Being able to track prospect engagement is a powerful tool utilized by many Pardot users. Multiple scoring categories allow individuals to score prospects based on more than one product or lines of business. These scores can be used to determine where a prospect is in the buying process. It can also create insight into which content they should be exposed to and when to transfer the potential leads to sales. For example, a category score can increase when prospects perform one of the following actions:
- Submitting a form or form handler
- Clicking a custom redirect
- Clicking or opening an email
- Downloading a file
Scoring categories can help take the guesswork out of your marketing plan. These scores precisely signal what products a prospect is interested in. With this, businesses are able to easily route leads to the correct sales representative. Scoring categories can help identify potential upselling and cross-selling opportunities. Scoring information also allows sales and marketing to collaborate on strategies that advance prospects through the buying process.
But how do multiple scoring categories work?
Before you create your scoring categories, you will want to make sure that your business assets are organized in folders. These folders are based on how you want to score potential prospects. The simplest way to use this technique is to assign a category to a specific folder of assets in Pardot. Every time a prospect interacts with an asset in that folder, their aggregate score as well as their score for that category is updated. Automation rules can then be triggered off of these scores. One important aspect to note: you can assign a scoring category to multiple folders, however, a folder can only have one scoring category.
For a step by step tutorial on how to add scoring categories to your Pardot software, check out this link.
