Pardot's scoring and grading capabilities create a powerful system for aligning marketing and sales teams by ensuring the right leads reach the right people at the right time.

• Less than half (44%) of B2B companies currently use lead scoring systems, creating competitive advantage opportunities
• One MarCloud client achieved a 17,650% ROI by implementing scoring and grading effectively
• Scoring tracks prospect interest based on digital behaviour like website visits, form fills, and email interactions
• Grading evaluates how well a prospect fits your ideal customer profile based on demographics like company size and job title
• The "bidirectional" approach combines both elements to identify the most valuable prospects
• Custom scoring categories track interest in specific product lines or service offerings
• Einstein Behaviour Scoring uses AI to identify patterns matching successful conversions
• Implementation requires careful planning and documentation before configuring in Pardot
• Regular review and refinement are essential as business needs and markets evolve
• Real examples include Bradford Jacobs using the system to segment their database and Kirkpatrick Price adapting during the pandemic

MarCloud offers a free Pardot scoring and grading worksheet on their website. You can fill it out and email it to [email protected] for a complimentary expert review.

https://marcloudconsulting.com

Speak to MarCloud's Founder and CEO here: https://www.delphi.ai/tom-ryan