Salesforce Summer '23 Release - Account Engagement Updates
The Salesforce Summer '23 release is in the starting blocks and also brings some new features and improvements for Marketing Cloud Account Engagement (formerly Pardot) (formerly Pardot) (➝ Summer '23 Release Notes). Here are the most important changes from our point of view:
Triggering external actions after a prospect interaction
In future, external actions can be triggered by all account engagement assets that have completion actions. Until now, this was only possible in engagement programs. Once set up, you can, for example, register your prospects for a webinar on any platform when you submit a Pardot form, or send an SMS from a third-party system when a prospect clicks on a custom redirect. The list of options available can be extended almost indefinitely — feel free to share your idea (s) with us using the form below!
Account Engagement Optimizer generally available and expanded
With Account Engagement Optimizer, you can keep an eye on your business unit's performance and receive recommendations to keep your account in good shape. The optimizer (currently in open beta) will be generally available with the upcoming release and includes some changes compared to the current version:
- Configuration issues: This table allows you to identify setup issues that prevent you from accessing features.
- Performance improvement measures: Get an overview of well-functioning or less well-functioning parts of your account that have an impact on overall performance. This could relate, for example, to the number of your active Automation Rules and Dynamic Lists, which should be checked from time to time to see if they are still needed.
- Prospect Change Monitor: The Prospect Change Monitor provides information about which features are responsible for the majority of changes to Prospect data.
Converting dynamic lists to static lists
Keep your account performance high by converting old or unused dynamic lists into static lists. After converting a dynamic list, it behaves like any other static list: Prospects must be added or removed manually; the list is no longer updated based on rule criteria.
Opted Out field status synchronization
Anyone who regularly follows Account Engagement Releases or has been working with Account Engagement for a long time may rub their eyes in surprise: the ability to use the most recently updated field value as the correct status for the Opted Out field is back!
Salesforce is doing a backward somersault (driven by customer feedback) after the option was initially abolished in the Spring '23 release and either Account Engagement or Sales Cloud had to be selected as the leading system for Opted Out status. However, all Account Engagement customers must take action by October 18, 2023 at the latest, such as this article shows.
Tracking cookies are only set after consent
What sounds logical at first has not been the case with Account Engagement so far: Tracking cookies are only set after a prospect has agreed to them. The previous behavior was exactly the opposite: The cookie was first set and deleted again if no consent was given. In future, consent must therefore be given first and then a cookie will be set — that's right!
Use data cloud (CDP) segments in account engagement
In the future, it will be possible to use Data Cloud segments directly in Account Engagement. After the two systems are connected, you can create dynamic lists based on your Data Cloud segments in Account Engagement.
Share assets between different business units
Using the Account Engagement API v5, you will be able to transfer marketing assets, such as engagement programs, email templates, custom redirects, etc., to other business units without having to manually create them again.
Account Engagement API v5 improvements
The upcoming release will again include some improvements to API v5. The following items will be included:
- Bulk Action API: Perform mass operations with your prospect data.
- Object folder mapping: You can retrieve all objects contained in a folder with one call.
- Enhanced Prospect Query: It becomes easier to determine the Prospect ID.
- New Engagement Studio Program Endpoint
- Assignment of user ID or owner ID during import
- Permanent deletion: This allows you to permanently delete prospects from the trash (and thus completely from your database) via API.
- Copy Account Engagement Business Unit Assets
More updates
- The Account Engagement Trust Site is up to May 1, 2023 status.salesforce.com moved.
- Email Report: The field to display the number of emails printed out is removed.
- Enhanced Email Builder: Improving the placement of images in multi-column elements.
