Introduction to live lead scoring using Lattice Predictive Insights

Context 

Implementing a live lead scoring model and process can help you help your marketers and sellers prioritize and engage which accounts or leads they should spend the most time or marketing dollars on. 

What is live lead scoring? 

Implementing a live lead scoring model and process can help you help your marketers and sellers prioritize and engage which accounts or leads they should spend the most time or marketing dollars on. 

Live lead scoring is the process if using an API to score an account, contact or lead record against a model that applies a rating on how likely the record is to convert. Convert is a loose word here as a model can rate records based on how likely they are to convert to a customer, likely to convert to an opportunity or even how likely they are to convert to a qualified lead. 

You can use ratings applied to your records to determine: 

• Which leads/accounts should be considered marketing qualified leads 
• Which leads/accounts should be sent directly to my sellers for immediate follow up 
• Which leads/accounts sellers should focus on first 
• Which leads/accounts should be included in marketing nurture campaigns where advertising dollars are being spent 

How is live scoring implemented?

Our product for live scoring is called Lattice Predictive Insights. If you have purchased this product there are several steps for using this products' capabilities within your organization. 

1. Build a model(s) in the Lattice Predictive Insights platform. 
   • You will need to work with your customer consultant to understand what records you want to score and what you want the model to be trained on. This sounds complicated, but your customer consultant will help you along and provide consulting on the best way to achieve your goals. 
2. Connect your platform to the Lattice Predictive Insights platform to begin live scoring your records.

What do I need to think about when implementing live lead scoring? 

Some of the questions you will want to think about before you implement live lead scoring are: 

• Do I want to score records in Marketo, Eloqua or Salesforce? 
• Where will live lead scoring fit into my overall processes?
• Will I use model ratings within my MQL process?
• Will sellers need to be familiar with the model rating score or do I want to incorporate the model ratings into my own scoring model and expose sellers to my own custom score? 

What other resources are available to help me understand how to implement live lead scoring? 

• How to Create a Fit Model in Lattice Predictive Insights (LPI)
• Lead scoring Salesforce 
• Lead scoring in Marketo 
• Lead scoring in Eloqua