Grades are based on explicit information about the prospect (industry, title, company size, and so on) whereas scores are based on implicit activities (pages viewed, forms completed, and so on) performed. While scoring indicates how interested or engaged a prospect is with your company, grading indicates how interested or engaged your company should be with that prospect. These criteria can be edited in the Pardot profile associated with a prospect. When you choose to match or not match these criteria in a prospect record, the grade will be increased or decreased by the amount set by each criterion in the profile associated with the prospect.
Profiles are used to grade prospects. All prospects will be associated with the Default profile unless they are re-assigned a different one. For more information about how to assign prospects to a different profile, see the article here. Here are the basics of how profiles are used in grading:
This table helps explain grading options and how they affect a prospect's grade:
- You can Match (thumbs up), or Not Match (thumbs down) the profile criteria within a prospect record.
- Matching a profile criterion within a prospect record will cause an increase in grade by the amount (1/3, 2/3, or 3/3 of a letter grade) specified in the profile associated with the prospect.
- Selecting Not Match of a profile criterion within a prospect record will cause a decrease in grade by the amount (1/3, 2/3, or 3/3 of a letter grade) specified in the profile associated with the prospect.
- You can automate Matching or Not Matching using automation rules to grade all prospects appropriately.
|Grading Manually on Prospect Record
||Grading with Automation Rules
||Positive: Increases Grade
||Does Not Match
||Negative: Decreases Grade
||Neutral: No Impact
A baseline grade of D is automatically assigned to the prospect when they convert. However, the baseline grade is not shown until it changes either positively or negatively at least once. Possible grades are below. Each grade counts as 1/3 of a letter grade:
- A (Great)
- B (Good)
- C (Average)
- D (Below Average or Not Graded)
- F (Poor)
Grading for Your Organization
You should make sure your grading system is ideal for your organization by using custom profiles. The following are example grade adjustments based on prospect information matching desired values:
Again, it is important to develop a process specific to your organization. Grading can be automated with automation rules (e.g. if job title contains 'marketing', increase the grade by a partial letter through the profile criteria match).
- Industry, increase/decrease by a partial grade
- Department, increase/decrease by a partial grade
- Job title, increase/decrease by a partial grade
- Company size, increase/decrease by a partial grade
- Location, increase/decrease by a partial grade
Grading and Profiles Training Resources:
Lead Qualification -- Scoring & Grading
More Grading and Profiles Articles:
Grading Best Practices
Using Automation Rules to Grade Prospects
Using Profiles to Grade Prospects
Need more? Start a conversation with other Pardot users in the Trailblazer Community