Salesforce Summer ’19 Release for Pardot Marketers

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Salesforce Pardot never fails to deliver plenty of new features with each release cycle – and of course, this announcement is no exception! This post combines two sources:

When is it all happening?

The Release Date for Summer ’19 will depend on your instance of Salesforce, but the main dates are on 18th May, 8th & 15th June – but don’t forget sandbox previews either! I highly recommend reading this quick guide to release and pre-release access. The Pardot April release will arrive much sooner.

This release centers on Engagement History reporting, Pardot Einstein features becoming more embedded in Salesforce, sync behavior changes and interface tweaks. Until you get your hands on a preview instance, or until the general release date, you can learn more about how about how the new features could potentially enhance your marketing ops.

Enjoy!

Engagement History Dashboards

When? Summer ‘19

Available for: All Pardot Editions (+ Connected Campaigns as a prerequisite)

Engagement History allows you to access prospect engagement data in Salesforce. Interactions with Pardot marketing assets are displayed on Salesforce campaigns, to give insight on key performance metrics for Landing Pages, List Emails, Forms and Links.

Now, reporting on Engagement History is getting easier. Admins will be able to enable the Engagement History Dashboard (from setup), and embed it onto Salesforce Campaign pages, like below:

Source: Summer ‘19 Preview Release Notes

 

Be aware that Salesforce user access to Engagement History features (including the dashboard) will be limited. The number of users that have access to Pardot features in Salesforce is limited according to your Pardot edition (Growth: 5, Plus: 10, Advanced: 20).

Engagement Activities in Related Lists

When? Summer ‘19

Available for: All Pardot Editions (+ Connected Campaigns as a prerequisite)

Following on smoothly, Engagement History on Salesforce connected campaigns gives Pardot Marketing Asset reporting a makeover. It’s a much cleaner, flexible interface to work with than was previously available in Pardot Classic, because each prospect and their level of engagement is clearly listed under each asset.

Each Pardot marketing asset related to a Salesforce Campaign becomes a record in its own right, so that Lead/Contact records can be related to the specific marketing asset, and their level of interaction – similar to how Campaign Member Statuses work. In the image you can see a Landing Page record and which Leads/Contacts have Viewed, Clicked, or submitted (‘Success’), and when.

Source: Summer ‘19 Preview Release Notes

 

Einstein Campaign Insights

“Monitor Prospect Engagement with Campaign Insights (Generally Available)”

When? Summer ‘19
Available for: Pardot Advanced Edition

Campaign Insights is a Pardot Einstein feature that sits as a component on Salesforce Campaign pages. Marketers have already had access to List Email Campaign Insights when the feature was in Beta, and now more asset types will be added, including landing pages, forms and link clicks.

AI-powered insights & explanations include:

  • High open rate on emails with a specific subject line
  • High engagement within a specific segment because of a form.
  • Which combination of touchpoints led to conversions

Source: Summer ‘19 Preview Release Notes

 

Einstein Behavior Scoring + Workflows / Process Builder

“Use Behavior Scoring with Workflows and Process Builder”

When? Summer ‘19
Available for: Pardot Advanced Edition

Einstein Behavior Scoring is another Pardot Einstein feature, that takes scoring far beyond the traditional Pardot Score. Unlike Pardot Score, Behavior Score looks at a prospect’s engagement in terms of ‘ready to buy’ behaviour, taking into account what Pardot activities led other prospects to convert at various stages. Using a number from 1-100, Leads and Contacts are scored relative to one another, so you can make quick comparison within segments and beyond (and avoid the often skewed activity scores).

Savvy lead routing can be triggered by a change in prospect score, a popular example isonce score has reached 100, to change a lead status to ‘Hot’, or notify a sales rep. But what about Behavior Score?

Using Salesforce Workflows or Process Builder has opened up a seemingly limitless number of Behavior Score automated triggers! Both of these Salesforce automation features are very powerful, because you can leverage any standard or custom criteria in your Salesforce org, and tell Salesforce to take a number of different actions when the criteria are met (eg. create a record, update a record, Post to Chatter – and others).

The image shows how Admins will select Behavior Score when building processes:

Source: Summer ‘19 Preview Release Notes

 

Switch Between Pardot Business Units

When? April ‘19

Available for: Pardot Advanced Edition (purchased or upgraded after 12th February 2019), for users created in April 2019, or after.

Pardot Business Units is new this year, to fulfill the needs of Pardot customers marketing across multiple divisions – especially big news for enterprise-level customers, where it’s a common and necessary requirement.

Previously, users could only belong to one business unit – a temporary limitation that no longer exists thanks to this release. Going forward, users can switch between Business Units easily using the dropdown menu in Pardot Settings tab in the Pardot Lightning app – like below:


Source: Switch Between Pardot Business Units

 

Two-factor Authentication for Pardot-only Users

“Make Pardot Credentials More Secure”

When? April ‘19

Two-factor Authentication (2FA) means in order to login, you need to combine the ’something you know’ (password), with ‘something you have’ (eg. Mobile phone) as an added layer of security. Many of you will be familiar with receiving a confirmation code to your mobile device – this is Two-factor Authentication at play.

The majority of Pardot users are likely to access Pardot through single sign-on (SSO) from Salesforce, especially following the release of Salesforce User Sync around this time last year. However, there will be occasions where users will not be synced with a CRM username, known as ‘Pardot-Only’ users – usually because they either don’t have a Salesforce license, or are deliberately kept as Pardot-only. Now, these users can use Two-factor Authentication too. To enable when the release is live, go to your Pardot account settings.

Salesforce Engage Default Templates

When? April ‘19

Available for: Salesforce Engage

Ensure your Salesforce Engage users are sending properly branded emails each time by defining and enforcing a default email template across your company.

‘Overwrite Prospect Opted Out’ Setting Sync Behaviour

When? April ‘19

“Overwrite Prospect Opted Out” is a setting available on the Salesforce-Pardot connector.
There’s a change happening to how Pardot marks prospects who have opted-out, then later been opted back in.

Jess warned us about this in a previous post, which may be useful for comparing this functionality between its sometimes troublesome current state, and the way it will work in the future.

Additional FYIs

Other minor items on this release cycle:

  • Use Quick Filters on Pardot Views – to filter faster by pulling in your commonly used filters into list view sidebars (see pp. 58 of the release notes).
  • B2B Marketing Analytics Legacy App Is Retiring

Link to Salesforce Summer ‘19 Preview Release Notes here.

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