Why You Need a Lead Management Plan for Pardot
Posted: Mon Dec 23, 2024 4:38 am
This blog was written before Pardot was renamed to Marketing Cloud Account Engagement. You can read more about the name change and what it means here.
The term lead management’ has many meanings. Lead management is how you communicate to your leads and when. It’s also how you score and grade your leads so you have a clear idea of which are qualified, as well as the process you use for sending sales-ready leads to your sales reps.
A mistake many businesses make is focusing on the initial win of capturing a lead, more so than what happens once that lead enters Pardot.
You don’t need me to tell you that what happens with your leads once they enter your marketing automation software is just as important as getting them there in the first place.
Without a strong management plan for how many digits in australian phone number leads in Pardot, you run the risk of alienating leads with irrelevant, infrequent, or too frequent communications.
Your Pardot account can end up full of unorganised data that is hard to interpret and inaccurate for reporting.
In the worst case, you can end up losing track of leads, having your sales team contact the wrong leads, or missing opportunities to close the right leads.
In short, your Pardot account can quickly descend into chaos without proactive lead management.
With this in mind, my biggest piece of advice is to document a lead management plan as part of the implementation of Pardot.
What a good lead management plan should include
Man with pen planning lead management
When planning your lead management, I find it easiest to divide into four sections:
Qualifying new leads - scoring and grading
Lead assignment - rules for different types of leads
Lead nurture - how you communicate with different segments of lead data
Internal processes - responsibilities within your team and rules for passing leads to sales
Let’s go through each one-by-one.
The term lead management’ has many meanings. Lead management is how you communicate to your leads and when. It’s also how you score and grade your leads so you have a clear idea of which are qualified, as well as the process you use for sending sales-ready leads to your sales reps.
A mistake many businesses make is focusing on the initial win of capturing a lead, more so than what happens once that lead enters Pardot.
You don’t need me to tell you that what happens with your leads once they enter your marketing automation software is just as important as getting them there in the first place.
Without a strong management plan for how many digits in australian phone number leads in Pardot, you run the risk of alienating leads with irrelevant, infrequent, or too frequent communications.
Your Pardot account can end up full of unorganised data that is hard to interpret and inaccurate for reporting.
In the worst case, you can end up losing track of leads, having your sales team contact the wrong leads, or missing opportunities to close the right leads.
In short, your Pardot account can quickly descend into chaos without proactive lead management.
With this in mind, my biggest piece of advice is to document a lead management plan as part of the implementation of Pardot.
What a good lead management plan should include
Man with pen planning lead management
When planning your lead management, I find it easiest to divide into four sections:
Qualifying new leads - scoring and grading
Lead assignment - rules for different types of leads
Lead nurture - how you communicate with different segments of lead data
Internal processes - responsibilities within your team and rules for passing leads to sales
Let’s go through each one-by-one.