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Lead Scoring in Close for Fintech

Integrating Summit &

Close

Easily pull the results from your

Lead Scoring

app into your

Fintech

workflows and journeys.

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Customizable
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No-code Editable
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Trigger-based
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Flexible

This workflow tests the level of fit between your ideal customer and a contact email address. If you want to assign points based on prospect behavior, please check out our intent scoring integration.

Summit's lead scoring app, when integrated with Close (CRM), offers a nuanced approach for evaluating potential leads against a business’s Ideal Customer Profile (ICP). This integration marries Summit’s analytical prowess with the detailed data management and CRM capabilities of Close. Here’s an overview of how this integration operates and its methodology:

Defining your ICP in Fintech

  • B2C Fintech: An ICP might include individuals with specific financial behaviors, such as active online banking users or cryptocurrency investors. Using Summit and Clearbit, leads can be scored based on these financial interests, along with demographic data like age and income level, to target potential users for a new investment app or personal finance tool.
  • B2B Fintech: The ICP could be small to medium-sized businesses in need of digital payment solutions. Lead scoring would focus on business size, industry, and existing financial software usage, helping to identify companies that are most likely to benefit from the fintech solution.

Sweet Spots & Partial Matches

Instead of using strict conditionals such as greater-than, less-than, or equals to, to segment your lead lists into distinct buckets, Summit uses statistics to match a contact against your ICP.  This means you can treat your ICP definition as a sweet spot rather than a hard line, and Summit will automatically give contacts higher scores as they approach your ideal.  For a fintech app, this might mean that your ideal customer may earn more than a certain amount per year, or have a certain spending budget, but Summit will award partial credit for contacts that don't exactly match these quantities, helping you avoid missed opportunities caused by blunt filters.

Enrichment Included

A key ingredient in lead scoring is a rich profile of your contact, describing both their individual attributes and attributes about their place of work or geography.  Traditionally, requires a separate, existing subscription to a provider such as Clearbit, and this data then has to be fed and integrated into your Close account before lead scoring can be done.

Summit's integration with Close makes this step obsolete, as all subscription tiers come pre-bundled with access to the enrichment data you need to score leads.  Simply send Summit an email address (a contact), and Summit will take care of enriching the contact using Clearbit's industry-leading enrichment service. This pre-processing of your contact provides your scoring app in Summit with all the data it needs to run and score your contact.

Does this mean you can't bring your own enriched data into the mix?  Not at all!  Because your lead scoring app in Summit is no-code editable, you still have the flexibility to pass in any of your own data or attributes from your Close account.

Getting started with lead scoring in Summit is as easy as having a list of contacts in your Close account and a basic understanding of your ideal customer profile.  Summit handles the rest.

Start using

Lead Scoring

in your

Close

workflows

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Input Parameters and Integration with Close

The app utilizes several critical data points about a lead, many of which are typically managed within the data stored in Close. These include:

  • Job title, estimated revenue, and funding information.
  • Departmental position and rank within an organizational hierarchy, aligning with the detailed contact records in Close.
  • Employee range and specific ICP employee count, utilizing the company data managed within Close.
  • Geographic locations of the contact in relation to the ICP, leveraging Close’s CRM data which may include location details.
  • Proximity to a target geography, using Close’s capabilities for tracking and analyzing customer data with geographical context.
  • Industry alignment, matching leads with the ICP industry using Close’s categorization features.
  • Email addresses, with Close providing insights into customer communication history and email interaction levels.

Scoring Mechanism and Close’s CRM Data Utilization

Email

Summit assesses the email format and domain, complementing the email communication data stored in Close for business relevance.

Industry

Matches the lead’s industry with the ICP industry, using Close’s CRM for accurate industry segmentation.

Employees

Employee counts are compared against the ICP, enhanced by company data available in Close.

Revenue and Funding

Financial assessments are conducted, leveraging financial data points tracked within Close.

Role

Scores leads based on job titles and departments, a process enriched by the role-based data segmentation in Close.

Geography

Measures geographical distances using location data, which can be part of the customer profiles in Close.

Output Metric and Analytics in Close

  • An overall score from 0 to 5 is generated, which can be integrated with Close’s CRM system for enhanced lead scoring and prioritization.
  • Each scoring factor is also evaluated as a percentage, offering insights within Close on how each attribute contributes to the lead’s overall fit with the ICP.

Flexibility and Customization with Close

  • Summit’s app allows for dynamic adjustments to the ICP, syncing well with Close’s flexible CRM and data management capabilities.
  • The no-code, editable nature of the app means that Close users can easily tailor scoring criteria and weights to align with specific business strategies and customer profiles.

Conclusion

Integrating Summit's lead scoring app with Close provides a sophisticated and data-rich method for businesses to evaluate potential leads. This integration ensures that leads are scored using a comprehensive range of data points, enhancing the accuracy of targeting and segmentation within Close. As a result, businesses can more effectively focus their efforts on the most promising leads, aiming to improve conversion rates and optimize the efficiency of their CRM and sales operations.

Everything you need to start scoring leads today.

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