Pardot Scoring and Grading

Question 1

Lead qualification uses 2 measurement indexes. What are they?

Answer 1

Score and grade

Question 2

What measures implicit interest in your product by assigning a points value to activities, such as opening an email, attending a webinar and submitting a form?

Answer 2

Score

Question 3

What measures explicit information provided by the prospect, such as job title, location, and company size?

Answer 3

Grade

Question 4

How can you modify scores for lead qualification? 5 ways

Answer 4

1. Automation rules
2. Completion actions
3. Page actions
4. Imports (included as import column)
5. Manually (specifically on a prospect)

Question 5

What allows you to score prospects on more than one product, service, or business unit and offers you additional scores based on which assets your prospects are engaging with? It works in tandem with content folders

Answer 5

Scoring categories

Question 6

A ________ is a rating based on how well a prospect’s profile matches your ideal customer profile. It indicates how interested a company should be in their prospects.

Answer 6

Grade

Question 7

Grades are a useful tool to align sales and marketing on what?

Answer 7

Lead quality

Question 8

Grades can be adjusted positively or negatively by 3 amounts?

Answer 8

1/2, 2/3, or 1

Question 9

One full letter grade can be considered what amount?

It takes how many 1/3 adjustments to move a prospect from D to A+?

Answer 9

3/3

10

Question 10

All Pardot accounts come with a default profile set to measure prospects against 5 criteria: Company size, industry, location, job title and department. What is the default letter grade?

Answer 10

2/3 (regards to the amount the score increases or decreases)

Default letter grade starts at a D

Question 11

It is recommended to edit the default profile to match your ideal prospect profile. Test prospects who’s criteria is perfect, moderate, and low fit. Adjustments to grading profile will be needed if its not possible to achieve what grade?

Answer 11

A+

Question 12

Once the default profile is updated, you will need to create what to adjust the prospect’s grade?

Answer 12

Individual automation rules

Question 13

After a prospect is assigned a profile, the prospect must match or unmatch the criteria. With an automation rule, changing the profile criteria has the following impacts:

match = ______
does not match = ______

Answer 13

Match = increase grade
Does not match = decrease grade

*If not known, no grade adjustment

Question 14

True or False:

A single automation rule is used to assign a profile and match criteria.

Answer 14

False.

The profile rule might not apply changes in time for the rule to fire on the criteria change. Separate automation rules must be used.

Question 15

When should you leverage custom profiles?

Answer 15

When the default profile is great for one product but there might be another product offering that targets a different type of customer

Question 16

What do you need to determine in order to automate lead qualification when it comes to scores and grades?

Answer 16

Set your score and grade thresholds; identify the minimum to become qualified

Default threshold for score is 100 and for grade is B-

Question 17

After scoring and grading is setup and automated, next is to send the qualified prospects over to Sales via a what?

Answer 17

Automation rule

Question 18

Using the thresholds , create an Automation rule where it matches all:
Name the two criteria it needs to match and the action

Answer 18

Greater than or equal to the Score threshold
Greater than or equal to the Grade threshold
The action is assigning the prospect to sales