Salesforce Winter 17 Features – Pardot

Salesforce Winter 17 Welcome to the last part of our Winter 17 write-up. We’ve already covered all of the Sales Cloud & Lightning Experience, Service Cloud & Field Service Lightning, and Communities & Chatter upcoming changes in our previous posts. With all of the new products that Salesforce has, it’s tough to do justice to every single one of them without spending weeks writing this blog. So, what we started last time was a rotating final post that will cover a different product each time. Last time we focused on Analytics Cloud and all of the big changes there in Summer 16. This time we’re going to focus on Pardot.

Pardot is a bit interesting with the new releases as they don’t adhere to the normal release schedule that the core Salesforce products do. Pardot tends to release new features pretty rapidly and as they are available, so this write-up below will include a bunch of features that are already live, but have come out since Summer 16. So, if you’re a Pardot user, you can get at a lot of these right away. The others won’t come out exactly around Winter 17, but are coming soon. Before we begin, I want to give a quick thanks to our Pardot team on helping with this one, in particular Jaclyn and Mark. Ok, let’s have at it.

    • New Pardot Style: Improved UI Look and Feel – Although Pardot is only available in Salesforce Classic, Pardot has updated their UI to match the look and feel of Lightning Experience. The refresh includes new fonts, streamlined navigation, and really helps users to understand “What’s next?” as they are working in the system.

pardot-ui

    • Simplified Email Saving Improved Email Saving and Editing Experience – This is a seemingly small enhancement that actually reduces a frustrating pain point. How many times have you tried to make a ‘quick’ update to an email before sending it out, only to find out that it is locked down by another user that didn’t save and exit properly? Oh, and by the way, that user is also on vacation for the entire week, putting your email in jeopardy of not going out in time? With this enhancement, the lock on the draft will be released when the user navigates away from the page, closes their browser, or after 24 hours – whichever comes first. Admins will also have the ability to close an open email session, so no more having to bug your coworker while they’re enjoying their hard earned beach time.

 

    • Enhanced Social Posting: Improved Social Media Tools – First off, it’s now much easier to share images across social networks. Instead of having to load images to Pardot first, you can now add the images in-line as you’re editing your post and it’s very clear to understand if you’re posting immediately or scheduling it out in the future. This update also ensures that your images will render correctly in Twitter, Facebook and LinkedIn – so no more worrying that the final result will look different than when hosted in Pardot. And finally, you can now see the reason for a post failing, which makes it easier to re-post successfully.

 

    • Engagement Studio: Create Personalized Buying Journeys – If you haven’t tried out Pardot’s super powerful Engagement Studio yet, stop reading this post and go try it out right now. We plan on writing an entire blog post just on the functionality delivered within Engagement Studio, so we’ll just highlight a few reasons why we love it here:
      • With Engagement Studio, marketers can execute complex logic within a highly visual and intuitive canvas. It’s easy to create programs with multiple branches and decision points, and yet the UI makes it easy to understand exactly what’s happening within the program without having to leave the canvas.
      • No longer limited to simple logic such as “Prospect did/did not click link,” we can now take action based on the specific link clicked by our prospects, and deliver targeted follow-up content tailored to our prospects’ actions.
      • With the introduction of Rules within Engagement Studio, we can now check for something, and then take action on that piece of data. For example, is the Prospect Assigned? If not, assign it! Is the Prospect a Salesforce Contact or Lead record? Take a different action for each result. This feature brings the power of Automation Rules into Engagement Studio, and it introduces so much potential for sophisticated programs.

new-pardot-drip

 

  • Scoring Categories: Track Prospect Engagement at Multiple Levels – Previously, prospects only had one Prospect Score, which was indicative of all behavior on your site and their engagement with your content. If your organization had multiple business units, or multiple product lines, being limited to one score made it difficult to determine your prospects’ interest in each offering. With the introduction of Scoring Categories, marketers can now build out a unique scoring model for each business unit, product line, territory, etc. – whatever method works best to support their business. This gives greater data to your Sales users by showing them not only a total Prospect Score, but also showing how interested they are in each of your organization’s offerings. Additionally, because Scoring Category data is pushed into Salesforce as a Custom Object, this means you can now use workflow, process builder and custom development to better support your processes.

Obviously, lots has been happening on the Pardot front lately. One of the great things about Engagement Studio is that Pardot has an aggressive Roadmap of features and enhancement to continue to build out the product. In fact, since its launch this spring, Pardot has already released updates:

 

    • Engagement Studio Program Locking – When multiple users are all collaborating on the same Program, it can cause frustrating loss of content or overwritten edits. In the very near future, Pardot will be making an update so that once a User begins editing an Engagement Program, it will be locked from editing for all other Users. Similar to the simplified Email editing we mentioned above, Admins will still have the ability to un-lock a program if another User has forgotten to save out completely (ahem: pre-vacation brain).

 

  • Wait Time on Triggers – Triggers allow you to progress your Prospects through to the next step in your Program, but sometimes you want to stagger the cadence of communication regardless of how quickly your prospect is interacting with your drip. With Wait Times, you can tell the program to:
    • Wait X Days – This will strictly enforce the wait period before the next step is executed, and only progress to the next step after the full wait time (ex: 3 days) has been reached
    • Wait Up To X Days,” – This will allow the next step to occur sooner if the prospect is highly engaged with your content. For example, “Wait up to 3 days” to assign a Task to call the Prospect, but if the prospect clicks through to your landing page before the 3 days is up, then the Task would be assigned as soon as the click occurred.
      Pardot Wait Example

      Pardot Wait Example

Well, that wraps up Winter 17. A monster release with a ton of new stuff across many of the clouds. Seems like the release around Dreamforce is always a huge one and I’m excited to see all of the new roadmap stuff that gets announced at Dreamforce. The big announcement has already been made with Einstein – Salesforce’s effort to introduce artificial intelligence into everything. I’ve also heard there are some huge Salesforce CPQ features being announced, let along the new Commerce Cloud and all of the other changes. Should be awesome as always and I know I’ll be in a coma after. If you’re going, have fun and maybe we’ll see you there!

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