How do I choose an MQL threshold in Pardot?

Start by defining a target score and grade combination, such as score greater than or equal to 100 and grade B or better. Then analyze conversion rates from MQL to SQL and opportunity for different score bands, and refine the threshold based on what reliably leads to meetings and pipeline.

Does Pardot support negative and decaying scores?

Pardot supports both negative scoring and score adjustments over time. You can subtract points for spam complaints, unsubscribes, or low-fit attributes, and you can use score decay to reduce scores when prospects have not engaged recently so that old activity does not inflate their priority.

How does Pardot lead scoring connect to Salesforce?

Prospect scores and grades sync to Salesforce lead and contact records where they appear as fields in page layouts, list views, and reports. You can also use these fields in Salesforce automation, such as assignment rules, flows, and dashboards.

How often should a Pardot scoring model be reviewed?

Most organizations review their Pardot scoring model at least quarterly, checking that higher scores correlate with higher opportunity and win rates. Any major shift in ICP, product, or go-to-market motion should trigger a review of point values, thresholds, and automation rules.

How does Pardot handle lead scoring?

Pardot handles lead scoring by assigning points for prospect behavior and optionally combining that with grading for fit. Out of the box, Pardot gives default scores for actions like email opens, link clicks, form submissions, page views, and file downloads. Teams then tailor the scoring model with custom rules, campaign-specific scores, and score decay so that high-intent actions (e.g., pricing views, demo requests, late-stage content) carry more weight than generic engagement. When a prospect crosses an agreed threshold, Pardot can automatically alert sales, create tasks, or change lifecycle stage.

What Exactly Is Pardot Scoring Doing?

Tracking Behavioral Signals — Emails opened, links clicked, forms completed, landing pages viewed, files downloaded, webinar registrations, and event attendance all contribute to a prospect’s score.

Weighting High-Intent Actions — Submitting a “contact us” form or requesting a demo is worth more than opening a newsletter. Pardot lets you raise or lower scores for each action type.

Separating Fit (Grading) from Interest (Scoring) — Fit (company size, industry, role) is managed via grading, while behavior feeds the score. Together they show who is both interested and qualified.

Aligning with Salesforce — Scores sync to Salesforce leads and contacts so sellers can sort lists, prioritize tasks, and trigger campaigns, flows, and reports based on engagement.

Supporting Automation Rules — When a prospect hits a target score, Pardot can add them to nurture programs, adjust their grade, notify reps, or move lifecycle stages automatically.

Decaying Old Engagement — Optional score decay ensures a contact who was very active last year but hasn’t engaged recently doesn’t look hotter than someone active this week.

Designing a Pardot Lead Scoring Model That Sales Actually Trusts

Instead of leaving defaults in place, use this sequence to align Pardot scoring with your buying journey, funnel stages, and revenue model—so “hot leads” actually convert.

Audit → Map → Calibrate → Automate → Sync → Review

Audit current scoring: Review Pardot’s default scores, any existing rules, and how scores appear in Salesforce. Identify where high scores don’t match opportunity creation or pipeline.
Map scoring to your buyer journey: For each journey stage (awareness, consideration, evaluation, decision), list the key actions prospects take and what those mean about intent.
Calibrate point values: Increase points for late-stage actions (demo requests, pricing, comparison pages) and decrease points for low-intent actions (email opens, homepage visits).
Automate handoffs: Use automation rules and completion actions so when a score threshold is met, Pardot alerts sales, adjusts status, assigns ownership, or pushes the prospect into the right nurture.
Sync with Salesforce views & reports: Make sure reps can easily see score and grade in list views, dashboards, and reports, and that marketing can track score vs. conversion.
Review and refine quarterly: Check correlation between score bands and pipeline. Tighten thresholds or re-weight actions where “MQLs” don’t turn into meetings and opportunities.

Pardot Lead Scoring Maturity Matrix

Capability	From (Ad Hoc)	To (Operationalized)	Owner	Primary KPI
Default Scoring Model	Pardot out-of-the-box point values; no documentation.	Documented model aligned to buying stages with clear rules for each behavior.	Marketing Operations	MQL→SQL Conversion Rate
Score & Grade Alignment	Score only; sales ignores “hot” leads that are a poor fit.	Combined score + grade thresholds define when a lead is passed to sales.	RevOps / Sales Ops	% of MQLs Accepted by Sales
Sales Handoffs	Manual review of lists and ad hoc follow-up.	Automated alerts, tasks, and ownership changes at agreed scoring thresholds.	Sales Leadership	Speed-to-Lead, Meeting Set Rate
Score Decay & Re-Engagement	Old engagement inflates scores; no mechanism for cooling down.	Score decay and “re-engagement” programs for stalled or dormant prospects.	Demand Gen	Active Prospects, Reactivation Rate
Campaign-Level Scoring	Same score for every content asset; no nuance by offer type.	Different scores for early-, mid-, and late-stage assets tied to each campaign.	Campaign Managers	Pipeline per Campaign, Opp Conversion
Analytics & Optimization	No analysis of score vs. revenue outcomes.	Quarterly analysis of score bands vs. opportunities, wins, and velocity.	Analytics / RevOps	Win Rate by Score Band

Client Snapshot: Turning Pardot Scores into Trustworthy MQLs

A B2B technology company was drowning in “hot leads” that never converted. After auditing their default Pardot model, redefining point values by intent, and aligning thresholds with sales, they cut MQL volume by 40% while increasing pipeline from marketing-sourced leads. Reps now prioritize by score and grade, and marketing tunes programs based on what actually moves opportunities. Explore how our approach scales across complex stacks: Comcast Business · Broadridge

Whether you call it Pardot or Salesforce Account Engagement, the goal is the same: a scoring model that mirrors your real buying process. Map behaviors to The Loop™ customer journey and govern the model within your broader Revenue Marketing Transformation (RM6™) so scoring is owned, tested, and trusted.

Frequently Asked Questions about Pardot Lead Scoring

What is the difference between Pardot scoring and grading?

Scoring measures interest based on behavior (clicks, forms, page views). Grading measures fit based on profile data (industry, company size, role). A high score with a low grade usually belongs in nurture; a high score with a high grade is typically ready for sales.

Can I change Pardot’s default point values?

Yes. You can edit the default scoring rules and add custom rules for specific forms, pages, or campaigns. Most teams increase points for late-stage actions (e.g., demo requests, pricing pages) and reduce points for low-intent actions like email opens.

How do I know what score should trigger an MQL?

Start with a hypothesis based on buyer behavior and sales feedback, set a threshold (for example, score >= 100 and grade >= B), and then analyze conversion rates by score band. Adjust thresholds until MQLs reliably turn into meetings and opportunities.

Does Pardot support negative scoring?

Yes. You can subtract points for behaviors that signal lower intent, such as email bounces, spam complaints, or unsubscribes, and for profile signals that are not in your target segment. Negative scoring helps keep “false positives” out of sales queues.

How does Pardot score sync to Salesforce?

Prospect scores and grades sync to Salesforce lead/contact records, where they can be exposed in fields, page layouts, list views, and reports. Scores can also participate in Salesforce automation (Flows, assignment rules, dashboards).

How often should I revisit my scoring model?

At minimum, review scoring quarterly to check that score bands still correlate with pipeline. Any time you shift your ICP, launch a major new product, or change go-to-market motion, you should review point values, thresholds, and automation rules.

Make Pardot Lead Scoring a Revenue Engine

We’ll help you audit your current model, align scores and grades to your ICP, and connect Pardot scoring to Salesforce so sellers spend time on the right accounts.

Get the Revenue Marketing eGuide Start Your Revenue Transformation

Explore More

Pardot (Salesforce Account Engagement) Services Revenue Marketing Transformation (RM6™) Customer Journey Map (The Loop™)

How Does Pardot Handle Lead Scoring?

What Exactly Is Pardot Scoring Doing?

Designing a Pardot Lead Scoring Model That Sales Actually Trusts

Audit → Map → Calibrate → Automate → Sync → Review

Pardot Lead Scoring Maturity Matrix

Client Snapshot: Turning Pardot Scores into Trustworthy MQLs

Frequently Asked Questions about Pardot Lead Scoring

Make Pardot Lead Scoring a Revenue Engine

Get in touch with a revenue marketing expert.

Send Us an Email

Schedule a Call

Solutions

Resources

About TPG