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Intro to Leadspace Data Activation Strategy

A defined usage strategy for the fields provided by Leadspace is crucial to the impact and success of your Leadspace engagement. Simply put, while receiving dozens of data fields may seem great, without having those data fields impact the lead lifecycle, little will actually be gained from the data.

Before you proceed, please take the time to go through these two tutorials:

Guide To Leadspace Enrichment Fields 
Leadspace Field & Value Mapping 

Generally speaking, data enrichment strategy may include one (or more) of the following methods, to ensure proper intake:

Overwrite standard fields - automatically replace standard data fields with enriched data fields - a method we strongly discouraged due to its immense and permanent impact on existing flows and data integrity.

Conditionally append enriched data to standard fields - set a process to automatically append enriched data to standard fields when standard fields are blank or containing disqualified data. This method may be easily implemented through a Salesforce process builder, as detailed here. While this approach would only append data to standard fields when they are blank, maintaining strict distinction between user-entered content (forms, sales team) and automated processes is always advised. 

Refer to LS Fields from existing assignment and routing flows - adjust your existing processes or custom applications to use Leadspace data fields for assignment. While keeping the data contained to the specifically tagged LS fields, editing your assignment and routing processes will enable the full impact of our firmographic, demographic, verification, insights and hierarchy data.

It is our opinion that this is the most effective and optimal method to implement Leadspace data.  

Commonly used fields:

  1. Firmographic Data - Revenue, Size, Location (country\state\zip).
  2. Demographic Data - Title, Department, Level, Persona tag.
  3. Scoring Fields - Persona Score, Predictive Score.
  4. Company Hierarchy - LSIDs, Subsidiary Flag, Headquarters data.

 

Where could this be setup:

Salesforce - Process builder flows, trigger mechanism, validation rules, and lookup formulas.
Example tutorial here

Marketo - Smart campaigns - filter based on Leadspace data to tag and segment accordingly.
Example tutorial here.

Eloqua - Campaign canvas, Program canvas, Lookup table, Update rules, Match rules and custom object rules.
Example tutorial here.

Hubspot - Workflows and lists to tag contact based on LS data values.

BI tools - Index LS fields to create unique dashboards.

 

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