Using grading and scoring together Where to begin with Pardot As you’ve probably worked out by now, it’s when grading and scoring scoring and grading are used together that the real magic happens! So you’re on-board with the benefits of lead scoring and grading, fantastic! With a grading model highlighting the leads in our database we should be most interested in and a scoring model making clear Now comes the puzzling part for most, where on earth do you the leads that are most interested in us, we find those leads that begin? we should pay the most attention to with our marketing and sales activity. Do you pluck grades and numbers out of thin air? Being able to completely automate this is a truly fantastic thing. What should they be based on? 70% of leads and sales are lost because What’s a good lead score? of poor follow-up practices - Gartner Research. All valid questions and ones we’ll help you to start working out for yourself throughout the next sections of this handbook. Pardot scoring and grading helps to ensure that we’re following up The first thing you need to know is that Pardot value scoring with the right people at the right time and by doing so, winning more and grading so much that they include this as a default in your business and increasing revenue. account. But how to get started? Here’s what you can expect to find without needing to lift a finger. marcloudconsulting.com 9