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Lead Scoring in Salesforce for Marketplaces

Integrating Summit &

Salesforce

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 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 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 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.

Start using

Lead Scoring

in your

Salesforce

workflows

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Input Parameters and Integration with Salesforce

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

  • Job title, estimated revenue, and funding information.
  • Department and rank within the organizational hierarchy, aligning with Salesforce’s detailed contact records.
  • Employee range and specific counts matching the ICP, utilizing company data within Salesforce.
  • Geographic locations of the contact in comparison to the ICP, leveraging Salesforce’s location tracking features.
  • Proximity to a target geography, using Salesforce’s advanced geolocation capabilities for strategic targeting.
  • Industry classifications, matching leads with ICP industry preferences utilizing Salesforce’s industry data.
  • Business or personal email addresses, with Salesforce offering insights into email communication history and engagement.

Scoring Mechanism and Salesforce’s Data Enrichment

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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