by viewing engagement history directly from Outlook.

  3. Track engagement Log and send tracked emails to Salesforce from the convenience of your inbox.

  4. Built into Lightning for Outlook Create tasks, view/create new records, view account and opportunity data.  Manage your business in the most simple way possible for all your Salesforce activities.

3. Maximise Marketing ROI Marketers really need to know which campaigns work best throughout the funnel. Which campaigns drive lead acquisition? What drives engagement from end to end? Which campaigns drive deals to close? It’s critical because when we understand where our campaigns really work best, we can fight for budget or maximise ROI on whatever we’re trying to do.

Campaign influence attribut
Lightning for outlook
on models To help you maximise marketing ROI, you can get three out-of-the-box attribution models to measure campaign influence. How’s this different from what we had in the past? Well, admins can build custom attribution models with Salesforce campaigns, but usually you need to have a Salesforce Developer to help. Now, you can leverage these three models without the need for any extra technical help! These three attribution models are:

  1. First touch See which marketing campaigns drive pipeline.

  2. Even Touch Explore which marketing efforts engage buyers across the customer journey.

  3. Last Touch Identify which things help sales drive leads to close.

Learn more about Pardot on Trailhead New Pardot trails have been launched this year! So from the basics to the little more advanced stuff, you can learn how to understand and use Pardot right here.