Salesforce Summer ’22 Release: Platform Highlights for Marketers

The Salesforce Summer ‘22 Release Notes are out, and they include important features for marketers who are on the Salesforce platform. 

We get three major releases from Salesforce each year — Spring, Summer and Winter. Each Salesforce release includes upgrades and enhancements that affect Salesforce orgs in different ways. 

So, if you’re using and managing marketing operations for your company or organization and want to know more about Salesforce, then you’re in the right place. We’re going to cover everything you need to know about the Salesforce Summer ‘22 Release if you’re a marketer who uses Salesforce.

Salesforce Summer ’22 Release: Highlights for Marketers

Marketers who use the Salesforce platform are getting lots of attention from the Salesforce Summer ‘22 Release. 

Some updates are changing the way we work to meet evolving technology demands. Others are saving us time by connecting the dots in a logical way. 

All we know is, this release includes big updates for people in the marketing world.

Highlight #1: Enabling Person Accounts

For any organization who has considered Person Accounts, you know that you have to reach out to Salesforce Support to get them to enable Person Accounts in your Salesforce environment.

With the Summer ‘22 release, organizations are now able to enable Person Accounts on their own through Salesforce Setup. Similar to the previous process, enabling Person Accounts cannot be reversed from your Salesforce environment.

If you are looking to implement Person Accounts for your business and are looking for a partner to assist you with it, please reach out to us to find out more on how we can help you through the implementation process.

Stay tuned… we’re working on a blog about how Person Accounts work with different Salesforce products.

Highlight #2: Custom Field and Related List Updates

Improvement #1: Custom Address Field (Beta)

Salesforce Administrators have been wondering for years “how can I create a custom Address field so I can record multiple addresses on my customer records?” 

 Our questions have finally been answered with the new beta feature of creating custom Address fields on various objects. These custom fields will mimic the behavior of the standard Address fields you see on the Contact and Account objects. 

It will be interesting to see how new custom Address fields will play with Pardot if your organization decides to sync those fields over.

Improvement #2: Picklist Enhancements

Have you ever needed to inactive multiple picklist values and realize you’ll be clicking “deactive” for nearly five minutes? 

Salesforce has finally improved this process by providing the option to manage picklist values in bulk

This is a beta feature that you will need to enable in Setup. It gives you the option to select multiple picklist values at one time and perform various actions on those values.

There is also a new picklist feature where you can get an email sent to you if your custom picklist fields have more than 4,000 inactive values. You will then be able to bulk delete these inactive values through the feature above.

Improvement #3: Dynamic Related Lists

This is probably my favorite feature in this release. The introduction of Dynamic Related Lists will bring amazing opportunities to customize your org’s Lightning Pages. 

With this improvement, you can add the new Dynamic Related List – Single component on your Lightning Page. You’ll select the fields you would like to display, and then apply filters to ensure only certain records show in your new related list. 

You can create multiple related lists for the same object if you would like to display different groups of records, such as filtering on Opportunity Record Type.

Highlight #3: Reports and Dashboards Updates

Salesforce continues to ensure that Reports and Dashboards get new updates with each release throughout the year. Some features that were in Beta during the last release are now Generally Available, while there are new features entering the Beta phase.

Improvement #1: Find the Right Report Type for New Reports (GA)

This improvement was highlighted in our Spring ‘22 Release Article when it was a Beta feature. It is now Generally Available to all Salesforce customers.

Improvement #2: Edit Multiple Fields on the Report Run Page (GA)

Similar to the improvement above, we highlighted this feature in our Spring ‘22 Release Article when it was just a Beta feature, and it is now Generally Available to all Salesforce customers.

Improvement #3: Create Reports Based on Selected Salesforce Objects (Beta)

Have you ever had to scroll through all of your report types to try to find the ones that contain the specific object you are looking for? This new Salesforce beta feature allows you to filter the report types on the specific objects you need to ensure are in your report. 

This feature, along with Improvement #1, compliment each other in a way that will help you find the right report type faster.

Improvement #4: Use Median as a Summary Function in Reports

One of the smaller features in this release, this improvement provides the ability to summarize your fields in a report based on the median action along with the previously available actions.

Highlight #4: Salesforce Flow Updates

You may have heard the phrase “Flow is the future” in Salesforce messaging over the past couple of years. This is because Salesforce is consistently releasing new Flow features to prepare for the retirement of Process Builder and Workflow Rules in the upcoming years. 

You should anticipate seeing awesome features for Flow being included in every release moving forward for a while. And be sure to check out this solution from Mike Morris on how to manage Salesforce campaign activation with a simple flow.

Here are some of our favorites from this release.

Improvement #1: Use Formulas as Flow Entry Conditions

Flows will now have the opportunity to use formulas as entry conditions instead of just field value criteria. This improvement provides so much more flexibility then we previously had, and it’s something I am very excited to implement in my client’s Flows to help optimize them even more.

Improvement #2: Add Section Headers Screen Flows

Screen Flows will also receive a couple updates during the Summer ‘22 release. 

You will now be able to add a Section component to your Screen Element that can be collapsible to make the screen flow completion more efficient.

Along with this feature, there will be a new beta feature to place Name and Address Record fields directly on your Flow Screens

Through this feature, your screen flows can become even more efficient as you can have these fields populated with either existing values and even have autocomplete functionality with the Address record fields.

Improvement #3: Manage the Run Order of Flows from Flow Trigger Explorer

The Summer ‘22 release brings the ability to easily update the run order of your record-trigger flows without needing to open and edit the individual flows themselves. 

Through the easy-to-use UI, you can ensure that your record-trigger flows are executing in the exact order you specify for an individual object.

Improvement #4: Convert Workflow Rules to Flows with the Migrate to Flow Tool (GA)

Salesforce will continue to push its customers to Flow in preparation of the retirement of Process Builder and Workflow Rules. Thankfully we are provided tools to help make the migration process a lot easier than just creating flows ourselves. The Migrate to Flow Tool was already available for certain Workflow Rules in the previous release, but now supports more kinds of workflow rules. THe tool will now support the following:

  • Equal to null
  • Not equal to null
  • Rule criteria formula

Stay tuned for a  blog post on migrating Workflow Rules and Process Builder to Flow through this tool to learn more about it. 

Highlight #5: Marketing Cloud Account Engagement (Pardot) Updates

Probably the biggest update to Pardot during the Summer ‘22 release is the name change to Marketing Cloud Account Engagement that was announced recently. 

The name will always be Pardot in our hearts and therefore deserves its own section for feature highlights from this upcoming release.

Here’s a musical tribute to the Pardot name for your listening pleasure.

Improvement #1: Conditional Completion Actions

Every Pardot Admin probably screamed with glee when they saw this feature was finally being released. We are now able to include conditions on Completion Actions to ensure that subsets of your prospects are meeting the criteria for certain completion actions. Previously we could only include completion actions that fired for each prospect that completed the asset so this improvement will help all companies enhance their marketing automation efforts.

If you want to read more information about this feature, check out Marcos Duran’s preview blog post exclusively on Conditional Completion Actions.

Improvement #2: Review Email Bounce Data in One Report 

The Summer ‘22 release will bring a single report for you to review all of the bounced email addresses from the past year for each email sent. This is a huge improvement from needing to view individual list email reports in order to find the prospects that had bounced email addresses for that email.

Check out Laura Curtis’ blog post on the Pardot Email Bounce report to learn more about this awesome feature.

Improvement #3: Get Improved Mailability Insights on List Email Reports 

The Summer ‘22 release will bring four new fields to your list email reports:

  • Total Prospects on recipient lists
  • Total suppressed Prospects
  • Total unmailable Prospects
  • Total duplicate Prospects

These new fields will provide a more accurate picture of who is receiving your emails and give you more information to help with your prospect management decisions.

Highlight #6: Marketing Cloud Updates

Please check out my colleague Kirsten Schlau’s blog post on all things Marketing Cloud from the Summer ‘22 release.

Salesforce is getting bigger and better all the time

B2B marketers who come to Salesforce are usually looking to scale their efforts and grow in a way that makes sense. These latest enhancements from the Salesforce Summer ‘22 Release get marketers closer to those goals by saving them time and resources. Contact the team at Sercante to get help implementing these enhancements in your Salesforce org. And leave us a comment below to let us know what you think about the Summer ‘22 Release.

Original article: Salesforce Summer ’22 Release: Platform Highlights for Marketers

©2022 The Spot. All Rights Reserved.

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By |2022-05-26T21:28:20+00:00May 26th, 2022|Categories: New Features, Release Notes|

Salesforce Summer ‘22 Release: Review Email Bounce Data in One Report

If you’ve ever experienced email bounces in Pardot (and chances are you have), you’ll know that reporting on and exporting them has been a labor-intensive task. 

That all changes now.

As part of the Summer ‘22 Release, marketers have been blessed with a new tool for Marketing Cloud Account Engagement (Pardot) called Email Bounce Report.

It’s a feature that shows who, when and why prospects bounced. And it also allows you to export all that insightful data.

That’s right, our prayers have been answered. We no longer need to manually pull this data from each and every email report.

What is an email bounce rate?

First, let’s understand what a bounce rate is. 

Your org’s bounce rate is the number of hard bounces plus soft bounces, divided by the number of emails sent, multiplied by 100. 

In B2B marketing, anything below 10% is considered a good bounce rate. 

It’s good practice to monitor your bounce rate. And this report helps you do just that!  

Who can get the Pardot Email Bounce Report?

This report is available on all Pardot editions, and it includes bounced email addresses from both Pardot Classic and Lightning. 

Not upgraded to Pardot Lightning App? Here’s your nudge to do so.

What do you get in the report?

The report is pretty comprehensive and shows bounce data for ALL Pardot prospects. We’ll go into some of the use cases in another blog post. 

From total number of email bounces (filtered by date) to bounce reasons, this report has it all. And yes, all of the bounce rate report data is exportable. 

Found under marketing reports, you are greeted with a chart illustrating, 

  • All emails sent over the last year – one year from todays date – so if its the 12 May 2022, you can go back to 12 May 2021. Personally, I’d hope this is amended in future updates as it would be useful to see further than the last year in some cases.  
  • Total emails sent
  • Total bounced & delivered
  • Bounce by type – Soft vs. Hard

Scroll down, and you get to the good stuff… the bounce details, including bounce reason. 

It’s no good seeing the number of bounces you’ve received if you can’t do anything about it. Filtered by bounce type and date, the Email Bounce details table tells you

  • Prospects who have bounced 
  • Email addresses and company names
  • Email subject 
  • Bounce type
  • Bounce reason
  • Bounce date
  • Email name – linked 
  • Email send type and template name

Why is the Pardot email bounce report so useful?

  1. Understand why your emails are bouncing

From full inboxes, invaild email address and none responsive servers, there are a number of reasons why your emails may bounce. This report helps you understand those reasons and potentially act on them.

Types of bounces

  • Soft bounce – Occurs when an email is recognized by the recipient’s mail server but is returned to the sender because the recipient’s mailbox is full or the mail server is temporarily unavailable.

    These prospects may be able to receive emails at a later time. However, after an email soft-bounces five times, Pardot will mark the prospect as undeliverable and suppresses them from receiving emails from you. 

  • Hard bounce – Occurs when the prospect’s email address is invalid, the domain name does not exist, or the sender is suspected as spam and/or has been blocked. Prospects with a hard bounce are no longer mailable. 
  • Bounce reasons – If you’re able to resolve the email bounce issue, you can reset the bounce count on the prospect record and start mailing them again. 

2. Spot trends and take action

Use the report and export feature to filter and identify trends that may be contributing to you bounce rate, such as:

  • Particular templates that continuously bounce
  • Subject lines that cause bounces – Spammy subject lines?
  • Dates of email sends – Think back to the Google outage way back December 2020. Are there any significant dates when bounces were high?
  • Certain companies/ email domains – Contact the recipient and ask them if they’ve configured an email rule that forwards incoming email messages from you to another destination. Their rule could have tried to send a copy of your message to a bad email address. Or, have you simply misspelled the address/email domain?

3. See the bigger picture

Ever sent an email and thought “wow, that bounce rate was high!” You may have wondered if this was an isolated incident or if bounces were in fact an issue in your org? 

Often marketers see a few emails with high bounce rate and assume they are destined for failure when it comes to getting their message into the inbox of prospects. Using this report, you can see the bigger picture. Then, you can understand how many bounces you have IN TOTAL out of all the emails sent in the last year. 

4. Keep your Pardot data clean

Bounces often relate to the quality of your data and a low bounce rate overall indicates a healthy and clean org. Knowing how big of a problem bounces may (or may not) be can help with keeping your org clean and relevant. 

Using the “Reset” feature found on individual prospect records you can reset bounces (hard and soft) and give yourself a second chance. 

Still no luck? Consider removing these prospects, particularly if the bounce reason is permanent. 

5. Avoid Salesforce account suspension

Salesforce is super serious about permission-based marketing. And its reputation as an email service provider, as well as your reputation as an email sender, is why they monitor accounts with bounce rates over 10% (as well as high spam complaint rates). 

If Salesforce notices an issue with either of these numbers, they can suspend email sending from your account. 

What can you do to lower your email bounce rate?

No email service provider can ever guarantee your deliverability rates — that’s down to your email practices and behavior. 

Here are some things you can do to help with your email sending reputation and lower those bounce rates.

  1. As above, understand why your emails are bouncing and take action.
  2. Set up email authentication.
  3. Build email sending lists using a confirmed opt-in process
  4. Don’t purchase data without getting permission to send emails to the list.
  5. Clean your database regularly & check that email addresses are spelled correctly.
  6. Make sure your emails aren’t spammy.

Understanding email bounces is a big win for marketers

Armed with the data behind the bounces, this report is a win for marketers serious about their email sending reputation. 
However, if you’re left feeling confused, worried or overwhelmed by the numbers, reach out to the Sercante team to see how we can help.

Original article: Salesforce Summer ‘22 Release: Review Email Bounce Data in One Report

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By |2022-05-26T21:10:46+00:00May 26th, 2022|Categories: Data Management, Emails & Forms, New Features|

Get Ready for MCAE (Pardot) Conditional Completion Actions

Conditional Completion actions are coming to Marketing Cloud Account Engagement (Pardot)! And they’re a game changer for adding complexity to completion actions on your marketing assets.

This has been a long awaited request in the IdeaExchange. So, we’re ecstatic to see it finally come to fruition.

Note: This feature is not currently available in production. Conditional Completion actions will be rolled out during the Summer ’22 release (May 21st – June 11th) and this blog will be updated as we get access to this feature. Stay tuned!

What are Marketing Cloud Account Engagement (Pardot) completion actions?

Pardot Completion Actions allow you to add follow up automations to most Pardot assets such as forms, landing pages, files, custom redirects, etc. 

These actions trigger after someone interacts with the asset such as a click or form fill. Pardot Admins and Marketing Users can configure which actions they want Pardot to trigger after the fact. 

Completion actions include:

  • Add Tags
  • Add To List
  • Add to Salesforce Campaign
  • Adjust Score
  • Adjust Score For Scoring Category
  • Assign Prospect via Salesforce Active Assignment Rule
  • Assign To Queue
  • Change prospect custom field value
  • Change prospect default field value
  • Create Salesforce task
  • Increment prospect field value
  • Notify assigned user
  • Notify user
  • Notify user via Twilio (phone)
  • Register for webinar
  • Remove from list
  • Remove tags
  • Send autoresponder email
  • Set profile
  • Set prospect’s first touch campaign

Currently, you can add as many of these as you see necessary. But keep in mind, they trigger on ALL Prospects that interact with the asset. Conditional completion actions are changing that. 

As Pardot stands today, other automation features, such as Engagement Studios and Automation Rules, can provide ways to conditionally process prospects. However, these automations have limits, and using multiple assets per form fill, link click, etc., can bog down your system. 

With Conditional Completion actions, you will be able to perform all the desired actions right from the asset setup page.  

What are Pardot conditional completion actions?

Welcome conditional completion actions! 

Conditional completion actions add complex logic to your existing or new completion actions on your Pardot assets.

Essentially, you are able to create logic similar to dynamic lists or automations rules (or Salesforce Reports) that follow this pattern:

Before: Upon engagement (click/form fill), then trigger Y
New: Upon engagement (click/form fill) look to see if X = Value; then trigger Y

You can still do regular completion actions that apply to ALL Prospects who engage with the asset in specific ways, but now we will be able to create conditional actions as well. 

Below is an example of what you can expect to see in your account when the feature is released later this summer:

This feature will be available on Lightning list emails, forms, form handlers, files, custom redirects and page actions.

You can read more about it here and watch a quick demo, courtesy of Salesforce, here.

How are conditional completion actions different from normal completion actions?

In terms of functionality, there isn’t much of a difference between regular and conditional completion actions — they look at an action and then apply the necessary follow-up actions. 

However, in terms of usage, conditional completion actions add complexity to the existing completion actions by allowing for criteria in addition to a click or form fill to decide if the action should be completed or not. 

This allows marketers to create branches and manage different types of Prospects differently in Pardot.

Are there any limits or requirements to conditional completion actions?

Lucky for everyone, these actions will be available to everyone upon its release date.

We have identified the following limitations (that could change with further releases):

  • No conditional actions based on list membership
  • No conditional actions on classic email builder list emails (only available in the new Email Lightning Builder)
  • Limit of up to 6 conditional groups per asset (plus your standard completion actions)
  • Limit of up to 15 conditional group actions across all conditional groups per asset

We won’t have a concrete list of limits until this feature goes live, so stay tuned for updates!

What Pardot conditional completion use cases that I can look forward to?

First things first, this particular section will be updated post-release with additional information and screenshots. For now, we are basing these scenarios on existing completion action functionality. So, proceed with caution!

UTM-Based Lead Sources

Reporting on where your online website traffic is coming from is more important now than ever. For many organizations, being able to distinguish between sources of ads and beyond continues to be a hot topic. 

At Sercante, we support our customer’s UTM tracking via custom hidden fields on their forms. Now with conditional completion actions, leveraging these UTM’s real-time to update Lead Source should be easier than ever!

Standard Lead Routing

Nothing magical here, aside from the fact that you can fit multiple territories/region/product assignment criteria into a single form. Previously, this would require multiple automations or a little support from Salesforce to route accordingly. 

If you are interested in learning about how to manage Lead Routing in Pardot, check out my presentation from ParDreamin’!

Block Competitors

For those in industry segments with few players (we know everyone in the ocean), you may find it difficult to exclude competitors currently in Pardot (before they enter Pardot). 

If you have a field that identifies your Prospects as a competitor (email or company for example) you can decide not to send them the email with your latest e-book or asset. This would save you time and effort from setting up individual automation or even using JavaScript.

Streamlined Campaign Management

During ParDreamin 2021, I discussed how you can streamline your asset delivery processes by creating custom fields and leveraging HML, Dynamic Content, and Snippets in the process. Although this is great to reduce the number of assets in the overall process of delivering content, you still need 1 automation rule per asset to update campaign membership. 

By capturing the page title or asset name into a hidden field, you can then leverage this field to add the person to the correct Salesforce Campaign on each form — up to 6 branches (conditional groups). 

This would reduce the number of forms you need to set up overall. 

Multiple Link Click Options For List Emails

One of the most frustrating experiences currently is having an email with more than one CTA and having to pick between “any link” or “specific link” clicks. This feature would allow you to do this with up to 6 different links (we have not seen conditional actions on list emails yet). 

This function would only be available in the Lightning Email Builder and not for the Classic Email Builder. 

Extending The Power of Webinar Connectors

This directly speaks about WebEx and GoToWebinar products. 

Many B2B organizations have webinar series where they would love for people to register for multiple webinars at the same time. As of today, you either had to use (3) automation rules and a custom field, or (3) separate forms as Pardot does not allow for multiple registrations (using Pardot forms).

An alternative to creating multiple automation rules is to use Javascript here, but the hope is that conditional completion actions provide a no-code alternative. 

With this conditional completion actions feature, you can skip setting up the automation across the platform, thus requiring less work and a central location for it all!

Supercharge Your ABM Strategy

Leverage account types or build a new field called “Account Tier” to signal which accounts need the “white glove treatment.” 

Using conditional completion actions, then create custom Slack notifications, User notifications, or User tasks immediately after these Prospects complete their forms. 

In addition, you can also update a custom field such as “Prioritization”  to increase their prioritization in Views in Salesforce. This would be an excellent companion to the Einstein Key Account Identification feature for those on Pardot’s Advance tier or higher.

Imagine the possibilities for conditional completion actions

As a consultant, I am very much looking forward to streamlining automations for my customers by leveraging conditional completion actions in their organizations in the near future. 

If you need to strategize how to leverage this feature in your organization, or you just want to brainstorm ideas, contact us here!

Original article: Get Ready for MCAE (Pardot) Conditional Completion Actions

©2022 The Spot. All Rights Reserved.

The post Get Ready for MCAE (Pardot) Conditional Completion Actions appeared first on The Spot.

By |2022-05-23T20:48:10+00:00May 23rd, 2022|Categories: Automations, New Features, Release Notes, revive|

Salesforce Marketing Cloud Summer ‘22 Release Highlights

If you were like us, you thought the Summer ‘22 Release was going to be a summer of NO love for Salesforce Marketing Cloud Engagement. But, thankfully we were wrong! 

Salesforce Summer ‘22 Release notes were quietly published late last week. We’ll highlight what Salesforce deems its Top Feature/Release Highlights. And we’ll also throw in a few gems not to be overlooked! 

Salesforce Marketing Cloud Summer ‘22 Release Highlights

Before we jump into it, we wanted to point out the key theme we are continuing to see: enhancements that allow for greater cross-collaboration use cases. The lines between studio, platform, and cloud are blurring more than ever. Now on with the show…

Einstein: Engagement Frequency ‘What-If’ Analyzer

Users will now be able to clearly see how saturated contacts are within a business unit based on engagement data. It’s no longer a guessing game or trying to compare yourself against industry benchmarks and best practices. 

 The goal of Einstein Engagement Frequency ‘What If’ Analyzer is to help you better plan for your upcoming campaigns and more specifically, can help you decide how many message activities to add to each of the paths and Einstein Frequency Split Activity within Journey Builder. 

Einstein Engagement Frequency

Key Benefits Include 

  • Greater visibility into frequency performance:  grouped by on-target, over-saturated and undersaturated, you can now segment and target based upon these groupings. Pull back on recipients who may be experiencing email fatigue, ramp up on those who are not getting enough communications, and stay the course with those who are on target. The end goal should be to have the majority of your contacts in the on-target grouping. 
  • Visually test multiple message frequency scenarios: instead of testing scenarios in the wild and coming to learn potential negative outcomes that are too late to be course-corrected, you can view possible outcomes on how additional messages will affect your engagement over time through the power of AI. It’s like a crystal ball into the future! 

Availability: customers who have access to Einstein Engagement Frequency (paid add on to pro, included with corp editions and above)

Personalization: Triggered Campaign Messages

Combining Marketing Cloud Personalization (Interaction Studio) with the outbound communication engine of Journey Builder, users are now able to easily deliver personalized, relevant messages across numerous channels based on deep, contextual customer behavior — all in real-time. 

You can use nine configurable, real-time, behavioral triggers to start Marketing Cloud Journeys. That includes cart or browse abandonment, product price reduction, and product back-in-stock. 

You also can send user information and recommendations from Interaction Studio to Journey Builder Entry Events, and then use that data for personalization and decision splits. You can run A/B tests and analyze the performance of your triggered campaigns with built-in reports and dashboards.

Availability: Included in both Growth and Premium editions of Marketing Cloud Personalization.

Engagement: Data Extensions Query Support for Intelligence Reports Advanced 

Before we dive right in, as a reminder, Intelligence Reports Advanced (formerly known as Datorama Reports Advanced) is a premium upgrade for Marketing Cloud Engagement (SFMC). It’s an included analytics tool for analyzing and optimizing email, mobile and Journey Builder messaging. 

With Intelligence Reports Advanced, you can create your own dashboards, dimensions, and measurements, query high volume and granular data with a Codeless Query Builder, and start your cross-channel analytics journey. You have access to ready-made apps for connecting email to the web, advertising studio first-party audiences to performance data and more. 

Now to the latest enhancements. In a nutshell, users who have Intelligence Reports Advanced will be able to add Data Extensions and query them with Engagement Data (Opens, clicks,  bounce, unsubs, etc).

Key benefits include: 

  • Enrich Engagement Data with Data Extensions: by easily querying your data extensions alongside email and mobile push engagement you’re able to add additional context and optimize messages based on performance by audience attributes from your data extensions
  • Optimize future messaging based on performance by audience attributes: Perform codeless queries to uncover optimization opportunities per any audience attribute stored in a Data Extension.
    • Use Case: You have a data extension of subscriber IDs and an audience attribute indicating that they’re part of your brand’s loyalty program. Now, you can join this data and then run queries to compare performance for subscribers in that loyalty program, versus customers not in that loyalty program. Once your data connections are connected, querying them is easy. 
  • Query Data Extensions to validate and explore their data: Understand the structure and rows of your Data Extensions with standalone querying.

Availability: Requires Intelligence Reports Advanced for Engagement.

Intelligence: Database Exports

Users can now easily export clean and harmonized marketing data into your enterprise database, specifically for Snowflake and Postgres, and in turn unlock more value in your enterprise data strategy while creating an audit-proof system of data for managing exports.  

To break this down a bit more, your marketing data no longer needs to live in a silo. It can be made available to your Business Intelligence group to make insights accessible across the org in a manner that addresses concerns such as data integrity and auditing.  

Highlights include: 

  • Automation of the export of cleansed and harmonized marketing data into your orgs database
  • Marketing Data is available to other parts of your org for analysis and deeper insights
  • Marketing data is backed up in your preferred database, creating an audit-proof system for all your enterprise data.

Availability: Included in all Intelligence (Datorama) editions

Customer Data Platform (CDP): Activation Enhancements

Users can now send additional customer profile information from CDP to marketing platforms like Marketing Cloud Engagement (SFMC). This feature allows marketers to enhance personalization communication and leverage mobile push as an activation contact point, which until now was not possible. And as a result, you can more easily reach customers with the right message on their preferred channels. 

Benefits include: 

  • Greater personalization options for messaging and journeys by changing the volume and variety of data types that can be shared with Marketing Cloud Engagement, for example.
  • Ability to connect data from across the enterprise: blend marketing (loyalty data) and non-marketing (transactional) systems simultaneously during activation across clouds.
  • Meet customers on preferred channels: increase marketing reach and flexibility, specifically driving personalization mobile messages.

Availability: Included in all CDP editions

Some other gems we wanted to call out…

Marketing Cloud Einstein and Analytics

  • GA Integration with Journey Builder:  You can now see how your SMS, mobile, and email activity throughout a journey impact conversion events on a website or mobile app (err… about time 😀)
  • Einstein & Mail Privacy Protection: Einstein models have been updated to address the expanding list of MPP initiatives, allowing more accurate predictions
  • Subject Line Performance: Uncover which language factor is impacting your subject line. For each factor, you get a score and guidance on how best to update to get the highest impact 
  • Einstein Weather Content Selection:  Use local weather conditions including forecasts (temperature and precipitation) and alarm events (thunderstorms) to personalize and promote your content.

Marketing Cloud Journeys and Mobile App

From activating audiences in CDP (as previously mentioned) and retargeting contacts when they open a push notification or engage with an in-app message to directly linking between your mobile app and Journey builder, which allows for marketers to listen for corresponding in-app message engagement as a wait step in a journey, this release is finally expanding on the potential of mobile push and in-app interaction points. 

See full Salesforce Marketing Cloud Summer ‘22 Release details here.

Summer of Love

As you can tell, the Marketing Cloud Engagement product teams have been quite busy and super focused on cross-cloud capabilities. This release is chock full of terrific enhancements that will allow marketers to continue to push the limits and advance their digital marketing initiatives forward. Thanks for the love, Salesforce!

To learn more about this release, register to attend Salesforce’s Marketing Cloud Summer ‘22 New Feature Overview Webinar on June 23, 2022, or contact us for assistance on how to unlock some of the exciting new enhancements for your org. We are ready to take your program to the next level!


  1. Full Release Notes
  2. Release Demo
  3. Release FAQs

Original article: Salesforce Marketing Cloud Summer ‘22 Release Highlights

©2022 The Spot. All Rights Reserved.

The post Salesforce Marketing Cloud Summer ‘22 Release Highlights appeared first on The Spot.

By |2022-05-23T14:23:01+00:00May 23rd, 2022|Categories: New Features, Release Notes|

Salesforce Spring ’22 Release: Platform Highlights for Marketers

The Salesforce Spring ‘22 Release has been out for nearly a month now, and it included important features for marketers who are on the Salesforce platform.  

We get three major releases from Salesforce each year — Spring, Summer and Winter. Each Salesforce release includes upgrades and enhancements that affect Salesforce orgs in different ways. 

So, if you’re using and managing marketing operations for your company or organization and want to know more about Salesforce, then you’re in the right place. We’re going to cover everything you need to know about the Salesforce Spring ‘22 Release if you’re a marketer who uses Salesforce.

Salesforce Spring ’22 Release: Highlights for Marketers

Marketers who use the Salesforce platform are getting lots of attention from the Salesforce Spring ‘22 Release. 

Some updates are changing the way we work to meet evolving technology demands. Others are saving us time by connecting the dots in a logical way. 

All we know is, this release includes big updates for people in the marketing world.

Highlight #1: Salesforce CMS Name Change to Digital Experiences

If you’ve enabled the new Pardot Lightning Email Builder or Lightning Landing Page Builder already, then you’ve heard of Salesforce CMS. 

Salesforce CMS was a tool within Lightning Experience that provides the ability to curate and share content, manage multiple languages, and control who can create what content. However, along with a slew of Salesforce product name changes, Salesforce renamed the tool Digital Experiences to stay consistent with the former Community Cloud change to Experience Cloud. 

There are no changes to the features that were available with Salesforce CMS, and Salesforce even allows users to type Salesforce CMS in the App Launcher to reach Digital Experiences.

Image Credit: Salesforce

Highlight #2: Salesforce Reporting Updates

Marketers on Salesforce have so many options when it comes to viewing marketing reporting metrics. Every tool in your tech stack has some sort of native reporting tools. But that data is limited to the tool.

Feeding that data into your marketing automation platform (MAP) gives you access to more insights when you can combine datasets. But you’re still limited.

But connecting your MAP to Salesforce platform reporting tools unlocks a whole world of data insights. We’re talking about sharing data from Pardot and Marketing Cloud with Salesforce Reports and Analytics Studio (Tableau CRM). 

Here are the reporting updates marketers on Salesforce will want to know about.

Improvement #1: Easily Find the Right Report Type for New Reports (Beta)

Building reports in Salesforce can be very confusing at first if you don’t know what report type to look for. So, this improvement is definitely an exciting one. 

With the new enhanced report type selector, users can view their most recently used report types and see if a report type is standard or custom.

Image Credit: Salesforce

Another feature provided in this update is the ability to view the objects and fields available with the report type. And you can also see what reports have been created by yourself and other users using the report type.

Image Credit: Salesforce

Improvement #2: Edit Multiple Fields Inline on the Report Run Page (Beta)

Salesforce users and marketers both have a need to update information on the fly while viewing a report in Salesforce. This new feature provides the ability to edit fields within your report on multiple records. 

You can make as many changes as you want, as long as the field is not locked, and then save all of the changes at once without rerunning the report. Fields that are related to other fields within that same record will update those additional fields as well once you save your changes within the report. 

The example below is a preview of what happens when the Account on an Opportunity is updated and the Employees field shows as pending. Seeing this screen means the field will update as well once the record is saved.

Improvement #3: ​​Automatically Tune Your Dashboards to Your Business Goals with Dynamic Gauge Charts (GA)

If you have ever used a Salesforce Dashboard to track your campaign metrics, then you might have used a Gauge Report chart before. 

Gauge charts typically track performance toward a certain goal that you set in place when the dashboard was created. This new feature will provide you with the ability to track your performance dynamically instead of setting a singular goal for the year. 

This means Salesforce will use your report metrics and dynamically update your goal as it responds to your business and performance whether it is a positive or negative change.

Improvement #4: Personal Information Security Updates

Marketers should always ensure that their customer data is compliant and respects the customer’s personal preferences. With that in mind, Salesforce has released a new update to help hide customer’s personal data from other customers who are in the same portal or community. 

Enabling Enhanced Personal Information Management will replace the current Hide Personal Information setting available in Setup and will secure even more PII data on the User record. The new feature provides the ability to select which standard and custom fields are considered PII in your Salesforce org.

Companies should be aware that customers will no longer have access to their own personal data in the community or portal for the fields you select to hide on the User record. This feature will become enforced in all Salesforce organizations during the Winter ‘23 release.

Salesforce is getting bigger and better all the time

B2B marketers who come to Salesforce are usually looking to scale their efforts and grow in a way that makes sense. These latest enhancements from the Salesforce Spring ‘22 Release get marketers closer to those goals by saving them time and resources. 

Contact the team at Sercante to get help implementing these enhancements in your Salesforce org. And leave us a comment below to let us know what you think about the Spring ‘22 Release.

The post Salesforce Spring ’22 Release: Platform Highlights for Marketers appeared first on The Spot for Pardot.

By |2022-03-22T20:47:09+00:00March 22nd, 2022|Categories: API & Integration, Data Management, New Features, Release Notes|

Six Big Pardot Enhancements from the Salesforce Spring ‘22 Release

It’s time to prepare for the Salesforce Spring ‘22 Release and how it will affect your Pardot instance.

We get three major releases from Salesforce each year — Spring, Summer and Winter. Each Salesforce release includes upgrades and enhancements that affect Salesforce orgs in different ways. 

So, if you’re using and managing Pardot for your company or organization, then you’re in the right place. We’re going to cover everything you need to know about the Salesforce Spring ‘22 Release for Pardot admins and users.

Salesforce Spring ‘22 release dates

Here are the Salesforce Spring ‘22 Release dates:

  • December 16, 2021: Pre-release org signup
  • December 22, 2021: Release notes available
  • January 7, 2022: Sandbox preview starts, release site available, and release Trailhead module launches
  • January 10, 2022: Release overview deck and feature matrix available
  • January 14, 2022: Release weekend
  • February 4, 2022: Release weekend
  • February 11, 2022: Release weekend
  • February 4-11, 2022: Release Readiness Live

Salesforce Spring ’22 Release: 6 highlights for Pardot users and admins

Pardot users and admins are getting lots of attention from the Salesforce Spring ‘22 Release. Some updates are changing the way we work to meet evolving technology demands. Others are saving us time by connecting the dots in a logical way. All we know is, this release includes big updates for people in the sales and marketing world.

pardot email builder enhancements

1. Pardot Lightning Email Builder enhancements

The newer Pardot Email Builder in Salesforce Lightning Experience is getting quite a few upgrades during this upcoming release. Salesforce is continuing to improve the connection between Pardot and the Lightning Email Builder in an effort to make it a seamless experience between the two.

Enhancement #1: Push emails from Lightning Experience into Automation Rules and Completion Actions

The Winter ‘22 release brought us the exciting news of being able to use Lightning Email Content in Engagement Studio when you mark those emails for “Automation” use.

After Spring ‘22, Salesforce has further enhanced this feature by enabling you to push emails from Lightning Experience into Automation Rules and Completion Actions in the same manner as you did when you enabled emails for Engagement Studio.

Enhancement #2: Specify Tracker Domain for Automated Emails in Lightning

Now that there have been enhancements in using your Lightning emails for various automation tools in Pardot, Salesforce is looking to provide other upgrades to the Lightning Email Builder.

This Spring ‘22 release will enable you to specify the tracker domain for automated emails in Lightning. All you have to do is create your emails and activate them for use in automations to receive the option to specify the tracker domain.

Enhancement #3: Choose which Email Template Types are Available in Salesforce Engage

Customers who have Salesforce Engage will also see an exciting enhancement that will further optimize their connection between the marketing and sales teams in their organization.

With the Spring ‘22 release, you can choose which Email Template Types you want to make available in Salesforce Engage. This allows you to specify whether you want Pardot or Lightning Email Templates available to your sales team. You can even determine which Lightning Email Template folders you want to make available for sales to ensure they cannot use templates in marketing-specific folders.

Enhancement #4: Create Custom Components for Email Template Builder

We were all excited to start creating emails in the drag-and-drop editor in Salesforce Lightning Experience. But then we encountered limitations with the components you drag into your template.

Spring ‘22 provides the option to create custom components for the new drag-and-drop editor. You’ll need to create a metadata package and ensure you test it in a sandbox before you deploy for use in your production environment.

What you should do: Evaluate how your team creates Pardot email templates.

These enhancements to the drag-and-drop email editor give Pardot marketers even more tools to push them toward the Lightning Email Builder. You should evaluate what your team’s current selection of email templates are and determine if some are better managed through the Lightning Email Builder. 

Document your team’s current processes and talk to them about what works and doesn’t work well for them. Also, pay attention to how much time they are spending on these tasks so you can determine if it makes sense to invest in upgrades or external resources.

pardot lightning builder enhancements

2. Pardot Lightning Landing Page Builder enhancements

Marketers were very excited to learn about the new drag-and-drop Landing Page Builder that Salesforce recently released. As with the Lightning Email Builder, Salesforce has ensured that you will continue to get improvements to this new tool.

Enhancement #1: Customize Pardot Form Styling in Lightning Landing Page Builder

The new Enhanced Landing Page Builder previously did not allow you to customize your Pardot Form within your Landing Page without adjusting the Layout Template code. With the Spring ‘22 release, you are able to edit styling such as colors, fonts, margins, and more within the Lightning Landing Page Builder by clicking on the new Style tab when you drag your Pardot Form into the builder.

Enhancement #2: Set a Redirect for Unpublished Landing Pages

When a Pardot Landing Page was previously archived, users were redirected to the website that is set up through Pardot Settings. The Spring ‘22 release provides an option to set a custom redirect URL for an enhanced landing page that you unpublish. 

You’re able to set this up by editing the redirect field before you unpublish the landing page.

Enhancement #3: Add Scripts to Lightning Landing Pages

The Lightning Email Builder will soon be able to support script code in either the header or footer of an individual landing page. When you publish your landing page, the code blocks are pulled into the source code for the landing page. 

Organizations will find this feature useful if they want to use JavaScript to support their Google Analytics tracking.

Enhancement #4: New Prebuilt Templates

The Lightning Landing Page Builder will now provide prebuilt layouts for your landing pages in the Spring ‘22 release. This new change will help you drag in new rows and columns easily as you customize your landing page. 

The breadcrumbs feature at the top of the editing panes will help you navigate to a row so you style and add new columns.

What you should do: Evaluate how your team creates Pardot marketing assets.

Similar to the enhancements to the Lightning Email Builder, these enhancements will help marketers move from the Pardot Landing Page Builder to the new Lightning Landing Page Builder. You should evaluate the Landing Pages you already have built and in use within Pardot and determine whether it is a good time to move those landing pages into the new drag-and-drop builder.

pardot email privacy changes

3. Get your Pardot automations ready for email privacy changes

As you may have heard, Apple has announced Mail Privacy Protection (MPP) in mid-2021 as a way to protect their users and hide email marketers from tracking the customers they send emails to. 

These changes will force email marketers to look at other email metrics, outside of email opens, to properly report on their email sends moving forward. Along with this, Pardot admins will need to do a full review of their automations to determine which rely on email opens so they can update the criteria appropriately.

Fortunately, the Salesforce Spring ‘22 release will include a reporting page that will provide an overview of which of your automations rely on email opens at this time.

This reporting feature will allow you to see how many Engagement Programs, Dynamic Lists, and Automation Rules have been configured to rely on email opens. 

You can access this report by going to the Pardot Reports tab, navigating to the Marketing Assets section and finding Open Rules under the Automations section.

What you should do: Utilize this report and update all automations.

It is strongly recommended that you update any automation that relies on email opens to start looking at other high-value metrics, such as email clicks. You should also ensure that everyone who views reports on your email sends understand that email opens is not a reliable KPI anymore and should not be used to consider an email’s success.

4. Prepare for the retirement of Pardot drip programs

Pardot drip campaigns

Pardot Drip Campaigns are near the end of their lifetime in the Salesforce/Pardot universe. Although they won’t be retired with this release, Pardot plans to retire all Drip Campaigns during the Summer ‘22 release. If you have never used the Drip Programs tool (now known as Engagement Studio), then the feature was removed with the Winter ‘22 release.

Pardot will still provide access to reporting for Pardot legacy Drip Programs, and the company has moved them to a new location with the Spring ‘22 release. Head to the Pardot Reports tab in Pardot Lightning, navigate to the Automations section and click Drip Programs. 

This option is not accessible to Pardot orgs that did not use Drip Programs previously.

What you should do: Start planning for the switch to Engagement Studio.

If you haven’t already made the switch to Engagement Studio, then now is definitely the time to start considering it.

Here are resources to prepare for switching to Pardot Engagement Studio:

pardot integrations

5. Extending Pardot through integrations

Salesforce is highly customizable thanks to integrations. And new ways to extend Pardot through integrations are going live all the time.

Here are a few Salesforce Spring ‘22 Release enhancements that use integrations to extend Pardot functionality.

Enhancement #1: Improvements to the Pardot Slack Connector (Beta)

If you tried out the Pardot Slack Connector (beta) when it was introduced in the Winter ‘22 release, you may be excited to hear that we are already receiving improvements to the feature.

The completion actions that you were already able to set up to send Slack Notifications for your marketing assets are now available in the Pardot Lightning Email Builder Experience. There is also a new Usage tab available for the Slack Connector so you can get a complete view of which marketing assets are connected to Slack via Completion Actions.

Enhancement #2: New Improvements to the Pardot API v5

The Pardot API v5 became available in the Winter ‘22 release and will be seeing some improvements with the Spring ‘22 release. 

There will be 13 more objects available through the API and updates to 3 of the objects that were already accessible. This release will also bring a new Tracking and Consent JavaScript API that will give you control over how Pardot tracks page views.

Enhancement #3: Improvements to Pardot Extensibility

Pardot announced the release of Marketing App Extensions to collect prospect data in third-party applications and bring that data into Pardot during the Winter ‘22 release.

The Spring ‘22 release brings a new checkbox on the Marketing App Extension object that will make it easier and more seamless for marketers to activate their External Activity Objects for automation.

What you should do: Integration brainstorming session

Have a brainstorming session to discover ways you can use integrations more effectively in your Pardot instance. You can kickstart the session by completing the sentence “wouldn’t it be nice if Pardot…” as many times as you can. 

Then, rank those sentences you created and focus on the ones that will have the greatest impact on your marketing efforts. If implementing those integrations you identified through your brainstorming goes beyond your team’s capabilities, then reach out to Sercante Labs to find out how you can make it happen.

6. Additional features to look out for

Pardot included a few extra features in this release that don’t really fit any of our above topics, but are definitely still important to understand ahead of the release.

Here are a few additional Salesforce Spring ‘22 Release enhancements that can help with reporting and segmentation. 

Enhancement #1: Einstein Engagement Frequency

This feature (only available to Pardot Advanced and Premium Editions) helps reduce email fatigue by scanning individual prospect engagement behaviors to help you understand the optimal send for marketing emails. 

You will need to enable this feature through Marketing Setup in Salesforce and ensure you have enough data for the model to train itself within 72 hours. Once the model is trained, you will be able to use a new prospect field called “frequency category” to segment prospects in lists or Engagement Studio.

Enhancement #2: Einstein Account Tier

This feature (also only available to Pardot Advanced and Pardot Premium editions) helps you segment on your prospect accounts in a new way by using another model to start assigning tiers to your accounts. 

To use it, you will need to map the Account Tier field to a custom Pardot field to read in the values that the Einstein Key Accounts Identification model starts assigning to your Accounts. You’re able to easily use this field in any automation as the field will be listed under the “Prospect Account field” criteria type that you can choose. 

Enhancement #3: Improved Thresholds for Metrics Guard Filtering

This feature applies to all Pardot editions by improving filtering on what’s considered to be bot-click activity. The Metrics Guard will now look for any bursts of email open and email click activity that surpass thresholds that are put in place. Your team will no longer see activity from those IP addresses until the activity falls below the threshold again.

What you should do: Consider using these AI features to improve your email marketing and reporting capabilities.

These features are nice additions to any Pardot org. There is minimal work your team needs to do outside of setting up the features. Then you can sit back and enjoy the benefits they bring to your segmentation and reporting.

Pardot is getting bigger and better all the time

B2B marketers who come to Pardot are usually looking to scale their efforts and grow in a way that makes sense. These latest enhancements from the Salesforce Spring ‘22 Release get Pardot marketers closer to those goals by saving them time and resources. 

Adding more user-friendly design capabilities addresses a major pain point for many Pardot customers. And extending Pardot through integrations and feature upgrades is preparing Pardot orgs of all sizes for the future. Contact the team at Sercante to get help implementing these enhancements in your Salesforce org and Pardot instance. And leave us a comment below to let us know what you think about the Spring ‘22 Release.

The post Six Big Pardot Enhancements from the Salesforce Spring ‘22 Release appeared first on The Spot for Pardot.

By |2021-12-30T01:37:46+00:00December 29th, 2021|Categories: New Features, Release Notes, revive|

New Pardot Feature: Custom Components for Email Content

The Pardot Winter’ 22 release includes a new way to add content to emails you create using the email content builder in Pardot Lightning. Custom components allow marketers to easily build a library of standardized components users can drag-and-drop into email content builder emails without needing to edit HTML or CSS. 

With this new feature, you can create components for standard areas of emails, such as footers or headers. Or, use it for more complex items, such as displaying upcoming events or gathering prospect feedback. 

You can create your own custom components, or search for components built by third parties in the Salesforce AppExchange. 

Pardot email custom components available now

pardot email content builder

Salesforce Labs already has three custom components available:

  1. Embedded Feedback within Pardot Emails

Add a feedback form component to emails and gather instant feedback from prospects.

  1. Video for Email

Easily embed video thumbnails.

  1. Newsletter Lightning Email Template with Google API 

Create newsletter emails with components for Youtube Webinar and Google Calendar.

Once installed, the component will appear in the email content builder in Pardot Lightning under Custom

Note: You must be a Salesforce administrator or your Salesforce user must have the Download AppExchange Packages permission to install a custom component from the Salesforce AppExchange. 

Configure the custom component

Once you drag and drop a custom component into a Pardot email, you can use the right-hand side to configure the component. 

pardot custom component example

This new feature is available in the Lightning Email Builder for Email Content and Email Templates (Custom Components for Email Templates is part of the Spring ‘22 release). This feature is available for Growth, Plus, Advanced, and Premium Pardot editions.

Custom component availability

It is not yet available in the email template builder, but that should be coming in future releases. This feature is available for Growth, Plus, Advanced, and Premium Pardot editions.

Updating Pardot email content custom components

If a custom component is applied to email content and then that component is updated, the email content will not automatically reflect the changes. To update the email content, you must click Edit in Builder and re-apply the custom component. 

Considerations for multiple Pardot Business Units

If you have multiple Pardot Business Units, be mindful of creating custom components that reference fields, content, or assets that only exist in one business unit. Custom components are a platform asset and are not tied or restricted to a specific business unit. 

Share your experiences

How are you planning on using this new feature in your org? Tell us in the comments!

The post New Pardot Feature: Custom Components for Email Content appeared first on The Spot for Pardot.

By |2021-12-10T17:53:35+00:00December 10th, 2021|Categories: Emails & Forms, New Features, Release Notes, revive|