Grading
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 waste time on leads that won’t convert or aren’t a good fit for your business.
In Pardot, there are default Grading Profiles but we can create custom Profiles too. These are based solely on demographic information, like location, job title and industry.
There are also many ways we can choose to increase and decrease the grade of our prospects from A+ to F.
Grading tells us how interested we should be in a prospect.
Scoring
Scoring, on the other hand, is assigning a number of points to a prospect based on their digital behaviour. The idea is, the more engaged a prospect is, the more points they score and the higher their total.
Lead scoring is all about the interactions a prospect has with our brand.
It tells us which of our prospects is most interested in us.
Grading and scoring combined are how we figure out the prospects we should really be prioritising in our marketing and sales follow-up.
What to expect from the handbook
First things first, the handbook gives a straightforward explanation of Pardot grading and scoring. It outlines default versus custom models and provides a basic understanding of lead qualification.
If you’ve ever wondered what the difference is between grading and scoring, we cover it.
If you’re confused about Grading Profiles and how to use these, you’ll find the answers.
For beginners, it’s the perfect introduction.
For those already familiar with Pardot though, the handbook also includes:
The right way to approach planning a custom grading or scoring model
Advanced steps like Scoring Categories and Einstein Behaviour Scoring
Tips for syncing with Salesforce
Best practices for reviewing and modifying a custom model you already use
Real-world examples from some MarCloud clients
Frequently asked questions from marketers at all levels!
So, in a nutshell, no matter your level of Pardot experience and knowledge, there’s bound to be valuable information within the handbook that will help you.
If you have any questions while reading the handbook, feel ecuador phone number search free to email the team [email protected] one of us will gladly answer them for you.
Share
Tom Ryan headshot
Tom Ryan
Founder & CEO of MarCloud, Tom has been on both sides of the fence, client-side and agency, working with Salesforce platforms for the best part of a decade. He's a Salesforce Marketing Champion and certified consultant who loves to co-host webinars and pen original guides and articles. A regular contributor to online business and marketing publications, he's passionate about marketing automation and, along with the team, is rapidly making MarCloud the go-to place for Marketing Cloud and Salesforce expertise. He unapologetically uses the terms Pardot, Account Engagement and MCAE interchangeably.
More by Tom Ryan
Featured resou