Category scoring is a beast. Unlike overall scoring, there’s not an easy way to reset a prospect’s score so they qualify as a MQL in the future without some serious leg work.
This session is for people who are contemplating Pardot category scoring for products or who have been pulling out their hair trying to make them work. We’ll provide a live case example to show you how to tame those pesky category scores.
Becky Daniel is a marketing automation manager at Nelnet who leads a brilliant MarTech team. They have owned the Pardot process only since January 2020. In that time, they’ve been tasked with implementing GDPR tracking for internationally expanding brands and utilizing category scoring to help sales effectively talk to the right people.
They have successfully onboarded three brands to Pardot and hope to finish their fifth by end of 2021.
Jaclyn has over a decade of experience in K-12 edtech and is passionate about marketing, technology, and innovation (especially in schools). A frequent speaker at K-12 industry events, she loves sharing and learning about marketing automation, the digital customer experience, and marketing-to-sales alignment. She lives and works in Baltimore, and if she’s not turning on automations just to try something to see what happens, she’s probably reading a good book.
