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Salesforce Spring 19 Features – Pardot

Post Series: Spring 19

In case you haven’t heard, Pardot recently announced its new release schedule with Pardot features and enhancements now being announced every other month. Not only does this alignment with the core Salesforce Release schedule mean fewer surprise or missed under-the-radar updates for Pardot Admins but more importantly, we ‘Pardot people’ finally get to participate in the Salesforce Release hype! What better way to celebrate being included than a rundown of what’s to come for Pardot in Spring 19.

Spring ‘19 Pardot Features Worth Getting Hyped About:

  • Improved Salesforce-Pardot Integration & Setup
    • New Pardot Setup Assistant
      The new Pardot Setup Assistant will make integrating your Pardot and Salesforce systems quick and easy by moving provisioning and the initial configuration of new Pardot accounts into Salesforce.
      Could this mean no more tracking down elusive Pardot account activation emails?! Let’s hope so!
    • Selective Syncing Rules
      Anyone who’s ever endured the headache of configuring selective syncing of records between Salesforce and Pardot will be relieved to know that the days of manually adjusting sharing rules and organization-wide defaults will be no more with Spring 19! Now, with Marketing Data Sharing and selective sync rule capabilities, partitioning your Salesforce-Pardot connector to only sync with certain records will be easily managed from within your connector settings in Pardot.
    • Pardot Business Units
      Finally, in what sounds to be a pretty major advancement for Pardot enterprise customers, Pardot is introducing ‘Pardot Business Units’ for those on Pardot Advanced edition. Pardot Business Units are intended to help different divisions working within the same Pardot instance focus on their individual objectives by allowing Pardot admins to control the prospects and assets their Pardot users have access to while still providing a global view across all Business Units in B2B Marketing Analytics.
  • The power of Einstein coming to Pardot (F-I-N-A-L-L-Y!)
    Overall, the entire Spring ’19 release has been packed with Einstein features, especially with Einstein for Service and Einstein Sales Cloud.

    • Einstein Scoring Component
      With Einstein artificial intelligence finally extended to Pardot functionality, Einstein behavior scoring will analyze prospect activity and measure engagement. When enabled and placed on your record pages, the Einstein Scoring component will help your sales team focus on those individuals most relevant to your business. After all, with the power of AI who has time to have their time wasted anymore? Not us!
    • Einstein Campaign Insights (Beta)
      Anyone who’s ever endured the headache of configuring selective syncing of records between Salesforce and Pardot will be relieved to know that the days of manually adjusting sharing rules and organization-wide defaults will be no more with Spring 19! Now, with Marketing Data Sharing and selective sync rule capabilities, partitioning your Salesforce-Pardot connector to only sync with certain records will be easily managed from within your connector settings in Pardot.
    • Pardot Business Units
      As if Einstein Scoring wasn’t cool and powerful enough, the wizardry of AI doesn’t stop there in this Release. In Pardot’s latest beta feature, Einstein Campaign Insights takes the guesswork out of evaluating campaign effectiveness – something marketers everywhere can appreciate! By evaluating patterns among prospects who engage with your campaigns, this new beta component will provide helpful insights and tips to help optimize and identify new audiences for your content.
      I don’t know about you, but this sounds like a beta feature worth signing up for, if you haven’t already, and don’t forget to share your feedback and suggestions in the Pardot Einstein Beta group to help ensure this feature is as best as it can be!
  • Use Custom Tracker Domains in Email Links and Vanity URLs
    Previously the creation of multiple Pardot Tracker Domains was supported but very limited, allowing users to set up and use multiple tracker domains but requiring that asset URLs be manually updated in order to use a validated Pardot tracker domain instead of the designated ‘Primary’ and not inclusive of vanity URLs. Now in Spring 19, users will be able to choose which of their validated tracker domains to use for link rewriting in Email Templates and to generate vanity URLs.
  • Bot Clicks be Gone!
    Ever wish you could put yourself and your Pardot account on a ‘No Call’ list, only for bots and email security scanners instead of robocalls? Well, consider your wish granted with Pardot’s latest update to their Visitor Filter functionality. Pardot Visitor Filters now will automatically filter activity from IP ranges commonly associated with email security scanners and bots and remove them from your reports! Just remember not to be too bummed if you notice your click metrics are a bit lower than usual – those bots didn’t care about you anyway. Things are better this way!
  • See Marketing Asset Performance on Campaigns in Salesforce (Generally available)
    Long gone are the days of manually piecemealing together exported Pardot report data with Salesforce campaign data ever since the long-awaited Connected Campaign functionality was first announced. For Spring 19, Marketing Asset and Campaign Performance reporting will be generally available, allowing users to search for and see engagement for marketing assets and marketing campaigns generate all from within Salesforce – cheers to that!
  • Use Pardot in 3 New Languages (Generally available)
    Oui! Ja! Sí! – with the Pardot User Interface now available in 3 new languages, users and Pardot Admins can change individual and default locale and language settings and translate the Pardot interface into French, German, and Spanish.
  • Easier setup of B2B Marketing Analytics
    In Spring 19, B2B Marketing Analytics will be that much easier to set up with an improved flow to help users to unleash the power of B2B Analytics that much faster. What’s to complain about? Bring on the dashboards!
  • Pardot Folder Functionality extended to Salesforce Engage Campaigns
    The extension of Pardot’s Folder and Folder Permission functionality to Salesforce Engage means less scrolling (and less complaining!) by Salesforce Engage users when searching for 1-1 templates to use to send Engage Campaigns.

And with that, we conclude our 4 part Spring 19 Release series. It’s probably no surprise by now that a lot of these exciting changes are exclusive to Salesforce Lightning and the Pardot Lightning app. So for those of you still on Classic, hopefully some of these new features are just enticing enough to convince you to make the switch – we promise it’s worth the hype!

Andrea Frazier

Andrea is a 3x certified Salesforce Senior Consultant & Pardot Specialist at GearsCRM. Passionate about helping Sales and Marketing teams achieve greater efficiency, Andrea helps Salesforce-driven companies implement Sales Cloud and Pardot to better automate processes and engage their prospective audiences to maximize their use of Salesforce.

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