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Lead Scoring in Customer.io for Ecommerce

Integrating Summit &

Customer.io

Easily pull the results from your

Lead Scoring

app into your

Ecommerce

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.

The lead scoring model from Summit, when integrated with Customer.io, provides an advanced solution for assessing potential leads against a business's Ideal Customer Profile (ICP). This integration harnesses the analytical capabilities of Summit's model with the rich customer data and segmentation features of Customer.io. Here's an overview of how this combination works and the methodology it employs:

Defining your ICP for Ecommerce

In the Ecommerce industry, an ICP might include attributes such as geographic location, demographic data (age, gender), and income level. For instance, a luxury fashion ecommerce site may define its ICP as high-income individuals in urban areas aged 25-40. Using Summit, combined with data from an enrichment provider like Clearbit, leads can be scored based on how closely they match these attributes. Additionally, Summit's weather and location-based scoring can help identify leads in regions experiencing seasonal changes, aligning with specific product offerings (like winter clothing in colder regions).

Sweet Spots & Partial Matches

Instead of using strict conditionals such as greater-than, less-than, or equals to, Summit uses statistics to match your visitor or customer 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 contact's higher scores as they approach your ideal.  For an Ecommerce model, this might mean that your ideal customer may earn more than a certain amount per year, or have a certain number of purchases in the past year, but Summit will award partial credit for contacts that don't exactly match these quantities.

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 Customer.io account before lead scoring can be done.

Summit's integration with Customer.io 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 model 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 model in Summit is no-code editable, you still have the flexibility to pass in any of your own data or attributes from your Customer.io account.

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

Input Parameters and Customer.io Data Management

Summit’s model leverages various data points about a lead, sourced from both Summit's included enrichment data and any additional contact attributes stored in Customer.io. These include:

For B2C merchants:

  • Email: Contact's email address.
  • Location: Geographic locations of the contact compared to the ICP.
  • Preferences: Consumer preferences, utilizing contact attributes from Customer.io.

And for B2B merchants:

  • Company: Corporate estimated revenue, and funding information, easily tracked through Customer.io’s customer data.
  • Role: Job title, department and rank within an organization, information that can be linked to customer profiles in Customer.io.
  • Headcount: Employee range and specific ICP employee count, which can be compared with business customer data stored in Customer.io.
  • Industry: Industry and ICP industry preferences, categories that can be matched with Customer.io’s customer segmentation features.

Scoring Mechanism and Customer.io Segments

For B2C merchants:

Geography

Measures geographical distance using location data available in Customer.io.

Preferences

Match any survey data on likes and dislikes with target personas for particular items.

Weather

Matches current and forecasted weather conditions at a geography with seasonal demand drivers.

For B2B merchants:

Email

Summit assesses the email’s format and domain to gauge its business relevance.

Industry

It matches the lead’s industry with the ICP industry, using Customer.io's segmentation tools for accurate targeting.

Employees

Employee count comparisons are enriched by Customer.io's data on business customers.

Revenue and Funding

Financial assessments are conducted, utilizing revenue and purchase data available within Customer.io.

Role

Scores leads based on job titles and departments, information potentially gathered through Customer.io's B2B interactions.

Geography

Geographic distances are calculated using location data available in Customer.io, aiding in regional targeting.

Start using

Lead Scoring

in your

Customer.io

workflows

Integration arrowsIntegration arrows

Email

Summit assesses the email format and domain, integrating with Customer.io's email data to determine its business relevance.

Industry

The model matches the lead's industry with the ICP industry, using Customer.io’s segmentation capabilities for accurate matching.

Employees

Compares the number of employees against the ICP's employee count, leveraging Customer.io’s organizational data.

Revenue and Funding

Evaluates the lead's financial data in relation to the ICP's preferences, an area where Customer.io's data enrichment can provide additional context.

Role

Scores the lead based on job title and department, aligning with the ICP's specified roles, a process that can be enriched with Customer.io’s role-based segmentation.

Geography

Uses Customer.io’s location data to measure the geographical distance between the lead and the ICP.

Output Metric and Customer.io’s Analytics

  • The output is a score from 0 to 5, calculated by averaging and adjusting category scores. This score can be seamlessly integrated into Customer.io’s analytics for easy visualization and tracking.
  • Each factor is given a percentage score, providing detailed insights within Customer.io on how each aspect contributes to the lead’s overall fitness and suitability.

Flexibility and Customization with Customer.io

  • Summit’s lead scoring model offers the flexibility to adjust ICP criteria on the fly, a feature that syncs well with Customer.io’s dynamic segmentation and real-time data updates.
  • The no-code, editable nature of the model means that Customer.io users can easily customize scoring criteria and weights to align with their specific marketing strategies and lead profiles.

Conclusion

Integrating Summit's lead scoring model with Customer.io provides businesses with a nuanced and data-rich approach to evaluate potential leads. This combination ensures that leads are scored based on comprehensive data points, enhancing the precision of targeting and segmentation within Customer.io. The result is a more focused effort on the most promising leads, aiming to improve conversion rates and overall marketing efficiency through a deeply integrated and insightful lead scoring system.

Learn more about how to connect Summit to Customer.io here.

Everything you need to start scoring leads today.

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