What is Pardot Einstein Behaviour 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’ behaviour. 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 relatively recently (late 2018), and available to customers on a certain Pardot edition.

We’ll get into who can use Pardot Einstein Behaviour Scoring and more, starting at the basics on what Pardot Einstein Behaviour 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 Behaviour Score?

To explain what Einstein Behaviour 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 Behaviour Score Different to Prospect Score?

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

Einstein Behaviour 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 Behaviour 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.

What’s Next for Einstein Behaviour Score?

Pardot Einstein is spreading slowly, but surely. Not only are more Salesforce customers embracing Einstein intelligence, but also its usefulness and application is developing.

Thanks to the Summer ‘19 release, we can now use Einstein Behaviour Score in Process Builder and Workflow Rules on the Salesforce side, and in Pardot Engagement Studio. We can define automations to kick off when Behaviour Score reaches a defined threshold, or drops to a certain level.

Using Salesforce automation tools opens up a seemingly limitless number of savvy use cases! 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 when the criteria are met (eg. create a record, update a record, Post to Chatter – and others).

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

Source: Summer ‘19 Preview Release Notes

Then also how this can be used in Engagement Studio rule steps:

Source: Pardot Demo video.

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: ‘Behaviour 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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