Summer novelties for Pardot and Marketing Cloud, or what should a marketer know and… use?

The Salesforce team are not slowing down. Quite recently they have released new updates of their leading platforms. There is plenty to choose from – the documentation consists of almost 500 pages! We have had a closer look at tools aiding marketing automation, i.e. Pardot, Marketing Cloud and Salesforce Campaigns. And so, we have prepared a summary of the most interesting features that will definitely appeal to marketers. Enjoy the reading!

 

Pardot

 

Responsive layouts

When creating a website, every designer has to read through umpteen lines of code and make sure that the project looks good no matter the resolution or web browser. Luckily, marketers no longer need to face sleepless nights because of hard coding: Pardot has enriched its offer with dedicated responsive templates. They automatically adjust to the browser window, “reacting” to the change of its size without interfering with the structure of the prepared project. Thanks to that, the landing pages we design can preserve their layout. Although the improvement is not available in the website creator (Landing Page Wizard), you simply create a new “layout template” and here it is. What is more, the new list of options will let you import the responsive templates for:

  • Gated Download
  • PPC/SEM
  • Sales Ready
  • Webinar
  • (standard) ordinary use

 

Pardot

 

Join the dots between a Lead and an Account

The Lead matching component may be quite recent (Spring Release 2018) but it has already been enhanced by a number of improvements. To have a closer look at them we have to go back to the roots: Accounts in Salesforce are strongly tied with Contacts but Leads cannot be connected with Accounts until after they have been converted to Contacts. So, if there is a new Lead, it is “separated” from the Account to which it in fact belongs. One of the fields intended for matching Leads with the use of Matched Leads is the website. Salesforce takes things a step further, though. From now on, more matches will be possible even if a given field on the website is not completed. How does it work? The matching rule will scan the key contacts of a given Account and compare the e-mail address domain (the so-called suffix). Let’s take the address ‘kowalsky@cloudity.co.uk’ as an example. Here, the component ‘cloudity.co.uk’ will be used to find an appropriate match. It also works the other way round: “See Fewer False Positives for Leads Matched to Accounts” is an option that results in ignoring the most commonly used e-mail suffixes (such as ‘@gmail.com’) during the match search.

 

Salesforce

 

Financial Services Cloud

Financial Services Cloud is a special package designed for people who need extended features based on financial data in everyday work. It includes such objects as Assets & Liabilities, Households and Referrals, which are supposed to boost productivity of tax advisers and bankers. Working with such information will become easier because the financial cloud is already compatible with Pardot. What does it mean? Bankers will not have to worry about unqualified Leads because Pardot will help them out thanks to the embedded activity tracking and many more.

 

Salesforce Campaigns

 

Campaign Member Sharing and other improvements

Salesforce has taken care also of this part of the platform by introducing a series of interesting features. One of the most important of them is Campaign Member Sharing, which enables controlling which users are authorised for viewing and editing the details of campaign members. Moreover, now you can add all contacts from an Account directly to the campaign – just a few clicks and you can find the right Account and select all contacts.

 

Salesforce Campaigns

 

The access to campaign members itself has also been made easier: Leads and the view of the contact list can be filtered already at the campaign level.

 

Salesforce Campaigns

 

Marketing Cloud

 

One answer… and the Journey is launched!

Journey Builder is one of the most dynamically developing branches of Marketing Cloud. The Salesforce crew have made sure that this tool could be used in even more ways than before, for example based on the activity in the Community. How does it work? It is enough that a Community member answers a question asked by other users. Obviously, there are many more options – for instance, you can automatically send an e-mail to the members who are best at answering (which means that some of their answers are marked as “the best”) and invite them to the elite MVP group. Apart from that, you can simply thank someone for their help with solving a problem. On the other hand, you have a chance to influence the less active members and encourage them to return and resume their activity in the Community.

 

Einstein

 

Einstein and the decision tree theory

The formula of the famous physicist should be slightly refreshed and modified to read E = Journey Builder^2. The reason is Einstein Engagement Scoring, which has extended the capabilities of decision trees in Journey Builder. From now on, you can drag and drop a split onto the canvas of your digital journey to choose from various paths related to the probability of a consumer’s engagement in your marketing activities. Let’s test, among others, Conversion Split, Email Click Split, Retention Split (or how long they will be your subscribers), Email Open Split, and others (Persona Split). This will help you analyse not only the content of the header or the message sent but also the presented offers and contact channels.

 

Einstein

 

Salesforce Summer Release 2018 covers a range of features, which will no doubt improve marketers’ performance and broaden the spectrum of their possibilities. You can tell by the number of pages of the summer documentation that the latest update has addressed almost every aspect of work in the digital world! We cannot wait for what the platform is preparing for the next updates to be released in autumn. And, no question about that, we will be happy to test and review them, too!