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Lead Scoring in HubSpot for Ecommerce

Integrating Summit &

HubSpot

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.

Summit's lead scoring app, when integrated with HubSpot, offers a refined method for evaluating potential leads against a business’s Ideal Customer Profile (ICP). This synergy combines Summit’s analytical strength with the extensive data management and automation capabilities of HubSpot. Here’s an overview of how this powerful combination operates and its underlying methodology:

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 app, 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 HubSpot account before lead scoring can be done.

Summit's integration with HubSpot 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 HubSpot account.

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

Input Parameters and HubSpot Data Management

Summit’s app leverages various data points about a lead, sourced from both Summit's included enrichment data and any additional contact attributes stored in HubSpot. 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 HubSpot.

And for B2B merchants:

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

Scoring Mechanism and HubSpot Segments

For B2C merchants:

Geography

Measures geographical distance using location data available in HubSpot.

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 HubSpot's segmentation tools for accurate targeting.

Employees

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

Revenue and Funding

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

Role

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

Geography

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

Start using

Lead Scoring

in your

HubSpot

workflows

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Email

The app evaluates the email’s format and domain, complementing HubSpot’s email marketing data for business relevance assessment.

Industry

It matches the lead’s industry with the ICP industry, utilizing HubSpot’s robust industry segmentation features.

Employees

Employee count comparison is enhanced by company data available in HubSpot.

Revenue and Funding

Financial assessments are conducted, potentially enriched by financial data points tracked in HubSpot.

Role

The app scores leads based on job titles and departments, a process that is deepened by HubSpot’s role-based data segmentation.

Geography

Geographic distance measurements are made using location data available in your HubSpot CRM.

Output Metric and HubSpot’s Analytics

  • An overall score ranging from 0 to 5 is generated, which can be integrated with HubSpot’s analytics for streamlined visualization and lead tracking.
  • Each scoring factor is also given a percentage evaluation, providing insights within HubSpot on how each attribute contributes to the lead’s overall suitability.

Flexibility and Customization with HubSpot

  • Summit’s app allows for on-the-fly adjustments to the ICP, complementing HubSpot’s dynamic segmentation and real-time data updating capabilities.
  • The app’s no-code, editable nature means that users can easily tailor scoring criteria and weights within HubSpot to align with specific marketing strategies and lead profiles.

Conclusion

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

Everything you need to start scoring leads today.

Add Summit to any workflow in minutes.

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