Use Scoring

Learning Objectives

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

  • Define scoring.
  • Customize and apply scores.
  • Define scoring categories.
  • Apply scoring categories.

Scoring: Put Points on the Board

A score in Pardot is a numerical value assigned based on a prospect taking action. We measure that action as implicit interest in your product or service.

Pardot assigns default values to prospect-initiated activities. These are already set up in your Pardot account as the baseline scoring model. For some users, the baseline scoring model is enough. But since the baseline scoring model applies the same amount of points per action account-wide, consider adjusting the allotted points in your baseline scoring model to score on custom activities and content that fall outside the model’s scope.

First, let’s look at how you can customize your baseline scoring model in Pardot.

  1. Navigate to Admin | Automation Settings | Scoring Rules.
  2. Click Edit Scoring Rules to change any of the rules.
  3. After you adjust a rule, Pardot displays the approximate number of prospects affected. The number sometimes changes if prospects complete activities while you’re still setting rules.
  4. Click Save changes.

You can find more information about the types of activities included in the baseline scoring rules and how to modify them in the Resources section. But now, let’s move on to further customizing the types of activities you can score. Pardot is very flexible, so the playing field is yours!

Scoring: Modifying Scores

Most likely, you’ll settle on using a blend of automation tools to adjust prospect scores in your Pardot account, depending on the type of interaction or activity. For example, you can use a completion action to increase a prospect’s score when they submit a form. If you want to check for several form submissions from the same prospect and score based on that, you can build an automation rule with multiple criteria. Any score applied via an automation tool is also added to the amount applied with the baseline scoring model. In this unit, we review your options for adjusting scores as well as examples for each method.

Modifying Score via Automation Rules

Scores are modified automatically with automation rules. For example, an automation rule can add 50 points to a prospect’s score if they have requested a demo or a specific white paper. Automation rules can both increase and decrease prospect scores, or reset scores to zero.

If you remember Leung’s scoring criteria, she wanted to increase a prospect’s score if they attended a webinar and downloaded a white paper. Let’s create an automation rule that checks to see if a prospect has taken both of these actions, and then increase their score accordingly.

  1. Navigate to Marketing | Automation | Automation Rules.
  2. Select +Add Automation Rules.
  3. Enter Scoring – Webinar Attendance and White Paper.
  4. Under Rules, select Match all.
  5. Select +Add new rule.
  6. Enter Prospect webinar :: attended webinar ::Webinar Name.
  7. Select +Add new rule.
  8. Enter Prospect file :: Choose File :: White Paper File Name.
  9. Select +Add new action.
  10. Enter Adjust Prospect Score :: by :: 50 points.
  11. Select Create automation rules.

To learn more about automation rules and actions, see the Resources section.

Modifying Scores via Completion Actions

Scores can be customized at the form and form handler level by designating an Adjust score Completion Action on Step 4 of the Form Wizard.

You also have the option to adjust a prospect’s score via a completion action on any marketing asset. Remember, you always set the completion action on the asset itself, since the action is based on a prospect’s interaction with one discrete object.

Modifying Scores During Imports

In addition, you can add to a prospect's score through an import by including a column with the desired bonus points and then mapping that column to Add To Score. This is often used if you have historical score data to bring into Pardot.

Changing a Prospect’s Score Manually

You can modify scores for an individual prospect by navigating to their record, clicking the Edit prospect link at the top, and then entering the new score you’d like them to receive. Note: You cannot manually edit scoring category scores—we talk about those in just a minute.

Resetting Your Prospects’ Scores to Zero

Adjusting for score decay is just as important as earning points. Score decay refers to reducing a prospect’s score for inactivity. You can either reset all prospects’ scores in your account back to zero, or just a selected few. Create an automation rule with the desired criteria the prospect should meet in order to have their score reset and add the rule action to "Adjust Prospect score: To: 0."

Scoring: Get Specific

Scoring Categories allow you to score prospects on more than one product or business unit. You still have an overall prospect score, but scoring categories offer additional scores based on which assets your prospects are engaging with. You use scoring categories in tandem with folders—all content that you’d like to score a specific way is placed in a folder and then the scoring category is applied. You must organize your content into folders in order to use scoring categories.

Get Cloudy Consulting serves clients that use Sales Cloud, Service Cloud, Marketing Cloud, and Communities. Leung wants to build a scoring category for Marketing Cloud so prospects interested in Marketing Cloud-specific content earn a higher score in the Marketing Cloud category relative to their score for other products.

Let’s take a look at how Leung sets that up in Pardot.

First, she creates a new folder to house all of her Marketing Cloud content.

  1. Navigate to Marketing | Folders.
  2. Click +Add folder.
  3. Enter a New Folder Name: Marketing Cloud
  4. Click Save.

Then, she assigns that folder to a Scoring Category.

  1. Navigate to Admin | Automation Settings | Scoring.
  2. Click +Add Scoring Category.
  3. Enter a name: Marketing Cloud
  4. Check Include all historical activity.
  5. Choose a folder: Marketing Cloud folder.
  6. Click Choose Selected.
  7. Click Create Scoring Category.

Now that you’ve learned what a prospect’s score is and how to adjust them, let’s move on to the next unit and review how to grade your prospects based on information they provide you.


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