What does lead scoring represent in Pardot?

Lead scoring in Pardot is a system that assigns numerical values to leads based on their interactions with your brand and the level of engagement they exhibit. This method helps marketers prioritize leads and understand their likelihood of converting into customers. By evaluating various factors such as email opens, clicks, form submissions, and other touchpoints, Pardot creates a score that reflects the prospect’s interest and readiness to move further down the sales funnel.

This system is critical for marketing and sales alignment since it allows teams to focus on high-scoring leads, which are often more likely to convert. The scoring system can be customized to align with a company’s specific goals, making it a powerful tool for nurturing and managing leads effectively.