How can salesforce einstein help you improve your lead qualification?

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In previous articles we discussed Predictive Lead Scoring and its importance for contemporary marketing. In addition, we saw how Salesforce CRM, with its cutting-edge approach, has its own AI-powered lead scoring tool. In this article we will go into more detail about this tool, as well as its advantages, features, specific requirements and how it can be useful for your company.

Einstein Prospect Rating
Each prospect has different types and levels of potential, so it was a difficult task to create a reliable method to efficiently discard unproductive leads. In fact, today, researchers claim that marketing teams send around 60% of prospects directly to sales teams, without any prior qualification strategy, and that around 70% of them are ignored by the sales team. This causes, in addition to contradictions between marketing and sales teams, an impact on the qualification of prospects, a decrease in income and possible impacts on the organizational climate.

Einstein Prospect Scoring - Interface
Fountain:Salesforce.com.
Einstein Lead Scoring is a great solution to avoid these denmark whatsapp lead harmful effects, as well as to harmonize the relationships between marketing and sales. This tool helps to create a predictive lead scoring model tailored to your company’s characteristics. It is simpler, faster, and more accurate than other rule-based lead scoring approaches. Einstein uses data science and machine learning to identify your company’s lead conversion patterns. Based on their patterns, Einstein predicts which of your current leads should receive priority treatment.

This way, sales reps can differentiate real leads from unproductive prospects. This provides reps with vital information and helps them quickly prepare for each conversation with prospects. It's as if each of them had their own data scientist. This way, they can classify and focus their efforts on those opportunities with similar sales probabilities to an already won customer.


What is Salesforce Einstein and why should you use it in your business?
Salesforce Einstein is an integrated set of technologies that brings the power of artificial intelligence to all Salesforce cloud products. Why should you use it in your business? What features make it a very useful tool?

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How does Einstein lead scoring work?
Without a doubt, artificial intelligence, specifically machine learning, is the magic behind Einstein. First, it analyzes past successfully converted leads, their custom fields, and activity data to identify conversion patterns. Then, it identifies which of the current leads exhibited similar traits to those previously identified. This can include unifying nomenclatures. Based on this analysis, Einstein creates one or more scoring models specific to each customer and organization, ensuring that the models are tailored to your business.

During the setup process, you can choose to score all leads together or instead group prospects into related segments. This allows for more accurate scores to be calculated based on the characteristics of each segment. Additionally, for each segmentation, you can choose to omit certain fields from the lead. This is very important to improve the accuracy and precision of the model by not introducing redundant fields that introduce bias into the model. Based on this, Einstein creates a separate scoring model for each lead segment, ignoring the omitted fields.

On the other hand, when segmentation is not applied and all leads are scored simultaneously, there is not enough data to build a predictive model of your own. Einstein then uses a global model. This model uses anonymous data from many Salesforce customers. Once the necessary amount of lead data is accumulated, several scoring models are created and the one that offers the best results is used. To do this, it tests different predictive models such as Logistic Regression, Random Forests and Naive Bayes, automatically selecting the one that best fits the characteristics and needs of your business.

Einstein scoring models are updated every 10 days or whenever your lead scoring settings are updated. In turn, lead scores are updated every few hours using the optimal model. This means that if new patterns emerge, Einstein will detect them and score the leads under these new parameters.

Understanding Salesforce Einstein Lead Scoring
Setting up Einstein Lead Scoring
One of the main advantages of this tool is that you don't need, at least for this purpose, an in-house data science team. Einstein does the heavy lifting of finding the best model to drive conversion. Setting up Einstein lead scoring is relatively simple; however, if you're not clear on the matter, it's recommended that you leave the work to a Salesforce administrator. You can find all the steps to enable Einstein Lead Scoring here .

Other benefits of Einstein Prospect Scoring include:

Increased connection and conversion rates
Readiness to focus on the best prospects
Understanding Lead Qualification Factors
Friendly interface
Einstein Lead Scoring is available in Lightning Experience and Salesforce Classic and is included in Sales Cloud Einstein licenses (for an additional cost) as well as Pardot Advanced. Both are available in Enterprise and Unlimited editions.

When it comes to leveraging predictive lead scoring to make a qualitative leap in your business, Salesforce offers one of the best tools on the market. Einstein Lead Scoring incorporates artificial intelligence into your company's daily workflow, forecasting, and decision-making. It makes it easy to identify the best leads and quickly assign tasks based on predictive scoring. All this without implementation or importing and/or exporting to other tools.