AI-powered Pardot Marketing Automation
                     AI-
powered
Pardot
Marketing
Automation
What is 
Pardot?
Pardot is a B2B (business-to-business) 
marketing automation solution by 
Salesforce. It unifies sales and 
marketing together, so you can work 
better.
Pardot can measure the lead 
qualification with 2 matrics:
Prospect score( A Numerical value)
Prospect grade( An Alphabetical value)
02
1. Einstein Behavior Scoring-
Einstein Behavior Scoring is a Pardot Einstein 
feature that looks at a prospect’s engagement in 
terms of ‘ready to buy’ behaviour.
Breaking it up in two parts-
4 Product • Pattern of engagement • Buying signals
of Pardot What does it perform?
Einstein- • Check each prospect of and Pardot activities such as engagement history. 
• Identify the activities to list the positive and 
negative signals.
• Trains a machine learning model that scores 
each prospect based through the probability 
of conversion.
03 • Rank each prospect 0 to100 accordingly how 
they compare to all other prospects in your 
database.
2. Einstein Lead Scoring
Score leads according to how they fit in your 
successful conversation pattern.
What does it perform?
• Look at each lead and their field data, both 
custom and standard.
• Identify field data (If it's a positive signal or 
negative)
• Trains a machine learning model that scores 
each lead based through the probability of 
conversion.
• Rank each lead 0 to100 accordingly how 
they compare to all other prospects in your 
04 database.
3. Campaign Insights
It treads in prospect demographic and 
marketing asset engagement. It analyzes the 
entire marketing asset dataset eg. compares 
specific campaign email engagements with 
all organisation background emails stored.
What does it perform?
• Analyzes prospects engagement activity 
with different marketing assets.
• Examine key Prospects’ attributes such as 
job title, location and company industry.
• Check for anomalies, both positive and 
negative, in the engagement data.
• Covers the most meaningful ones in the 
shape of Campaign Insights.
05
4. Einstein Attribution
It’s a rule-based influence model, and the first 
touch/ last touch/ even touch Campaign 
influence model. This model relies on data 
relationship and timing, which makes this way of 
measurement less accurate overall.
What does it perform?
• It will take you one step closer to the holy 
grail of accurate marketing attribution, by 
picking up gaps in attribution. 
• By using an AI data-driven model that 
“attributes revenue share based on your 
actual customers, their engagement, and 
your successes”.
06
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Get in touch with us
Phone Number
9971597175
Email Address
[email protected]
Website
www.atocloud.com