Account Engagement Hygiene Assessment

Account Engagement Hygiene Assessment : Yesterday you said today..

..and now it's time to turn those words into actions.

Periodic assessment of your Account Engagement system might not be one of your favorite tasks to do as an admin, but it is essential for ensuring long term success.

This assessment helps in reviewing various aspects of your marketing platform to confirm that it is properly configured and optimized in achieving the desired results from your marketing efforts.

It involves revisiting the following setup items :

1) Database Quality: Review prospect records, remove duplicates or inactive records, and validate email addresses for existing ones.

2) Lead Lifecycle: Evaluate lead scoring, assignment rules, and automation rules to ensure up to date lead management practices.

3) Email Deliverability: Check bounce rates, spam complaints, and unsubscribes to ensure healthy email delivery.

4) Campaign Performance: Analyze existing email open rates, click-through rates, and conversions to identify any underperforming campaigns and optimize the strategy for future campaigns.

5) CRM Integration: Verify data synchronization between Pardot and CRM systems for accurate records, necessary permissions and correct fields sync behavior.

6)Forms and Landing Pages: Check for broken links, validate form submissions, and optimize the design and messaging to improve user experience and lead generation.

7)Tracking and Analytics: Check website tracking code and ensure that your Google Analytics is properly integrated with Pardot for comprehensive reporting.

8)User Access and Permissions: Review user roles and permissions. Remove inactive accounts to maintain data security.

9)Compliance and Privacy: Assess Pardot for GDPR or CCPA compliance. Review your privacy policies, consent mechanisms, and opt-out processes.

Note : Premier and Signature Success Plan customers can reach out to the Salesforce support team to get assistance for database hygiene assessment.

For customers with a standard plan, I have linked in the comments the official document which contains a useful audit doc for self evaluating your MCAE system performance. 

By Ananya Agrawal