Scoring Why use Pardot scoring? Imagine you’re in a room full of people who could all be potential customers and you’ve been given the task of making two sales in an Scoring then, is the opposite of grading. hour (we have high targets in our imaginary sales world). It’s assigning a number of points to a prospect based on their digital Would you spend the next hour trying to speak with every single person in the room to find those most likely to convert? behaviour. The idea is, the more engaged a prospect is, the more points they score and the higher their total. Or would you use a faster tactic, say, setting up each corner of the room with a piece of content and seeing which people are drawn to Different actions on your website may equal different point scores which content and how long they stay there? for a prospect. We’re betting it’s the latter. For example, high-value pages that indicate a prospect is closer to With option two, you observe which people indicate they are most the point of contacting a vendor may give a higher score for page interested in you by visiting all of the content pieces, revisiting views, than bottom of the sales funnel type pages, like a blog post. certain content pieces and spending lots of time in the corner of the Lead scoring also works backwards as Pardot gives us the ability room that’s all about your pricing and how to get in touch. to deduct points for behaviour too! More on this later. Then, you approach only these people, strike up a conversation based on the content pieces they’ve shown most interest in and BAM! There’s your two sales. In the automation world, this is what scoring does. It tells us which of the hundreds or thousands of people in our database, are most interested in us and makes it faster and easier to win sales. 8 marcloudconsulting.com