Marketing Automation- Pardot Spring 17' updates
As most of you know Salesforce has 3 releases every year that are packed with enhancements and new features across all Salesforce platforms. In this post, we will discuss the upcoming features that you will see from Salesforce’s Pardot. Pardot is a B2B marketing automation tool that integrates with Salesforce, and provides a powerful marketing automation solution that allows marketing and sales departments to create, deploy, and manage online marketing campaigns from one central platform. Spring 17 offers a host of enhancements to Pardot and Pardot’s Engagement studio.
Engagement studio is a lead nurturing add on that leverages a true intelligence engine of the marketing automation platform. It is designed to help turn your prospects into marketing qualified leads. This is a huge win for Pardot and provides robust functionality out of an already robust marketing automation platform. With Spring 17 you will get enhancements such as new reporting options and permissions and update Engage Alerts. Let’s break down some of the new enhancements surrounding Engagement Studio. Then we will get back to Pardot.
The enhancements to reporting will now allow you to report on bounces, opt outs and email send status from Engagement Programs. End users can now drill down into reports and show detailed email send statuses for prospects. In terms of permissions you can now easily manage access to Engagement Studio. Two new permission options to the Engagement Studio User Role settings have been added. Before, users could have either full Create/Edit access or no access to Engagement Studio. The View option provides a read-only view of all Engagement Programs and reports, and the Delete option allows users to delete Engagement Programs.
Another great improvement that was added to the marketing automation platform with Spring 17 is the subject line personalization. You now can to personalize your Pardot email subject lines with the Advance Subject Line Composer. The ability to select from existing variable tags makes the process much more streamline. One more great enhancement is that you can add Dynamic Contact blocks into the subject lines. Finally, Pardot will be retiring Pardot Classic in the Spring 17 release. This means all users will be switched to the new UI. This process began on February 13th, 2017. With this though you do not have to worry about any Pardot functionality being impacted by the update.
As stated before Parodot is a powerful marketing automation platform that seamlessly integrates with Salesforce. It is recommended to reach out to a consulting partner with a certified Pardot resource. Pardot has lots of components and a smorgasbord of features that with the right resource can be tailored to drive the most ROI for your organization.