Introduction

The new Salesforce Winter '25 Marketing Cloud Account Engagement (MCAE) Winter '25 update introduces a number of features designed to improve the efficiency of your marketing operations and accuracy in data management. Let's find out the key highlights and what users of Marketing Cloud Account Engagement (formerly known as Pardot) can expect as early as October. 

Key highlights

1. Find and merge duplicate recors of potential customers 

Keep your database organized and ensure your marketing team works with the most accurate information using the duplicate record merge tool in Optimizer. This tool automatically identifies prospect records with a shared email address, allowing you to decide which duplicates to merge. 

This feature reduces redundancies and improves data quality, enabling more efficient marketing decisions.  

2. Copy Forms and Emails to a Salesforce CMS Workspace 

It’s now possible to copy new file types, such as .pdf, .mp4, and .zip, into a Salesforce CMS Workspace. This functionality increases flexibility in content creation and management, facilitating the distribution and publishing of materials in various formats directly from the CRM platform. It also ensures that more teams can access centralized information, approved by the marketing team.

3. Gain Insights with Engagement Data from Forms and Landing Pages in Data Cloud

Personalize your marketing strategies and generate detailed insights using engagement data from forms, landing pages, and monitored web pages. With the engagement connector enabled in Salesforce Data Cloud, you can generate engagement data streams and build more accurate audience segments using real-time information from email opens and clicks, significantly improving campaign targeting.

4. Create More Segments by Business Unit in Data Cloud 

Now, you can create up to 25 different Data Cloud segments per business unit when working with dynamic lists in Account Engagement. This represents a significant increase compared to the previous limit of five segments, offering greater flexibility and personalization in customer segmentation strategies. 

5. Open System Email Links in Lightning App 

Improve your workflow within Salesforce by opening system email links directly in the Lightning App, rather than through pardot.com. This feature allows for faster navigation and better integration within the Salesforce ecosystem. 

6. Pause or Cancel Permanent Record Deletions 

Gain full control over mass customer record deletions with the new feature that allows you to pause, resume, or cancel these actions using the Table Action Manager. This option is available for both API and user interface-initiated requests. Previously, mass deletions could not be paused or resumed directly through the interface.

Conclusion

These updates reflect Salesforce's commitment to providing advanced solutions that optimize processes and improve results for businesses of all sizes. With features focused on personalization and data management, your marketing team can operate more strategically and effectively. 

About worldIT

For 20 years, worldIT has been helping companies across various sectors optimize their business processes by integrating innovative and customized solutions. With a team of dedicated experts, worldIT has implemented and tailored hundreds of projects aimed at improving organizational performance through technology. Want to learn more about how worldIT can help your company achieve better results? Contact us and discover our solutions!

#Salesforce #MCAE #MarketingCloud #Innovation #WorldIT