Pardot is a B2B marketing automation solution built on Salesforce. Its purpose is to help bridge the gap between Marketing Teams and Sales Teams. With its user-friendly interface, it allows you to identify your key leads, track engagement with your marketing campaigns and give you the insight to make data-driven decisions. Thanks to Pardot’s automated lead qualification and nurturing, you are not only removing manual processes of lead management but ensuring Sales gives the best leads for follow up. In this blog, I will detail how Pardot’s automation tools enhance lead qualification.
Pardot Scoring System
Pardot has a default scoring system for prospect-initiated activities, which can be customised for the needs of your organisation. It allows you to score prospects based on their activities with your online marketing assets. For example, you can score on email link clicks, website page visits, form submissions and custom redirect clicks. You also have the ability to decrease scores for lost opportunities and what’s great about customising the scoring system is, Pardot displays the number of prospects who will be affected if you adjust that activity’s score!
By having a robust scoring system set up, you can easily see in Pardot and Salesforce whether these prospects have interest in your products and services and whether they should be passed to Sales. For example, have they hit the lead scoring threshold of 100 points?
But, let’s say we want to take it further and know which products or services your prospects are engaging with. How can we do this?
Pardot Scoring Categories of course!
Pardot Scoring Categories
As well as having the overall score of prospect engagement, scoring categories shows the score of their engagement with certain assets. This works by assigning a scoring category to a particular Pardot folder which houses a group of your marketing assets. Pardot will then automatically create a score for that scoring category as well as generate the overall score.
This will give you the insight to not only see that they have interacted with your marketing assets but also what marketing material they are most interested in. By having this data available in Pardot and Salesforce, Marketing can pass them to the right Sales rep, the Sales team can then identify their interests easily and advance them through the sales cycle.
Once you have determined what your ideal lead scoring threshold will be, this can easily be automated by the use of Pardot’s Automation Rules. These criteria-based actions allow you to automate marketing and sales actions based on the rules you specify in your Pardot instance.
For example, if we want a prospect who hits the lead scoring threshold of 100 points assigned to a specific user our Automation Rule would be:
Prospect Score is equal to or greater than 100
Assign prospect to user | Laura Formby
Not only does this remove a manual process for Marketing but you can also use rules to automatically alert your Sales Reps when the leads are Sales-ready.
You can also build on the automation rule by having combinations of criteria, this brings us nicely on to Pardot Grading.
Whilst scoring tells us how interested the prospect is in our company, we need to also know whether this prospect is a quality lead for Sales. Pardot Grading rates prospects from A+ to F based on how well their profile matches our ideal buyer persona. For example, if you only market to companies in a specific location you can grade prospects based on their geography – meaning Sales won’t waste time pursuing leads in the wrong location.
Initially, Pardot assigns every prospect in your account a grade of D upon creation and assigns the default profile. We then use automation to increase or decrease their grade. This can then be built on by using different profiles in Pardot to enable Marketing to grade prospects separately based on different criteria.
Our Automation rules will then add prospects to the correct profile and adjust their grade based on how they match the specified criteria.
The great aspect about Pardot Grading is that profiles and automation can always be built upon. Therefore, it’s key that both Marketing and Sales revisit and adjust the criteria over time to ensure you are always pushing through leads that match your ideal buyer persona – improving alignment between Sales and Marketing!
By knowing your customer profiles and having insight into prospect activity, you can easily use Pardot’s automation tools to push the right leads into sales, quickly and efficiently. This will allow Sales teams to act on the right leads at the right time.