Your Pardot prospect database size will change over the years. Learn how to monitor your prospect database churn over the year …
Here are highlights from article How to track your prospect database churn in Pardot
1. Dynamic List Creation
– Establish a Dynamic List to track unmailable and hard bounced prospects.
– First run will accumulate all historically opted-out prospects.
2. Time Period Analysis
– Choose a specific lookback period (e.g., weekly, monthly, quarterly, annually) for analysis.
– Apply the corresponding timeframe filter to the dynamic list for ongoing tracking.
3. Reporting and Comparison
– Utilize Pardot’s Conversions report within the Reports section.
– Set up the same time period filter in the Conversions report for accurate comparison.
4. Manual Tracking Process
– Create a manual record-keeping document, such as an Excel spreadsheet.
– Document two key metrics: “Number of Conversions” and “Number of Prospects Lost”.
5. Importance of Monitoring Database Health
– Understand the replacement rate of lost prospects through new conversions.
– Use a 2:1 conversion to loss ratio as a benchmark for healthy database growth.
– Gain insights into various aspects such as email marketing, demand generation, conversion optimization, and prospect quality.
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