Archive for the ‘Marketing’ Category

Pardot Lead Qualification: Setting-up the lead scoring and lead grading system

Friday, June 5th, 2020

Every conversation about Pardot somehow circles back to its robust lead qualification features.

Pardot’s lead qualification helps businesses identify the leads that are ready to buy through its lead scoring and grading system. This way, companies can prioritise required actions, so the lead ends up becoming a customer.  

The benefits of qualifying leads with Pardot include saved time for the sales reps, on top of improved collaboration with the marketing department. However, introducing the scoring and grading system in a business can sometimes be tricky, primarily if the marketing and sales are not used to working together.

For this reason, we wanted to provide a simple framework that will support your lead qualification journey. 


What are Pardot’s Lead Score and Lead Grade?

The lead score describes the level of interest the customer shows for your product or service. To take an example, scoring the lead will include assigning points to particular website behaviour that signals purchase readiness, along with the engagement level or email open rates.

The lead grade, however, represents the level of interest your business has in the lead. In other words, the lead grade shows if a lead is your target customer. For instance, if a website lead spends most its time browsing the career’s page, chances are – this is not your ideal buyer.


3 steps to setting-up Pardot’s lead scoring and lead grading system

Pardot comes with a default lead scoring and grading system that companies can apply to start their scoring and grading process.

However, eventually, we recommend customising it by following our three steps.


  • Get the sales and marketing team talking

To optimise the scoring and grading system, we always recommend to first get your sales reps in the same room with the marketing team to share their experience with lead management. This step is vital because what marketing registers as ‘buyers behaviour’ might not reflect the experience that the sales team have when they engage with leads.  Clarifying everybody’s standpoint will help better qualify leads for the overall business benefit.


  • Examine the customer journey

Examination of the customer journey is easily done by making an inventory of your marketing collateral and dividing it into the journey stages. Any specific website page, form, email newsletter or downloadable material you have can trigger leads to either interact with you or not. This reaction can uncover some valuable insights and give you an indication of the lead’s interest or purchase power.


  • Optimise continuously

Analysing and then optimising your actions is not only the best practice but also – necessary. As your marketing efforts evolve, so will the customer’s behaviour and therefore, new scores should be added to your lead qualification practice. The truth is, every next time you optimise the process, your lead qualification practice will become better. As you collect more data, you will be able to look for patterns and critical indicators you might have missed before. We recommend our clients to revisit their lead qualification system after a few months, just in case.


Final thoughts

There are many ‘best practices’ of using Pardot; however, every business should find its way of adjusting the platform to fit its needs.  To get the best out of Pardot’s lead scoring and grading system, make sure it reflects your business’ operational model and always follows your customer throughout their journey with your company.


If you need help with tailoring Pardot to fit your marketing endeavours, connect with our team here at Cloud Orca and get a piece of expert’s advice!

5 ways Salesforce Marketing Cloud inspires outstanding results

Friday, February 21st, 2020


Salesforce plus Social Media — 3 ways they can elevate your business

Sunday, February 2nd, 2020

Nowadays, around 3 billion people use social media.  We all enjoy using social media, often for hours during the day; to relax or inject variety into our lives.  And, since 3 billion people are fans of social media — your business should be too.

Moreover, today customers expect companies’ presence on multiple channels, and social media offers that space to meet the customer’s needs. The concept of omnichannel experience is not just for enterprises anymore. (more…)

Automating B2B marketing? 5 ways Pardot will support your vision

Saturday, January 25th, 2020

Marketing automation is becoming a must-have for all types of companies today. The need to scale marketing efforts is causing the marketing technology landscape to birth new solutions consistently, which is adding to an already crowded space. In fact, the Martech landscape included 7,040 marketing technology solutions in 2019.

So it is safe to assume — marketing automation is in demand. (more…)

Key distinctions between Pardot and HubSpot

Sunday, September 8th, 2019

Both Pardot and HubSpot start at the same point. They are marketing automation platforms. Both of which are built to scale your marketing efforts. They even share the same goal – increase in revenue.

However, they still stand apart in the performance of their marketing automation duties. 

We get a lot of questions on how to choose between marketing automation platforms, especially from organisations that are already using Salesforce as their CRM.

For that reason, we want to discuss the main differences between Pardot and HubSpot here. Hopefully, this will help you understand them better and bring clarity to your marketing automation questions.