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Identify Better Leads with Einstein + Marketing Cloud Account Engagement

Identify Better Leads with Einstein + Marketing Cloud Account Engagement

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I’ll admit, I’ve been neglecting looking into Einstein for Marketing Cloud Account Engagement (us admins have enough to do!). And I was somehow under the impression Einstein for MCAE came with an additional cost per tool (spoiler: they don’t). 

However, recently I dug into all the Einstein tools that work with Marketing Cloud Account Engagement (a.k.a. Pardot/MCAE) and was blown away by how far they’ve come. These tools enable marketers to do really cool things and access even cooler insights! 

This blog goes in depth into the Marketing Cloud Account Engagement (Pardot) Einstein solutions that affect Lead identification and scoring, as well as how to use them in your everyday marketing.

Note: The three Einstein solutions below are only available to Advanced and Premium Editions of MCAE. 

Predict purchase intent with Einstein Behavior Scoring

Einstein Behavior Scoring uses machine learning to predict which Prospects are ready to purchase by analyzing how they engage with your marketing efforts. 

Unlike standard MCAE Scoring, the Einstein Behavior Scoring model changes over time as it learns to more accurately score Prospects. 

If you’re using Einstein Behavior Scoring, I wouldn’t scrap your MCAE Scoring model. It’s still a great indicator of how engaged a Prospect is with your marketing efforts overall, and it also has the added benefit of Scoring Categories. 

Einstein Behavior Scoring zeros in Prospects who are specifically ready to buy, and it takes into consideration how much they’ve engaged recently. However, I recommend reviewing your MCAE Lead qualification automations to see how Einstein Behavior Score can be incorporated to send better Leads to Sales. 

Note: Einstein Behavior Scoring does not currently work with Person Accounts or Cross Business Unit implementations (where a Lead/Contact is synced to multiple Prospects in multiple MCAE Business Units. 

What data do you need to use Einstein Behavior Scoring?

Salesforce recommends at least 6 months of Prospect engagement data and at least 20 Prospects linked to Opportunities (via Contact Roles). 

This gives Einstein Behavior Scoring enough data to start analyzing which behaviors indicate a Prospect is ready to buy. An individual Prospect needs to have engagement activity within the past year in order to be scored. 

Enabling Einstein Behavior Scoring

Enable Einstein Behavior Scoring by going to Setup > Einstein Pardot > Einstein Behavior Scoring

Once enabled, add “Einstein Scoring” to your Lead and Contact Lightning Pages. 

To use this feature in MCAE, ensure your Salesforce Connector user is assigned either the CRM User, Sales User, or Service User permission set. 

Within MCAE, you can view the Behavior Score on the Prospect page:

You can also use this information in Automations and within Engagement Studio Programs

Pinpoint ideal prospects with Einstein Lead Scoring

Einstein Lead Scoring uses machine learning to analyze patterns in your Lead conversion process and prioritize Leads. So, if Einstein Behavior Score determines how much a Prospect likes you, then Einstein Lead Scoring determines how much you like the Prospect (similar to MCAE Grading). 

Every 10 days, Einstein Lead Scoring reanalyzes your Lead data to identify new trends and determine which Leads have the most in common with those that have previously converted. 

My only drawback with Einstein Lead Scoring is that it doesn’t connect with MCAE. It only gives Leads a score once they sync with Salesforce. 

However, you can use Lead Scoring as a way to prioritize all the amazing Leads you just sent over with Einstein Behavior Scoring. Talk to your sales team about what Einstein Behavior Scoring and Einstein Lead Scoring mean, where to view these measures, and how this information will help them convert better Leads faster. 

What data do you need for Einstein Lead Scoring?

To use Einstein Lead Scoring, you need at least 1,000 Leads created in the last 200 days and at least 120 of the Leads need to have been converted. 

If you don’t have enough data, Einstein Lead Scoring will use a global model until you accumulate enough converted Leads for a customized model. 

How to enable Einstein Lead Scoring

You’ll enable Einstein Behavior Scoring by going to Setup > Einstein Pardot > Einstein Lead Scoring

Here you can enable Lead Scoring as well as customize your settings. You may want to customize your settings if there are specific Lead types or Lead fields that you want to exclude from the model.

Once enabled, a Prospect’s Lead Score can be viewed in the same “Einstein Scoring” section mentioned above. 

Note: Lead Score is only available on Leads, but Behavior Score is on both Leads and Contacts. 

Support account-based marketing with Einstein Key Accounts Identification

Einstein Key Account Identification supports your account-based marketing efforts by analyzing which Accounts are most likely purchase ready. Einstein Key Account Identification analyzes your accounts and the opportunities associated with them to identify trends and key factors. 

Einstein Key Account Identification has two parts:

  1. Account Tier: Account tiers range from A to D (A being the most likely to convert) and are based on your Account data and the custom model Einstein builds for you. 
  2. Uplift Value: An uplift value is assigned per Account Tier and indicates the likelihood to have an opportunity opened in the next 6 months for Accounts in this tier.

Note: Einstein Key Account Identification does not currently work with Person Accounts

The Account Tier can be connected with MCAE (more details below) and be used to support your account-based marketing efforts. 

For example, say you’re holding a swanky event and your sales team needs to know which Accounts would be most advantageous to invite and which Contacts at those Accounts they should send the invites to. 

What data do you need?

Salesforce recommends having 200 Accounts with won opportunities and 200 Accounts with lost opportunities within the last 2 years. 

Enabling Einstein Key Account Identification

Enable Einstein Key Account Identification by going to Setup > Einstein Pardot > Einstein Key Account Identification. Once enabled, it can take up to 72 hours to analyze your data and create your initial custom model. You’ll also want to add the Einstein Key Accounts component to your Lightning record page. 

Account Tier can be pulled into MCAE (Pardot) to be used in Engagement Studio Programs, Automation Rules, and Dynamic Lists. To pull in this field, add a new custom Account field in MCAE (Pardot) and sync it with the Salesforce field “Tier.”

Einstein + Marketing Cloud = ultimate pipeline power

When used by both your sales and marketing teams, Einstein Lead Scoring, Einstein Behavior Scoring, and Einstein Key Account Identification can easily increase the quality and number of Leads to supercharge your pipeline. 

What other use cases can you think of for these three tools? Let us know in the comments!

  • Erin Duncan is the Pardot Product Director at Sercante. Erin is 3x Salesforce certified and has 10+ years of experience as a Salesforce and Pardot Admin. She is the leader of the Atlanta B2B Marketers User Group, the leader of the Pardashian Pardot Slack group, and a Salesforce Marketing Champion.

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