Online Behaviour Profiling: How To Design an Ideal Client Profile Using Pardot Digital Marketing Suite

It is now possible to design your communications so that you know who the most engaged prospects are within your target market segments. 

Do you know who your visitors really are?  Can you identify if a visitor is an ideal client or just a random ‘window shopper’?  And, do you have a plan to know if that potential customer is engaged with your branded content?

One of the reasons we recommend Salesforce’s Pardot Digital Marketing Suite is the Profile and Scoring functions within the platform. 

At Blirt, we use the profiling and scoring tools inside Pardot to help organisations speak to the right customer at the right time with the right message.  Combine this with Salesforce CRM and we can bring highly detailed segment profiling to both online and offline customers.  This becomes even more powerful when it's in the palm of your business development team’s hands.  

Why do this?  Well, your sales people would much rather speak with their ideal customer; a customer who is deeply engaged and fits the attributes of your target segment(s) than the cold prospect who is just browsing.  And, if your sales team are focussing their attention on the right people, then delivering the right messages at the right time, your organisation will see a dramatic improvement in revenue. 

At Blirt, we particularly like that Salesforce’s Pardot provides us with two elements of profiling: Grading and Scoring.  Pardot’s Grade / Engagement Score combination is what sets it apart from other marketing automation platforms. 

 

What is Scoring in Pardot?

Scoring tells the brand how engaged a particular lead or contact might be.  

Scores are increased or decreased through engagement.  Every time a prospect clicks, visits, opens, watches or downloads something a score is associated with that action.  This score can be positive or negative. These actions can happen within ads, social media or on your website.  

Additionally, scores can be associated to different types of content and actions and therefore customised for greater insight into stage in the customer journey. 

Scoring tells us how interested a prospect is in the brand.

  

What is Grading in Pardot?

Grading tells us how well this particular prospect fits a target market segment of the brand. 

Profiles start as ‘blank’ and the profile’s grade moves from F to A+.

Grading can also track what a lead or contact does but its primary purpose is to track the CRM data against a set of ideal characteristics.  Grading measures this data objectively to determine if the prospect is a ‘fit’.  

Grading picks up data fields such as age, or role, or intent, or company size, or industry as an example.  

A smart strategy can also leverage content interaction to change a grade.  For example, a prospect interested in buying property who downloads a ‘First Home Buyer’s Guide’ can be profiled as a ‘First Home Buyer’.  If the prospect continues to exhibit online behaviour congruent to a First Home Buyer the profile would stay and increase or decrease according to the type of First Home Buyer that organisation might be targeting. 

Grading tells us how interested the brand should be with that prospect. 
 

Everybody Starts Somewhere 

Every prospect in your CRM data starts as a low fit (grade) and a low engaged (score) prospect.

It is only through interactions and data capture that qualification can occur to determine if the prospect meets the ideal fit for the brand’s product or service.  It is only by understanding the prospect's level of interaction that a brand can understand their engagement.

Within Salesforce's Pardot, an organisation can set any number of Profiles, each with their own unique set of ideal characteristics.  This allows a brand to use online behaviour profiling to unlock the volume of target segments within their data. 

The following diagram outlines a simple matrix for understanding the relationship between Grade and Score on a specific profile. 

 
 

Prospects which have high scores and low grades may be ‘not yets’ or ‘not possibles’.  These are the prospects who might really want the product or service but for some reason (finance or location or capacity) may not be able to purchase.  

Prospects which have low scores but high grades are prospects who need an active sales focus.  These are the prospects who you should be pursing because they’re not yet fully engaged and interested in you.  In this instance, you should do the chasing!

Prospects which have a high grade and a high score represent the Ideal Client. These Ideal Clients deserves your priority attention. 

 

A Practical Example In Marketing Automation Profiling

Let’s use the profile mentioned above, the First Home Buyer, to demonstrate a quick example.  

In this example, we want to design a set of profile characteristics and scoring opportunities to identify if the prospect visiting a property brand’s website and other digital assets is an Ideal First Home Buyer. 

Ideal Client: First Home Buyer 
Within Pardot we would set the following data characteristics.

Profile Characteristics 

  • Previous Property Purchase: No
  • Finance Approval: Yes
  • Employed: Yes
  • Visited Display: Yes
  • Household Income Income: >$80,000
  • Product Type Identified: Yes
  • Eligible For First Home Buyer Grant: Yes

Then, we would also customise a set of content and visitation scores. 

Custom Scoring 

  • Enquiry Form Submit: 25 Points
  • Download First Home Buyer Guide: 100 points 
  • Visit First Home Buyer Product on Website: 50 points
  • Open Email from Drip Campaign: 15 points
  • Request Directions to Display Home: 100 points
  • Click on Phone Number Link on Website: 25 points

As you can see, any prospect who triggered all of the above data conversions, content touch-points or online interactions would have a grade of A+ and a minimum score of 290 points and be profiled as a First Home Buyer. 

Any prospect matching A+ or at 290 score or above ought to deserve a sales consultant’s primary focus and attention.  These are the prospects that the organisation should do everything possible to support. 

 

The Marketer’s Goal

The business goal is to ensure marketing teams are providing more of the ideal customer for sales teams to work with.  Then, sales teams can be focussed on working with their ideal customer to reach a close.

Do you have a segmentation strategy that unfolds online to help you find, service and close your ideal customer more effectively? 

If you don’t, speak to us, we can help you transform your organisation for the better.