Category: New Features

Blog

Protecting Your Email Stats from Bot Activity with Metrics…

Internet security is always evolving. As attack methods change, so do defense mechanisms. A few years ago, we saw a new development in email security. Some inbox providers started employing scanners that would click every link in an email to test its source. This is good news for email security — less risk in your inbox! — but terrible news for digital marketers, who saw click rates suddenly skyrocket to impossible percentages over 100% and watched unengaged prospects with lots of automated “scanner clicks” get passed along to confused and frustrated sales teams.

At first, these scanners were mostly coming from the same few IPs. So in the December 2018 Pardot release, we identified consistent email scanner IPs and packaged them as visitor filters out-of-the-box for all Pardot customers. But the problem didn’t go away. As this practice of protecting email recipients from malicious links gained popularity, we saw a proliferation of scanners on cloud hosts.

Now, a cloud host is tricky. When the activity’s IP can only be tracked to AWS or another public cloud provider, we can’t simply add that IP to a blocklist. Will clicks from cloud IPs always be scanners, or will they sometimes be customers? Will they be scanners this month and customers next month? Unlike IPs we can easily identify as belonging to security providers, we couldn’t just filter out all activity from public cloud IPs that sometimes acted like a security scanner.

But we can filter out activity from an IP when it is acting like a security scanner. So that’s exactly what we did.

We built Metrics Guard for Email to watch for activity that isn’t really part of your hard-earned metrics. This brand-new service monitors email clicks and opens to identify patterns that are clearly bot-based, and it keeps those activities out of Pardot entirely. In its first week, Metrics Guard for Email kept 2 million scanner clicks from inflating our marketers’ metrics and triggering actions that shouldn’t have happened.

The best part of this service is that it’s totally hands-off for you — no activation is required! Since early November, Metrics Guard for Email has been working behind the scenes to keep your engagement data clean so that your click metrics are accurate and only truly engaged prospects become qualified.

So send away, knowing that Metrics Guard for Email is serving engagement metrics you can trust.

Check out how to use email metrics to make data-driven decisions.

Blog

Announcing the New Pardot Feature Release Schedule

A few years ago, Pardot users were used to dozens of different feature releases launching throughout the year. In 2018, we consolidated our feature release schedule to a cadence of six releases a year. In the time since, our customers and partners have been able to follow our more streamlined release schedule — but we’ve heard that even six releases per year can be a lot to keep up with.

That’s why Pardot is excited to announce that we’re further simplifying our release schedule, moving from six releases a year to just three. We’re still innovating at the same pace as before, but this new release schedule allows us to align with the three major annual Salesforce releases. It removes the complexities of managing Pardot-only releases, giving our customers and partners more time to review and adopt features.

WHEN IS THE NEXT PARDOT FEATURE RELEASE?

The newest Pardot feature release is Winter ‘21 — and it’s available now, along with the Salesforce Winter ‘21 release. Future Pardot feature releases will also be aligned to the Salesforce major release schedule, so the next release will be Spring ‘21. Visit our Releases page to learn more, and join us for a virtual session where we’ll overview key Winter ‘21 features on October 28th. 

WHY ARE PARDOT-ONLY RELEASES ENDING IN 2020?

Over the past two years, we’ve learned more frequent releases mean a heavier lift for everyone involved — our internal teams, external partners, and especially our customers. It takes a lot of effort to get ready for new feature releases. After conversations with our partners and customers, we’ve decided to align with the three major Salesforce releases. This will make planning, training users, ensuring organizational alignment with Salesforce admins, and adopting new features easier for everyone.

If you have questions or comments about Pardot’s new feature release schedule or our Winter ‘21 release, please reach out to us on LinkedIn or Twitter.

 

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