Lead Scoring

Einstein Lead Scoring and how does it work?

Einstein Lead Scoring is a feature in Salesforce that leverages artificial intelligence (AI) and machine learning (ML) to automatically assign scores to leads based on their likelihood to convert into opportunities or customers. This scoring system helps sales teams prioritize and focus their efforts on leads that are more likely to result in successful sales conversions, thereby improving sales efficiency and effectiveness.

 What is Lead Scoring?

Lead scoring is a systematic process of assigning values to leads based on their characteristics and behaviors. The purpose? To determine which leads are most likely to convert into paying customers. In Salesforce, this process is automated, enabling you to streamline your sales and marketing efforts effectively.

Here’s how Einstein Lead Scoring works in Salesforce:

  • Data Collection: Einstein Lead Scoring begins by collecting and analyzing data from various sources within Salesforce, including historical lead data, account data, contact data, and opportunity data. It also considers external data sources when integrated.
  • Feature Selection: The AI algorithms in Einstein Lead Scoring identify key features or attributes that are relevant to lead conversion. These attributes can include lead source, industry, job title, lead engagement (e.g., email opens, website visits), and historical conversion patterns.
  • Model Training: Using this data, Salesforce’s AI engine builds a predictive model through machine learning techniques. This model is trained to recognize patterns and correlations between various lead attributes and their eventual conversion outcomes.
  • Scoring Leads: Once the model is trained, it can assign a predictive lead score to each lead in your Salesforce CRM. This score typically ranges from 0 to 100, with higher scores indicating a higher likelihood of conversion.
  • Lead Prioritization: Sales teams can then use these lead scores to prioritize their efforts. Leads with higher scores are considered “hotter” and are given more attention, while leads with lower scores may require further nurturing or may be deprioritized.

Einstein Lead Scoring List Views page

Einstein Lead Scoring is indeed helpful for prioritizing leads effectively. Sales representatives often have a substantial number of leads to manage, and the lead scores assist them in making efficient use of their time and resources. By sorting the leads list from higher lead scores to lower lead scores, sales reps can focus their efforts on pursuing leads that are considered “hot” and have a higher likelihood of converting. This approach can lead to faster and more efficient lead conversions, ultimately improving the sales team’s productivity and success rate.