New Pardot features from the Winter ’18 release6 min read


Pardot have just released some new upgrades for us, which is fitting, seeing as Christmas is just around the corner. So we’re going to unwrap some of these little Winter ’18 gifts for you.

In case you’re not familiar, Pardot marketing automation by Salesforce is powered by AI and built on an intelligent CRM to help businesses align their sales and marketing teams. By using it for your business, you’ll be able to find and nurture more leads, close more deals, and ultimately maximise your marketing ROI.

Before we kick off, we’ve got to do the trusty ol’ Salesforce ‘forward-looking statement’, which is to make sure you’re making your buying decisions based on product features that are definitely available today. We collected all the following information from Pardot’s upcoming Winter ’18 releases webinar, but it’s best to double-check before making any decisions.


Now that’s out of the way, let’s dive in.

The three major upgrades

There are three major Pardot product upgrades. These are:

  1. Salesforce Engage
    Enable reps to focus on only the hottest leads.
  2. Engagement studio and UI update
    Combine all of your marketing tools into one central canvas.
  3. B2b marketing analytics
    Understand the top performing campaigns and ROI of marketing efforts.

1. Find and nurture the right leads

There’s no point wasting time and resources trying to sell to anyone and everyone. We want to focus our efforts on the right leads; the ones most likely to be interested. So, here are some tools which are perfect for that.

Engagement Studio

Engagement Studio already allows us to combine all our marketing tools into one central canvas. With this feature we can:

  • Easily build complex, data-driven campaigns that generate leads and drive prospects towards close.
  • Visualise by mapping out each touch point and text programs to better understand the customer experience.
  • Improve by surfacing insights right within your canvas to help you better understand campaign performance, and adapt quickly.

What’s changed?

Now we have engagement programs with advertising!

  • Driven from customer data

We can now securely use your customer data to drive all our google, Facebook and Display advertising at scale.

  • Connect to the entire marketing funnel

It now lets us connect advertising with Pardot and Sales Cloud for integrated lead management from acquisition to close. Tie it all end-to-end, whatever tools you’re using.

  • Lead automation

You can also use lead capture for Facebook to automate lead flow in real-time into Sales Cloud.

  • Sophisticated campaign management

Finally, use powerful tools to track and analyse your campaigns, and manage your Facebook and Instagram lead campaigns.

Easily create complex programs

Next, with intuitive automation and program enhancements, we can:

  • Repeat automation rules

Prospects can match automation rules more than once. For example, we can decrease a score of a prospect that’s been inactive for 30 days, multiple times. Using the repeat rule, we can make sure emails are always going out when they’re relevant, based on prospects.

  • Schedule engagement studio programs

This gives us more control and allows us to start and stop programs based on specific dates and times. So this means we can schedule for more appropriate times, including for different time zones.

2. Close more Deals

So you’ve got the leads, now it’s time to close the deals. Here’s how Pardot can help with that.

Salesforce Engage

This is essentially marketing automation tools for sales reps. It enables sales teams to easily connect early, effectively, and often.

  • Be first

We can make sure we reach prospects at exactly the right moment with real-time alerts, so we can stay ahead of the competition.

  • Be relevant

We can make every interaction relevant, tailored and personalised to our prospects’ needs in order to drive deals forward with valuable prospect activity data and insights.

  • Be productive

We can see what’s working and what isn’t, get the most out of our time, and work effectively — no matter where we are.

Engage team reports

This new functionality was announced this Summer. It allows us to drive team performance by gaining insight into rep activity and campaign engagement. With Engage team reports we can:

  • Monitor activity

Understand user adoption, usage and impact increased visibility for managers, marketing and admins.

  • Drive performance

Know which templates and email campaigns are performing the best and proving the most ROI.

  • Uncover trends

Analyse and drill into insights to uncover trends that close deals faster.

Preview as your recipient in Engage Campaigns

Now we can review and preview as specific recipient to see variable tags and dynamic content populated. Simply put, this means that us marketers will be confident our emails will appear as beautiful we intended them to be! Nice one Pardot.

Engage for Outlook

This is something a lot of Pardot users have been asking for, and now it’s a real thing! If you’ve enabled Lightning in your org, you can now have that experience in your Outlook inbox.

This gives teams the tools they need, where they need it most.  It’s essentially like an app builder for your inbox. Engage will show the most relevant content from your CRM to you when you’re in your inbox, which means you don’t have to leave to go into Salesforce for the essential data that’s in your CRM.

Lightning for outlook
  • Leverage insights

View alerts, engage reports, and engage team reports.

  • Personalise your message

Send more relevant emails by viewing engagement history directly from Outlook.

  • Track engagement

Log and send tracked emails to Salesforce from the convenience of your inbox.

  • Built into Lightning for Outlook

Create tasks, view/create new records, view account and opportunity data.  Manage your business in the most simple way possible for all your Salesforce activities.

3. Maximise Marketing ROI

Marketers really need to know which campaigns work best throughout the funnel. Which campaigns drive lead acquisition? What drives engagement from end to end? Which campaigns drive deals to close? It’s critical because when we understand where our campaigns really work best, we can fight for budget or maximise ROI on whatever we’re trying to do.

Campaign influence attribution models

To help you maximise marketing ROI, you can get three out-of-the-box attribution models to measure campaign influence. How’s this different from what we had in the past? Well, admins can build custom attribution models with Salesforce campaigns, but usually you need to have a Salesforce Developer to help. Now, you can leverage these three models without the need for any extra technical help!

These three attribution models are:

  • First touch

See which marketing campaigns drive pipeline.

  • Even Touch

Explore which marketing efforts engage buyers across the customer journey.

  • Last Touch

Identify which things help sales drive leads to close.

attribution models

Learn more about Pardot on Trailhead

New Pardot trails have been launched this year! So from the basics to the little more advanced stuff, you can learn how to understand and use Pardot right here.


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