Use Grading

Learning Objectives

After completing this unit, you'll be able to:

  • Explain grading.
  • Describe the default profile.
  • Create a custom profile.
  • Apply a profile with automation rules.

Grading: Making the Team

Scoring is great, but it's only half of the lead qualification equation. Just because a prospect is active and interested in you doesn't mean they're a good fit for your business. You also want to check your prospects for how well they match your ideal customer profile.

Grades indicate how interested a company should be in their prospects. A Pardot grade is a rating based on how well a prospect's profile matches your ideal customer profile. The prospect rating is expressed as a letter grade that ranges from F (worst) to A+ (best). Pardot assigns an initial grade of D to all prospects. Grades are based on explicit factors and information prospects supply about themselves. Most importantly, grades are a useful tool to align sales and marketing on lead quality.

Default Profile in Pardot

All Pardot accounts come with a default profile set to measure prospects against five criteria.

  • Company size—(2/3 letter grade)
  • Industry—(2/3 letter grade)
  • Location—(2/3 letter grade)
  • Job title—(2/3 letter grade)
  • Department—(2/3 letter grade)

All prospects are assigned the default profile upon creation. Since the default profile is already applied to every prospect, it's often a good idea to simply edit the default profile to match your ideal prospect profile.

Remember that Leung and Alan both had grading criteria.

Leung's criteria:

In Healthcare, Financial Services, or Professional Services verticals
Increase Letter Grade
Job Title of Marketing Manager
Increase Letter Grade
Competitor Email Address
Decrease Letter Grade

Alan's criteria:

Interested in Sales Cloud, Service Cloud, Marketing Cloud, and Communities
Increase Letter Grade
C-Level Executive
Increase Letter Grade
Small Company (less than 20 people)
Decrease Letter Grade

Let's adjust the default profile to make sure that all of their criteria is represented.

  1. Navigate to Marketing | Segmentation | Profiles.
  2. Select the Gear iconicon.
  3. Click Edit.
  4. Select the Delete iconicon next to Industry.
  5. Click Ok in the popup.
  6. Adjust the grade weights (⅓, ⅔, 1) in the default profile to reflect the following:
    1. Adjust Company Size weight to 2/3 letter.
      1. You'll screen for small companies when you apply the rule.
    2. Delete the Location criteria.
    3. Change Job Title weight to 1.
    4. Leave Department weight at 2/3.
  7. Select +Add new criteria.
  8. Enter Industry in the Criteria Name field.
  9. Select 1 from the grade adjustment dropdown menu.
  10. Select Save profile.

Create a Custom Profile

Get Cloudy has been seeing success with applying the default profile to her general audience, but Leung's now decided she'd like to build a custom profile to target Get Cloudy's partner audience and grade them separately on different metrics. After meeting with Alan and hearing from the Get Cloudy sales team, Leung is ready to build the Get Cloudy custom partner profile.

The most important part of the custom partner profile is the potential partner's area of expertise. Right now, Get Cloudy is focused on recruiting Marketing Cloud–specific partners, so Leung builds a profile around the custom field Salesforce Cloud Experience. 

  1. Navigate to Marketing | Segmentation | Profiles.
  2. Select +Add Profile.
  3. Enter Marketing Cloud Profile as the name.
  4. Enter Salesforce Cloud Experience - Marketing Cloud in the criteria field.
  5. Select a grade adjustment of 1.
  6. Select Create Profile.

Great! The custom Marketing Cloud profile is now ready. Next, Leung creates an automation rule that searches for people she'd like to add to the Marketing Cloud profile. Remember that every prospect in Pardot is automatically assigned to the default profile. Leung needs to move matching prospects from the default profile over to her new Marketing Cloud profile with an automation rule.

  1. Navigate to Marketing | Automation | Automation Rules.
  2. Select +Add Automation Rules.
  3. Enter Marketing Cloud Profile Match as the name.
  4. Under Rules, select Match all.
  5. Select +Add new rule.
  6. Enter Prospect custom field :: Salesforce Cloud Experience :: is :: Marketing Cloud.
  7. Select +Add new action.
  8. Enter Change prospect profile :: Marketing Cloud Profile.
  9. Select Create automation rules.

Then, Leung creates another automation rule to check all prospect field values for Salesforce Cloud Experience, make sure the grade applies after prospects are added to the Marketing Cloud Profile from the previous rule, and adjust their grade based on their response.

Here's what she does.:

  1. Navigate to Marketing | Automation | Automation Rules.
  2. Select +Add Automation Rules.
  3. Enter Grading – Salesforce Cloud Experience as the name.
  4. Under Rules, select Match all.
  5. Select +Add new rule.
  6. Enter Prospect custom field :: Salesforce Cloud Experience :: is :: Marketing Cloud.
  7. Enter Prospect profile :: is :: Marketing Cloud Profile.
  8. Enter Change profile criteria :: Marketing Cloud Profile:: Salesforce Cloud Experience :: Matches.
  9. Select Create automation rules.

Awesome! Leung's now ready to grade her prospect database against their Marketing Cloud experience to better determine if interested prospects would be a good fit as a Get Cloudy partner.


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