Notable Pardot enhancements of the Summer ’23 Release

by | Last Updated: Jun 26, 2023 | Pardot | MC Account Engagement

Since those of us in the northern hemisphere are officially now in summer, it seems a good time to touch on the key Marketing Cloud Account Engagement (Pardot) enhancements of the summer 2023 release, especially since many of them only went into effect in early June. Our notable enhancements are listed in the order they appear in Salesforce Summer ‘23 Release Notes.

Completion actions now include external actions

Completion actions were once quite limited in their functionality. This is no longer the case. In 2022, Salesforce added conditional completion actions. This greatly expanded the functionality of Pardot assets, particularly forms and form handlers.

Execute external action

In this release, Salesforce has extended the scope of completion actions to include external actions. Prospects who successfully complete a form or form handler can be registered for a Zoom webinar, for example.

Account Engagement Optimizer

A new Account Engagement feature, Optimizer helps Pardot admins stay on top of any usage issues by providing them with performance information, recommendations and even the required steps to rectify any known issues on one page. A beta version of Optimizer came out earlier this year but, since it’s only accessible by Pardot admins, many users may not have been able to check it out. Now that it’s officially available, the first thing to know is where to find Optimizer.

How to access Optimizer

It’s located in Account Engagement Settings and is at the top of the menu structure.

Optimizer Account Engagement setting menu

The Optimizer landing page provides some visuals, like the pie chart above, so that you can quickly see if anything needs attention, such as any changes to prospects by feature.

Next on the page are configuration issues. If there are any issues, Optimizer will alert you to them.

Performance Improvement

The Performance Improvement Measures table comes next. Here you can review items with a status of ‘concerning’ and read the recommendation on how to remedy it.

Prospects with bot-like behavior optimizer

In the instance above, the 16 prospects in question were all legitimate people.
As per Salesforce documentation, Account Engagement flags prospects as bot-like when they exceed these activity thresholds:

1,000 associated visitor records
5,000 recorded visitor activities
5,000 visitor page views

A prospect is paused only if their activity level is impacting the health and performance of your business unit.

Pardot did not pause any of the 16 prospects in question. To see if you’ve any prospect whose activity tracking has been paused, simply use the dropdown filter on prospects. Paused Prospects does not appear in alphabetical order like the other statuses do.

Paused prospects in Pardot

Maintenance Resources

Maintenance Resources is currently the fourth and final section on the Optimizer dashboard. Four maintenance resources are available in Optimizer: Table Action Manager, Inactive Automation Rules, Inactive Dynamic Lists and Unused Dynamic Lists.

Maintenance resources Pardot Optimizer

By alerting you to unused or inactive features, these resources are handy for helping you stay within your edition’s limits. If you do find you’ve dynamic lists that are no longer in use, you can now convert them to static lists.

Opted out sync field

Back by popular demand, the most recently updated field is once again a field value for the prospect Opted Out field. For more information on this feature, please check out sync behavior blog post.

Get first-touch attribution when visitors consent to tracking

Salesforce is continuously improving its alignment with GDPR and other privacy laws. In this release, they’ve updated cookie tracking to be retroactively added only once a prospect has confirmed consent. Prior to this cookies were added to all prospects, regardless of whether or not the banner had been clicked, and deleted if a visitor did not consent.

In total, nine general enhancements for Marketing Cloud Account Engagement were in the release for summer 2023. If you’re looking at external actions or need help with your Pardot instance, please feel free to reach out. We also offer some competitively priced audits which are very useful in identifying gaps in your setup.

About the Pardot rename

In April 2022, Salesforce announced the rebrand of Pardot to Marketing Cloud Account Engagement. While the rebrand unfolds and the world adapts to the new nomenclature, we'll typically keep the Pardot name in our blog posts.

There are several permutations of the new name being thrown about, so you may see us use any one of them as things evolve:

  • Pardot
  • Marketing Cloud Account Engagement
  • Marketing Cloud Account Engagement (Pardot)
  • MCAE
  • MC Account Engagement
  • Account Engagement by Pardot
Jennifer G bio

Author | Jennifer G

Pardot Consultant
Jennifer has been using Pardot since 2010, way before it was owned by Exact Target or Salesforce. As a marketing and sales professional, Jennifer realized the importance of understanding and mastering a solid MAS and CRM. She enjoys helping others with their MAS and, if she can help marketing and sales folks look like rockstars along the way, even better!

Follow/Connect with Jennifer on LinkedIn
Follow and connect with Jennifer on LinkedIn

Content Satisfaction Survey

We value your feedback. You may remain anonymous if you like.


Submit a Comment

Your email address will not be published. Required fields are marked *

Subscribe to our Blog

Follow Us

Latest Posts

Does migrating marketing automation or CRM platforms actually pay off?

Are you thinking about migrating Marketing Automation or CRM platforms and wondering if it’s worth it? Will your company/organization be better off in the long run if you migrate MAP and/or CRM platforms? Download our ‘Marketing Automation & CRM Platform Migration Checklist‘ Google Sheet as a valuable resource to give you some things to consider before making the jump.

Quick Tip: Syncing HubSpot with Salesforce Do Not Email

If you are connecting HubSpot with Salesforce and setting up HubSpot to sync with Salesforce, you don’t want to map the ‘Marketing contact status’ field directly to Salesforce’s ‘Do Not Email’ (DNE) field; those fields will not sync the proper values based on how they are intended to work.

Trending Posts

Subscribe to our articles

Like this article? Comment with your feedback below, and subscribe for all the latest helpful information.

Apply to be a Guest Poster if you are interested in writing one or more articles for our blog. To qualify you must be a subject matter expert that aligns with one of our current blog categories.

Related articles…