Congratulations! Handbook Structure: • What to expect from this handbook You’re on your way to mastering Pardot • Basics ◦ Lead qualification scoring and grading ◦ Scoring vs grading ◦ Why use scoring? Scoring and grading are two of the most Nonetheless, marketers must persevere ◦ Why use grading? powerful automation features included with lead scoring and grading because • Where to begin in Pardot. They are also two of the most once this is in place and working well it can ◦ Default Pardot Grading Profile challenging areas of automation for massively improve the lead management ◦ Default Pardot scoring marketers of all levels to master. process for marketing and sales teams. ◦ Planning a custom grading model ◦ Planning a custom scoring model Beginners and advanced Pardot marketers Not only that, real-time lead nurture • Advanced steps alike can struggle with creating a grading delivers more and better quality customers, ◦ Scoring Categories model that fully aligns with their buyer and scoring and grading make lead nurture ◦ Einstein Behaviour Scoring personas. all the more effective. • Implementing scoring and grading in Pardot ◦ Setting up grading Likewise, when it comes to setting 68% of highly effective and efficient ◦ Setting up scoring up scoring models, it’s easy to feel marketers are more likely than all other ◦ Engagement Studio journeys overwhelmed by the possibilities, marketers to identify lead scoring based ◦ Lead assignment particularly for businesses with multiple on content and engagement as one of the • Syncing with Salesforce products, services, and buyer types to primary drivers of revenue contribution. • Testing and modifying cater to. (The Lenskold and Pedowitz Groups). • Tips and best practices ◦ Negative scoring and degradation There are, of course, plenty of benefits of Which is probably why less than half (44%) ◦ Multiple scoring models of B2B companies are using any kind of setting up a good Pardot scoring and grading • Real-world scenarios lead scoring system. system and this handbook will cover them all. ◦ Bradford Jacobs ◦ Kirkpatrick Price • FAQs • Summary - what we’ve learned • Download Scoring & Grading Worksheet 22 marmarcloudconsulting.comcloudconsulting.com