Pardot Spring’22 Release: Top 10 Features

Pardot Spring’22 Release: Top 10 Features

Salesforce delivers tons of new functionalities to Pardot like control over enhanced landing pages, which now include layout templates, header code support, and inline form styles. You also get Lightning templates for Salesforce Engage and expanded automation support and Einstein Engagement Frequency for enhanced emails. Get more out of Pardot with new objects for Version 5 of the API, and the new Tracking and Consent JavaScript API. Plus, prepare for email privacy changes with Pardot’s new open rules audit tool.

Currently, the Spring’22 release is available under the pre-release program. On the and 07th of January, Sandboxes will be upgraded, as a result, your organization will get the look and feel of the Spring’22 release. In case you have not read the entire 540 pages of Salesforce Spring’22 release notes, check out the Spring’22 release quick summary written by me.

I combed through the release notes and highlighted the most exciting, interesting, and useful Pardot features. To kick things off, here is my take on the coolest Pardot features from the Spring’22 release.

  1. Customize Pardot Form Styles in the Enhanced Landing Page Builder:- You can now apply colors, fonts, margins, and more to a Pardot form inside the enhanced landing page builder. After you drag in a Pardot Form component, click the Style tab to access a variety of styling options.
  2. Set a Redirect for Unpublished Landing Pages:- You can now configure redirect settings that activate when an enhanced landing page is unpublished. Previously, when a Pardot landing page is removed from the web, a default redirect sends visitors to the website listed in your Pardot Settings. The new Redirect Target field on a landing page record can support the default website or a custom URL that you provide.
  3. Build Faster with Page Layouts and Breadcrumbs:- With new prebuilt layouts available in the enhanced landing page builder, you can drag in rows and columns in seconds. New breadcrumbs make it easy to edit rows.
    1. When you open an enhanced landing page, you can select a layout two ways. Drag a layout from the component pane (1), or click + (2) on the canvas, and then search or select the component that you want to add (3).
  4. Create Custom Components for Email Template Builder:- With custom components, you can help marketers and managers create more engaging email content for their customers.
  5. Reduce Email Fatigue with Einstein Engagement Frequency:- Einstein Engagement Frequency scans individual customer engagement behaviors to predict the optimal send frequency for marketing emails.
    1. Enable Einstein Engagement Frequency in Marketing Setup. When adequate data is detected, the model is typically trained within 72 hours. After frequency categories appear on prospect records, users can select the field as criteria to create dynamic lists or Engagement Studio rules.
  6. Improvements to the Pardot Slack Connector (Beta):- This beta feature includes some improvements since the last release. The completion action to send a Slack notification when prospects interact with your marketing assets is now available in the interactive Pardot Email Experience. Plus, there’s now a Usage tab on the Slack connector so you can see which assets your marketing team is using the completion action on.
  7. Push Emails from Lightning Experience to Automation Rules and Completion Actions: – When you activate emails for automation from the drag-and-drop editor in Lightning Experience, you can now use them in automation rules and completion actions. Previously, they were available for Engagement Studio programs only.
  8. Prepare Your Pardot Automations for Email Privacy Changes: – To help you adapt to Apple’s Mail Privacy Protection changes, Pardot now includes a reporting page showing an overview of automation that relies on email opens. Use the Open Rule Audit page to move away from email opens and prioritize other high-value metrics.
    1. Under Pardot Reports, navigate to Marketing Assets, then Automations, and click Open Rules. Click top-level metrics for engagement programs, dynamic lists, and automation rules to jump down to the related page section.
  9. Filter Pardot Automations with Einstein Account Tier Field: – Leverage the power of Einstein AI in automation rules, segmentation rules, and dynamic lists in Engagement Studio. After the Einstein Key Accounts Identification model starts assigning account tiers, you can segment and automate on that tier value in Pardot.
  10. Activate External Activity Objects for Automation More Easily: – There’s a new checkbox on the Marketing App Extension object home and the activities related list that lets you quickly change the automation status of extensions or activity types. Previously, you had to open the record to update the automation status.
    1. From Marketing Setup, navigate to Marketing App Extensions. Use the Active in Automations checkbox on the list view to change an extension’s status.
    2. To change the status of an activity type, open the associated Marketing App Extension, and then click the action menu for the activity you want to update. From here, you can activate the activity type for automations, or open the record for editing.

Additional enhancements worth noting!

  1. Add Scripts to Landing Pages: – Enhanced landing pages now support script code, such as the JavaScript used to support Google Analytics tracking. You can add code to the header or footer of an individual landing page, using <link>, <script>, and <style> tags.
  2. Improved Thresholds for Metrics Guard Filtering: – Metrics Guard for Pardot email now has improved filtering thresholds to catch more bot-click activity. This feature works by looking for bursts of open and click activity that exceeds certain thresholds. Pardot then stops recording activity for those IPs until it falls below the threshold.
  3. Visitor Filters Apply Retroactively: – Now when you create or edit a visitor filter, it filters future activities from visitors who became associated with the IP address or hostname up to 90 days before the filter was created. Previously, visitor filters only applied to visitors that were new after the filter was created.
  4. Plan for Pardot Drip Program Retirement: – Pardot’s legacy Drip Programs feature is scheduled for retirement with the Summer‘22 release. If you currently use Drip Programs, convert them to Engagement Studio programs.

Formative Assessment:

I want to hear from you!  

What are your favorite Spring’22 Pardot gems? Care to share? You can download release notes in HTML format!, for PDF files.

Let me know by Tweeting me at @automationchamp, or find me on LinkedIn.

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