SCORING
– Explain what a Score measures and how it can be applied:
- Scores are automatically assigned to prospects when they convert. Scores constantly change based on activities and interactions and show how engaged your prospects are with your marketing materials.
- Scoring categories allow you to score prospects on more than one product or BU. You’ll still have an overall prospect score, but Scoring Categories offer additional scores based on which assets your prospects are engaging with.
- Assign a scoring category to a folder, and when prospects interact with assets in that folder, their category score is updated.
- Measures prospect’s level of interest and intent.
- Pageviews, site searches, downloads, email clicks.
- Considerations:
- A category score is incremented when a prospect performs the following actions on an asset with an assigned scoring category: submits a form or form handler, downloads a file, clicks a custom redirect, clicks an email, or opens an email.
- Scoring category updates sync with Salesforce approximately every 15 minutes.
- Your account supports up to 50 scoring categories.
- You can’t manually edit category scores on prospect records.
- Scoring categories aren’t supported with person accounts.
- Category scores are included with full prospect .csv exports.
- You can add Pardot category scores to lead and contact page layouts in Salesforce.
- To report on category scores in Salesforce, create a custom report type, and choose Pardot Category Scores as the related object.
- Assign a scoring category to a folder to consider all assets (including assets in subfolders) in the category score.
- You can assign the same scoring category to multiple folders, but each folder can have only one scoring category.
- An interaction with an asset counts toward the scoring category assigned to the asset’s folder. For example, a form submission on a landing page is attributed to the scoring category assigned to the landing page’s folder.
- Category scores are recalculated when you move assets among folders with, without, or with different scoring categories.
- When you delete an asset with an assigned scoring category, the previously added points from that asset are removed from prospects’ scores.
- You can’t delete a scoring category that’s actively assigned. Remove the folder assignments, and then delete the scoring category.
- After you delete a scoring category, it’s moved to the recycle bin.
- To reuse a scoring category name, undelete itΓÇöduplicate names aren’t allowed.
- Setting a lead score to 0 does not affect the category score.
– Describe the Scoring rule and how it can be updated:
- A scoring rule applies a number of points to a prospect lead score for specific behavior.
- Pardot provides a default scoring system that can be customized.
- Pardot Settings > Automation Settings > Scoring.
- Edit or add
- Rescoring causes prospects to resync with the CRM and can affect score-based automation.
– Describe the options available when using automation tools to score prospects:
- Automation rule / Completion action:
- adjust prospect score to ____ or by ____
- adjust prospect category score by ____
- Page action:
- Can set a custom # of points to add to score and category score for a specific page.
- Segmentation Rule: no action related to scoring.
- During imports: can add to prospects score including a column and mapping to Add To Score.
ACTIVITY : NOTES
Custom Redirect Click : Points will be assessed on each custom redirect click.
Email Open : Optional points.
Event Checked-in : Optional points.
Event Registered : Optional points.
File Access : Points will be assessed on each time a file is accessed.
Form Error : Negative Points.
Form Handler Error : Negative points- attempt and failure.
Form Submission : +50 → entering into Pardot as Prospect now.
Landing page Error : Negative points.
Landing Page Success : Assessed once +50.
Olark Chat : Olark connector must be enabled +10.
Opportunity Created : +50 → assessed when the prospect is assigned to the opportunity.
Opportunity Lost : -100
Opportunity Won : 0 → they are currently buying products now.
Page View : Each page viewed in a visitor session gets +1.
Site Search Query : Get points when prospects search on your site.
Social Message link click : 0 → link click from social media when you use a Pardot Social Posting.
Third-Party Click : Assessed for each click in a third-party email client.
Tracker Link Click : Link in an email sent via Pardot, or a click in the thank you content of a form.
– Given a scenario, determine the optimal workflow using a prospect score:
- High score + high grade = bottom of funnel content (pricing etc)
- High score + moderate grade = nurture drip
- Low score + high grade = call + nurture
- High score + low grade = do nothing