1. Do you currently have buyer personas? Y - move to question 2 N - skip to question 3 2. List the key demographic information of your primary buyer persona, when a prospect enters Pardot with all of these attributes, they will be graded A+. __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ 3. List the key demographic information you think your ideal buyer has i.e. their job title, industry, company size, gender, education etc. Then go and cross-check this with your sales team and colleagues in marketing and customer service roles. Once you have an agreed list of attributes you can consider this your A+ grade prospect. __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ Now we need to set the criteria a Pardot prospect needs in order to be graded. A prospect that fits 100% of the criteria is an A+, then the grading will decrease depending on how many of the criteria they meet. The lowest grade is F. Grading is increased or decreased in thirds. For example, increase/decrease by: • ⅓ • ⅔ • 1 4 marcloudconsulting.com