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.
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Tom Ryan
2 mins
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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 ecuador phone number search 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?
Cover photo of the B2B Marketer's Worksheet
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