Pardot Release Highlights

Breaking Down the New Features You Need to Know About

On April 15th, Pardot announced their release highlights for the year, and there are some real goodies included that will help take your marketing to the next level. We’ve highlighted those that you’ll want to be aware of for your marketing efforts.

But before we dig into the highlights, one important item to note is that Pardot will move to Hyperforce and will begin using multi-factor authentication (MFA) in 2022. This will move Pardot closer to being HIPAA compliant, for those that have been asking for that.  In 2022, you’ll have to use MFA to access Pardot, so you may as well get it set up now and be ahead of the pack.

New Pardot Email Experience

If you haven’t already, now is a good time to check out the new Pardot Email Experience, which uses the power of the Lightning Platform. In addition to its drag-and-drop email building feature, the newest release allows you to do some pretty cool things.

One of the best new features of the Pardot Email Experience is the ability to send and re-send emails to different audiences. No more duplicating emails required!  This also gives you a much more comprehensive view of the performance of the email across all subscribers who received it. Individual list email send and campaign-level email marketing reports are still available, too.

Einstein Send Time Optimization

This is by far one of the more exciting features that was announced on the 15th. As marketers, there continues to be increasing competition for our customers’ attention. As a solution to this problem, Pardot has created Einstein Send Time Optimization. How does it work? By helping marketers send emails at the right time for each individual subscriber.

Einstein analyzes open and click time activity for each subscriber and then identifies the optimal time to send an email to each subscriber. This results in your emails more often arriving at the top of your customer’s inbox, leading to better email engagement and open rates. You simply pick the start date and time for the email to be sent and determine within how many days you want the send to complete. Click Send, and Einstein does its magic, sending each subscriber their email at the optimal send time.

Setup is super simple – a single enablement flag under Admin. It’s important to note, however, that this feature is available only for list emails at this time. Availability of this feature within Engagement Studio will come at a later time.

Einstein Send Time Optimization is included with Corporate and Enterprise Edition or available as an add-on purchase to Pro Edition. It’s also available as an add-on to customers with Pro Edition who have Journey Builder.

ABM - Einstein Key Account Identification

According to a recent Salesforce survey, 92% of B2B marketers have an Account Based Marketing (ABM) strategy. Of those, 86% say that ABM helps improve their win rates.

ABM is even easier now, thanks to Pardot’s Einstein Key Account Identification. This feature identifies key accounts that are most likely to become ideal customers, driven by data within Salesforce and additional information from Google.

With Einstein Key Account Id entification, you can segment accounts into sets based upon likelihood to purchase, which allows you to:

  • Optimize spending
  • Prioritize budget and higher-touch tactics
  • Segment out marketing efforts to reach accounts in different stages of the customer journey

Einstein Key Account Identification will also now allow you to add Accounts as campaign members. This is especially handy if you’re targeting an account but don’t yet have a contact, or the contacts within that account aren’t relevant to that particular campaign. You can execute your ABM campaigns – event marketing, direct mail campaigns, etc. – while also creating custom reports using the new direct relationship between campaigns and accounts.

Sources say this feature is currently available for Salesforce Digital 360 and will be in beta this summer for Advanced and Premium customers.