Frequently Asked Questions Pardot scoring and grading is something that comes up at all levels and almost all of our clients have questions about these features. Hopefully, this handbook has already answered them, however, in case you’ve skipped ahead to this section without reading the rest in full (it happens, of course), here are the most common questions and our answers to them: Q. Is the Pardot default grading and scoring system Q. I have different buyer types for different products, enough? Should I always customise? can I have more than one grading and scoring system? A. In our opinion, the default grading and scoring system will never A. Absolutely, you can. Simply set up different Grading Profiles automatically cater for your business. To be effective, it needs to with the right criteria for each product you sell. be aligned with your buyer profiles, your marketing activity and your sales cycle. So for these reasons, we recommend you always Q. Can I update grading/scoring over time? use custom grading and scoring. A. You can and should be doing this as you gather more data and Q. I don’t have buyer personas, can I still set up custom insights about your ideal customer’s journey. However, remember grading? that changes are made retrospectively and there are processes to follow. See page 25 for the details. A. Buyer personas are hugely valuable for ensuring that all marketing comms are relevant and targeted. They can also be time-consuming Q. What should our points threshold and system be for to create and if your business is stretched resource or timewise it scoring? can mean they get overlooked. However, this doesn’t mean you can’t use custom Grading Profiles. Start with what you do know A. We’ll give you the typical marketer answer and say, it depends. about your customers - jump back to page 12 for the details. It depends on your business, the length of your sales cycle and the volume and types of assets you want to score. We break down how to plan a custom scoring model on page 13. marcloudconsulting.com 31