What to expect from this handbook This handbook to Pardot scoring and grading is published by For the most part, clients work with us because they don’t have the MarCloud Consulting; experts in B2B marketing automation solutions expertise nor resource in-house to really make the most of their and Salesforce-certified consultants in Pardot and Salesforce. investment in Pardot and Salesforce. We support clients around the globe to better implement, use and We guide, train, and hands-on manage their accounts - all the improve their Pardot and Salesforce accounts. while consulting on B2B marketing activity. Because we work with businesses using Pardot day-in, day-out, So why produce a handbook revealing our recommended approach we’re very used to the parts of automation that have our clients to Pardot scoring and grading? Are we giving away the intel clients scratching their heads in confusion. pay us for? Yes and no. Yes, in that this handbook is full of information like: • The basics of lead qualification • Benefits of scoring and grading • Where to begin with both of these in Pardot • How to plan custom scoring and grading models • Technical guidance on implementing scoring and grading • Engagement Studio journeys PARDOT • Lead assignment • Syncing with Salesforce • Advanced steps and Einstein Behaviour Scoring • Tips and best practices marcloudconsulting.com 3