In the diagram above are some of the data activation scenarios we see most frequently used by customers. The entire process starts AFTER a lead\contact\account is enriched and scored:
1. Moved Tagging: The leads we definitively tagged as moved (see the red boxes on the diagram) are being split to 2:
a. if we were able to find where they moved to - we would tag the old record (lead or contact) as no longer there, to basically archive and exclude it from any future engagement (as this is basically a “void” record), and create a new lead, with the person current company, so that the lead may be processed through the funnel. note: an extremely effective use case where it comes to former customers that have moved.
b. if we were unable to find where they had moved to - the record will be archived and excluded from engagement.
2. Data Blending: Next, leads that are not tagged as moved, would go through a data blending process, in which a decision tree would decide which data fields to copy from leadspace to the customer’s standard data fields, mainly in cases of null or invalid values, so that the data may be used by all subsequent customer rules and flows (e.g - if the value we have for company size is 10,0000+, and the standard “employee” field is empty, we would populate 10,000 to the “employee” field
3. Lead to Account Matching Flow: Using LSIDs, we would create a mechanism to tag the incoming lead with their matching account so that the lead would be connected to the account, at the earliest stages of the funnel, to allow prompt Account based engagement or conversion.
4. Utilize Predictive Scoring: Use the score appended to the lead\contact\account to route in a prioritized manner to the different sales queues, ensuring that the ones with the greatest chances of conversion & deal close, will be treated first. we would also tag them with their best fit persona, to help the sales rep engage with them in a manner that would “land” with their areas of interest and expertise.
5. Segment Tagging: Use the Leadspace person values such as title, department and level to define specific segments for marketing engagements, and nurturing campaigns.
6. Tag Hierarchy: Use the LSIDs in order to associate accounts with their parent and subsidiaries, to allow a true ABM approach across a company org tree