My popular story “7 Reasons why Pardot“, just got a few new reasons added! In this article, let me take you through what’s new and exciting in the Pardot Spring 19 Release – and show you how Pardot is becoming the online marketing performance tool of choice.
What’s New with Pardot Spring 19 Release
Yahoo! Today, February 12 is the day that the renewed Pardot Spring 19 release is going live in full. It feels almost like a new fashion season with so many fundamental makeovers, refreshing features, and long-awaited problem-solvers. Let me go over the top 6 items, one by one:
1. Pardot Einstein
Spring 19 has finally arrived for B2B marketers. Einstein’s AI-backed lead scoring helps you identify which leads are most likely to become customers! Just how perfect is that!
Einstein’s artificial intelligence will also be most helpful with its new behaviour scoring. This will pinpoint exactly when those leads will be ready to buy.
Prereq’s: Those two Pardot Advanced features are now available for Lightning customers, and viewable in the Leads and Contacts records, in list views and on lightning pages, in Salesforce Enterprise/Ultimate Editions. You also need to have setup connected campaigns. Of course, we’ll need a bit of lead time and/or accumulated data, and usually about 6 months worth of data is where it becomes useful.
What’s new and in beta is AI for evaluating campaign performance and learn real time what your top performing campaigns are.
2. Engagement History
Einstein Behaviour Scoring is supported by Pardot’s Engagement History, which is now generally available for all Pardot editions. This is about making your marketing metrics where you need them: in Salesforce!
For Engagement History, you need to set up the Pardot lightning app, set up Connected Campaigns, plus ensure that the Pardot and Salesforce campaigns are actually connected.
3. Pardot Business Units
New in Spring 19 are Pardot Business Units. Just like Marketing Cloud, Pardot now finally has Business Units (2 by default), so individual companies can market more than one brand. In essence, each BU has its own instance of Pardot, albeit that some data sharing is possible.
For Advanced Edition in Lightning only.
4. Salesforce Connector V2
What’s new in Spring 19 is a much improved Salesforce Connector for new customers. Simpler and cheaper for clients.
- No dedicated SF license user is required and instead an Integration User is created in Salesforce for you.
- The previous technical ado for setting up the Salesforce connector for Pardot consultants is now replaced with an automatically connection.
The connector is in pause mode, so that the connector settings and sync behaviour can be configured by your Pardot Consultant or Admin.
5. Pardot Setup Assistant
The editions of Pardot have recently been relabelled and are now:
- Growth: priced at $1,250/month/up to 10,000 contacts billed annually.
- Plus: priced at $2,500/month/up to 10,000 contacts billed annually. (most sold)
- Advanced: priced at $4,000/month/up to 10,000 contacts billed annually.
The new setup assistant is for new Growth or Plus customers. It’s basically a wizard which helps a designated user (most likely your Pardot consultant, or your Admin) to walk through the steps of setting up your tenet, and for you to get all your marketing assets ready to create amazing customer journeys.
For Advanced Pardot customers, with multiple business users, the process is a bit different: the Admin will have a portal to work from and manage the 2+ business units.
Heads up: from now on, Pardot can no longer be purchased as a standalone product but must be bought in combination with Sales Cloud.
6. Marketing Data Sharing
With Pardot Spring 19 you can now choose which records will sync between Salesforce and Pardot. This is a major step forward for the modern marketer, as it helps you to easily market to the right people. Great for GDPR compliance too.
We have 2 options now:
- The default: The connector user’s permission determines what syncs. Pardot has access to all the data your integration user can see. This has always been the case. Learn more about this here.
- Now, you can apply marketing data sharing rules on an object basis. There is quite sophisticated and must be worked through thoroughly.
Available for all Pardot Editions in Pardot Lightning App.
Other Pardot Spring 19 Release Changes
Also useful to know, albeit not as groundbreaking news as the Pardot changes discussed above, are the following improvements & changes:
Engage Campaign Folders
What this means is that in Spring 19, Engage users will now be able to see the Pardot campaign folder structure, whereas before they couldn’t. This will have they easier access to the files they need. As well, there will be permission settings to ensure they only see the folders they need to see.
Tip: review your folder structures, so your 1:1 email templates are easy to find.
B2B Marketing Analytics App Template
What’s new in Spring 19 is: Pardot is moving to the App framework of Einstein analytics across all the Salesforce product family, so that there is consistency across the board.
Pardot GoodData Connector Retirement
In Pardot Spring 19 release, we’ll say goodbye to GoodData as it’s replaced by Salesforce Einstein Analytics.
Pardot API Authentication Updates
As of now, the Pardot API will only support login requests where credentials are specified in the request body of an http post. In Spring 19, some of the API authentication methods, which represented a vulnerability, will be phased out. This relates to only a small portion of situations.
Multiple Tracker Domains
While Multiple Tracker domains are not new, they have become much easier to use and of course gain new meaning with the ability to have multiple business units.
Although we can have multiple trackers for all clients, for different purposes.
As you can tell, there are many, and rather fundamental changes in this Pardot Spring 19 release, and may you enjoy the benefits of them.
Again, if you have any questions and would like help implementing them, we’d be glad to help you.