The ability to track prospect engagement with your marketing content and generate scores based on the actions they do and don’t take is powerful. Pardot customers use a prospect’s score to determine where a prospect is in the funnel, which content they should receive next, and when to pass that lead to Sales. I’m excited to announce that we’ve made this capability even more powerful by introducing the ability to track multiple scores for a single prospect.
With Pardot, you’ve always had the ability to track prospect engagement with your brand by assigning points to every action a prospect might take and tracking overall engagement as a prospect score. But companies with multiple products or business units need the ability to track not just engagement with their brand, but engagement with each of their products or business units. With the introduction of Multiple Scoring Categories, marketers now have deep insights into what prospects are interested in so they can nurture them more effectively, pass them to the right rep at the right time, and identify the cross-sell and upsell opportunities that are most likely to convert.
Pardot’s new Multiple Scoring Categories feature allows you to track prospect engagement at the aggregate and individual product or business unit levels. Take for example Acme, a company that sells both Hammers and Mallets. When a prospect comes to the Acme website and downloads a white paper outlining the features of Acme’s new line of Hammers, an activity that is valued at 10 points in Acme’s scoring model, two things will happen. First, that prospect’s overall score will be raised by 10 points. Second, that prospect’s score for Hammers will go up by 10 points.
How does this work? Scoring Categories are created and assigned to folder-able marketing assets and to page actions. A Scoring Category is assigned to each folder in Pardot and every time a prospect interacts with an asset in that folder, their score for that category, as well as their aggregate score, is updated. Automation Rules can then be triggered off of Scoring Category scores, and you can set up rules or Completion Actions to add to or subtract from a Scoring Category score. In addition, all prospect scores are synced to Salesforce custom objects. So the full power of custom objects in Salesforce is available for Scoring Categories, including reporting, workflows, triggers, and more.
Scoring Categories take the guesswork out of marketing by signaling exactly which products a prospect is interested in, so you can deliver relevant content at every touchpoint. Knowing which products a prospect cares about makes it easy to route leads to the right sales reps. And with this scoring information available to both Marketing and Sales, it’s easy to identify cross-sell and upsell opportunities, and to collaborate on strategies to advance them through the sales cycle.
Scoring Categories are available to customers with Pro and Ultimate tier subscriptions. To learn more about Scoring Categories, visit the Knowledge Base. And as always, continue to share your feedback on the Idea Exchange here.