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Pardot Lead Management > Einstein Lead Management > Flashcards

Einstein Lead Management Flashcards

1
Q

What identifies prospects whose behavior suggests that they’re ready to buy and scores them based on Einstein’s engagement model?

A

Einstein behavior scoring

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2
Q

Where do you turn on Einstein Behavior Scoring in SF?

A

Marketing setup

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3
Q

What needs to be set up first and what optional dashboard needs to be added to get a picture of how Einstein creates your scoring model?

A
  1. Set up B2B Marketing Analytics
  2. Include the Einstein Behavior Scoring dashboard
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4
Q

How must time does Pardot recommend to have of prospect engagement data and the recommended minimum number of prospects linked to opportunities?

A

6 months of prospect engagement data and at least 20 prospects linked to opprotunities

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5
Q

Einstein behavior scoring is available for prospects linked to what 2 objects?

A

Leads and contacts

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6
Q

True or False

A prospect must have engagement activity from the past year to be scored.

A

True

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7
Q

True or False

If there are duplicate prospects, the scores are combined.

A

False.

A behavior score is linked to the unique prospect ID

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8
Q

What happens to the Influence by Asset widget when there is less data than the Einstein Behavior Scoring dashboard requires?

A

The widget is empty. When there is enough data, the widget shows a bar chart.

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9
Q

On the Einstein Behavior Scoring dashboard, how many influencing factors are shown on the dashboard?

A

top 4

visible on the Prospect via the behavior scoring dashboard

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10
Q

How often is the Einstein Behavior Scoring model retrained and updated?

A

10 days

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11
Q

Einstein Behavior Scoring uses __________ to uncover the most influential ___________ across past and current prospect engagement.

A

machine learning

behavior signals

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12
Q

An evolving Einstein scoring model weights each activity and assigns a score from ___ to ___.

A

0 to 100

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13
Q

True or False

Prospects associated with opprotunities that are created before you enable Behavior Scoring or that occur during the initial training period aren’t scored.

A

True

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14
Q

What are the 2 most important factors in the Einstein Behavior Scoring for the prospect’s engagement pattern data?

A

Frequency and recency

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15
Q

What is a conversion for the Einstein Behavior Scoring model?

A

A prospect is linked to an opportunity and is no longer scored or prospect lifecycle stage becomes Sales Qualified Lead

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16
Q

True or False

Einstein Behavior Scoring is only available in Salesforce on the lead or contact objects.

A

False.

It is also available in Pardot

17
Q

What does the Einstein Behavior Scoring Dashboard do?

A

It shows how each type of engagement activity impacts your Einstein Behavior Scoring model

In SF, the dashboard is available in the Analytics Studio and shows you how Einstein calculates the scores.

18
Q

What is a rationale in regards to the Einstein Behavior Scoring?

A

A rational is a positive or negative statement that tells you more about why the prospect scored the way they did

19
Q

What are the steps to enable Einstein Behavior Scoring in SF?

A
  1. First enable Einstein Behavior Scoring for Pardot
  2. Go to Marketing setup in SF, select the Einstein Behavior Scoring and turn on the feature then can bring the data into the lead and contact list views in SF
20
Q

How do you see the Einstein Behavior Scores in Pardot?

A

Assign the CRM User/Sales user/Services user permission set to the connector user

21
Q

What is Einstein Lead Scoring?

A

Artificial intelligence in SF that scores your leads by how well they fit your company’s successful conversion patterns

22
Q

What is false about Einstein Lead Scoring?

A. Einstein predicts which current leads to prioritize
B. If not enough lead conversion data to build your own predictive model, no score is shown until there is enough data
C. Einstein Lead Scoring adds a Lead Score field to leads and leads with higher scores have more in common with leads that have converted in the past
D. Einstein analyzes your past leads to determine which current leads have the most in common with leads that have previously converted

A

B is false

If not enough data, Einstein will use a global model (anonymous data from many SF customers)

23
Q

True or False

Completion actions apply only to existing prospects. They don’t apply to visitors who convert to prospects after clicking a custom redirect.

A

True

24
Q

What are custom redirects used for?

4.

A

Track banner ad clicks
Links to a 3rd party sites
Links on social media
Access to files hosted outside Pardot

25
Q

What are the 4 tools in Pardot Einstein?

A

Behavior Scoring
Lead Scoring
Campaign insights
Einstein Attribution

26
Q

Before you enable Pardot Einsten features, what all needs to be enabled?

A
  • Pardot Advanced edition
  • Sales cloud or Service Cloud Enterprise or Unlimited editions
  • Verified Salesforce Connector in Pardot
  • Lightning experience
  • Prospects are syncing to Leads, Contacts, or both (Behavior scoring)
  • Connected campaigns (Campaign insights and attribution)
  • Customizable campaign influence (Attribution)
27
Q

Einstein Behvaior Score is available in the following areas:

Name the 5

A
  1. Lead and contact records in Lightning SF
  2. Lead and contact list views in Lightning SF
  3. Salesforce API
  4. SF reports
  5. Pardot Prospect Pages, Engagement Studio and Automation rules
28
Q

What are the steps to Einstein Behavior Scoring?

A
  1. Calculates score from 0 to 100 based on activities from the past 365 days
  2. Prospects are then ranked against each other
  3. Einstein Behavior Scoring then highlights positive and negative insights
29
Q

What is the difference between Pardot Prospect Score and Einstein Behavior Scoring?

A

Pardot prospect score is static, rule-based model and available to all Pardot customers

Einstein Behavior Scoring is dynamic model and only available in the Advanced edition

30
Q

Which is false about Pardot scoring?

A. Traditional Pardot scoring is used to qualify prospects before assigning a corresponding lead/ contact to sales
B. Pardot’s scoring tool tells the marketing team how interested a prospect is in the marketing-tracked content
C. The score can not exceed 100
D. Marketers assign a numeric value to engagement activities like form submissions, etc.

A

C

Pardot scores can go up indefinitely

So a score of 100 can be high or low relative to other prospect scores

31
Q

Which is false about Einstein Behavior Scoring?

A. Applies to all prospects with activities in the past 2 years
B. The score never exceeds 100
C. No just a summary of all-time activities but a more advanced calculation taking into account frequency and recency
D. The Behavior Score can replace the Pardot prospect score

A

A and D

Past one year

It does not replace the Pardot prospect score

32
Q

Einstein Lead Scoring tells you how interested your business should be in a lead. How does it relate and differ from letter grading in Pardot?

A

It is similar in that it tells us if it fits our ideal customer and reflects how interested we should be in them but differs in that, it is a numeric value, unique to lead records and powered by AI tools instead of manually configured by automation tools

33
Q

What two Einstein tools work in tandem so we can prioritize the best-bet leads for sales?

A

Einstein Behavior Scoring and Lead Scoring

34
Q

What is Einstein Campaign insights?

A

It learns factors driving campaign performance to help marketers understand the factors that drive campaign performance without having to manually sift through data

35
Q

How does Einstein Campaign Insight work?

A

it analyzes engagement with your marketing assets and finds themes among your prospects

36
Q

Campaign Insights model generates what two types of insights? What is the difference between these insights?

A

Global and Segment

Global tells you how well the campaign performed compared to other campaigns of the same type. (ex: This sign up outperformed other forms.)

Segment tells you how well the campaign performed in regards to audience engaging (ex: one segment submitted your form less than other segments)

37
Q

What is the AI model that uses your company’s AI historical data to generate an AI-driven campaign influence model that assigns conversion credit across the available marketing touchpoints?

A

Einstein Attribution

Pardot Lead Management (5 decks)

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