Using Blended Pardot Lead Scoring & Grading In Your Pardot Strategy
Posted: Mon Dec 23, 2024 4:17 am
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.
Lead Scoring and Grading is an important way to identify how engaged your leads are. By Scoring and Grading your leads, you can determine the best way to approach them and when, so you're more likely to convert.
What is Scoring?
Let's start with the basics, what is Pardot ghana phone numbers lead scoring? In short, it's attributing a score to a potential customer each time they interact with your brand. Pardot lead scoring works based on behaviour, not demographics or persona information and it helps to bring those most interested in your service to the top of the pile.
What is Grading?
Grading flips the script and draws your attention to how interested you should be in the prospect. Have you ever spent weeks or even months chasing down a prospect to find out that they do not even qualify as a customer?
By using a grading model, you’re giving your sales team the best possible chance of maximising their time. It will mean it is less likely that they won’t waste time on leads that won’t convert or aren’t a good fit for your business.
Grading shows how interested you should be in a prospect.
Which leads us nicely into profiles…
What are Profiles?
Profiles enable you to have different qualifying criteria for different prospect profiles. For example, a loan provider might have three core personas for decision makers; Borrowers, investors and brokers.
Using this as an example, here’s how the profiles might look.
Profiles for Grading in Pardot
As illustrated, each profile has different custom fields associated to it which allows you to grade prospects in a way which is unique to each one. You can now be confident the grade allocated to each prospect is a true reflection of how strong the lead is.
Watch this video to learn how to set up a Grading Profile
Lead Scoring and Grading is an important way to identify how engaged your leads are. By Scoring and Grading your leads, you can determine the best way to approach them and when, so you're more likely to convert.
What is Scoring?
Let's start with the basics, what is Pardot ghana phone numbers lead scoring? In short, it's attributing a score to a potential customer each time they interact with your brand. Pardot lead scoring works based on behaviour, not demographics or persona information and it helps to bring those most interested in your service to the top of the pile.
What is Grading?
Grading flips the script and draws your attention to how interested you should be in the prospect. Have you ever spent weeks or even months chasing down a prospect to find out that they do not even qualify as a customer?
By using a grading model, you’re giving your sales team the best possible chance of maximising their time. It will mean it is less likely that they won’t waste time on leads that won’t convert or aren’t a good fit for your business.
Grading shows how interested you should be in a prospect.
Which leads us nicely into profiles…
What are Profiles?
Profiles enable you to have different qualifying criteria for different prospect profiles. For example, a loan provider might have three core personas for decision makers; Borrowers, investors and brokers.
Using this as an example, here’s how the profiles might look.
Profiles for Grading in Pardot
As illustrated, each profile has different custom fields associated to it which allows you to grade prospects in a way which is unique to each one. You can now be confident the grade allocated to each prospect is a true reflection of how strong the lead is.
Watch this video to learn how to set up a Grading Profile