The Benefits of Lead Scoring and Grading with Pardot Marketing Automation
Lead scoring is the process of ranking your prospects against a certain criteria based on their behavioural patterns and prioritising the higher score leads as more sales ready.
You have implemented Pardot but do you have your lead scoring and lead grading in place? Read on to find out the benefits of lead scoring/grading and how it could add value to your organisation.
The tremendous advantage marketing automation gives you is the ability to monitor your prospects activity like never before. As a good marketer you need to be able to segment your high quality leads from the ones that have no intent of purchasing.
Implementing marketing automation on its own is not enough. As an organisation you need to have a clear view of what your ideal prospect looks like. However, logical lead scoring seems to be ignored by a lot of businesses. In order to introduce a good lead scoring model, you need to have thorough knowledge of your business so you can establish which prospects are worth spending time on.
Lead Scoring Tips
Here’s some tips you need prior to setting up your Lead Scoring model:
Marketing elements – prior to implementing any lead scoring models, you need to ensure you have the right marketing elements to collect information with.
- Are your web forms submitting to your marketing automation database?
- Do you create your landing pages via marketing automation and do they have a clear call of action?
- Do you monitor your social media postings through Marketing Automation?
- Are you prioritising some of your web pages?
- Do sales qualify your leads?
There’s always been a love/hate relationship between Marketing and Sales. Sales complain that marketing give them bad leads, whereas marketing is unhappy that sales don’t convert their carefully nurtured marketing leads.
Marketing Qualified Lead
Make sure you establish a clear MQL (Marketing Qualified Lead) threshold based on your Sales Team engagement with your leads.
Here are some questions you should be asking:
- Is there a previously set up number of marketing leads your marketing team needs to provide to sales each week?
- How many of those leads are followed up by sales? – Our advice is ‘’Sit down with Sales and make sure you are on the same page.”
Clarify your priorities – All activity is important, but sometimes visiting a specific product page might be more important than clicking on the Careers page on your website.
Lead Grading & Scoring
If you are using Pardot marketing automation, you have inevitably heard of Lead Grading. Do not confuse lead scoring and lead grading. With Pardot you can go a step further and master your lead management efforts, combining lead scoring and lead grading. Grading your leads will lead you to your ideal prospect. Grading your marketing prospects will solve the common problem of sales not trusting your marketing leads based on scoring only.
Pardot lead grading is based only on your prospects Explicit Factors. You can Grade your prospects based on data you have previously gathered about them. This could be: their job title, their location, size of a company etc.
A good example of getting you started with lead grading in Pardot is using a three tier profiling which would look like this:
Combining lead scoring and lead grading allows you to create the perfect marketing qualified lead (MQL). This will be your ideal target, which is most likely to be converted to a customer. Make sure you establish the criteria for your ideal prospect and align it with your Sales team.
As marketing is constantly evolving, you should always revisit and re-evaluate your scoring model. The key to successful marketing automation is testing what works best for your business.
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Author : Boyana Mancheva
Boyana is a certified Pardot Consultant and holds a Masters degree in Marketing.