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What is Marketing cloud Account engagement optimizer?

Nov 16, 2023

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You might have heard about it but wonder what is the Salesforce Marketing Cloud Account Engagement Optimizer (or Pardot Optimizer). It’s brand new, and still in beta, but it could be a rather handy feature for most of us, so here we go: let me explain all.

In a nutshell, the Pardot Optimizer helps you get actionable recommendations to help you resolve issues and improve processing time. Optimizer is going to shows you what’s using system bandwidth in your business unit and lets you act to increase efficiency.

What does Pardot optimizer do?

It’s a tech tool. Marketers like to optimise their marketing efforts, but this is something for the Martech folks instead.

In the Optimizer tool, you can get actionable recommendations to help improve email send times, speed up automation processing, and more. It prioritises its recommendations, distinguishing critical ones from those you can make a lower priority. You can also pause it and in effect it lets you prioritise actions that are currently processing in your BU, like email sends and prospect imports for example.

And your score is …?

For my Account Engagement clients and our own org, this is the only screen I have seen so far:

Account Engagement Optimizer Evaluation Score

Over times, some of you may see either of the below images. Either by yourself as the Pardot admin, or with an expert from CloudAnalysts and /or your internal team of marketers, we can work through the list of recommended actions in the actions table below:

Marketing Cloud Account Engagement Optimizer
Account Engagement

Ok. The font in the illustration is rather tiny, but the example is excellent, and also useful for marketers. It’s a highlight that one of your Engagement Studio programmes has become inactive. That means that for the last 30 days, no one has entered the journey. It might also mean that there are people stuck at the end of the journey for more than 30 days. Really useful for your marketing executives to have a look what this means for their future planning, and set up maybe new campaigns, create a follow up journey, or … let go of the ones who never opened nor clicked?

Optimizer’s 4 Maintenance Resources

We now have access to 4 Maintenance Resources – tools to bring and keep your Account Engagement business unit in great shape:

  • Table Action Manager
  • Inactive Automation Rules
  • Inactive Dynamic Lists
  • Unused Dynamic Lists.

If you have some changes to make, your optimizer welcome screen will look like this.

Marketing Cloud Account Engagement Optimizer by Pardot
Source: Salesforce Spring 23 release notes

This is an image from the release notes, and the example is a bit unusual. If you have 25M unarchived prospects in your Pardot BU, please do call us today.

Who is Pardot optimizer for?

As it’s a tech tool for Pardot Administrators, it is only accessible by them. And if you’re a marketing user in Pardot, you must ask to get the Admin privileges to be able to use this new Pardot feature.

What is the optimizer’s status of development?

Right now, this tool is in beta. It means it is not fully developed yet, but the rudimentary trappings are certainly there. And it also means, … they may decide not to go ahead with it, after all (although, in this case, I think this feature is going to be a stay-er.)

Sounds good, you want to get started and now wonder….

How can I get the Pardot optimizer?

The good news is that it’s already there. To find the Account Engagement Optimizer, just go into pi.Pardot.com, select Admin (or, click the Settings-tab in your Lightning menu if you’re in Salesforce) and from there pick Optimizer.

Account Engagement Optimizer
Account Engagement Optimizer – How to access it

To get started is literally a click of a button in a dialog popup box. Note: Enabling Optimizer for your business unit is permanent and can’t be undone. But you can pause it and no harm having it.

Once enabled, on the Optimizer page you can see your recommendations. Then, you can act upon them as needed. There is a column to indicate which recommended actions are most critical.

To pause and prioritize actions, use the table action manager in the Maintenance Resources section.

Then, where you’re there, you can pause or prioritise actions. Just use the table actions in the ‘maintenance resources’- section. See the illustrations above.

And there you have it. New feature explained. We’ll elaborate on this post, once we learn more about this tool and assess its true potential.

So,… what are you waiting for?

We’re curious: What’s your score?

If you have any questions or would like a hand troubleshooting some of the issues that are appearing in Optimizer, we’ll be glad to help.

All about the Spring 23 Release

Grab a coffee and watch the new release video here: https://www.salesforce.com/video/39964878/

Interested to learn more?

We would be very happy to help you.

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