7 Pardot Releases in Winter ’20 and Summer ’19 You Should Know About

With all the Pardot releases and the upcoming roadmap features, it’s no wonder there’s so much talk about Pardot. It can be a little confusing when you’ve got so many updates happening at once. We know you’ll need to understand quickly, how they’ll affect your org and how you can use them. So let’s break down some of the most recent Pardot releases and walk through some of the upcoming ones.

Let’s start off with some of the Pardot releases from Summer 2019 You may or may not already know about these, if you do, feel free to skip to the next section that highlights the releases scheduled to come out this month.

ENGAGEMENT STUDIO: INTRODUCING PARDOT COMPLEX RULE LOGIC
If you’re an avid Engagement studio user, you know that your programs can get pretty complex when you’re trying to segment your leads. For instance, if you wanted to segment your leads by 3 different criteria, you’d need to build out a separate step for each. Now with Pardot complex rule logic, you can add this all into one step. This certainly makes for a cleaner flow and much easier lift to create your engagement studio programs. For more information on complex rule logic, check out this post on the Pardot blog.

MULTIPLE TRACKER DOMAINS ENABLED IN PARDOT
Historically, you could only use one sub-domain for all of your marketing assets. So anything that lives on the sub-domain, would all be tied to the same name. There are a variety of reasons why you’d need or want to have the ability to create multiple subdomains. For instance, if you operate out of different countries, have different product lines, different websites, or have a parent company with several subsidiaries, the need for multiple sub-domains is essential for brand consistency and it ensures a seamless experience from one site to your Pardot landing pages and assets. Now, Pardot allows you to create multiple tracker domains, and if you have business units enabled, you’ll be required to select a tracker domain for each business unit. On the Pardot blog, there is a great example that illustrates the setup and use case for this feature. This feature is a long time coming and really helps brands deliver a consistent brand experience.

HANDLEBARS MERGE LANGUAGE FOR PARDOT
What is HML? HML is Pardot’s new merge language for your Pardot email personalization. You’re probably thinking, well, my dynamic content works just fine, I don’t need to upgrade to HML. In short, what you need to know is HML is certainly more robust than your existing dynamic fields. How many times have you sent an email and used the greeting “Hi %%first_name%%” and many of your recipients got this “Hi ,”. Did you cringe? Don’t worry, there are worse examples out there. With the new HML language, we can use logic that essentially says if there is no name or content in that field, just leave it empty. It will allow us to improve our personalization and deliver better content.

Those three releases should already be available to you in your org. Now, let’s walk through some of what’s coming this month.

REUSABLE CONTENT BLOCKS FOR YOUR PARDOT CAMPAIGNS
Enter Snippets. As a marketer, you’re trying to reach your audiences on several different channels. Oftentimes, you’re delivering the same set of information across a variety of channels. What happens when that message or information changes? Ever have a speaker change for a webinar, and need to go and update it in several locations? You’ll love snippets, they allow you to create a content block of information that you can drop into different locations. The best part is, you only need to update that content in just 1 location. Thank you snippets for saving us so much time.

Note: This change applies to all Pardot editions with the Pardot Lightning app.

ENGAGEMENT HISTORY FOR ACCOUNTS
If you’re an ABM team, this one’s for you. Previously, we were able to add engagement history to leads and contacts, but not for accounts as a whole. Now, we’ll have better insight into the organization as a whole, we can see the engagement of the entire account, rather than just an individual basis.

Pardot Engagement History Dashboard on Accounts
This change applies to Lightning Experience in Pardot Growth, Plus, and Advanced editions with Salesforce Professional, Enterprise, and Unlimited editions.

IT’S COMING . . . MORE DATA IN YOUR ENGAGEMENT HISTORY DASHBOARDS
Engagement history on leads and contacts is a great visual that gives us insight into how people are engaging with us. (If you haven’t already enabled this, email me, I’ll walk you through this, because you need this). Previously, all data wasn’t automatically funneling into this dashboard, but now, we’ll see more information such as automated emails, from engagement studio, completion actions, and automation rules. We’ll also be able to see web page visits. Good stuff.

This change applies to Lightning Experience in Pardot Growth, Plus, and Advanced editions with Salesforce Professional, Enterprise, and Unlimited editions.

EINSTEIN BEHAVIOR SCORING, NOT TO BE CONFUSED WITH LEAD SCORING
What’s the difference? Your traditional lead scoring is a quantitative amount placed on any activity that occurs at any time. This type of behavior scoring watches when your leads are looking at specific content during specific times during the buyer’s cycle. It allows you to really understand what content is helping close deals.

This change applies to Lightning Experience in Pardot Advanced with Salesforce Enterprise and Unlimited editions.

For more information about the upcoming Pardot releases, visit Salesforce.com for the release notes.

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