The Salesforce summer release notes for 2022 allow marketers to automate better with completion action enhancements.
Users can now:
- Apply conditional completion actions on Pardot forms using criteria to filter prospects.
- Send Slack notification to their team from Pardot when prospects engage with marketing assets.
- See total suppressed prospects, total unmailable prospects, and total duplicate prospects on the list email report.
Completion Action Enhancements
You can now apply completion actions to subsets of prospects with conditional logic. You also get sharable campaigns in Lightning, email bounce reports, and improvements to enhanced landing pages. Plus, get real-time prospect updates in Slack with the new Account Engagement app for Slack.
You can now apply completion actions to a subset of prospects who meet conditions you specify. For example, assign prospects who live in Atlanta to User A and prospects who live in Miami to User B when they fill out your form. Conditional completion actions are grouped based on prospect condition, and you can combine both standard and conditional actions on a single asset. The new completion action enhancements apply to all instances of Pardot (Marketing Cloud Account Engagement).
Speed up your pipeline and get real-time prospect activity updates in your Slack workspace. The new completion action enhancements allow marketing users to add a completion action that notifies a channel in Slack when prospects interact with marketing assets. Automatically send promising new leads to your sales team, or keep your marketing team updated on important prospect activity. To make the completion action available, install the Marketing Cloud Account Engagement app for Slack in your workspace, then set up the Slack connector in Pardot Settings.
Now you can manually share an individual campaign record with another Salesforce user. This Classic feature is now available in Lightning Experience. A campaign owner can set sharing settings and view the sharing hierarchy from the action menu on a campaign record.
You can now widen or narrow the size of the builder canvas for email content and email templates.
Enjoy improvements to the enhanced landing page experience, including in-builder form styling. Plus, improved mailability insights on your list email reports and a new aggregate email bounce report.
Open the new email bounce report to review all of the bounced email addresses across all your email sends from the past year. Instead of looking at bounced email addresses via individual list email reports, you can see all bounced addresses in one place. The email bounce report contains bounced email addresses from Pardot Classic emails, enhanced emails, automated sends, and inbox integrations.
To give you a more accurate picture of who’s receiving your Pardot emails, list email reports include four new fields. Now you can see total suppressed prospects, total unmailable prospects, and total duplicate prospects on the list email report. Use this information to help you make decisions about your email marketing and prospect management.
The enhanced landing page experience now includes support for iframes in HTML components and several small improvements to the UI. Changes were made on the landing apge tab, landing page records, and in the builder.
New and updated fields for Version 5 of the Pardot API. Plus, a new endpoint for Global Privacy Control in the Tracking and Consent API. Access more of your data with new and updated objects for version 5 of the Pardot API.
Pardot Retirement Candidates 2022
- Pardot Classic App Is Being Retired
The Pardot Classic App is scheduled for retirement in all Salesforce orgs by October 17, 2022.
- Pardot Drip Programs Are Being Retired
Pardot’s legacy Drip Programs feature is being retired in June 2022. If you have active Drip Programs, convert them to Engagement Studio programs.
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 keep the Pardot name in our blog posts.
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More about the Pardot rename
Salesforce has made what I believe is a branding mistake. Today (April 13, 2022) they officially renamed Pardot to “Marketing Cloud Account Engagement”.
Not to be unavoidably confused with Marketing Cloud or Engage, which are separate products, or Engagement Program which is a feature of Pardot. And those who know Pardot well know how well Pardot engages with accounts...read-only in Pardot, and only if there's a prospect related to an account does an account even show up in Pardot.
Since most people agree that Pardot is a B2B marketing platform, Salesforce should have put B2B in the name somehow rather than Account.
Reminds me of the naming issue for Quip, formerly named Salesforce Anywhere, formerly named Quip (renamed by Salesforce when they acquired it, then renamed again by Salesforce back to the original name since everyone still referred to it as Quip, which was a better name to begin with).
Maybe if we're lucky 'Marketing Cloud Account Engagement' will follow suit and become 'Pardot, formerly named Marketing Cloud Account Engagement, formerly named Pardot'.
Good luck to us proud few formerly known as Pardot Consultants (5 syllables), now Marketing Cloud Account Engagement Consultants (12 syllables), or worse yet, we're a Marketing Cloud Account Engagement Consulting Agency. Try putting that on your business card or in your LinkedIn title. Even though I don't really know Marketing Cloud in its original sense (Marketing Cloud as the world knows it, a.k.a. ExactTarget), I'm now a Marketing Cloud Consultant.
Good luck to companies as Pardot users trying to remember the new name, and socializing it internally.
Good luck to Salesforce reps trying to sell this under the new name without it being confused with the other Marketing Cloud.
And good luck to recruiters trying to staff for Marketing Cloud Account Engagement specialists, hmmm, Pardot specialists.
Update 2022-04-27: In the real world there are many permutations of the new name going about and it's only been 2 weeks since the name change as of this writing. Already starting to see the inevitability of people calling it “Marketing Cloud Account Engagement (Pardot)”, “Marketing Cloud Account Engagement (powered by Pardot)”, "MCAE" (phonetically pronounced mckay), etc., and actually most people are resigned to still just call it Pardot. Period.
So far I haven’t heard anyone on the internet or elsewhere say it was a good move.
The remaining question is how long will it be before Salesforce realizes their branding mistake and renames Pardot once again, 3 months? 6 months? 9 months? A full year, or never? If never, is it because Salesforce at that point would still think they did the right thing with the rename, or would it be because Salesforce is too obstinate to realize and correct their mistake? (Most people think Salesforce will change the Pardot name once again within 6 months.)
Time will tell, but for a long time from now we expect we'll still be calling it Pardot.
Long live Pardot.