While Each department plays a crucial role in driving your business the marketing and sales departments are the frontrunners in the lead scoring salesforce module. If marketers generate poor-quality leads, sales team suffer from low conversion. On the other hand, if the leads are high-quality but the sales team does not follow-up in a timely manner, marketing efforts go to waste. In either case, the business suffers. Hence, it becomes necessary for companies to be able to determine where the fault lies. Predictive lead scoring proves to be a powerful solution to the problem.
There are many lead scoring applications available in the market, but Salesforce’s Einstein Lead Scoring is hard to miss. Companies use it to identify unproductive leads and get rid of them, thereby focussing better on leads more likely to convert. Read on to see how it harnesses the power of big data to identify strong leads with a higher probability of conversion.
The Need for Predictive Lead Scoring
Many companies’ marketing and sales funnel is a mess. Even as the top of the funnel sees promising leads salespeople struggle to identify relevant ones, resulting in lower sales rates and longer cycles. Even after using Salesforce CRM and marketing automation platforms, lead scoring remains ineffective. This is why companies must turn to predictive lead scoring that uses big data to generate quality leads that the sales department can quickly convert.
By focusing on the right leads, businesses can increase the predictability of conversions and shorten sales cycles. With the right leads, sales personnel can focus more time and effort on leads that are likely to convert even if it means working with fewer leads. As more data is fed to a predictive system, its accuracy improves, improving prediction quality and ultimately sales.
How Predictive Lead Scoring Works on Einstein
If the customer is not willing to make a purchase at all, even the best sales tactics will fail. Eventually, all efforts invested in nurturing such a lead will go waste. This is not only bad for the sales team but also results in huge business losses. Einstein Lead Scoring eliminates such possibilities.
Einstein Lead Scoring takes into account the sales history and other data associated with a prospective customer or lead. By studying this data, it ascertains a lead’s degree of interest in the company’s products or services and accordingly assigns a ‘score’
Why Your Business Needs Einstein
For companies that do not have the resources to hire an in-house data science team, Einstein is an irreplaceable asset owing to its numerous benefits. The following features make it a must for modern marketers:
- It can be supplied data from Salesforce CRM database itself. Since lead scoring applications are data-hungry, this proves to be a blessing in disguise for most businesses already making use of Salesforce.
- Since Einstein makes use of machine learning, it constantly improves the accuracy of predictions. Apart from giving valuable insights, it also predicts the likelihood of a lead’s conversion, with a smart lead score.
- It makes use of big data, enabling you to take a deep dive into details. It makes use of data visualization, such as Company-Level Predictive Factors chart, making it easy to infer the data contained in the reports. This facilitates faster decision making.
- Einstein provides an automated lead scoring model. First, it analyses the data stored in each field linked to the lead object. It then tries different predictive models such as Logistic Regression, Random Forests, Naive Bayes etc., and finds the best model. In the end, it predicts the best leads.
- As and when the lead’s information is changed, the application automatically incorporates the changes in its database, to ensure that the predictions are always up-to-date. If this not done, the entire purpose of making predictions is defeated.
- By making use of Smart Lead Lists, it helps sales representatives to not only convert more leads but also do it faster than before.
Salesforce’s Einstein Lead Scoring is undoubtedly an efficient application for predictive lead scoring. It has the power to increase conversion rates and help businesses connect better to their target audience. It requires zero-setup from the user end and hence is easy to use. It can be easily customized to meet the needs of almost any business, enabling powerful growth for any business using it.
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