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Lead Scoring in Salesforce for Ecommerce

Integrating Summit &

Salesforce

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 integration of Summit's lead scoring app with Salesforce offers a comprehensive approach to evaluating potential leads against a business's Ideal Customer Profile (ICP). This powerful combination harnesses Summit's sophisticated scoring capabilities and Salesforce's robust CRM and analytics tools. Here’s an in-depth look at how this integration works and its 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 Salesforce account before lead scoring can be done.

Summit's integration with Salesforce 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 Salesforce account.

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

Input Parameters and Salesforce 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 Salesforce. 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 Salesforce.

And for B2B merchants:

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

Scoring Mechanism and Salesforce Segments

For B2C merchants:

Geography

Measures geographical distance using location data available in Salesforce.

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 Salesforce's segmentation tools for accurate targeting.

Employees

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

Revenue and Funding

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

Role

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

Geography

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

Start using

Lead Scoring

in your

Salesforce

workflows

Integration arrowsIntegration arrows

Email

The app assesses email formats and domains, integrating with Salesforce’s email data to determine business relevance.

Industry

Matches the lead’s industry with the ICP industry, leveraging Salesforce’s industry segmentation capabilities.

Employees

Compares employee counts against the ICP, enhanced by the organizational data available in Salesforce.

Revenue and Funding

Evaluates financial data, potentially enriched by Salesforce’s financial tracking and reporting tools.

Role

Scores leads based on job titles and departmental positions, deepened by Salesforce’s role-based data segmentation.

Geography

Measures geographic distances using location data stored in Salesforce, crucial for location-based targeting.

Output Metric and Salesforce’s Analytics

  • The app generates an overall score from 0 to 5, which can be integrated into Salesforce for enhanced lead scoring and prioritization within the CRM.
  • Each scoring factor is given a percentage evaluation, providing detailed insights within Salesforce on the contribution of each attribute to the lead’s overall suitability.

Flexibility and Customization with Salesforce

  • Summit’s lead scoring app allows for on-the-fly adjustments to the ICP, aligning well with Salesforce’s dynamic segmentation and real-time data updating capabilities.
  • The no-code, customizable nature of the app means Salesforce users can easily tailor scoring criteria and weights to align with specific business strategies and lead profiles.

Conclusion

Integrating Summit's lead scoring app with Salesforce provides a nuanced and data-rich approach for businesses to evaluate potential leads. This integration ensures that leads are scored using a comprehensive range of data points, enhancing the precision of targeting and segmentation within Salesforce. Consequently, businesses can focus their efforts more effectively on the most promising leads, aiming to improve conversion rates and overall marketing and sales efficiency.

Everything you need to start scoring leads today.

Add Summit to any workflow in minutes.

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