Salesforce Winter '23 Release - Pardot Updates
The Salesforce Winter '23 release is just around the corner and with it some new features for Marketing Cloud Account Engagement (formerly Pardot), which we would like to briefly present below.
Extensibility improvements = more automation options
A year ago, with the Winter '22 release, the ability to use third-party systems with Account Engagement to link and thus record external activities. This allows activities such as participating in a webinar or registering for an event in Automation Rules and Engagement Programs to automate further steps.
In the future, it will also be possible not only to “listen” to activities that are recorded via third-party systems. Instead, callable actions (“invocable actions”) can now be created, which can then be integrated into an engagement program and thus trigger the corresponding action in the third-party system. Depending on the connected system, this can be registering for a webinar, sending an SMS or creating an account in Salesforce.
Easy sync of opt-out status between account engagement and Salesforce
In the future, you will have the choice of which system is the leading system for the standard opt out status (single source of truth). So far, the last changed value applies, regardless of which system (Account Engagement or Salesforce) the change was made in.
lookout: Only the two connected systems are available (Account Engagement or Salesforce) to choose from. Once you have opted for one of the two systems, the option of the last changed value is no longer available! Should you be up to February 26, 2023 If you haven't done anything, Salesforce will automatically turn off the sync for this field — there is a risk of different values in both systems. Therefore, check carefully how your current opt out process is implemented and what effects a change in the current sync behavior has. Feel free to contact us directly if you have any questions.
Find unused files in Pardot
Who doesn't know that? Countless files accumulate in Pardot over the years and it's hard to say which files are really still needed or are perhaps long out of date and could be deleted. In the future, you can filter the files hosted in Account Engagement using a “Last Viewed” field. The field provides information about when a specific file was last accessed — whether via download, in an email, or on a landing page. This allows you to quickly identify files that only take up valuable storage space!
Expanded access to the Account Engagement Lightning app
With the Spring '21 release, user authentication for Pardot (it was called that back then) users was changed. Since then, everyone has had to Account Engagement Log in users via Salesforce — i.e. with a Salesforce user. In order to avoid additional license costs in Salesforce and still be able to (only) grant access to Account Engagement, the free license type of the “Identity License” was introduced. However, this does not yet provide access to Account Engagement Lightning app possible.
With the upcoming release, this will change and it will be possible to give users with an Identity License access to most features in the Account Engagement Lightning app without giving them full access to Salesforce.
Turn off the Pardot Classic app in Salesforce
On October 17, 2022, the Pardot Classic app in Salesforce is due to be taken out of service. This only affects the outdated Pardot integration with Salesforce. All account engagement features are available in Salesforce via Account Engagement Lightning app available. The Classic Interface can still be accessed via “pi.pardot.com” be used.
Overview of further updates
An overview of all releases — including those listed below, which we did not present in more detail — can be found in the Winter '23 release notes.
- Ability to review prospects with bot-like activity
- Security update for forms & WordPress plug-in update
- Synchronize all prospects with one click
- Additional and changed elements in the Account Engagement API
