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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:
For a Health & Wellness business, an ICP could be individuals interested in fitness, with a specific age range, and lifestyle preferences (such as organic food consumers or yoga enthusiasts). By integrating Clearbit data with Summit, leads can be scored based on these specific criteria. This approach allows for targeted marketing efforts, such as promoting fitness equipment to younger, health-conscious individuals, or wellness retreats to high-income professionals showing an interest in mental health and relaxation.
Instead of using strict conditionals such as greater-than, less-than, or equals to, to filter your leads into distinct segments, Summit uses statistics to compare a signup to 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 health & wellness app, this might mean that your ideal customer may have certain goals or attributes, but Summit will still award partial credit for contacts that don't exactly match these quantities. This helps you avoid missed opportunities caused by blunt filters.
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.
The app utilizes several critical data points about a lead, many of which are typically managed within the data stored in Close. These include:
Summit assesses the email format and domain, complementing the email communication data stored in Close for business relevance.
Matches the lead’s industry with the ICP industry, using Close’s CRM for accurate industry segmentation.
Employee counts are compared against the ICP, enhanced by company data available in Close.
Financial assessments are conducted, leveraging financial data points tracked within Close.
Scores leads based on job titles and departments, a process enriched by the role-based data segmentation in Close.
Measures geographical distances using location data, which can be part of the customer profiles in Close.
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.
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