Didn’t have time to watch the Pardot’s Product roadmap webinar?
Here’s a 5 minute recap!

More and more Pardot is being integrated into Salesforce. As an example, since Pardot Lightning came into play, it no longer stands as a separate platform and users can now login directly from Salesforce through the SSO (Single Sign On) process.

Now here’s a look at some of the great features that will now be made available with the Winter 2020 release:

1. Account Based Campaigns

‌‌Campaign members are currently only representing people (Leads & Contacts).
But what if you’d like to target accounts?

Pardot is releasing a new Account & Campaign related list. This means you will now be able to build your segmentation and work only with your accounts as campaign members.


2. Pardot Business Units

‌‌As of last year, Pardot has the capability to manage multiple business units within the same environment. As an example, this becomes very interesting for companies that own multiple brands.

Here are now a few new features that makes that capability even more interesting:

Configuration cloning:
Pardot will let you clone a current Business Unit (BU) instead of creating a new one from scratch. You’ll save time and effort!

Asset sharing:
An email template is working pretty well for one Business unit and you’d like to use it for another BU? Easy! Now, you’ll be able to share your assets across the instance.

Global reporting:
Reporting also comes with a few changes. You’ll be able to build reports for one specific BU or decide you’d like to get the high level picture and report on all BUs at the same time.


3. Pardot Sandboxes

Pardot Sandboxes let you build a complete Marketing Strategy and test it out before deploying it to production. Here’s one interesting feature related to Sandboxes that is coming:

Enterprise scale APIs:
Possibility to import millions of prospects from a 3rd party source directly into Pardot through the new API.


4. Productivity

Here are a few new features that will make sure you use your time and resources wisely:

Snippets:
Possibility to assign a snippet to a specific Business Unit or to share it across different BUs.

HML on forms & landing pages:
Personalisation is key!
Pardot recently switched from personalisation string to Handlebars Merge Language (HML) personalisation, which now allows you to add some personalisation in your forms and landing pages.

Automation depth:
Auditing an engagement studio can be challenging, especially if it has a lot of different branches. Now you’ll be able to search directly within your engagement studio to quickly find what you’re looking for.

Improvements are also coming to the Automated Prospect Resubscribe; it can now be customised by applying your branding and different languages.

New Pardot Lightning builder:
The new builder is a huge improvement for Pardot. It supports Drag and Drops functionality and provides 100% responsive HTML templates.


5. Einstein Analytics for B2B Marketing

Analytics are so important to Marketers as it lets them know if they are putting effort in the right direction or if they need to change their strategy. That’s why Einstein Analytics is here!

First of all it’s “Connected”, which means you can connect it to other platforms like LinkedIn, Facebook and Google Adwords to grab data and access every metric in one location.

Einstein is also a predictive platform as it will provide advice based on your data to make sure you are on the road to success.


6. Einstein Behavior Scoring

New features are on their way to improve Einstein for Pardot!

Behavior score dashboard:
This new dashboard will help you understand why you are getting conversions in Pardot.

Behavior scores on prospect records:
The data collected can later be used for an automation! (dynamic content, automation rule, engagement studio).

Scoring more prospects:
Einstein will now score all active Pardot prospects even if they are not synced with Salesforce.


Additional Resources
Winter ‘20 Release

So there you have it! Hopefully you enjoyed the recap notes for the Winter ‘20 Pardot Release. Leave us your comments and subscribe to our newsletter right at the bottom of this page so you don’t miss out on other awesome whitepapers like this one.