Salesforce’s physical offices may have been closed in 2020, but Pardot’s product team didn’t stop working. If anything, our product innovation accelerated last year! Pardot became easier to use with deeper analytics, more built-in artificial intelligence (AI), and new features to help your scale your marketing.

Here are five of Pardot’s most exciting 2020 product advancements that will help you take your marketing to the next level in 2021:

1. B2B MARKETING ANALYTICS PLUS

Using B2B Marketing Analytics Plus is like adding a data scientist to your marketing team. Powered by the most advanced AI capabilities, not only can you better understand the performance of past campaigns — you can also receive suggestions on what to do next to maximize your return on investment (ROI) at every stage of the funnel. For instance: predict how much engagement you’ll gain with planned campaigns. The new connectors allow marketers to pull in data from external systems, like Google Analytics.

2. ENGAGEMENT HISTORY DASHBOARDS

Get the relevant analytics and insights you need directly on account, lead, contact, opportunity, and campaign records. With Engagement History Dashboards, you can embed dashboards on these records that visualize marketing engagement and surface key insights.

Marketing users need to understand that their efforts are creating engagement, while sales needs to understand who’s engaging, identify strong leads, and build targeted account plans. These dashboards allow all users – marketing and sales alike – to see the same data and use that data to inform decisions. You’ll be able to understand trends and patterns in campaign engagement and gather details on the who, what, when, where, why, and how behind the engagement.

3. EINSTEIN ATTRIBUTION

Don’t calculate marketing attribution the way your grandmother did. Use a customized model created by Einstein learning to more accurately identify the most effective campaigns in your customer journeys. Einstein Attribution leaves rules-based influence models in the rearview mirror. It uses AI to develop a data-driven model that attributes revenue share based on your actual customers, their engagement, and your successes.

4. NEW PARDOT EMAIL EXPERIENCE

Pardot marketers now have a more streamlined and user-friendly end-to-end email experience that uses the power of the Lightning Platform. The redesigned email experience includes enhanced email design capabilities, preview and test options, and a configurable send experience. Marketers can build email content from templates and add images, HTML, plain text, and HML merge fields to customize them. You can save email content for reuse and view reports on content performance. Pardot’s new email experience also allows users to take advantage of Salesforce CMS.

5. DEVELOPER SANDBOXES FOR PARDOT

Testing, auditing, and configuring Pardot is now easier than ever. Admins and developers can use sandboxes to safely test Pardot in an isolated training environment before going to live production. This provides the staging ground developers need to make configuration or asset changes and ensure all IT governance needs are met.

Want to learn more? Join us Jan. 20 for a webinar to learn how marketers are leveraging Pardot’s latest and greatest capabilities to transform their marketing.