Kirkpatrick Price The client initially requested a simple export of all of the ‘engaged prospects’ that existed in their account, however, we knew we could be more strategic about this. Scoring and grading to understand the quality of the database So, we responded with a proposal for a fully automated marketing Kirkpatrick Price is provider of information security audits and campaign underpinned by sound grading and scoring. services. Keys to success Our early work together was for MarCloud Consulting to set up Grading profiles were set up based on business size: scoring and grading in Pardot, so the client could better understand • Mid-medium the quality of their database. • Small • Large corporation This groundwork enables them to market to those with the greatest The criteria we evaluated were: propensity to convert to a paying client. • Country • Industry It proved even more valuable when the COVID-19 pandemic • Job Title arose and the business suddenly needed to promote their remote • Annual Revenue services in order to maintain momentum throughout lockdown and • No. of Employees beyond. We worked with single letter amends, meaning grading increased Campaign goals and objectives or decreased as whole numbers, not thirds. For example, strong country = USA (+ a letter) e.g. from a C to a B. In a nutshell, these were to: These Custom Grading Profiles were combined with a custom scoring model. • Generate leads for ‘Remote Services’ via form submission on the Kirkpatrick Price website. Scoring was based on: • Enable the Sales team to quickly follow up with qualified leads. • Website tabs • Ultimately, deliver new clients and revenue for Kirkpatrick Price. • Organised into folders - Services and Website marcloudconsulting.com 29