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?
The Pardot Grading & Scoring Worksheet is a an interactive tool that marketers can use to figure out the answers to all of these questions (it’s best used in conjunction with our B2B Marketer’s Handbook: Pardot Grading & Scoring That Works).
What to expect from the worksheet
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 firstname.lastname@example.org and we’ll give you a bit of feedback and some tips.
You can download the worksheet right here.
If you have any questions while completing your worksheet, just email the team email@example.com and one of us will be in touch to answer them for you.
DOWNLOAD THE FREE SCORING & GRADING WORKSHEET
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