Top 10 Salesforce Winter ’21 features for Pardot that will enhance your B2B experience

Salesforce Winter 21 Pardot

Welcome back to our Salesforce Winter ’21 review series. This time, we are excited to tell you more about the Pardot winter release notes. We here at DemandBlue, are certain that it’s going to be a big hit with all the new features that aim to enhance the user experience and add value to every activity we execute through Pardot.

This year’s Winter ’21 release is focused on B2B marketing with added functionalities and improved features. Why wait? Let’s take a look at the top Salesforce Winter ’21 features for Pardot.

Here are the Top 10 Salesforce Winter ’21 features for Pardot users

Emailing with New Lightning Content Builder

This new feature lets users build and edit emails with the new Lightning Content Builder using interactive templates. It allows users to preview email content and access details from Email records. Email content can be created and accessed from the new Email Content entity available for Pardot users from the App Launcher.

Emailing with New Lightning Content Builder

How:  The New Email Content entity is available for Pardot users from the App Launcher. To design emails with the builder, marketers need to create an email content record from the Email Content tab.

 

Emailing with New Lightning Content Builder

 

New Email Content entity is available for Pardot users from the App Launcher

 

Where: The Winter ’21 feature is available for all Pardot editions in Lightning Experience with Salesforce Enterprise, Unlimited, Professional, and Performance Editions.

Email Metrics in Lightning Experience

One of the most effective Winter ’21 features is rollup metrics to appear on email content and email template records. It helps marketers observe the content and template performance based on gathered statistics. Individual list email send and campaign-level email marketing reports are still available, too.

 

Email Metrics in Lightning Experience

 

Where: The Winter ’21 feature for Pardot is available for all Pardot editions in Lightning Experience with Salesforce Enterprise, Unlimited, Professional, and Performance Editions.

Previewing and Testing Emails with Lightning Experience

Pardot users can now test and preview emails directly from the email content record. The emails can be sent to a large audience, individually or in bulk. This way, the user can troubleshoot and preview possible personalization issues of each recipient.

How:  The email content record helps marketers select a prospect or send a test email to a list of selected individuals.

Where: This Winter ’21 feature is available for all Pardot editions in Lightning Experience with Salesforce Enterprise, Unlimited, Professional, and Performance Editions.

Accurate Email stats in Pardot

Pardot has added filtering to email open and click activity to exclude suspected security scanners’ interactions. Marketers and managers will now see accurate prospect journeys, scores, and completion actions that don’t include scanner activity.

How: Activities that are suspected of coming from the scanners will be filtered out automatically. There is no further need to maintain a list of IP addresses or enable this feature.

Where: This Winter ’21 feature for Pardot is available to all Pardot editions.

Recalculating Email List Statistics 

Identifying discrepancies in email statistics and merging prospects will now not affect the workflow of Pardot users. The recalculation of statistics is done asynchronously to decrease loading times. The users will be notified via email when their task is complete.

 

Recalculating Email List Statistics

How: 

  • Open a sent email’s report, and then click Recalculate.
  •  A banner will inform you about the running process.
  • After recalculating statistics, the users who requested the recalculation receive a completion notification.

Where: This Winter ’21 feature for Pardot is available for all Pardot editions in Lightning Experience with Salesforce Enterprise, Unlimited, Professional, and Performance Editions.

Automatically Secure New Pardot Tracker Domains

The Admins can now automatically enable SSL certificates for new tracker domains. These SSL certificates make it possible for the validated tracker domains to load HTTPS securely. Before this patch, all Pardot admins used to manually enable the SSL certificates for all tracker domains.

Automatically Secure New Pardot Tracker Domains

How: In your Pardot account settings, check the option to create SSL certificates for newly validated tracker domains.

Where: This Winter ’21 feature for Pardot is available for all Pardot editions in Lightning Experience with Salesforce Enterprise, Unlimited, Professional, and Performance Editions

Adding Prospect Lists to Accounts

The support for marketers to add Engagement Studio and Pardot Lists from list view pages and certain records was added in Summer ’20. With the Winter ’21 update for Pardot, this support has expanded. Also, the users can add these contacts to Pardot lists from lists views and records without leaving Salesforce.

Adding Prospect Lists to Accounts

 

How: Add the Add to Pardot list and Add to Engagement Studio list options to the contact related list on the account page layout.

Where: The Winter ’21 feature for Pardot is available for all Pardot editions in Lightning Experience with Salesforce Unlimited, Professional, and Performance Editions

Syncing prospects to resolve errors efficiently

Prospect Sync Errors page is a new option introduced for Pardot that allow the admins trigger prospects with resolved errors to sync with the Salesforce CRM. Now, the users can return to the Prospect Sync Errors page in Pardot and select prospects by clicking on the button to trigger a sync. Before this, the prospects had to resolve errors manually by reimporting them into Pardot.

Syncing prospects to resolve errors efficiently

 

How: After you fix sync errors, return to the sync errors page in Pardot. Select the prospects with resolved errors, then click on the dropdown menu to resync them.

Where: The Winter ’21 feature for Pardot is available for all Pardot editions

Cleaning Data in Standard Campaign 

Salesforce has fixed the issue, which caused the campaign member records to appear in the Contact column. This caused duplicity in the database. Now, the Campaigns with Influenced Opportunities standard report can be filtered to view only primary campaign members.

Where: The Winter ’21 feature for Pardot is available in Lightning Experience, Classic, and the Salesforce mobile app in Enterprise, Professional, Performance, Developer, and Unlimited editions. 

Get Prospect Custom Field Data Faster

This Winter ’21 feature helps to enhance Pardot’s prospect custom fields’ performance, all across your analytics applications. The new Pardot Object Sync works by copying the custom prospect data into a new dataset. This improves the performance of the Analytics platform as the prospect data can be updated separately from other datasets.

How:

  • Enable the Pardot Object Sync in Salesforce Setup.
  • Thoroughly run the first sync.
  • Open the Data Manager to check the status of sync and data appearance.
  • Users must reconfigure any apps that use prospect custom fields.

We hope that our top ten handpicked Winter ’21 features for Pardot will help your marketers push their limits to reach more prospects for better business. The winter ’21 is not just over yet. There’s more to coming your way soon. So, stay tuned to get new updates and highlights on the Salesforce Winter ’21 release.

To learn more about leveraging the latest Salesforce Winter ’21 Features, talk to our team now!

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