How Salesforce Einstein Lead Scoring Works
It determines which of the current leads to be prioritized. Machine learning makes it better, simpler, quicker, and less error-prone compared to traditional lead scoring approaches. Einstein Lead Scoring analyses all the current and past leads in the system including all data available for leads. It does the analysis based on comparing the data of already converted leads and that of current leads to determine which data is similar. Basically, the most prioritized leads would have lots in common with the already converted ones. Consumption of all data can be suppressed for some data fields for which the admin (with support of the sales and marketing team) tells Einstein not to take into consideration. This usually happens for the set of data the reps know must not be useful for the analytics to determine hot prospects, or might be personally identifiable information about the customer in a few cases.
Einstein, in many cases, will create new internal categories to collect different sets of information which will help determine a lead’s current position. For example, if one lead is a CEO and another is a COO, it will categorize them into the same group as they both are having a C-level job position. This helps Einstein collect and calculate patterns easily. Based on the analytics, Einstein will create a predictive model for the company, and it will reanalyze every 10th day and recalculate the scores so that it doesn’t miss any new changes or trends that have emerged in between.
In the leads, Einstein adds a field named ‘Lead Score’. This helps the reps determine which leads to prioritize first. In Salesforce, the lead score appears in the lead’s details page on the right-side frame. It also displays the field values of the major factors which helped Einstein prioritize that lead. Additionally, Einstein also comes with a dashboard with reports that display key lead score metrics, which include – Average lead score, Conversion rate, Lead scoring converted, and lost opportunities.
Below are a few of the considerations and constraints for setting up Einstein Lead Scoring –
- Einstein Lead Scoring is available on Sales Cloud Einstein, which can be made available to Enterprise, Performance, and Unlimited Editions orgs at an extra cost.
- The org must have at least 1000 leads created in the past 180 days.
- Out of the above 1000 leads recorded, at least 120 must have been converted and have an account and a contact entry in the system. Optionally, out of those 1000 leads, for 120 converted to account and contact, the opportunity is created at conversion time.