Category: Pardot


How to Take Your Marketing to the Next Level…

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:


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.


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.


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.


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.


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.


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.


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.


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. 


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.


Translate »