Predictive Lead Scoring With SalesForce Einstein : Journey

Do you know what is Lead Scoring?

Lead Scoring is somewhat that sales or marketing department is more concerned about . Lead scoring judge the importance of lead for sales and marketing department which saves the time and money as they often focus on the customer which are most important one .

Scoring of leads is done by sales and marketing team on the basis of several behavioural and demographical factor in order to help you determine the most potential leads . This effective lead scoring strategy in turn boost your sales and have been proven quite impressive in last few years .

How Did Lead Scoring Evolve ?

A History Of Manual Lead Scoring 

The lead scoring started manually in the initial phase wherein businesses manually write the leads in the spreadsheet , do some short of brainstorm which helps them in scoring the leads . As per the reports in late 2012 , it has been measured that companies which gives score to their leads has come up with 77% increase in lead generation ROI , in comparison to those who does not score leads at all. 

The Rise Of CRM Assisted Scoring 

Since the idea of lead scoring in getting on fire , CRM ( Customer Relationship Management ) software has taken the responsibility to automate this task and make it simplified . CRM facilitates user to collect data every single time and scoring them on the basis of different criteria . But since the process is still not automated , and sales and marketing team still need to invest lot of time prior to scoring any particular lead , CRM technology just acted as a improvement to manual technology but can not come up with saving of time .

The Time For Marketing Automation

When companies could not find any viable solution to the problem and their employees continue to invest time for the research for lead scoring , marketing automation software has step into the market as a savior . Marketing automation makes it easier to track the behaviour of leads and can be integrated with CRM software . 

But although marketing automation software is capable of tracking behaviour of the customer , it is still not smart enough to differentiate between visitor who are actually interested in product/services and the one who simply visits the site just for information and nothing else .

Predictive Lead Scoring

Coming to the present time , we have predictive lead scoring in SalesForce , which is powered by Machine Learning and Artificial Intelligence which is proven technique in order to determine which lead is the most hot one on the basis of needs of your company and past trends . It is smart enough to predict your future leads and sales . It does predictive analysis by doing research and calculations automatically . This in turn helps sales team to save their precious time and can focus on other important task .

Also Read : How To Regularise Sales Process Through SalesForce ? 

SalesForce has come with the introduction of Einstein AI , which is presumed to be the new approach in predictive sales scoring . Sales Cloud Einstein , a product by salesforce helps analysis of leads using popular tools like Naive Bayes , Random Forests and more which in turn select the best leads with its smart prediction and changes the status automatically as and when the lead information changes .

A tool called Einstein Opportunity Insights helps salesperson with automatically suggestion of meeting time that is best suitable using machine learning , statical analysis and more .

Einstein predictive lead scoring automates your majority of task and thereby enables your team to focus on leads that are most important one , thereby saving your teams time and improves customer engagement .

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