What does scoring in Pardot primarily measure?

Scoring in Pardot primarily measures the implicit interest in a product. This is achieved by evaluating the actions and behaviors of prospects as they interact with marketing materials, such as visiting web pages, downloading resources, and engaging with emails. Each of these actions generates points, giving a quantitative measure of how interested a prospect is in your offerings.

The focus on implicit interest distinguishes scoring from other elements such as explicit information, which is gathered directly from the prospect (like their job title or company), and does not reflect their ongoing engagement or interest levels. Scoring reflects active engagement, indicating how prospects are positioning themselves in their buying journey based on behavior rather than solely on static information or actions taken by sales teams. Consequently, scoring is an essential tool for understanding the readiness of a prospect to move forward in the sales process.