Understanding how Pardot grading and scoring works is different from being able to plan and implement customised models. The Pardot Grading & Scoring Worksheet is an interactive tool for marketers to use to plan their own models.
Tom Ryan
2 mins
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:
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).
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.
It includes:
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 scoring@marcloudconsulting.com 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 scoring@marcloudconsulting.com and one of us will be in touch to answer them for you.
Founder & CEO of MarCloud, Tom has been on both sides of the fence, client-side and agency, working with Salesforce platforms for the best part of a decade. He's a Salesforce Marketing Champion and certified consultant who loves to co-host webinars and pen original guides and articles. A regular contributor to online business and marketing publications, he's passionate about marketing automation and, along with the team, is rapidly making MarCloud the go-to place for Marketing Cloud and Salesforce expertise. He unapologetically uses the terms Pardot, Account Engagement and MCAE interchangeably.
The Pardot Grading & Scoring Worksheet is a practical tool that marketers can use to figure out the answers to their Scoring and Grading models. Using the process we use ourselves, it will guide you step-by-step through the information you need about your buyers.
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