Winter’22 Release updates in marketing

Are you a marketer using Salesforce to strike incredible marketing campaigns? You might already hear about the Winter’22 release but we summarized the main topics for you in this article.

From how to deliver new levels of personalization with Salesforce CDP to supercharge your email and showcase your data with Datorama reports, get to know the best updates we found related to marketing.

Here’s our table of contents for this article:

1. Salesforce CDP Enhancements
2. Datorama Reports for Marketing Cloud
3. Google Analytics Integration
4. Einstein for Email Marketing enhancements
5. Advertising Studio enhancements
6. Marketing Cloud Package Manager
7. Prospect Mailability Insights
8. Custom Components for the Email Content Builder
9. Drag-and-drop editor for faster Landing Pages building

To start, get to see the video below for the essentials on this topic:

1. Salesforce CDP Enhancements

Firstly, with the improvements on Salesforce Customer Data Platform (CDP), you’re able to get a complete picture of everyone, engaging smartly with your customers and delivering higher levels of personalization.

The biggest news of the Winter’22 release is that CDP now integrates with the Interaction Studio, Tableau, and Datorama. You can connect data from all your data sources of Salesforce Clouds but also external data sources. With this release, it’s possible to ingest behavioral in user data from Interaction Studio to deeply improve the CDP profile. You can extract insights and create segments with the new data from Interaction Studio.

In conclusion, from segmentation improvements, Tableau integration enhanced calculated insights to activations using Einstein Engagement Scores, there’s a lot of new functionalities you’re now able to use with CDP.

2. Datorama Reports for Marketing Cloud

Datorama Reports Advanced for Marketing Cloud opens a lot of opportunities for your data analysis tasks. This new feature allows you to customize and create dashboards to meet the end-users needs while refining KPIs. It’ll be easier for you to showcase your data in any way!

Datorama Reports Advanced is an upgrade for Datorama Reports, including analytics and reporting tools for Marketing Cloud, email, mobile, and journey builder. In addition,With Datorama Reports you can supercharge your e-mail, mobile, and journey analytics with user-friendly dashboard tools, displaying your data in any way.

The Datorama Reports Advanced comes with 4 new amazing apps to explore: Marketing Insights for Sales Cloud, Email to Web Conversion, Cross-Channel Marketing Insights, and Audience Insights for Advertising Studio.

3. Google Analytics integration

It’s now easier to combine your Google Analytics account with Marketing Cloud. You can access robust conversion analytics for mobile and email content. Also, you can automatically apply mobile and web tagging for Journey Builder.

4. Einstein for Email Marketing enhancements

With Einstein intelligence, you know now when to send your e-mail marketing campaign or which is the best subject line for greater engagement. Marketing Cloud offers now two new ways to help you answer your e-mail marketing concerns and boost your e-mail engagement rates.

The Performance Tester for Subject Lines lets you predict performance and how it compares to your average email engagement when it regards the email subject. Also, the Einstein Send Time Optimization for Pardot uses AI to assure the right open and click times. You can now send emails at the right time!

5. Advertising Studio enhancements

If you’re making data-driven advertising, there are two new features that will help you expand to new channels with greater insights.

With Snapchat for Advertising Studio, you can create personalized advertising audiences for the Snapchat platform. You’ll be able to find new clients that match the criteria from your most loyal customers, re-engage inactive customers, improve your customer experience and increase your ROAS.

Also, with the Datorama Audience Insights for the Advertising Studio app, you can connect your first-party data from Advertising Studio in Datorama, optimizing any cross-channel audience action.

6. Marketing Cloud Package Manager

If you’re a current user of Deployment Manager, you will love the advanced features of the Marketing Cloud Package Manager.

The feature brought by the Winter’22 release allows you to group fully configured items, like ready-to-activate journeys, automation, content assets, data extensions, and attribute groups, in just one Marketing Cloud Account. Then, it will deploy the items across the other enterprise accounts and business units.

The Package Manager also allows subject matter experts to develop and deploy company or industry-specific solutions among multiple business units. While both the applications are available, Package Manager includes more advanced features and support for more objects, like:

• supports fully Sales Cloud and Service Cloud events and activities;
• supports fully configured journeys, content assets, and package personalization and customization.
• faster scalability due to ready-to-activate journeys, automation, assets, and data models.

7. Prospect Mailability Insights

Firstly, this Winter’22 release upgrade on Pardot may change the way you protect your prospects’ email preferences.

Today, Pardot has two fields to control mailability: opted out, which indicates the user unsubscribed marketing emails but is still able to receive operational emails and autoresponders; and do not email, which states that the prospect can’t receive any e-mail communications at all.

Therefore, with the new prospect mailability changes, Pardot has now a “Mailability Insights” section related to the prospect page with six fields:

1. Status: it delivers information about which kind of emails prospects are able to receive and their mailable status;
2. Email uniqueness: states if there are any duplication in the prospect’s email address;
3. Opted out: reveals that the prospect has unsubscribed from marketing emails, but still can receive operational emails and autoresponders, as mentioned above;
4. Do not email: states that a user has erased this prospect from marketing emails, but the prospect can still receive operational emails and autoresponders;
5. Soft bounce detected: reveals the prospect’s email address has returned soft bounce(s) from an email sent.
6. Hard bounce detected: indicates the email address has returned hard bounces from an email send and these prospects are no longer mailable.

8. Custom Components for the Email Content Builder

You’re now able to create custom email components to use in Pardot’s drag-and-drop builder. These components can help marketers and managers on generating more engaging email content for their customers.

In conclusion, users who are using the Access Drag and Drop Content Builder and View Setup and Configuration permissions can add custom components to an email template in Email Content Builder.

9. Drag-and-drop editor for faster Landing Pages building

You can now build landing pages inside the Lightning Experience in Pardot with the Winter’22 Release. Furthermore, after enabling this feature, users can create landing page records in a couple of clicks. Also, you can encourage users to start their work from saved templates and to select approved images from your Salesforce CMS repository.

To get the landing page builder available, you’ll have to enable the new Pardot content experience. And also the Salesforce CMS integration. Then after the setup, users are able to generate landing page records, design, and publish them right from the Pardot Lightning App.

Marketing automation is growing every day so you must stay updated about the latest releases on these platforms. Subscribe to our Knowledge Center for a monthly digest of Salesforce updates. Also, we got covered the Sales Cloud and Service Cloud improvements.