Winter ’25 Release Highlights: MCAE (Formerly Pardot)

Posted on August 20, 2024  (Last modified on May 15, 2025) • 4 min read • 850 words

Exciting Changes Coming to Marketing Cloud Account Engagement

We come full circle once again as the next Release cycle begins for 2025 and, with less than a month to go before Dreamforce, Trailblazers are already gearing up to attend sessions, in-person networking activities, and enjoy the festivities.

In today’s Release Highlights post, we will take a look at some of the new and exciting updates, upgrades, and features that are headed to Marketing Cloud Account Engagement (the platform formerly known as Pardot)!

Find and Merge Duplicate Prospect Records  

This’ll be a huge fan fvavorite, with over 6.9K+ votes over at IdeaExchange! For orgs with the current AMPSEA (Allow Multiple Prospects with the Same Email Address) feature, having to find and merge duplicate prospects required users to put on their creative hats and use existing functionality like Automation or Segmentation Rules, Dynamic Lists, CRM integration, or compatible third-party tools to manage and eliminate their duplicate prospect records with Pardot.

With this new update, you’ll be able to unlock new resources to manage, find, and merge duplicate prospect records directly inside Pardot empowering admins and users to refine your data and work with the most accurate prospect information within each database.

This change will be rolled out to Advanced and Premium editions of MCAE (Pardot) and Lightning Experience in Enterprise, Unlimited, and Performance editions. Both Growth and Plus editions will not be included in this release.

Trailblazers have spoken and product managers are ready to deliver their first iteration of this feature request within this release. We just hope that this first iteration will yield progress in the right direction.

Share your findings with other Trailblazers within the Release Readiness Trailblazers forum.

Copy Forms and Emails to a Salesforce CMS Workspace  

Salesforce encourages using CMS Workspaces (a.k.a Digital Experiences) to manage and centralize content in one location. With this feature released in the Summer ’24 release content managers and admins were given new resources to create, manage, and deliver personalized content to partners, customers, and clients.

In Winter ’25 this feature update will allow Forms and Emails to be migrated into your CRM Workspaces, which include file types such as .pdf, .mp4, and .zip. This provides an alternative to work around storage limits found within select Account Engagement editions. Providing the ability to migrate more and more asset types for heavily invested organizations in the Salesforce CRM products.

With the introduction of the Marketing Cloud Growth edition, these updates feel more like preparation for a future migration.

All changes will apply to Account Engagement Growth, and Plus editions with Data Cloud enabled.

Gain Insights with Form and Landing Page Engagement Data in Data Cloud  

Marketing Managers, Specialists, or Admins can segment prospect data mapped to Data Model Objects. These segments can then be used to drive calculated insights and create dynamic lists in Account Engagement. Use Account Engagement with Data Cloud to unlock more features.

Just introduced last summer, many organizations have already activated their Data Cloud instance, enabled the Account Engagement connector, and begun segmenting their prospect data to extract more insights about their customers.

This Winter ’25 update will allow you to extend your segment efforts within forms and landing pages to track web page engagement. Just another reason to consider activating Data Cloud in your account, today!

This change will apply to all editions of Marketing Cloud Account Engagement with Data Cloud.

Moar! Changes  

Create More Data Cloud Segments per Business Unit  

Previously you were only allowed to have 5 Data Cloud segments per business unit. This upcoming Winter ’25 update has now extended the number of segments to 25 per business when creating dynamic lists. Allowing you to create even more segments within each business unit. Yet another reason why you need to consider activating your Data Cloud instance, today.

This change will apply to Marketing Cloud Account Engagement Growth and Plus editions with Data Cloud enabled.

Open System Email Links in the Lightning App  

Whether it's a database limit or a failed connector to an Engagement Program fail system emails still opened within the pardot.com site. With this Winter ’25 update, all system email links will now open directly within the Salesforce Lightning app.

An ongoing effort to migrate all resources from the pardot.com site to within the Lightning app. This change will apply to all Account Engagement editions.

Pause or Cancel Permanent Prospect Deletions  

The Table Action Manager (TAM) allows you to perform bulk actions with select prospect records within select tables or lists. Previously bulk prospect deletions couldn’t be paused or resumed within the user interface. Now with this Winter ’25 update take control of your prospect deletion bulk action requests by pausing, resuming, or canceling them using the TAM.

Stay Tuned For Ongoing Coverage  

We’ll keep the Release Highlights coming as the go-live dates approach and cover the latest and greatest changes coming to an Org near you.

While you’re here, let us know what Winter ’25 Release features and functionality your most excited about this time around!

Until next time keep working hard, smart, and happy. And we’ll see you in the cloud!