keyboard_double_arrow_left

Intent Scoring in Customer.io for SaaS

Integrating Summit &

Customer.io

Easily pull the results from your

Intent Scoring

app into your

SaaS

workflows and journeys.

Feature check
Customizable
Feature check
No-code Editable
Feature check
Trigger-based
Feature check
Flexible

Summit's intent scoring model, when integrated with Customer.io, offers an advanced and nuanced approach to assess a prospect's engagement and intent to purchase, renew, or take an action. This combination leverages both Summit's sophisticated scoring capabilities and Customer.io's robust automation and segmentation features. Here’s how this process is enhanced by integrating with Customer.io:

Key Components of an Intent Scoring App Integrated with Customer.io

Parameter Inputs

  • Inputs such as web sessions, email interactions, and page visits are essential. The recency of these activities, tracked through Customer.io’s event tracking system, plays a crucial role in scoring.
  • These parameters are adjustable to align with industry-specific triggers, leveraging Customer.io’s ability to capture a wide range of customer data.

Scoring Mechanisms

  • Utilizing decay functions and recency calculations, the model prioritizes recent activities, a feature that syncs well with Customer.io’s real-time data processing.
  • Scores are capped using diminishing returns, ensuring they remain within realistic bounds, a principle aligned with Customer.io’s data-driven approach.

Weighted Scores

  • Activities are weighted differently, a feature that can be customized to match business priorities. Customer.io’s segmentation capabilities can be used to further refine these weightings based on customer behavior patterns.
  • The flexibility of adjusting weights allows for seamless integration with Customer.io’s dynamic segmentation and targeting features.

Overall Intent Score Calculation

  • Summit calculates individual activity scores, which are then aggregated to an overall intent score between 0-5. This score is then utilized within Customer.io for segmenting and targeting customers.
  • The intent score provides a clear and interpretable metric, which can be used within Customer.io to trigger personalized marketing campaigns and automated workflows.

Enhanced Benefits with Customer.io

Simplified Complexity

The integration translates complex engagement behaviors into actionable insights within Customer.io, allowing for more targeted and effective customer interactions.

Customizable Journey Mapping

The flexibility in scoring and segmentation allows businesses to create customized journey maps in Customer.io, tailored to various levels of customer intent.

Balanced Engagement Strategies

The recency and engagement balance in scoring complements Customer.io’s ability to engage customers at the most opportune times.

Actionable Data Insights

The intent score, used within Customer.io, helps prioritize leads, making outreach strategies more efficient and data-driven.

Adaptable Campaigns

The extensible nature of Summit’s scoring system allows Customer.io users to continuously adapt their marketing campaigns and strategies based on evolving customer behaviors and market trends.

The integration of Summit's intent scoring model with Customer.io represents a powerful combination for businesses looking to optimize their lead scoring and engagement strategies. This collaboration provides a data-driven, flexible, and interpretable system for measuring purchase intent, significantly enhancing the ability to prioritize efforts, focus on high-intent leads, and tailor strategies for maximum conversions and customer engagement.

Start using

Intent Scoring

in your

Customer.io

workflows

Integration arrowsIntegration arrows

Intent Signals (Triggers) for SaaS

For a SaaS company, recalculating the lead score of a prospect is crucial as it ensures that the sales and marketing efforts are always targeted at the most promising leads. Regularly updating the lead score based on specific triggers allows for a dynamic and responsive approach. Here's a list of potential triggers that could warrant a recalculation of a prospect's lead score:

Engagement Changes

  • Increase in website visits.
  • More frequent or prolonged usage of a free trial or demo.
  • Higher engagement with emails (open rates, click-through rates).
  • Participation in webinars or online workshops.

Behavioral Shifts

  • Downloading whitepapers or e-books.
  • Requesting a product demo or a pricing quote.
  • Changes in product usage patterns (e.g., using more advanced features).
  • Interactions with customer support or FAQs.

Profile Updates

  • Job title or role change (promotion or shift to a more decision-making position).
  • Change in company (especially moving to a larger or more relevant industry player).
  • Updates to the company’s size, revenue, or funding status.

Social Media Activity

  • Engaging with your brand's posts.
  • Mentioning your brand or relevant keywords/topics in their posts.
  • Following your brand's social media accounts.

Event Participation

  • Attending or registering for company events, webinars, or conferences.
  • Participating in surveys or feedback requests.

Marketplace Changes

  • Industry trends that make your product more relevant to the prospect.
  • Regulatory changes in the prospect’s industry affecting their need for your solution.

Communication Patterns

  • Increased responsiveness to sales or marketing communications.
  • Initiating contact or inquiries about product features or services.

Customer Status Changes

  • Transition from a free user to a paid subscription.
  • Upgrading or downgrading their current subscription plan.

Referral Activity

  • Referring other potential leads to your product.
  • Being referred by an existing customer.

External Factors

  • Economic shifts impacting the prospect’s business sector.
  • Seasonal factors relevant to the product usage or industry.

Technological Developments

  • Changes in technology that increase the relevance or necessity of your product.
  • The prospect’s adoption of complementary technologies or platforms.

Contract or Subscription Renewal Dates

  • Approaching the end of a current contract or subscription period with a competitor or current provider.

Feedback or Reviews

  • Providing positive or negative feedback on your product or services.
  • Writing a review or testimonial.

Changes in Decision-Making Process

  • Indications of accelerated decision-making processes within the prospect's company.
  • Changes in the procurement process or budget allocation.

These triggers are indicative of a prospect’s changing interest, needs, or potential to convert. Regularly recalculating lead scores based on these triggers ensures that the sales team can prioritize their efforts effectively and increase the chances of successful conversions.

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

Everything you need to start scoring leads today.

Add Summit to any workflow in minutes.

Star image, right
Bolt, longBolt, short
Calculator illustration