What is score decay and why do we use it?

Keep your most engaged prospects at the front of the queue:

When we look at scoring and grading in Pardot, we are rewarding prospects for interacting with our assets, by giving them a score for each interaction, for example:

  • Form Submissions
  • Landing Page Success
  • Email Open
  • Custom Redirect Click
  • Page Views

This works really well, because we can track the amount of interaction a prospect has with our website, our emails, our social media posts and monitor a prospects interest over a particular period of time. By looking at the score, we can identify these as high-interest or high intent prospects, if they are consistently browsing on our website, or even specific pages (using page actions) opening emails or filling out forms.

We can also adjust the scores that are assigned to prospects for activities, for example if we value social media clicks, we can change its value on the list below.

How we can score prospects based on activities:

Standard scoring rules in Pardot

This is a great way of rewarding active prospects, and a high score on paper looks really impressive, but it doesn’t take into account how recent these interactions are. For example a prospect may have built this score 6 months ago, and appears to be highly engaged, but this may be historical data. Overall score hides recency. However we can make sure that our most recent interested prospects stay in view at all times.

A sample prospect record with recent activity

Score decay, a clever workaround:

Score decay, is a rule that we can put in place that works to lower a prospects score based on inactivity, if someone hasn’t reacted to any email weve sent them within a certain timeframe, or been on our website, or social media, we can take their score down by any amount we deem fit.

A simple score decay Automation Rule

How it Works:

What we do is introduce an Automation Rule, that monitors for activity within a particular timeframe, (in the above example 180 days), so that any prospect in our database that has not been active within the past 6 months has their score adjusted by -20. This timeframe can be adjusted and you can even set up consecutive rules that run at 30 days, 60 days, 90 days, so you can be even more specific in the times you want to monitor for inactivity. This will vary business to business as it depends on a company’s sales process.

Keeping your most engaged prospects at the top of your list is incredibly important, and many people assign leads based on overall score, so using score decay can ensure that your sales people are following up with hot leads and striking at the right time.

Automation Rules are a really smart tool within Pardot, and something that can make a real difference to your database. With these at our disposal alongside Dynamic lists, we can ensure our prospect database is kept clean, fresh, and relevant.

This makes targeting your prospects and transitioning them to Sales much easier.

Hope you are all staying safe and well,

The Tether Team.

#marketingautomation #pardot #salesforcepardot #tethertips

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