What is the role of the Pardot scoring and grading system?

The Pardot scoring and grading system is designed to evaluate lead quality by assessing both behavior and fit. Scoring is based on the interactions a lead has with marketing materials, such as website visits, email opens, and form submissions. Each interaction can increase the lead's score, indicating their level of engagement and interest.

Grading, on the other hand, evaluates how well a lead fits the ideal customer profile based on demographic data, such as job title, company size, and industry. This two-pronged approach allows marketers to prioritize leads effectively, focusing on those that are not only most engaged but also most likely to convert into customers based on their fit with the target audience.

Managing user permissions, sending automatic emails, or tracking campaign performance metrics are not the primary functions of the scoring and grading system, which is dedicated specifically to understanding lead quality and readiness for sales engagement.