Pardot Winter '19 Release - What's new? - Marketing Automation Montreal - Pardot Consulting Canada
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Pardot Winter ’19 Release – What’s new?

Pardot Winter ’19 Release – What’s new?

In a previous article we went through the main benefits of Pardot for lightning, which you can read about here: What is Pardot for Lightning.

Pardot for lightning is part of the Winter ’19 official Release.

To keep its users on top of innovation, Salesforce Pardot follows an annual cycle of 3 major releases – Spring-Summer-Winter and up to 3 off-cycle releases.

Actually, the name “Pardot Winter ’19 Release” is a bit confusing, as the winter releases typically roll-out in the previous year (end of 2018).

The release-notes however are available months before the actual roll-out release, so Pardot administrators and Pardot users can rejoice and prepare to the upcoming feature, understanding impact of discontinued Pardot features and new available Pardot features on their organization.

What’s new in Pardot Winter ’19 Release

Salesforce loves to talk about the disconnection between sales and marketing teams a lot. This is because the reality of marketing and sales teams in big organizations is that each work in silo on its platforms, which are often un-synced or completely disconnected.

Pardot for Lightning, introduced in Winter ’19 Pardot Release is Salesforce answer to bridge this gap.

Here is how the official Pardot website has to say on the Pardot for lightning benefits:

Pardot for lightning benefits

  • Have a single, unified login. Simplify user management across Salesforce with a single login, which means no more separation of Salesforce and Pardot users.
  • Work via a single navigation. The Lightning navigation allows all users to work within a consistent, seamless UI.
  • Combine campaigns. Campaigns no longer need to be in multiple locations. Instead, you’ll see a 360° view of all marketing activities across your org. 

Improved, refreshed Engagement Studio

Released in 2015 to replace Pardot Drip Programs, Pardot Engagement Studio promised a lot and has gone a long way. Recently it has gone through a complete makeover and in the Pardot Winter ’19 there are some added features available.

Here is another excerpt from the official Pardot website. Beginning this winter, with the new Engagement Studio one can:

  • Implement Repeating Programs. Allow your prospects to enter a program more than once to remind them of recurring events, renewals, and other activities.
  • Copy and paste program steps. Wave a (not-so) bittersweet goodbye to creating program steps manually. Now, you can launch programs faster by copying & pasting up to 10 steps right from the Engagement Studio canvas.
  • Filter by date in the Reporting tab. See how your program performed during a particular period so you can optimize your programs over time.
  • Customize permissions. Pardot User Roles now have an Engagement Studio custom user role permission for the ability to start, pause, or resume a program. This helps marketing teams avoid bottlenecks with seamless approval processes.

Pardot architects understood that Lead finding and Lead nurturing through Engagement Studio is one of the most powerful features the platform has to offer when compared to the competition.

These new enhancements will most probably be improved this year after Pardot gathers enough user feedback.

Other minor Pardot Winter ’19 improvements 

Pardot Google Ads Parallel Tracking

To help load landing pages more rapidly, Google Ads (formerly Google AdWords) has moved to Parallel Tracking on October 30. The impact is that Pardot’s previous custom tracking template will no longer be supported and must be replaced with Pardot’s “Final URL suffix.”

Pardot Facebook Connector Updates 

Since Facebook’s API update from August 1, 2018, all Facebook connectors, including Pardot Facebook connector will no longer be able to post to personal Facebook profiles only to company pages.

Other Pardot improvements in this version include:

  • Copy Custom Redirects 
  • Send Non-Marketing Emails to opted-out contacts
  • Pardot In-App Help Updates 

You can read more about this release here.