How does a lead differ from a contact in Pardot?

A lead in Pardot is categorized as an unknown prospect, meaning they have not yet been qualified or identified as a serious or defined interest in your company's offerings. Leads typically include individuals who have expressed some initial interest, perhaps through filling out a form or engaging in some way with your marketing content, but their status as potential customers remains ambiguous.

In contrast, a contact represents a known prospect who has been integrated into Salesforce with identifiable and validated information. Contacts are generally further along in the sales funnel and have established a relationship with the company, often having a more substantial engagement history.

This distinction is crucial because it impacts how marketing efforts are directed. Knowing whether you are working with a lead or a contact can shape the approach to nurturing that individual through targeted marketing campaigns, scoring, and engagement strategies tailored to their familiarity and relationship with your organization.