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Using PathFactory Data in your Pardot Lead Scoring Model

Summary

Lead scoring is a key component of an efficient marketing and sales process. By assigning scores to your leads, you can determine which ones are ready to send directly to Sales and which ones still need nurturing in Marketing.

This article covers the following:

  • PathFactory Visitors are always subject to the Pardot default lead scoring. This is managed in Admin – Automation Settings – Scoring
  • Visitors that submit a form through the form strategy or call-to-action, will receive a score based on the Form Submission rules.
  • PathFactory webhook integration will also attribute a score to the prospect depending if the webhook is submitting to a form or form handler. Each may attribute a different score to the prospect.
  • The completion action can be used to adjust the score to reflect the webhook session.

Lead Scoring Basics

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Why you should incorporate PathFactory Engagement Data into your Pardot Lead Scoring Model

PathFactory accurately measures a visitor’s level of engagement by recording the amount of time a visitor spends on each content asset in a Content Track, and by identifying binge behavior of visitors (ie. consuming multiple assets during a single session).

This stands in clear contrast to the traditional baseline metrics that MAPs use to measure engagement: email opens, clicks, and webpage visits.

A Lead Scoring Model based on these limited metrics means that a visitor who opens an email link and leaves the content right away will get the same score as a visitor who also opens an email link but spends minutes with your content.

Incorporating PathFactory data into your Lead Scoring Model means you are getting a more accurate measure of which contacts are actually moving through the funnel.

How it works in Pardot:

  • The following is an overview of how you’ll use PathFactory engagement data to increase a contact’s PathFactory Cumulative Score in Pardot:
  • If the contact engages with any asset in a content track and meets the threshold they will be rewarded with points.
  • If the contact engages with a high value asset in a content track (video, webinar, presentation) and meets the threshold they will be awarded additional scoring points. This can be accomplished using an Engagement Studio program or an Automation Rule

Using PathFactory Data in your Pardot Lead Scoring Model

  1. Create a new numeric field called PathFactory Cumulative Score.
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  2. Create a list to temporarily store PathFactory visitor session webhook form submissions.image
  3. Update the PathFactory visitor session webhook form to include the completion action of Add to list and select the previously created list image
  4. Create a program to accumulate a contact’s score when they engage with any asset.
    1. Set the Recipient List to a the list used by the webhook form
    2. Enable Allow prospects to enter program more than once
    3. Set Days before eligible to reenter to 1
    4. Set Limit Program entries? to No, allow unlimited entries image
  5. Repeat the following substeps until the branches for Content Count Time Threshold Met reaches 5 (or whatever value you deem reasonable).
    1. Create your first branch with a Rule that evaluates if the Prospect Custom Field: PathFactory Content Count Threshold Met is 1 image
    2. If yes, add an Action step to Change Prospect Field Value: PathFactory Cumulative Score increment by 5 points image
    3. If no, add a Rule that evaluates if the Prospect Custom Field: PathFactory Content Count Threshold Met is 2
      Note: Increase the score awarded as the value of PathFactory Content Count Threshold Met increases. For example if Content Count Time Threshold Met is 2, increment by 10 points
  6. Prior to the End step, add the Action step to Remove from list for Recipient list. This will prevent the prospect from re-entering the program again until they have visited a PathFactory track or asset again. image
Note
Here is an example program

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Update lead score for high value assets

  1. Create an Automation Rule that evaluates data the prospect’s PathFactory webhook data.
  2. Add Rules to evaluate the PathFactory Content List Time Threshold Met field for high value assets.
  3. Add an Action to Increment prospect field: PathFactory Cumulative Score by 5 points.
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Updated on July 7, 2022

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