Leadspace for Salesforce: Exposing Leadspace Predictive Scoring

Overview

Improving your go-to-market strategy and respective Sales motions often requires the development of at least one Leadspace predictive model built from your historical conversion data to aid you in more quickly identifying your ICP.

Once the model is built, it can be used to score your inbound leads, your existing accounts, and any lead or contact you might want to identify as a good potential fit for your products or services. 

The output of our models is intended to be actionable in your systems and your enrichments. Once the model is created and implemented, we’ll score your leads based on their propensity to meet the desired action, whether converting to an MQL, MQO, or even closed-won. 

The Model is Built, now what?

Update your Objects with Predictive Fields

So, you’ve worked with the Leadspace team to build a model that accurately predicts your defined business outcomes. Once you’ve approved the model, what comes next? Well, the short answer is to do the following:

• Create the appropriate fields in your CRM
• Define your field mapping from the Leadspace Predictive Score to your CRM
• Score your existing CRM database, such as Salesforce, with your Predictive Scores
• Capture, enrich, and score any new leads, contacts, or accounts through an SFDC sync job

Let’s walk through each of these in more detail so you can reproduce the required steps to populate predictive in your CRM—in our example, we’ll discuss Salesforce.

Create your Predictive Fields on your Account

1. Under the Setup, section go to the Fields section under the Account Object or Object Manager if you are in Lightning. 
   1. If you’re using the Leadspace for Salesforce App, skip down to 3a as the LS Total Score - Predictive Model Name field will be automatically created once Leadspace Support uploads the model
2. Object: Account
3. Create the following fields:
   1. LS Predictive Score | Field Type: Number | Length: 3 | Decimal: 0
   2. LS Predictive Segment | Field Type: Advanced Formula (Text) | 
      1. Formula: IF(ISBLANK(LS_Predictive_Score__c ),"", IF(LS_Predictive_Score__c >= 95, "A",IF(LS_Predictive_Score__c >= 80, "B",IF(LS_Predictive_Score__c >= 16, "C","D"))))
      2. Blank Field Handling: Treat blank fields as blanks
   3. NOTE: The numbers in this formula can be tweaked. 

Create your Predictive Fields on your Contact Object

1. Now we’ll copy these fields down to the Contact level.
2. The best practice is only to copy the LS Predictive Segment field as this will be easier for your team to take action, segment, etc.
3. Object: Contact
4. Create the following fields:
   1. LS Predictive Score | Field Type: Formula (Number) | Decimal: 0 (OPTIONAL)
      1. Formula: Account.LS_Predictive_Score__c 
      2. Blank Field Handling: Treat blank fields as blank 
5. LS Predictive Segment | Field Type: Formula (Text) | 
   1. Formula: Account.LS_Predictive_Segment__c
   2. Blank Field Handling: Treat blank fields as blank 
      1. This way all contacts that are tied to the account will have the predictive score and segment as the account. This will help with creating views and reports that will help your sales team prioritize which accounts to target.

Create your Predictive Fields on your Lead Object

1. Because the Account and Lead Objects are not linked, you'll need to copy over the Predictive Score field created when the model was uploaded.
2. Object: Lead 
3. Create the following fields:
   1. LS Predictive Score | Field Type: Formula (Number) | Decimal: 0 (OPTIONAL)
      1. Formula: Account.LS_Predictive_Score__c 
   2. LS Predictive Segment | Field Type: Advanced Formula (Text) | 
      1. Formula: Account.LS_Predictive_Segment__c
      2. Blank Field Handling: Treat blank fields as blank 

Update your Field Mappings with Predictive Scoring

Once you’ve added your Predictive Score and Segment fields, you’ll need to ensure you’ve updated the field mapping in the Leadspace for Salesforce App with the Predictive Scores. You’ll need the following:

• Leaspace Internal Model Field Name
  • To be provided by your CSM or Leadspace Support
• Familiarity with the Leadspace for Salesforce App
• Experience in mapping new or updating existing fields in the Leadspace for Salesforce App

Once you’ve been provided with the appropriate Predictive Model Field Name, you’ll update the mappedLeadspaceField with that model’s field by following the instructions in this article: Field Mapping

Refresh your Database

For immediate value to be realized with the predictive scores, we recommend running a Database Refresh to populate your Accounts, Leads, and Contacts immediately. This will allow your teams to view the updated objects with the predictive score and segments and begin building out workflows and reporting based on the Predictive Score and Segment. 

To get started with a Database Refresh, refer to our article here and follow the instructions to update your database with Predictive Model Scoring. You can also reach out to your Leadspace CSM and we’ll be happy to walk you through the process.

Define your Ongoing Sync Definitions

Once you’ve refreshed your database, there’s one more step to activating predictive scoring in SFDC. You’ll need to set up an ongoing sync which all but ensures that any new or updated account, contact, or lead is as up-to-date as possible and the associated scoring is immediately viewable for your teams, and therefore actionable.

Our recommendation is to set up an Event-Based sync job on Record Created which will enrich and score that account or lead immediately in your systems. See below for the Sync Definitions:

1. Navigate to the "Settings" tab
2. Ensure that Event-Based Trigger is enabled
3. Navigate to the "Sync Definitions" tab
4. Create a new sync definition
   1. Enrichment Job Name: Name your sync job.
   2. Select Object: Select the object you want to enrich.
   3. Select Sync Type: Select "Event-Based".
   4. Select Event:
      • Record Created: A record will be automatically enriched when created.
   5. Select Use Case:
      • All Fields: All Leadspace fields will be populated.
5. Click "Create Definition" and run the sync job