What defines a prospect in Pardot?

A prospect in Pardot is defined as a potential customer who is showing interest in a product or service. This interest can manifest in various ways, such as visiting a website, downloading content, or engaging with marketing materials. The key aspect of a prospect is that they have not yet made a purchase, but they have exhibited behaviors that indicate a likelihood of becoming a customer in the future.

This definition is critical because Pardot is designed to nurture these potential customers through targeted marketing campaigns and engagement strategies, ultimately guiding them on the path toward making a purchase. Understanding the characteristics of a prospect allows marketers to tailor their efforts effectively to convert these interested individuals into actual customers.

The other options do not fit the definition of a prospect. Current customers are already engaged in transactions, a competitor would not be considered a prospect for sales efforts, and an existing lead with no engagement lacks the active interest that defines a prospect.