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Lead Scoring in Intercom for Marketplaces

Integrating Summit &

Intercom

Easily pull the results from your

Lead Scoring

app into your

Marketplaces

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 integration of Summit's lead scoring app with Intercom provides a sophisticated solution for evaluating potential leads against a business's Ideal Customer Profile (ICP). This powerful combination leverages Summit’s analytical scoring capabilities and Intercom’s customer communication and engagement tools. Here's an overview of how this integration enhances the lead scoring process:

Defining your ICP for a Multi-Sided Marketplace

For online marketplaces, an ICP could range widely depending on the niche. For instance, a marketplace for handmade goods might target middle-aged, creative professionals with an interest in arts and crafts. Lead scoring with Summit and Clearbit would involve matching leads with these specific demographic and interest-based criteria. Additionally, location-based scoring could be used to target users in areas with higher concentrations of artists and craft enthusiasts.

Sweet Spots & Partial Matches

Instead of using strict conditionals such as greater-than, less-than, or equals to, Summit uses statistics to match your ICP against the contact's profile.  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 a marketplace app, this might mean that your ideal customer may earn more than a certain amount per year, or have a certain number of years of experience, but Summit will still award partial credit for contacts close to your ideal.

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 Intercom account before lead scoring can be done.

Summit's integration with Intercom 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 Intercom account.

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

Start using

Lead Scoring

in your

Intercom

workflows

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Input Parameters and Integration with Intercom

Summit’s app utilizes several key data points about a lead using both Summit's included enrichment and any additional attributes about a contact in Intercom. These include:

  • Contact's email address.
  • Job title, estimated revenue, and funding, which can be aligned with the professional information tracked in Intercom.
  • Department and rank within an organization, leveraging Intercom’s detailed customer profiles and segmentation capabilities.
  • Employee range and specific ICP employee count, matched with organizational data stored in Intercom.
  • Geographic locations of the contact versus the ICP, using Intercom's geolocation tracking and targeting features.
  • Proximity to a target geography, which can be determined using Intercom’s location data for targeted communication.
  • Industry and ICP industry preferences, utilizing industry data available within Intercom's platform.

Scoring Mechanism and Intercom’s Data Utilization

Email

Summit assesses the email’s format and domain, integrating this with Intercom’s data to determine its relevance to the business.

Industry

Matches the lead’s industry with the ICP industry, using Intercom’s industry categorization for precise matching.

Employees

Compares employee counts against the ICP, utilizing company data available within Intercom.

Revenue and Funding

Financial data is evaluated, potentially enriched by Intercom’s insights into customer’s professional profiles.

Role

Scores leads based on job titles and departments, a process that is deepened by Intercom’s role-based segmentation.

Geography

Measures geographical distances using location data available in Intercom.

Output Metric and Reporting in Intercom

  • An overall score from 0 to 5 is generated for each lead, which can be integrated into Intercom for enhanced customer profiling and segmentation.
  • Each scoring factor is given a percentage evaluation, providing detailed insights within Intercom on how each attribute contributes to the lead’s overall suitability.

Flexibility and Customization with Intercom

  • Summit’s lead scoring app allows for on-the-fly adjustments to the ICP, aligning well with Intercom’s dynamic customer profile updates and segmentation features.
  • The app’s no-code, editable nature means that Intercom users can easily tailor scoring criteria and weights to suit specific business strategies and customer engagement models.

Conclusion

Integrating Summit's lead scoring app with Intercom provides a nuanced and data-enriched method for businesses to evaluate potential leads. This integration ensures that leads are scored using a broad range of data points, enhancing the precision of customer targeting and segmentation within Intercom. As a result, businesses can focus their efforts more effectively on the most promising leads, aiming to improve conversion rates and optimize the overall efficiency of their customer engagement and marketing strategies.

Everything you need to start scoring leads today.

Add Summit to any workflow in minutes.

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