Account Engagement (Pardot) Training Sessions – Grading and Scoring

Following our trainings, we continue with one of the most sought after tools that Account Engagement has: Lead Grading and Lead Scoring.

Scoring

A score indicates how interested your prospect is in your product or service. Scores are numbers assigned based on implicit actions: downloads, email clicks, email opens, page views, form submissions, etc.

Scoring can be customized in different ways: manually by editing a prospect record, manually by modifying the baseline scoring rules, by using completion actions, by using automation rules, during imports or on engagement studio programs.

Manually Editing a Prospect Record

1. Go to a prospect’s record and click Edit
2. Change the score

Manually modifying the baseline scoring rules

1. Go to Account Engagement Settings
2. On the left, expand Automation Settings
3. Click on Scoring
4. Click on Edit Scoring Rules

Completion Actions

1. Some marketing assets have completion actions, e.g. forms
2. Go to Content/Forms
3. Edit any form and go to step 4
4. You can adjust a prospect score using completion actions

Automation Rules

1. Go to Automations/Automation Rules
2. Select the criteria you want your prospects to match
3. Under actions, adjust prospect score to a specific score it by adding/decreasing score

During Import

1. Go to Account Engagement Settings/Imports
2. Select the file you want to import
3. In Step 4, you can add any score to your new prospects

Engagement Studio Programs

1. Go to Automations/Engagement Studio
2. Add Action to update score

Grading

Grades indicate how your company should be in a prospect. This is calculated based on explicit factors, this means, information the prospects has given you, e.g. job title, company size, industry, etc. Grading is based on a scale of F to A+ and each prospect begins with letter D.

1. Identify Criteria (Company Size, Industry, Job title, etc)
2. Weigh Criteria (Adjusted in 1/3 increments)
3. Define Criteria Values (e.g. Company size > 100 employees, Industry = Tech)

To set up grading, the first thing you need to do is set up a profile or edit the default one:

1. Go to Prospects/Segmentation/Profiles
2. Edit Profile
3. Edit Criteria by field and grade adjustment
4. Save

In order to get grades on your prospects, you need to set up automation rules per each grading criteria:

1. Automations/Automation Rules
2. Add Automation Rule

There you have it, you have successfully set up grading and scoring. Now, your prospect records can look something like this: