The old days of lead qualification with only a few stages such as cold, warm and hot leads are quickly being forgotten. Basic lead qualification strategies are being substituted for much more complete lead qualification systems.
Pardot’s lead qualification system is called Pardot scoring and grading. In sum, Pardot score is how interested a prospect is in your product or service. Pardot grade is how well that prospect fits your criteria.
Take this example:
Pardot’s scoring system makes it easier to reach your marketing goals because the more insight you can gain on your leads, the easier it will be to create personalized messages. Also, your sales team will be able to focus on the most active prospects, making conversions more efficient.
As we defined earlier, Pardot score is Pardot’s point system based on how many interactions a prospect has had with your Pardot elements. The higher the Pardot score, the more interactions they have had with your site or emails and thus more aware of your product or service.
If John fills out a form on your website, his Pardot score increases 50 points.
If Kate downloads a white paper from your email, her Pardot score increases 10 points.
If Julie fills out a form on your website and later downloads the white paper from your email, her Pardot score would increase to 60 points. (50+10=60)
The default prospect scoring system comes with Pardot’s pre-set point allocation for specific actions such as clicking on an email, page views, filling out a landing page form, etc. If a prospect performs one of these actions, the default number associated with that action is added to their Pardot score.
Default Score Examples:
Pardot also allows you to edit these default scores to customize them for your business needs. If you feel a specific action allocates too many or not enough points to that prospect’s score, you can change it to align better with your marketing and sales efforts.
Example: An e-commerce business that sells different products and can utilize custom scoring to allocate different scores to different products. This allows the sales team to track how interested a prospect is in each product offering.
When you are first setting up Pardot, it is best to get your sales and marketing team aligned on what should be included for each score. Then down the road, revisit this conversation and make sure the scores still align with your team’s efforts.
The main reason for prospect scoring besides gauging interest is that they help to segment prospects for lists and creating automation rules.
The score of a prospect is an easy trigger for automation rules. Once the prospect reaches the desired threshold of Pardot score, you can have it trigger a completion action.
Assign to Sales – If a prospect’s score reaches above a score of 49, you could automatically assign them to a sales rep.
Send autoresponder email – Allocate 5 points to a prospects pardot score if they land on a certain product offering page. Then, you can create an automation rule that sends a marketing email with more information on that product once a prospect’s score reaches 5. (learn more about automation rules in Chapter 9)
Pardot grade is a measure of how well a prospect matches your ideal customer profile. This could be a specific job title (CEO), a geographical area (West Coast), Industry (Real Estate), or a combination of things.
A+ grade: CEO of a real estate firm on the West Coast
On the other hand, a poor pardot grade could be:
D- grade: Sales rep of a law firm on the East Coast
The Pardot grade is a quick way to gauge how well the prospect fits your target persona. Accordingly, this ensure that your sales team isn’t wasting their time of low quality leads that are not a good fit for their services.
Much like school, A+ is the best grade you can give a prospect and an F is the worst. But just because a prospect has an A+ grade doesn’t mean they are a guaranteed sale, and a D grade doesn’t mean they won’t buy. So, it is important to understand how Pardot score and Pardot grade works together to align your lead qualification efforts.
Now that we have an understanding of how Pardot Score and Pardot Grade works with our marketing campaigns, let’s dive into how to compare the two for accurate Pardot lead scoring
|High Score||Low Score|
|These prospects not only fit your buyer persona and fit the criteria of your ideal customer. But, they’re also very active in interacting with your brand/site. Odds are they are interested in your product and should be contacted as soon as they reach this threshold.||These prospects seem like an excellent fit for your product/services and could become a customer. However, they are not interacting with your brand. You can still potentially convert them with the right marketing or through outbound calls.|
|These prospects show a lot of interest in your brand but are not a good fit as a customer. They may just be doing research or looking for a job.||These prospects have few similarities with your ideal customer and little to no interaction with your website and marketing programs. They are the least likely to convert and you may even want to repress them from your email programs.|
High Grade: These prospects not only fit your buyer persona and fit the criteria of your ideal customer. But, they’re also very active in interacting with your brand/site. Odds are they are interested in your product and should be contacted as soon as they reach this threshold.
Low Grade: These prospects show a lot of interest in your brand but are not a good fit as a customer. They may just be doing research or looking for a job.
High Grade: These prospects seem like an excellent fit for your product/services and could become a customer. However, they are not interacting with your brand. You can still potentially convert them with the right marketing or through outbound calls.
Low Grade: These prospects have few similarities with your ideal customer and little to no interaction with your website and marketing programs. They are the least likely to convert and you may even want to repress them from our email programs.
Understanding how Pardot’s lead scoring and grading system works is important to understanding the full capabilities of Pardot’s automation tools. In the next section, we will go over landing page forms and how to use them to their fullest potential.
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