Potential new features to watch (Q3 2017): What’s in review on the Pardot IdeaExchange?

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The Back Story

The Salesforce IdeaExchange is my favourite section of the Success Community. It’s a forum-style area where Salesforce users can post ideas for should be included on the Salesforce platform – potential new features to consider for future releases.

Did you know?

 

The genius lies in the fact that the ideas are generated by the people on the ground – the user. It is powerful in bringing together end users and product managers, eliminating the need for excessive surveying, focus groups or any other dated response collection method.

The upvote (and downvote!) feature makes participation engaging, as you are able to place your votes how you wish and watch the ideas you support climb.

And it’s not just Pardot – the IdeaExchange serves the whole Salesforce Platform.

<– You can place your ideas in to these categories

 

There are certain point thresholds that have to be met in order to progress to the next level ->

 

 

 

 

 

 

 

 

‘Product Team Review’

This is the stage where an idea has received enough attention for the Salesforce product developers to review it. It’s usually the longest (aside from ‘Under point threshold’) – because the review is very thorough. But this is the purgatory for ideas – sitting in between being hyped up by end users and being accepted into the development phase.

 

What’s in Review right now?

There are 8 things that have earned enough points to reach review, here’s a run down.

 

1. Conditional options for Completion Actions

Vote count: 508

I laughed when I saw this entry because I had gone on to the IdeaExchange to submit exactly this!

As we know, Completion Actions can be set on emails forms, form handler, landing pages, custom redirects & files – that will take an action when the prospect does something.

Classic example: notify a user when a form is submitted.

Unlike their more advanced cousin – the Automation Rule – completion actions execute regardless of prospect criteria.

The use case I needed this for was to redirect submissions based on a Dutch form to either a sales rep in The Netherlands, or Belgium. At present, I have to replicate the form and do a more granular segment for the recipient list.

Anyway, this one definitely got my vote!

Vote here!

 

2. Nurture Program Emails: schedule send time

Vote count: 469

Plenty of Engagement Studio ideas that have come to life thanks to the IdeaExchange.

If this was bought in as an option on Engagement Studio, it would mean that you would be able to schedule the time and date any email in the flow should be sent, rather than just being limited to scheduling the start and end. It would also advance wait periods tremendously, optimising when prospects should move on in the drip.

Vote here!

 

3. WYSIWYG Landing Page Editor

Vote count: 417

This is relevant to anyone who creates landing pages in Pardot by importing HTML (pasting or via URL). What you get is a screen of HTML code, and no visualisation. Making changes is time consuming, either you:

  • Go back to the 3rd party building tool you’re using and re-import
  • Or, in Pardot go on a (seemingly) endless edit-save-preview-edit-save-preview cycle.

 

The Landing Page Builder should mirror the Email Builder – here you can import code and edit in real-time in the same screen.

Vote here!

 

4. Auto populate City & State fields based on Zip Code

Vote count: 346

…this one is a little bit of a slow burner, having been submitted 7 years ago!

Nevertheless, this is great for prospects to input their data faster, increasing the chances they submit. On forms where you need to collect address, the number of fields to do this can put the prospects off – big time. A zip code is quicker to input, less invasive, and very valuable to narrow down their location in a specific area. In the back-end, you’ll have better data quality for the city/state fields.
Hopefully they will be able to eventually roll this out for countries other than the US.

Vote here!

 

5. Customisable notification email messages

Vote count: 325

Notification emails are the emails that are sent to users’ inboxes automatically, defined via completion actions on the relevant marketing assets (see point 1).

These notifications serve their purpose, to notify the user of a submission and its relevant data. In the format of a table, they are informative, but not anything…inspiring.

There is a lack of flexibility to amend the:

  • Subject line: makes inbox organisation tougher
  • Content: what’s the expected next action?

Fields: data privacy implications

Consider the audience. Often a lot of the information is ‘marketing jargon’ and not relevant to sales users. You want to get sales excited about Marketing Automation, but the notification emails lack that ‘wow factor’. Being able to define which fields to include and which to hide will be beneficial for those working with 3rd party partners, such as agencies.

Salesforce admins have total flexibility over all the above with Salesforce tasks. Mirroring this in Pardot would be a logical enhancement.

Vote here!

 

6. Automation Rules with Page Actions: specific number

Vote count: 310

You can already define automation rules to trigger with Page Actions, that is, specified pages that are singled out as activities, however, you cannot define a specific number of page actions a Prospect should make before the automation rule runs. Browsing behaviour is a strong indicator of interest, particularly if they repeatedly visit a ‘buying signal’ page, one that screams ‘I will purchase!’. It would be cool to speed up the nurturing path for those prospects that have made repeat visits, diverting past other stages in the lead nurturing cycle.

Vote here!

 

7. A/B Testing in Drip Campaigns

Vote count: 290

A/B Testing is such a hot topic in the era of ‘agile marketing’ and ‘growth hackers’, with the matra ‘test, iterate, retest’. Drip marketing features, such as Engagement Studio, have lead marketers away from one-shot, interruptive marketing – to a smarter way to market with relevance at each step.

Testing the performance of different versions of content is available on emails (A/B testing) and Landing Pages (multivariate tests).

Vote here!

 

8. Resume Automation Rules at specified date/time

Vote count: 274

With automation rules, you can pause and unpause as you wish, but it’s manual.

This entry refers to engagement program emails too, and since it was posted, you can now schedule engagement studio to start/stop at a specific time (see point 2 in relation to emails in engagement studio).

Vote here!

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Your call to action for today is to visit the IdeaExchange and give the ideas you think are worthy your vote. It’s a bit cheesy, but each vote counts – very important in when there’s strict thresholds involved!

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