A question we often get is why is scoring and grading important? How do you even go about scoring and grading in Pardot? If you are new to Pardot, below is a more in depth description of the nuances.
The main reasons for using the scoring and grading system in Pardot is to increase the value of marketing, improve sales productivity, and better align sales and marketing. The tool starts to improve the marketing efforts by putting metrics behind prospect engagement. It helps your team target the most engaged leads and gives sales a direct list of leads to target. Overall, the result is improved lead quality and faster sales cycles.
Scoring vs. Grading
Why are both important? Each has its own aspects that further improves marketing efforts. Scoring is a way to measure prospect engagement. It shows the interest the prospect has in your content and measures the amount of information they have consumed about your company. Whereas Grading gives your team to weight the lead’s profile data. You could have a lead with a million points, but is a student applying for an internship at your company.
Lead Scoring (Engagement Data) = Shows how interested the Prospect is in YOU
Lead Grading (Profile Data) = Shows how interested YOU are in a Prospect
How do you create a customized scoring and grading model for your team
1. Consult with your Sales team
This is a system that can work for both marketing and sales. However, just like in development, bring in the necessary users to ensure the process works for all parties. You should ask these series of questions when working with your sales team:
- What would be considered a qualified lead?
- What activities signal an MQL?
- How long does the sales process last?
2. Create a Unified Process for Lead Qualification
Work off of the standard pardot scoring and grading model and customize it to meet your needs. Often times this doesn’t need to be highly customized to start. A key place to start is to look at your buyer personas. This helps focus the grading model and improves the lead quality.
- Develop a Lead Distribution and Follow up Strategy
These efforts are wasted if the process doesn’t integrate into the sales lead distribution model. The sales team needs to get notifications and lead lists to work in the Salesforce platform. The best part is automation rules can kick over these leads to the CRM. If you followed Step 1 from the guide, this process should be clear to the sales team.
- Communicate & Evaluate over time
It will require tweaking. As the data gets captured, the process should be refined. The assumptions the team made at the start will be validated or negated by the data. Focusing on refining lead quality and improving the lead follow-up process. Can the sales team get in touch with leads with lower or higher points? Does the grading focus on the right people? Is the sales team targeting a new group of folks?
Questions? Bring in a Consultant.
The biggest mistake organizations make is starting the practice without asking the right questions first. Investing in a program should involve multiple stakeholders, be built from best practices and provide the training and change management required to keep the program alive.
Marketing Spotlight is a program we have created to support every aspect of an implementation. From technical configuration to company-wide integration, we can help build a system that works for you company. Download the brochure to learn more about the program.