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Lead Scoring in Customer.io for Fintech

Integrating Summit &

Customer.io

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.

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 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 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.

Start using

Lead Scoring

in your

Customer.io

workflows

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Input Parameters and Integration with Customer.io

The model takes in key data points about a lead using Summit's included enrichment and any additional attributes readily available within Customer.io's user profiles. These include:

  • Job title, estimated revenue, and funding.
  • Department and rank within an organization.
  • Employee range and specific ICP employee count.
  • Geographic locations of the contact and the ICP, leveraging Customer.io’s geolocation data.
  • Distance from a target geography, useful for businesses focusing on local markets or specific regions.
  • Industry and ICP industry preferences, matched with Customer.io’s industry tagging.
  • Contact's email address, with Customer.io providing valuable insights on email engagement.

Scoring Mechanism and Customer.io’s Data Enrichment

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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