Custom Scoring Try: As we have covered, Pardot lead scoring works based on behaviour, • Reviewing your Google Analytics data not demographics or persona information, and it helps to bring ◦ The Behaviour Flow report is particularly useful for those most interested in your service to the top of the pile. understanding how those who convert on your site behave i.e. the typical pages they view. We’ll be the first to admit there is an element of trial and error with • Asking your customers this. ◦ Beyond the typical ‘how did you find us’ question, try a survey where customers share information about their interactions with The first thing to do, is analyse your existing customers and the you during their research process: did they download content, journeys they have taken. use an online tool you provide, subscribe to emails etc. Pardot reports are an obvious place to begin, particularly if you • Speaking with the sales team have turned on Connected Campaigns as you can run a report to ◦ As the people who chat with potential customers all day long, see which assets have influenced sales so far. your sales team might have some valuable insights into typical leads who convert vs. those who don’t. For example, they If you haven’t been using Pardot for long and you don’t have the may think that those who have already viewed the pricing data available in your account, there are other sources you can use page are more likely to convert than those who haven’t. to form some understanding. What we’re trying to uncover during this research is which actions are most valuable to the business for getting leads across the line. With a rough idea of this, we can plan a custom scoring model that is open to review and adjustment over time, as we collect more data. Make a list of all the valuable engagement and conversion actions for your site and any communication channels, such as email, then map these out in order of importance. marcloudconsulting.com 13