What is Pardot Einstein Behavior Score? How is it Different to Prospect Scoring?

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Einstein Behavior Scoring is a Pardot Einstein feature that looks at a prospect’s engagement in terms of ‘ready to buy’ behavior. Over time, the Einstein ‘engagement model’ learns what patterns of marketing touchpoints lead to a purchase, and when it spots these positive insights with other prospects, increases their score too.

Pardot Einstein is AI-enabled B2B Marketing Automation by Salesforce that was announced late 2018, and is available to customers on Pardot ‘Advanced’, the highest Pardot edition.

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Pardot Einstein is spreading slowly, but surely. Not only are more Salesforce customers embracing Einstein intelligence, but also the use cases for behavior scoring are surfacing fast. Einstein Behavior Scoring is gaining an increasing presence in Pardot over time, taking big leaps in certain releases (which we will come to later).

We’ll get into who can use Pardot Einstein Behavior Scoring and more, starting at the basics on what Pardot Einstein Behavior Score is, how it’s different to traditional Prospect Score, and what’s coming up in the Summer ’19 release that will entice you into using this feature.

What is Pardot Einstein Behavior Score?

To explain what Einstein Behavior Score is, I’m going to break it down how I did for myself.

There are two ideas I will use:

  • Patterns of engagement
  • Buying signals

When a prospect interacts with your brand, they leave a trail of tracked touchpoints. Einstein looks at the string of marketing touchpoints from first-touch to purchase, and takes note of the patterns in high-converting prospects have in common. Einstein teaches itself that these are buying signals.

In short, Einstein learns what combination of prospect engagement leads to purchase. Over time, these form patterns, which Pardot recognises as buying signals.

Source: Pardot Blog

The score and insight is displayed as a Lightning component, as you saw above.

How is Einstein Behavior Score Different to Prospect Score?

Einstein Behavior Score takes quantifying engagement beyond the ‘classic’ Pardot Score. Basically, Einstein is faster and more accurate than traditional rules-based lead scoring.

Einstein Behavior Score Traditional Pardot Score
Activity Patterns Seeks patterns of engagement that led to successful conversion previously – it’s about the combination, not single actions. Counts tracked activities as they happen, in isolation from other activities.
Score Limits The maximum Einstein Behavior Score is 100. Behavior scores are adjusted up or down in line with high-converting patterns. Is infinite. Scores can become skewed easily by prospects being tracked doing minor activities repetitively, eg. opening an email.
Cohort Comparison Adjusts a prospect’s score in relation to your prospect database as a whole, comparing what positive/negative insights other prospects are doing. This makes comparison easier and avoids skewed scores causing discrepancies. Every prospect is scored as an individual, in isolation.

Einstein Behavior Score’s Increasing Popularity

Pardot Einstein is spreading slowly, but surely. Not only are more Salesforce customers embracing Einstein intelligence, but also the use cases for behavior scoring are surfacing fast. Einstein Behavior Scoring is gaining an increasing presence in Pardot over time, taking big leaps in certain releases:

  • Use Einstein Behavior Score in Process Builder and Workflow Rules on the Salesforce side (Summer ‘19 release) – both of these Salesforce automation features are very powerful because you can leverage any standard or custom criteria in your Salesforce org, and tell Salesforce to take a number of different actions.

The image shows how Admins will select Behavior Score when building processes:

Source: Summer ‘19 Preview Release Notes

  • Use it in Engagement Studio (Rule steps) and Automation Tools (January 2020 release)

Source: Pardot Demo video.

  • Now appears on any prospects with activity in the past year, regardless of whether they are syncing to Salesforce, or not (‘unconnected’ prospects) – (January 2020 release).

 

Who Can Use It?

Pardot Einstein is available for Pardot Advanced Edition customers (the highest tier). Note that if you are on the older top edition (Ultimate) you will need to ‘upgrade’ to the new equivalent.

Another FYI: ‘Behavior Score’ is an object related to the Salesforce Contact / Lead – not a field. When stored in a field, it can be used as a criteria in Process Builder/Workflow Rules/Engagement Studio. There’s a setup process that involves creating a custom field, and automation to transfer the score value into that field – there’s step-by-step instructions here.

Summary

This post has delved deeper into what Einstein Behavior Scoring is, and why it will fuel marketing qualification of the future. In the next era of marketing automation innovation, we will see more business ditching traditional rules-based lead scoring, that is easily skewed and not self-adjusting, in favour of scoring models that view tracked activities as patterns, as opposed to one-off actions.

When will you get started? Ping me directly with any cool insights you’ve discovered so far!

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