This summer we will see more Salesforce and Pardot tasks together among a jaw-dropping list of new releases. The full release notes are 530 pages long – so here I will list some of the more important items you need to know about. These feature some breath-taking announcements such as incorporating Einstein Attribution that will calculate campaign influence, other marketing analytical enhancements and more.
Due to the Covid-19 outbreak, Salesforce has decided to merge two of this year’s releases (May 2020 and Summer 2020) as the Pardot team took more time to deliver the releases safely. So without further-a-do let’s dive in.
Yes, you read that right, Salesforce is now introducing Test Configuration Changes with Developer Sandbox for Pardot (Generally Available). This means the day has finally arrived where you can now use a Sandbox function as test or staging environments.
Now you can plan and test configuration changes before you implement them in your Pardot production account with the new Developer Sandbox for Pardot, allowing you to build and test configurations without risking anything going horribly wrong and disrupting business operations.
Manage Pardot Users With Salesforce
Salesforce has now added enhancements to Salesforce User Sync that will make it easier than ever to manage users. The Salesforce User Sync (now available for 3 years) keeps Salesforce user profiles in sync with Pardot user roles.
The new enhancement will mean that Admins will manage a single user record in Salesforce, where they can ‘assign’ a user to Pardot rather than creating them twice – one in Salesforce and the other in Pardot – as before, thus saving time and removing the duplication of work.
Upgrade to Salesforce-Pardot Connector v2
You will be able to upgrade to v2 of the Salesforce-Pardot connector to take advantage of improvements such as an integration User called ‘B2BMA Integration’. This is not a user that takes up a license, (ie. no one can log in as the B2BMA Integration user), instant metadata sync, Business Unit Switcher, and the Pardot integration user.
Explore Pardot and Salesforce Campaign Data Side-by-Side
The new Marketing Campaign Intelligence app brings two easy-to-read dashboards together in one place. The Campaign Engagement dashboard shows prospect engagement data from Pardot, and the Campaign Performance dashboard shows relevant campaign data from Salesforce. Sales and marketing users can explore these dashboards or create an Einstein Discovery Story to predict methods that can optimise their plans for maximum engagement.
Retiring B2B Marketing Analytical Legacy Apps
Beginning with the Summer ’20 release, datasets in legacy B2B Marketing Analytics apps will no be longer updated. Legacy apps include any custom apps you made without selecting the B2B Marketing Analytics app template during setup.
So if you’ve been using B2B Marketing Analytics for a long time and your datasets predate B2B Marketing Analytics app then you need to migrate your apps to B2B Marketing Analytics 2.0.
These are by far the most exciting features of this Pardot Summer 2020 release. If you are not yet using Einstein I suggest you read on anyway – you may just be persuaded to finally make the leap.
The features include:
- Pardot Einstein Attribution
- Marketing Campaign Intelligence App
Get AI-Enhanced (Einstein) Attribution Data on Your Campaign Records
As opposed to the standard ‘Rules-based influence models’ you may be familiar with, Einstein goes several steps further, and in-between and…
Well, you’ll get the picture in a moment.
Rules-based influence models rely on data relationships (opportunity contact roles) and timing (Campaign History at the time of lead conversion etc.), as they are ‘first-touch/last-touch/even-touch’, which makes this way of measurement less accurate overall.
Einstein Attribution, on the other hand, will override rules-based attribution, and pick up gaps in attribution using an AI data-driven model that ‘attributes revenue share based on your ACTUAL customers, THEIR engagement, and YOUR successes’.
This way you can use a customised 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 rear-view mirror.
Marketing Campaign Intelligence App
Another amazing addition this year is the Marketing Campaign Intelligence App which means you can now get even further predictive with your Pardot data.
This new app “brings two easy-to-read dashboards together in one place”. That means you can now combine prospect engagement data from both Pardot and Salesforce, such as:
- Campaign Engagement dashboard: prospect engagement data from Pardot,
- Campaign Performance dashboard: relevant campaign data from Salesforce.
- What’s more, you can combine these analytics with Einstein for even further insights providing you with:
- A better view of specific relationships that are hidden within dataflows.
- Identify the best next step for future campaigns (using Einstein Discovery Stories)
See Engagement Data on Opportunity Records
Now you will be able to give your users access interactive dashboards of data tailored to their frequently viewed records. This means you will be able to see how prospects have interacted with your campaign – your emails, landing pages, files associated with that campaign.
Better still, you can show these Engagement History Dashboards on Campaign pages, Accounts – and in this summer’s release – Opportunities. Your Pardot campaign work will go a long way to providing synergy in your organisation by bringing the data into the Salesforce campaign, which is a big win for everyone.
Find out more about how Art of Cloud can help you realise the most from your Pardot here
Want to see how Pardot and Salesforce can help your business stay ahead post-covid-19? then read this post.