You have a big bucket of leads. Picture yours now – some will be engaged with your content, and some will be a good fit with your model buyer – but what you really want to find out, is which are both. In other words, which leads we should act on now.
If you’ve set grading up, and you’re seeing promising score increases as prospects happily engage with your content, then it’s time for you to explore a blended scoring and grading model.
Why start using a blended model?
As Yvette pointed out, Marketer’s leads are often not welcomed by the sales team. There are two reasons: either the prospect is not familiar with your product/service offering (lacking awareness/consideration), or they should be immediately sales disqualified. Sales don’t want to waste time reaching out to leads that won’t make the cut.
Prospects with a high score (engaged with content) and a high grade (fit your model buyer profile) fall into a special window of opportunity. They show propensity to buy.
You need to act on these prospects – but how can you pinpoint them?
First, think about who needs this information. It’s not just you, the marketer, that will need visibility, but also the sales team. Somewhere in Salesforce, that’s ring-fenced with a unified definition of what a ready-to-act prospect looks like, will ensure it’s visible across both teams.
There are two ways you can bring attention to these prospects:
- List views
- Labels / flags
Very few people don’t like list views. What’s not to like? Grab a filtered list of lead or contact records in Salesforce, like a light-weight, easy-to-access report. More importantly, you can sort records by grade and/or score to prioritise your forever growing list!
Salesforce comes with some list views out of the box, but we are going to create custom ones that you can apply your definition of MQL to. After you’ve decided what an MQL means to your business, you are ready to create your list views.
To create a new list view:
1. Go to the ‘Leads’ tab, click the cog icon, then ’New’
2. Name your list view, eg. “Prospects – Top Targets”, and ensure all users can see the view.
3. Expand the ‘filter by owner’ box, and you will have the option to set to ‘All leads’, or if the list should only show leads that belong to the current viewer.
4. Add two filters: Pardot Grade contains*: A,B and Pardot Score is greater than or equal to 100 (but, enter your own MQL criteria here, obviously!), then Save.
*Tip: use contains and not equals, to include A+, A-, B+ and B- grades too.
Encourage users to pin this list view as their default view.
You can also repeat the process for other list views:
- Prospects – Top Engaged = high scoring leads
- Prospects – High Quality = high grade leads
Labels & Flags
The second way to bring attention to these prospects is to label them using a formula field, which can show text, such as ‘Ready to Engage’, or a flag symbol. You may want to use field labels, as they can be used in reporting. Here’s how you would set this up:
1. Create a new formula field on Leads, with an output type of ’Text’
2. Copy and paste this formula into the formula editor:
pi__score__c > 100
“Ready to Engage”,
Tip: replace “Ready to Engage” with your own qualified label, and NULL with an alternative label for prospects not ready for action.
3. Save the field after selecting which users should see the field and which page layouts it should appear on.
When you go to any lead record, your label should appear automatically.
Prospects that show a propensity to buy will have a high score (engaged with content) and a high grade (fit your model buyer profile). Your responsibility, as a marketer, is to pinpoint these prospects that fall into a special window of opportunity. In this post, I have shown you two ways to ‘blend’ both a prospect’s score and grade into a meaningful indicator for sales to identify and action.
I hope this post has helped you on your way to running a blended scoring and grading model!