How does a prospect's grade in Pardot get determined?

A prospect's grade in Pardot is determined by evaluating how well their profile matches the target criteria defined for your ideal customer. This profile includes various attributes such as job title, company size, industry, and other demographic information. The grading system helps marketers prioritize leads by providing insights into how closely the prospect aligns with the desired characteristics of a target audience.

In essence, a higher grade indicates a stronger fit for your products or services, making the prospect more likely to convert. It is not based on their purchasing power, their actions, or activities across browsers, but rather on the characteristics outlined in their profile that align with your business objectives. This method allows for more strategic marketing efforts, focusing resources on those prospects who have the best potential to turn into valuable customers.