For the informed buyer, what is a true indication of buyer intent? Does reading that white paper really show they’re interested in your new product suite, or are they just staying on top of hot trends in the market? How about opening three emails over the course of a month — are they engaging with your brand, or just trying to keep a pulse on the latest headlines?
As a marketer, chances are you’re grappling with these classic buying signals, and dozens more, including everything from third-party data from a slew of new vendors in the market, to a VP of Sales who is dead certain that anyone who registered for your upcoming trade show is bound to convert sooner or later.
So how can you, as a cutting-edge marketer, maintain your sanity and cut through the noise to find the hottest, most qualified leads?
To call out the elephant in the room, yes, we here at Salesforce talk a LOT about Einstein. We have our Einstein Analytics suite, we have our Sales Cloud Einstein, and sometimes we may even be talking about the one and only Albert Einstein. So what’s the big deal about Pardot Einstein?
Let’s break it down like the real Albert Einstein would: into three key theories.
Theory 1: Einstein Behavior Scoring
The theory: You can identify which leads are most likely to buy based on their digital engagement.
The details: Einstein Behavior Scoring uses machine learning to turn past and present data points on each prospect into a score from 0-100, with 100 indicating the most ready-to-buy leads. The algorithm factors in all activity from the last 365 days, such as behavioral signals like email opens and page views (and even the order in which they happen!) in conjunction with time decay in case of a potential lessening of interest.
This single aggregate Einstein Behavior Score is an easy way for your Sales team to prioritize their hottest leads, and the algorithm continues to learn and improve as more leads move through your funnel and opportunities ultimately convert to Closed/Won or Closed/Lost.
Theory 2: Einstein Lead Scoring
The theory: AI can indicate how well leads fit your company’s successful conversion patterns.
The details: First of all, you’re probably wondering — how is this different from Einstein Behavior Scoring? Well, that’s as good a starting point as any. While Einstein Behavior Scoring looks at each and every prospect individually to determine how likely they are to become a customer, Einstein Lead Scoring tells you what type of prospect is most likely to convert.
Simply put, Einstein Behavior Scoring tells you how interested a prospect is in your brand — and Einstein Lead Scoring tells you how interested Sales should be in each prospect — more of a “best fit” indicator. For example, Einstein Lead Scoring could automatically discover that CIOs in Canada who attend webinars are amazing leads, and thus will predict just how likely a similar lead would be to convert.
Theory 3: Einstein Campaign Insights
The theory: Marketers deserve real-time insights on what’s working and why.
The details: Einstein Campaign Insights analyzes all of your past campaigns and uses data related to activity, engagement, content, and audience characteristics to provide real-time insights on your current campaigns.
Chances are, as a data-driven marketer, you’re already looking back each quarter and then ultimately at year end to see what worked…and where there was room for improvement. Einstein Campaign Insights does this for you while your campaigns are still running so that you can optimize on the fly. These powerful insights allow you to maximize on your top performing campaigns, improve your low-performing campaigns, and identify new audiences for future campaigns. For example, maybe we should start targeting CIOs in EMEA, too!
As a data-driven marketer, your job just got a lot easier.
With Q2 kicking off and summer right around the corner, odds are you’ve already built out your ideal buyer personas and run at least a couple of campaigns this year. If your sales team is clamoring for better, hotter, and more leads, or you’re looking for deeper campaign insights to get the most out of your marketing budget for the second half of the year, then it might be time to invest in artificial intelligence let our friend Einstein do the heavy lifting.
Looking to learn more? Swing by our booth at SiriusDecisions in Austin (booth #402), or get in touch with your account team.