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Hi John. In a previous life I worked at a small financial services firm and helped launch pardot. For launch we set up an initial scoring mechanism that would factor in the person's demographic information, financial asset information, investment profile, and interaction with our digital and traditional marketing campaigns to calculate a total score.
We adjusted this score over time by further defining what type of customers we target (aligning with sales initiatives) and improving the trakcing of how prospects engaged with us. Over time we tried to compare pardot score to conversion rates and identify other factors that should influence lead scoring. Hope that helps!
