Pardot setup might look straightforward at first, but there is a maze of pitfalls waiting to trip you up. And trust me, getting these wrong can be a headache you do not want to deal with later. So, let’s save the future-you from cursing the past-you. Here are the most common Pardot setup mistakes you need to dodge:

1. Ignoring Your Data Structure from the Get-Go

Data is the lifeblood of any marketing automation platform, and Pardot (now Account Engagement) is no exception. So, what happens when you upload a chaotic mess of data? Well, nothing good.

Why It Is a Mistake
Not having a clean and organised data structure makes segmentation, reporting, and automation rules a complete nightmare. If you are thinking, "I will clean it up later," stop right there. That is a lie marketers tell themselves to feel better.

What You Should Do

• Clean Your Data: Deduplicate, standardize fields, and segment your data before importing.
• Map Your Fields Correctly: Ensure that all your custom fields in Pardot are correctly synced with your CRM.

Key Tip: Garbage in, garbage out. Clean data now = fewer headaches later.

2. Skipping Custom User Roles and Permissions

Thinking everyone on your team should have the same access to everything is not just generous—it is risky. Pardot gives you control over who sees and does what, but only if you set it up correctly.

Why It Is a Mistake
Default user roles often do not align with the specific needs of your team members. Without custom roles, you could accidentally give too much access to a user who does not need it—or worse, someone might mess with something they should not.

What You Should Do

• Customize Roles: Create user roles tailored to your marketing team's different functions. A marketing intern probably does not need to access your entire database, right?
• Review Regularly: Keep an eye on who has what access and make changes as your team evolves.

Pro Tip: Set up a quarterly review of user permissions to ensure your security stays tight.

3. Overlooking Email Authentication (SPF, DKIM, and Domain Verification)

Letting your Pardot emails land in spam folders is basically self-sabotage. Yet, skipping over the email authentication setup is a common mistake.

Why It Is a Mistake
Without proper email authentication, your emails are far more likely to end up in spam or even get blacklisted. Your email credibility matters—big time.

What You Should Do

• Set Up SPF and DKIM: Authenticate your domain to tell email clients, "Yes, these are legit emails from us."
• Domain Verification: Verify your sending domain in Pardot to avoid deliverability issues.

Quick Win: Make friends with your IT team and get this sorted ASAP.

4. Not Syncing with Salesforce Immediately (or Incorrectly)

Delaying the Pardot and Salesforce sync, or setting it up wrong, is a recipe for data chaos. And once things go wrong, it can be like unraveling a tangled ball of string—frustrating and time-consuming.

Why It Is a Mistake
Your data needs to be talking between Pardot and Salesforce smoothly. Any sync issues mean inaccurate reporting, missed leads, and incomplete prospect journeys. Plus, fixing a bad sync later is way harder than doing it right from the start.

What You Should Do

• Plan Your Sync: Decide which data should flow between Salesforce and Pardot before you hit "go."
• Test First: Do a test sync to catch any issues before they spiral out of control.

Heads-Up: Syncing can take some time, so be prepared and do not panic if it does not finish instantly.

5. Using Too Many Automation Rules Too Quickly

Pardot gives you incredible automation powers. But with great power comes… well, you know the rest. Trying to automate everything right away can backfire.

Why It Is a Mistake
Too many overlapping automation rules can create a mess where prospects get dumped into incorrect lists or receive confusing communication. The outcome? Angry prospects and a whole lot of manual cleanup.

What You Should Do

• Start Small: Set up basic automation rules and work your way up as you get more comfortable.
• Audit Regularly: Check your automation rules for any conflicts or redundancies.

Pro Tip: Use Pardot's automation audit tool to spot any issues before they become a full-blown disaster.

6. Forgetting to Customize Default Email and Landing Page Templates

Using default templates screams, “We did not try that hard.” Plus, it could mean missing the chance to use your brand’s full power to attract and engage prospects.

Why It Is a Mistake
Generic templates do not create a memorable experience, and prospects are likely to ignore your message. Worse, you may be missing out on optimizing for conversions.

What You Should Do

• Brand Your Templates: Customize all email and landing page templates to reflect your brand's voice and style.
• Optimize for Mobile: Check how everything looks on mobile devices. Over half of your audience might be reading emails on their phones.

Takeaway: First impressions matter. Do not let a default template be yours.

7. Neglecting to Set Up Lead Scoring and Grading Early

Lead scoring and grading is what makes Pardot truly valuable for your sales team. Yet, many users put this off indefinitely or set it up poorly.

Steps: Lead scoring can be configured using complete actions in the campaign form.

Why It Is a Mistake
Without proper lead scoring and grading, your sales team cannot prioritize leads effectively. You risk wasting time on unqualified prospects or, worse, missing the ones that are actually interested.

What You Should Do

• Define Your Criteria: Collaborate with your sales team to define scoring and grading criteria based on what matters most.
• Tweak as You Go: Scoring and grading are not "set it and forget it." Adjust as you gather more data.

Reminder: Your sales and marketing alignment depends on this. Do not skimp on it.

8. Skipping Campaign Tagging and Tracking

Want to track your ROI or analyze your marketing performance? Well, good luck doing that without properly tagging your campaigns.

Why It Is a Mistake
If you do not set up campaigns with the right tracking and tagging, you will be flying blind. You cannot prove what works and what does not, making it tough to justify your marketing spend.

What You Should Do

• Use Consistent Naming: Establish a campaign naming convention that makes sense to your whole team.
• Tag Everything: Ensure that all emails, landing pages, and forms are tagged with the correct campaigns.

Fun Fact: Organized campaign tracking = better insights = smarter marketing.

Final Takeaway

Pardot setup (now Account Engagement) is not something to take lightly. By avoiding these common mistakes, you are setting yourself up for a smooth and efficient marketing operation. Trust me, your future self (and your entire marketing team) will thank you for taking the extra time now to get it right