What feature allows users to score leads based on their activity within Pardot?

Lead scoring is a systematic method used in Pardot to quantify the value of a lead based on their interactions and engagement with your marketing efforts. This scoring is typically based on predefined criteria such as website visits, email opens, link clicks, and other actionable engagements.

The primary purpose of lead scoring is to help sales teams prioritize leads based on their likelihood to convert into customers. As a lead engages more with your content and displays behaviors that indicate interest or readiness to buy, their score increases. This enables organizations to effectively allocate resources and tailor their follow-up strategies to leads that are most likely to take the next step in the sales process.

The other options, while related to understanding lead interactions, do not specifically quantify a lead's value in the same way. Engagement score, for instance, tracks overall engagement but does not provide a detailed scoring system like lead scoring does. Activity tracking monitors all actions but does not assign a numerical score. Form submissions indicate interest but only reflect a single action rather than ongoing engagement over time. Hence, lead scoring is the most appropriate feature for this purpose.