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Track Your Association Engagement With Pardot Scoring

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By Komal Chauhan |June 18, 2021

Many associations want to quantify how engaged their prospects or members are with the organization. While this is ideal, many associations do not have an integrated system that can look at how the user engages across multiple platforms – web, marketing, and CRM. Various marketing tools have the capability of scoring users based on engagement, but the key is to track engagement across platforms.

Pardot Scoring

Pardot, a marketing tool owned by Salesforce, offers a “score” for each record. A score in Pardot is a numerical value assigned based on a prospect taking action. We measure that action as implicit interest in your product or service.

Scores are automatically assigned to prospects when they are created. Scores constantly change based on activities and interactions and show how engaged your prospects are with your marketing materials. As people interact with the activities like opening an email, clicking on a link, completing a form, etc., the score increases. Pardot even provides a scoring system that you can customize.

The Pardot Score lifecycle chart shows the prospect activities, and how their score has changed over time. In the chart below, you can see an example where a member had a lower level engagement for about a year, had a rapid engagement increase for a few months, and then level off again.

Pardot Scoring

Pardot Scoring Model

Pardot assigns default values to prospect-initiated activities. These are already set up in the Pardot account as the baseline scoring model. The default scoring aspects are based on the email open, event registered, form view, webinar registered, etc. The model can be customizable to suit your association’s requirements.

The default scoring model is as follows:

Pardot Scoring Model

Scoring Customizations

It is totally up to the client on how they want to customize the scoring model. What scores do you want to assign for each activity? Based on our experience with different clients we would like to recommend best practices to use in the model.

The general recommendations by fusionSpan for default scoring model are as follows:

  • For Email Open it has 0 score, it can be increased to +1 or +2 points. Email open is an important activity and shows prospects are engaged.
  • For Event Registration it has 0 score, it can be increased to +2 to +5 points. There are high chances of prospects filling the event registration form. (Note this is based on an integration with Eventbrite.)
  • For Form Submission it has a score of 50, it seems a lot so in this case it can be reduced to +10 or +20.
  • For Landing Page Success it has a score of 50, it can be reduced to +20 or +30.
  • We can use Page actions to increase prospect ‘s score if they visit a specific webpage. It can have a score of +10 or +15.

Scoring Decay

Scoring decay is decreasing Pardot scores over time as a prospect stays silent, going longer without any activity. In such instances, we recommend assigning prospects negative points in order to ensure scores are up-to-date for all prospects.

Pardot does not come with score decay out of the box. If your association wants to utilize scoring decay, you need to set up automation on your own. For assistance on Pardot scoring and automation, reach out to the fusionSpan team for more!

Organizations of different sizes and processes will likely use different scoring decay methods. For example, if an organization has a shorter sales cycle, they may choose to decay scores after 30 days of inactivity, while longer selling cycles might need a 6 month delay before any prospect score decay happens.

For scoring decay, automation rules can be used to change the overall Pardot score or scoring categories. In the example below, if a prospect hasn’t opened an email in 30 days, then their score is decreased by 5.

Pardot Overall Score Automation Actions

Scoring Categories

The final concept around scoring in Pardot is the use of scoring categories. These are used to score prospects on more than one product or business unit. To begin this process, you will assign a scoring category to a folder. When prospects interact with assets in that folder, Pardot creates a separate prospect score for the category.

Assigning a scoring category to a folder will consider all assets (including assets in subfolders) in the category score. You can assign the same scoring category to multiple folders, but each folder can have only one scoring category.

An interaction with an asset will count towards the scoring category assigned to that asset’s respective folder. For example, a form submission on a landing page is attributed to the scoring category assigned to the landing page’s folder.

Leverage fusionSpan For Pardot Assistance

As you can see, quantifying how engaged prospects and members are across the organization can take your associations membership to the next level. Remember, it is important to track engagement across multiple platforms to understand a 360-degree view of your membership.

For more Pardot and Marketing best practices, don’t hesitate to get in touch with the fusionSpan team today!

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Komal Chauhan
Track Your Association Engagement With Pardot Scoring

Komal has extensive Salesforce experience, including Sales and Service cloud, and is also well-versed in tools such as Pardot, Mailchimp, and Hubspot. Komal is passionate about learning new things and enhancing her skills to deliver the best marketing automation solution possible to clients.

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