fbpx
What is Pardot Scoring and Pardot Grading? - Marketing Automation Montreal - Pardot Consulting Canada
1950
post-template-default,single,single-post,postid-1950,single-format-standard,ajax_updown_fade,page_not_loaded,,qode_grid_1300,qode-content-sidebar-responsive,qode-child-theme-ver-1.0.0,qode-theme-ver-13.0,qode-theme-bridge,wpb-js-composer js-comp-ver-5.4.4,vc_responsive

What is Pardot Scoring and Pardot Grading?

18 Dec What is Pardot Scoring and Pardot Grading?

Posted at 11:54h in Videos by

The ultimate goal of Scoring and Grading is to pre-qualifying leads for sales (this is called Marketing Qualified Leads – or MQLs).

 

Scoring happens in real-time – which provides sales with hot leads – which means they can get an alert to their CRM while the lead is still on the website, browsing your products or reading your content!

In this video from Varasi LLC, the author explains the difference between Pardot scoring and Pardot grading and answers frequently asked questions.

Score is a metric we use to measure how interested a prospect is in a product or service and in a company at large.

This is derived from the activities of your prospect – online and offline – page/content visits, email responses, downloads, webinar subscriptions and other communications.

How close is the fit between the prospect and your product or services, how close they fit into your ideal buyer profile

This is based on business data, contact data and demographics.

Pardot Score can be added (Prospect downloads an e-book or visits a product page) or substracted  (Prospect doesn’t read email or visits a certain job on the careers page).

Work with your sales team to figure out which activities of prospects on the websites can imply a prospect’s interest (increase Pardot score) and what is the typical buyer’s profile (adjust Pardot grade).

Varasi gives a smart list of questions you should ask yourself / your marketing team / your sales team in the process of Pardot implementation:

  1. What actions on your website indicate an interest?
  2. What actions indicate intent to buy / sales readiness?
  3. What are activities that are indications that they are NOT LOOKING to buy? (Unquaified leads or non-sales ready)
  4. Look at recently closed deals (sample) and trace back their interactions – learn about actions that are intent indicators
  5. What are the most important qualities of your IDEAL customer profile? Draw the persona of your ideal customer. (Company size, location, annual revenue, job title, department, etc.)
  6. How each of the above mentioned categories lowers/increases the grade?

 

Print page
0 Likes