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Pardot and Sales Cloud Highlights from the Spring ‘19 Release

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When I last wrote about the Salesforce Winter ‘19 Release, I covered 8 new features across all cloud products. This time around I’m taking a slightly different approach. This post will review the Sales Cloud and Pardot highlights, but with a deeper analysis. With plenty of useful updates across both Salesforce products, I’m sure you’ll agree there’s a lot to get excited about for your 2019 marketing strategies.

This list of updates is not an exhaustive; if you want to read more about the entire release, you can reference the Spring ‘19 Release Notes or take the Spring ‘19 Release Highlights Module in Trailhead, which is broken into units specific to Salesforce products.

High Velocity Sales for Inside Sales Teams

Salesforce has capitalized on the Lightning Sales Console, integrating some awesome new functionality with proven existing tools like Lightning Dialer and Einstein Lead Scoring. Everything your inside reps need to effectively nurture their leads is provided in a clean, tab-based workspace.

Sales Cadences

Sales cadences help in situations where you anticipate a lot of demand, or to better streamline your sales methodology. Using a flow builder similar to Pardot’s Engagement Studio, you can build an automated campaign to work leads, which feeds directly into reps’ daily work queues. Reps will get a prioritized list based off various cadences, so they will know exactly how to spend their time. If I were a sales manager, this feature is where I’d look to collaborate with my marketing counterparts to develop successful cadences.

Work Queues

The prioritized list of outreach items including emails, calls and tasks, can be found in the new Work Queue window. These activities are defined by the Sales Cadences referenced in the previous paragraph. Additionally, reps can create their own list of activities in the “My List” tab.

Pardot

Late last year, Pardot announced a new Release Schedule, which will offer new updates and features six times annually. These bi-monthly updates will coincide with the three Salesforce seasonal releases (Spring, Summer and Winter), plus three additional Pardot releases. As a certified Pardot Nerd™ this new schedule got my glasses all fogged up.

That said, there are lots of useful Pardot updates coming in the pipeline. They focus on simplifying the Pardot implementation process and record syncing, expanded marketing campaign tracking in Salesforce with connected campaigns, and perhaps the most exciting update, Einstein Behavior Scoring.

Salesforce-Pardot Integration

I’ve completed a handful of implementations and consider myself well-versed in the process. With the new Pardot Setup Assistant though, implementers’ jobs got a whole lot easier. Now you can provision and complete the initial configuration tasks for Pardot accounts, like mapping fields, mapping users, and updating page layouts, right from Salesforce.

If you have Pardot Advanced edition, you can create multiple Pardot business units for a Salesforce account without contacting support. This feature is helpful if your enterprise has marketing goals based on geography or product lines, helping each division focus on their own custom marketing objectives. Additionally, business units give you added control over which prospects and assets your users have access to. This way, divisions can work independently, but still have a global view with B2B Marketing Analytics, which you can now set up more easily than ever.

Additionally, the Salesforce-Pardot connector page has been redesigned with you in mind, so you can now configure connected campaigns, Salesforce user sync and marketing data sharing.

Pardot: Einstein Behavior Scoring

I recently watched the Pardot Product Roadmap Webinar and Einstein Behavior Scoring was one of the most exciting new features reviewed. Using artificial intelligence, Einstein is able to take advantage of users’ engagement information, such as recent website visits, email opens, link clicks and completed forms, to provide a more accurate score of prospects’ buying intent. It also clearly identifies the reasons behind that score so your reps understand what makes prospects more likely to convert and eventually close.

I think Einstein is yet another advancement by Salesforce and Pardot that helps to close the gap between sales and marketing. I’m really excited for this feature, which says a lot coming from someone who understands the sales and marketing gap is a huge area for improvement in a lot of organizations.

Just to clarify, this feature is separate from Einstein Lead Scoring, which uses a predictive model that factors in prospect information like industry, interests, job, and engagement history. For Pardot users who are familiar with the difference between Grading and Scoring, this feature is like a supercharged combination of the two.

Salesforce Engage

Even though I’ve only worked with a couple of clients who use Salesforce Engage, they all asked for a folder hierarchy to help organize their assets. Before this release, all we could recommend is strategically naming each email template to structure them in a specific order or grouping. Now, while composing an email, users can browse the Pardot folder hierarchy and search for a template by folder, as long as they have permission and the email is marked for 1:1.

Salesforce Essentials

Earlier this year Salesforce Essentials was released. At $25/month and ready to use out of the box, it’s release provided a whole lot more access to the world’s #1 CRM. There were a ton of updates that are apart of this update as well.

Sales and Service Essentials are now combined under one product, providing an even better value than before. Updates were made to the user management system, so administrators will be able to make adjustments to licenses on the fly and manage team information and permissions on the redesigned users page in Setup.

Customize Sales Stages

The most useful feature release in Essentials is the ability to customize sales stages. Now you can tailor lead statuses and opportunity stages based on your unique business needs. For the users with Professional, Enterprise or Unlimited, this functionality isn’t breaking news; but for those businesses just starting out, it’s a game changer.

Out of the box, you’ll see a setup wizard. It will suggest pre-configured sales processes for different types of organizations, taking some of the guesswork out for users. In the next window, you’ll be able to add/edit pre-populated lead statuses and opportunity stages. Pretty easy, right?

Expanded Integration with Gmail

I get requests all the time from clients about the ability to log emails on lead and contact records, access Salesforce data, create new records and much more–all from within Gmail. These requests are far easier to fulfill today with the recent investments Salesforce has made into integrating one of the world’s top email clients.

Lightning for Gmail and Salesforce Inbox Chrome Extension

Using the updated Chrome extension, sales professionals can now leverage customer contact and account information and Einstein AI in real time. If users want to stay in the same interface, they can use the Salesforce panel to access whatever record or object they need. Additionally, you can use productivity tools to add an email template, availability calendar, tracking and scheduling.

Einstein Activity Capture

Einstein Activity Capture connects any email to related Salesforce records, which includes accounts, opportunities, and custom objects. Einstein can even create new records if you want.

What was your favorite Spring ‘19 Release update?