In Account Engagement (Pardot) the dashboard shows you how many new prospects were created on a daily/weekly/monthly basis. The visualization is easy to understand and tells a compelling story.
But… what about the other side? What about the number of prospects you are losing each day/week/month? (Note: “Losing” means they globally opt out or hard bounce).
In every org I get access to, one of the first things I do is create a Dynamic List of unmailable and/or hard bounced prospects.
The first time you run it, it will collect all prospects opted out all time. That’s to be expected and isn’t that helpful.
The value comes in when you let it run.
What you do next is this:
Select a period of time to look back: weekly, monthly, quarterly, annually.
For each time period create a filter on the list you created. Next, go into the Pardot Reports section and navigate to the Conversions report. Create a filter for the same time period.
Next, create an Excel doc (or some kind of document for recording metrics) and create two columns:
Number of Conversions | Number of Prospects Lost
I know It’s a bit manual/low-fi. But this will help you understand the rate at which you are replacing your lost prospects through conversion. If you are at less than 2 new converted prospects for every 1 lost prospect (not looking at imports/API integrations), it is something to think through.
Monitoring database churn and growth isn’t the most exciting thing, but it is something that should be monitored. It will give you insight into: email marketing campaigns, demand generation efforts, conversion optimization, prospect quality… and probably more.
Pardot Geeks Blog Article
This Pardot article written by: Ben LaMothe
Original Pardot Article: https://pardotgeeks.com/2024/01/pardot-prospect-database-churn-monitor/
Find more great Pardot articles at https://pardotgeeks.com/author/blamothe/
Pardot Experts Blog
We have categorized all the different Pardot articles by topics.
Pardot Topic Categories
- Account Based Marketing (ABM) (7)
- Business Units (14)
- ChatGPT / AI (3)
- Completion Actions (5)
- Connectors (10)
- Custom Redirects (4)
- Data Cloud (3)
- Demand Generation (8)
- Dynamic Content (7)
- Einstein Features (11)
- Email Delivery (17)
- Email Open Rates (3)
- Pardot A/B Testing (2)
- Email Mailability (16)
- Do Not Email (1)
- Double Opt-in (2)
- Opt Out / Unsubscribe (14)
- Email Preferences Page (6)
- Engagement Studio (16)
- Industries (1)
- Non Profit (1)
- Landing Pages (9)
- Lead Generation (1)
- Lead Management (13)
- Lead Routing (3)
- Lead Scoring (16)
- Leads (3)
- Marketing Analytics – B2BMA (9)
- Marketing Automation (1)
- Marketing Cloud (3)
- Marketing Cloud Account Engagement (4)
- Marketing Cloud Growth (2)
- New Pardot Features (6)
- Opportunities (2)
- Optimization (2)
- Pardot Admin (65)
- Duplicates (1)
- Marketing Ops (1)
- Pardot Alerts (1)
- Pardot API (2)
- Pardot Automations (3)
- Pardot Careers (12)
- Pardot Certifications (4)
- Pardot Consulting (1)
- Pardot Cookies (4)
- Pardot Custom Objects (3)
- Pardot Email Builder (8)
- Pardot Email Templates (10)
- HML (6)
- Pardot Events (17)
- Pardot External Actions (1)
- Pardot External Activities (4)
- Pardot Forms (29)
- Form Handlers (8)
- Pardot Integrations (21)
- Data Cloud (2)
- Slack (1)
- Pardot Lead Grading (5)
- Pardot Lead Source (2)
- Pardot Lightning (1)
- Pardot Migration (1)
- Pardot Nurture / Drip Campaigns (2)
- Pardot Personalization (3)
- Pardot Profiles (1)
- Pardot Releases (18)
- Pardot Sandboxes (2)
- Pardot Segmentation (5)
- Pardot Strategy (7)
- Pardot Sync (2)
- Pardot Sync Errors (1)
- Pardot Tracker Domains (5)
- Pardot Training (3)
- Pardot Vs Other MAPs (4)
- Pardot Website Tracking (2)
- Reporting (22)
- Salesforce and Pardot (31)
- Marketing Data Sharing (2)
- Pardot Users (3)
- Salesforce Automation (5)
- Salesforce Flows (2)
- Salesforce Campaigns (22)
- Salesforce CRM (3)
- Record Types (1)
- Salesforce Engage (3)
- Salesforce Queues (2)
- Security and Privacy (1)
- Tags (3)
- The Authors (540)
- Cheshire Impact (9)
- Greenkey Digital (55)
- Invado Solutions (37)
- Jenna Molby (9)
- Marcloud Consulting (6)
- Nebula Consulting (67)
- Pardot Geeks (44)
- Salesforce Ben | The Drip (242)
- SalesLabX (16)
- Slalom (4)
- Unfettered Marketing (51)
- Uncategorized (1)
- Website Tracking (2)
- Website Search (1)
More Pardot Articles
See all posts
