This blog was written before Pardot was renamed to Marketing Cloud Account Engagement. You can read more about the name change and what it means here.
Understanding how Pardot grading and scoring works is very different from being able to successfully plan and implement customised models. Putting this into practice though is another story entirely. Which is why we’ve created a Pardot Grading & Scoring Worksheet to help.
Most marketers get the basics of grading and scoring leads.
Grading is about assigning a letter grade to prospects based on how closely their demographic information aligns with our ideal buyer.
Lead scoring ignores information about the prospect themselves and instead takes into account their behaviour. How they interact with the brand-whether they open an email, attend a webinar, or watch a video-tells us how interested they are in our services or products.
Certain behaviours are awarded points and once a points threshold is reached, the prospect is ripe for contacting directly and pitching.
However, some of the most common questions we get asked at MarCloud Consulting are:
How do I plan grading when I have multiple buyer types?
I don’t have buyer personas, where do I start with grading?
What are the right amount of points to score a prospect for [example action]?
What should the score threshold be?
How do I set all of this up in Pardot and sync to Salesforce?
To make life really simple, the Pardot Grading & Scoring Worksheet is an interactive PDF that you can complete digitally, with no need to print.
Although, if you’re a pen and paper person, you can print too!
Using the general process we use ourselves at MarCloud, it will guide you step-by-step through collecting the information you need about your buyers and using this to plan.
Example Grading Profiles
How grades are increased/decreased
A matrix for grading based on your own criteria
Reminders about considering Salesforce values
Guide to mapping Automation Rules
Suggestions for lead scoring that you can tailor and adjust later
What’s more, to help you get started on the right foot we’re offering a free review of your completed worksheet! All you have to do is email it to us at [email protected] and we’ll give you a bit of feedback and some tips.
Tom is a Salesforce Certified Pardot Consultant & Marketing Cloud Consultant and has a passion for how systems work. He's written blogs and other content for Pardot.com, regularly hosts webinars with Pardot and loves being involved with the wider Pardot community. He also uses (brackets) and ,commas, where (brackets) and ,commas, should not be used. A lot.
There’s a lot to be excited about for the MCAE product roadmap launched as part of the Summer ’22 release! Keep your finger on the pulse with these exciting new updates and what they mean for your Marketing Cloud experience.