Pardot winter '17 features

Posted On by Tony Spelkens

We’re excited to highlight several enhancements made to Pardot this Autumn/Winter

Pardot tends to release new features pretty rapidly and as they are available, so this list below will include some features that are already live, but have come out since Summer ’17. So, if you’re an existing Pardot user, you can get at a lot of these right away. The others won’t come out exactly around Winter 17, but are coming soon.

Here Are Some Of The Main Changes:

  1. Improved Look and Feel – Pardot has updated its look and feel to match Salesforce Lightning Experience. The refresh includes new fonts and styles. These new styles are not only pleasing to the eye, but are designed to make it easier and more efficient to navigate the system. For example, tables are no longer surrounded by dark frames which can distract from the data in those tables, new fonts draw the eye to the data that matters most, and new button styles and colours highlight the next step a user should take to advance their workflow.

  2. Allowing Multiple Prospects with the Same Email Address Important – Email is no longer the only unique identifier in Pardot. There are safeguards to limit the number of unintentional duplicate prospects Pardot can create. This helps keep Pardot and Salesforce in sync. You will no longer have to worry about special behaviour when the email address changes in one system. Customers who purchased Pardot after June 14th, 2016, AMPSEA is enabled by default and cannot be switched off.

  3. Enable or Disable A/B Testing When Editing and Copying Emails – A/B toggling allows marketers and admins to enable or disable A/B testing through the Basic Info dialog. A thumbnail preview and the subject line are displayed when disabling A/B testing to ensure confidence in selecting the correct version to keep. Marketers also have more control when copying an A/B test, with the option to copy either version or keep both.

  4. Customisable List Views – You can sort and rearrange the table to suit your needs. You can do any of the following to customise your table:

    -Add and remove columns

    -Sort columns by ascending or descending order

    -Rearrange and resize columns

    -Add columns for up to 10 custom fields

    -Export the custom table data to CSV.

  5. ‘Prospects Not In Salesforce’ List View – Prospects not in Salesforce filter allows marketers to see which prospects are not syncing with leads or contacts in Salesforce.

  6. Variable Tag Modifiers Important – Because of the way data is transmitted, it could be possible to insert potentially dangerous code into your Pardot forms. This code could make a prospect’s data visible to a malicious party, or deploy a virus to your prospect through their browser. Pardot has protections to prevent situations like this from happening, but these protections require that you add modifiers to some of your variable tags used to personalise your Pardot assets.

  7. Social posts – adding images to social posts from Pardot – it is easier to include images on social posts, to ensure those images render beautifully across all social channels, and to track the outcome of social posts.

  8. New Scoring Categories – Pardot’s new Multiple Scoring Categories feature allows you to track prospect engagement at the aggregate and individual product or business unit levels. Scoring Category is assigned to each folder in Pardot and every time a prospect interacts with an asset in that folder, their score for that category, as well as their aggregate score, is updated. This gives deeper insights into what prospects are interested in so they can nurture them more effectively, pass them to the right rep at the right time, and identify the cross-sell and upsell opportunities that are most likely to convert.

  9. Monthly Inactive Automations Report email – If your account has an Engagement Program, Drip Program, Dynamic List or Automation Rule with no activity in the past 30 days, Pardot sends a Monthly Inactive Automations Report to the automation creator and admins.

Salesforce Engage

  1. Edit Template Regions in Engage Emails – Pardot’s email editor supports a great feature – content regions. For most basic emails, you can open up any email template and edit any table cell or paragraph; every chunk of content will be editable. But what if you’re an administrator or designer and don’t want to give full editing powers to the people who make small content changes to your emails? With email regions, you can easily lock down the email template so that only sections that you specify are editable.

  2. Custom Date Ranges in Engage Reports – Custom date ranges in Engage reports allow sales reps to view the performance of their Engage emails over a specified period of time.

  3. Engage now supported for Person Accounts – Sometimes you may notice that a prospect’s assigned Pardot user doesn’t seem to match the person account. This is because the record owner is at the account level for person accounts — the assigned user in Pardot will be at the account level instead of the prospect level. Although it’s not possible to remap the prospect assigned user field to a different field in Salesforce, you can create a contact formula field in Salesforce that sources the person account record owner field’s value. This formula field can then be mapped to a custom field in Pardot so that you can still note who the owner is at the prospect level.


  1. Replace the Pardot VisualForce page with the ‘Engagement History’ lightning component – The Engagement History Lightning component is an updated way for Lightning Experience users to view Pardot and Engage prospect activities in Salesforce. This component replaces the Pardot Activities VisualForce page in Lightning Experience. Have your Salesforce admin add the Engagement History component to lead and contact detail pages.

Wave Analytics

  1. New B2B Marketing Analytics – a new Salesforce Wave Analytics app that will enable users to dive deeper into marketing, CRM and third-party data and empower them to gain new insights into campaign performance to maximise marketing efforts.