Scoring Pardot lead scoring works based on behaviour, not demographics or persona information, and it helps to bring those most interested in your service to the top of the pile. Know that this is just a starting point for your custom scoring model and the more insights you gather once set up, the more you can tweak for more accurate scoring. 1. Start by analysing your current customers and the Actions might include: journeys they took before converting. • Certain page views • Number of visits to the website Make a list of all the valuable engagement and conversion actions • Content downloads for your site and any communication channels, such as email, then • Attending an event map these out in order of importance. You can use Pardot reports • Use of Live Chat for this, survey your customers, or speak with the marketing and • Form enquiries sales teams for their intel. • Email opens _________________________________ _________________________________ • Email clicks _________________________________ _________________________________ • Video view completion rate _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ marcloudconsulting.com 7