Struggling to pinpoint which leads are truly ready for your sales team? Lead scoring in Pardot might be the missing piece in your marketing puzzle. Knowing how to set up and use lead scoring ensures you focus your efforts on prospects most likely to convert, saving time and boosting results.
In this article, you’ll learn how lead scoring works in Pardot, step-by-step guidance for setting it up, and practical tips to fine-tune your process. Let’s help your team close more deals with less guesswork.
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How Lead Scoring Works in Pardot
Pardot, a powerful marketing automation tool by Salesforce, uses lead scoring to help your sales and marketing teams focus on the prospects most likely to convert. But how does lead scoring in Pardot actually work? Let’s break down this essential concept, explore best practices, and give you practical advice for getting the most out of lead scoring.
What Is Lead Scoring in Pardot?
Lead scoring in Pardot assigns numerical values, or “scores,” to your prospects based on their behaviors and engagement with your marketing content. The higher the score, the more likely the prospect is to become a qualified sales lead. This automatic scoring system helps your teams prioritize their outreach and maximize conversions.
Key Behaviors Tracked by Pardot
Some of the actions Pardot scores include:
- Opening emails
- Clicking links within emails
- Visiting your website pages
- Filling out forms or landing pages
- Downloading gated content (whitepapers, eBooks)
- Registering for webinars or events
Each of these actions reflects a different level of engagement, and you can assign point values to them based on their perceived importance.
How to Set Up Lead Scoring in Pardot
Getting started with lead scoring in Pardot is a straightforward, step-by-step process. Here’s how you can do it:
1. Define Your Scoring Model
First, you’ll need to outline what actions are meaningful to your business. For many organizations:
- Email opens may signal light interest
- Form completions might demonstrate deeper engagement
- Webinar signups can indicate intent to buy or learn more
Take time with your marketing and sales teams to decide what each action is worth.
2. Customize Default Score Values
Pardot provides default scores for various prospect activities. For instance:
- Email open: +3 points
- Email click: +8 points
- Form submit: +50 points
- Page view: +1 point
You can (and should) tweak these values to reflect your unique sales cycle and priorities.
To adjust these defaults:
- Go to ‘Automation Settings’ in Pardot.
- Click ‘Scoring Rules’.
- Edit point values as needed.
3. Use Scoring Categories
Scoring categories let you assign scores based on specific product lines, content areas, or campaigns. This is particularly useful for companies with multiple offerings. You can set up:
- Separate categories for solutions (e.g., Product A vs. Product B)
- Focused scores based on different content tracks
- Targeted sales handoffs to the right reps
4. Automate Score Adjustments
Pardot allows you to fine-tune scores with automation:
- Completion Actions: Add or subtract points when a prospect submits a form or downloads a file.
- Automation Rules: Create rules to adjust scores based on specific criteria (e.g., if a prospect works in a target industry, add points).
- Page Actions: Assign additional points to particularly high-value pages, such as pricing or demo pages.
5. Regularly Review and Optimize
Lead scoring isn’t a “set it and forget it” process. Review your data regularly:
- Are hot leads converting, or are unqualified leads getting high scores?
- Is your sales team happy with the quality of prospects?
- Are there actions that deserve higher or lower scores based on new data?
Make adjustments as your business, products, and buyer behavior evolve.
The Benefits of Lead Scoring with Pardot
Properly set up, lead scoring delivers real value to your business and your teams.
Increased Sales Efficiency
Your sales reps spend less time chasing prospects who aren’t ready to buy. Instead, they can focus on leads who have demonstrated real interest, increasing close rates.
Improved Marketing Alignment
Lead scoring helps marketing and sales teams speak the same language about “quality.” With clear scoring, you know when to hand off leads—and why.
Data-Driven Decisions
With score data at your fingertips, you can make smarter decisions about:
- Where to invest marketing resources
- Which campaigns are driving engaged leads
- How to design content to nurture prospects further
Challenges to Watch Out For
While Pardot’s lead scoring is powerful, there are a few challenges to consider.
Overly Simple Scoring Models
If your scoring is too basic or only counts clicks and opens, you may pass unqualified leads to sales. Balance volume and quality by refining your model over time.
Scores “Inflate” Over Time
Some prospects rack up high scores by returning repeatedly, even if they’re not good fits. Regularly “decay” or lower scores if there’s a period of inactivity, or adjust based on changes like job title or company size.
Ignoring Lead Quality (Grading)
Scoring measures engagement, but not all engaged leads are a good fit. Pair scoring with lead grading to evaluate fit based on demographic and firmographic factors.
Best Practices for Lead Scoring in Pardot
Here are practical tips to help you master lead scoring and get the best results from Pardot.
Align Scoring with Sales Feedback
Work closely with your sales team. If they say leads aren’t “sales-ready,” dig into the score model and adjust behaviors or point values.
Use Negative Scoring
Don’t be afraid to subtract points for:
- Unsubscribing from emails
- Visiting a careers page (job seekers)
- Marked inactivity for a set time (e.g., 90 days with no engagement)
Combine with Grading
Grading assesses how well a prospect matches your ideal customer profile (e.g., industry, company size, role). Use both scoring (behavior) and grading (fit) to send truly qualified leads to sales.
Test and Tweak
Continuously monitor the number of leads handed to sales, their conversion rates, and feedback from both sides. Adjust rules, categories, and point values until you hit the sweet spot.
Keep It Simple (at First)
Start with the default scoring model, observe how it works for your team, and add complexity only when you have enough data to justify changes.
Advanced Tips for Enterprises
For more complex organizations, try these advanced tactics:
- Scoring Decay: Reduce scores over time if prospects go cold.
- Dynamic Content: Show different nurturing content based on a prospect’s score.
- Regional Scoring: Different regions or teams might need different scoring models.
By layering in these advanced methods, you can refine your process and stay closely aligned with ever-changing business needs.
Cost Tips
Pardot lead scoring features are included in most editions, though advanced automation might require higher-tier plans. If you are scaling up, consider these cost-saving ideas:
- Use default scoring and simple customizations before investing in consultants and complex integrations.
- Train your team in-house with available documentation before buying external training.
- Monitor license usage and scaling—ensure you only pay for the features you use.
- Periodically audit unused scoring rules to avoid unnecessary database bloat, which could increase costs.
Shipping costs are generally not relevant to digital automation software like Pardot, but be mindful of extra charges from third-party integrations or consulting services.
Summary
Pardot lead scoring is a smart, scalable way to prioritize your most engaged prospects and help your sales and marketing teams win more business. When you take the time to plan your scoring model, review it regularly, and involve your teams, you’ll see measurable improvements in efficiency and revenue.
Remember:
- Lead scoring tracks prospect behaviors and assigns points.
- Customize your model for your unique business needs.
- Combine with grading for the best results.
- Review and refine your approach over time.
With these strategies, you’ll unlock the full value of Pardot’s lead scoring and drive real results.
Frequently Asked Questions (FAQs)
What’s the difference between lead scoring and lead grading in Pardot?
Lead scoring measures how engaged a prospect is based on their actions (like clicks and downloads). Lead grading evaluates how well the prospect matches your ideal customer profile (job title, industry, company size). Using both ensures you pass only the best and most interested leads to your sales team.
How often should I review and update my lead scoring model?
It’s a good idea to review your scoring model every quarter or at least when you launch new marketing campaigns, add new offerings, or notice a drop in sales conversion rates. Regular reviews keep your model aligned with your business needs.
Can lead scores decrease automatically if a prospect becomes inactive?
Yes! You can set up “score decay” or use automation rules to subtract points after a period of inactivity (like 90 days). This helps sales teams focus on currently interested prospects.
What happens if a prospect’s score gets too high due to frequent visits but they’re not actually a good fit?
Combine scoring with grading to address this issue. A prospect who visits your site often but doesn’t fit your target profile will not pass the grade filter, ensuring only quality leads are sent to sales.
How do I know what point values to assign for different actions?
Start with Pardot’s default values, and adjust based on your sales process. Actions that show high intent (like demo requests) should get more points than light engagement (like email opens). Collaborate with your sales team, track results, and tweak the model for accuracy over time.