when you change scoring it will retrospectively change the scores of your current prospect data so you don’t want to do this often.
Write up a plan before implementing any changes as the updates are retrospective. See below an image to help you map your scoring model changes.
Sense check activity on a regular basis. If you notice a prospect looks quite engaged but all they’ve done is open all of your emails, perhaps you might want to reduce the score or limit it to the first open.
Consider your key content. The baseline scoring model will add scores to everything depending on the action taken but remember you have the option to increase/decrease scores for each individual action by using completed actions.
Remember that you can set the reporting date for scoring categories, so you can, for example, see the engagement with a particular service for 2018 instead of all time.
pardot lead scoring categories
It is an iterative process! Pardot recommends you iceland phone code audit your account once every quarter and revisiting the scoring and grading is a part of this review. Take a look at our Audit service for more information on this.
Ready to get going? I hope so but if you need more information to guide you in your Pardot scoring best practices you can download the B2B Marketer's Handbook: Pardot Lead Scoring & Grading That Works.
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.
Proving return on marketing investment is the biggest focus of any good marketer. For too long, marketing has been labelled as the cost centre of a business, while sales reap the praise and rewards for bringing in customers. When we successfully demonstrate ROI though, with hard data and not a hypothesis, assumptions, or correlations between marketing activity and sales results, we marketers prove our value. B2B marketing automation is the ultimate way to do this.
The reason I’m so confident?
With sophisticated B2B marketing automation software, we finally have full visibility of our prospects as individuals.
Where typical monitoring software like Google Analytics shows us the behaviour and conversion rates of groups of prospects, anonymously entered as cookies, software like Pardot reveals a mass of information about each and every person that converts on our website. This gives us their exact digital touchpoints and behaviours on an individual level.
Yes, it’s kind of stalker scary but immensely powerful in terms of building buyer personas, profiling audience segments, improving our marketing strategy and having a harmonious relationship with the sales team.