The default scoring model in Pardot allows us to score prospects from the moment they convert from a visitor, changing their score based on their activity and behaviour. Whether their score changes positively or negatively, it’s a feature we can customise within Pardot. Pardot Scoring Categories, then, are the next level of this scoring capability.
It’s all well and good knowing a prospect’s overall score and having this help us determine whether they are sales-ready, but how do we know where this overall score is generated from and which products or services they are most interested in?
Did they fill out a form to enter a free prize draw, or read a blog about a highly anticipated new product about to drop in the coming months?
Many companies have a range of products and services to showcase and if we want to pinpoint the specific interest of a prospect, then Scoring Categories are the perfect solution.
Let’s get into the nitty-gritty of Pardot Scoring Categories and how to use them.