Dumb Ways To Die: Account Engagement Edition

- Creating duplicate prospects

- Failing to segment prospects

- Not having a folder structure

- Adding everything to a single campaign

- Not putting enough thought behind scoring and grading structure

- Using the default tracker domain

- Using automations for tasks that can be completed through completion actions.

- Not using automation for identifying and converting qualified prospects

- Failing to document field sync behaviors

- Forgetting to warm-up the domain

- Not defining KPIs for measuring campaign success

- Neglecting to create personalized journeys for a targeted audience

- Only using Account engagement to send emails

- Not connecting Account Engagement with Salesforce

- Connecting it with Salesforce but neglecting to add filter criteria for data sync.

- Not collaborating with the sales team to define marketing efforts and processes

- Missing out on reporting capabilities by not using connected campaigns

- Not utilizing dynamic lists to manage bad data

- Forgetting to perform Account Engagement hygiene periodically

- Lack of a dedicated Pardot admin

- Etc 

By Ananya Agrawal