Einstein Scoring in Account Engagement

Learning Objectives

After completing this unit, you’ll be able to:

• Identify key considerations for Behavior Scoring.
  
• Explain how Behavior Scoring works.
  
• Enable Einstein Behavior Scoring on lead and contact pages.
  

Enable Einstein for Account Engagement

Einstein is Salesforce’s artificial intelligence (AI) platform. It is integrated into various products including Marketing Cloud Account Engagement. It was designed to enhance engagement by personalizing interactions with customers through predictions based on customer behavior.

If you haven’t yet enabled Einstein, no worries! There are just a few steps you need to take to get started.

1. Click and navigate to Settings.
   
2. Enter Einstein Account Engagement in the Quick Find box.
   
3. Click the Einstein feature you want to enable and toggle the feature from the setup page.
   
4. Repeat step 3 for each feature you want to enable.
   

Einstein Behavior Scoring

The Account Engagement Prospect Score calculates the overall score based on an individual prospect’s implicit activities. But the Einstein Behavior Score uses an algorithm to calculate the score based on the prospect activities. And it provides a score based on how prospects measure up against other prospects in the database.

More specifically, Einstein Behavior Scoring uses machine learning to analyze prospect behavior and identify which prospects are ready to buy. Each prospect is scored based on Einstein’s engagement model. Once the feature is turned on in Marketing Setup and you have decided where you want the scoring data to display, you can set up B2B Marketing Analytics to include the optional Einstein Behavior Scoring dashboard.

Einstein Behavior Scoring identifies prospects’ buying signals and scores them based on engagement patterns. Algorithms then translate prospect behavior data and engagement patterns into a numerical score that reflects a prospect’s real-time engagement. Einstein uses prospect activities, such as link clicks and form submissions, to determine which prospects are engaged with your marketing efforts and which prospects require more nurturing.

To determine a prospect’s score, Einstein analyzes factors including behavioral signs and recency of engagement. Einstein uses this data to assign a score of 0 to 100 to each prospect. Your prospects are then ranked, and Einstein Behavior Scoring shows positive and negative insights.

The Top Positive and the Top Negative Predictive Factors that appear in the Lightning component tell you which behaviors most heavily influence a particular prospect’s score positively or negatively. Positive insights for a lead might include high email open rate and form submissions.

The same lead can have a low click-through rate or no recent activity, likely noted as a negative insight. Recent activities typically score higher than older activities and a behavior score can change over time. You can add a Behavior Score column to your list views or add the Einstein Scoring component to Lightning pages. Then, sit back and watch Einstein work its magic.

Score decay is built into this model, so using Einstein Behavior Scoring replaces the manual reset of a prospect’s score to zero from unit 1.

Einstein Behavior Scoring Locations

There are two locations where Einstein Behavior Scores live. The first is the Behavior Scoring Lightning Component. It’s available on lead and contact pages. The second is the Einstein Behavior Scoring dashboard. It is available in the B2B Marketing Analytics app.

Considerations for Behavior Scoring

Behavior Scoring works best in Salesforce orgs that contain a certain amount of data. We recommend the following for optimal experience.

• You need a year of engagement data for connected prospects to be scored.
  
• At least 20 prospects linked to opportunities associated with accounts (determined by lifecycle stage or opportunity contact role).
  
• After enabling, it may take up to 48 hours for scores to become available.
  
• For orgs using the B2BMA Integration User, behavior scores are available in Account Engagement by default. If you’re using the original connector, assign the CRM User, Sales User, or Service User permission set to the connector user that you selected.
  
• Einstein scores prospects linked to leads and contacts. Person accounts aren’t supported.
  
• If you have duplicate prospects, the scores won’t be combined. A behavior score is linked to the unique prospect ID so make sure your database is cleared of duplicate prospects.
  
• A lead or contact that’s connected to multiple prospects in multiple business units can’t be scored. A record that meets this criteria won't show a score in the Behavior Score Lightning component.
  
• For best results, wait at least 24 hours to empty the recycle bin to allow Einstein to completely delete prospect data throughout its infrastructure.
  
• Scores are typically updated every 4 hours. The more data you have, the longer it takes for scores to refresh.
  

Einstein Lead Scoring

Einstein Lead Scoring analyzes all historical field data on the Lead object to determine whether a lead is likely to convert. The score is continually updated as data is added. If Einstein Behavior Scoring tells you how interested a lead or contact is in your business, Einstein Lead scoring tells you how interested your business should be in a lead.

It looks at your company’s past leads, including any custom fields, to find patterns in your successful lead conversion history. Einstein Lead Scoring then determines which of your current leads best fit your success patterns. Each lead receives a score that includes how well it fits your patterns, along with insights about which of the lead’s fields affect its score most.

Seasoned Account Engagement users will recognize its similarities to letter grading. But the Einstein score differs in that it’s numeric, unique to lead records, and is powered by artificial intelligence instead of manually configured automation tools. When used in tandem with Einstein Behavior Scoring, Lead Scoring prioritizes best-bet leads for sales users. Einstein Lead Scoring is not unique to Account Engagement and customers with Sales Cloud Einstein or High Velocity Sales (HVS) licenses also have access to this feature.

Now that you know the awesome potential of Einstein for Account Engagement and you know how to enable it, you’re well on your way to qualifying your leads. In the next unit, you learn how to grade leads.

Resources

• Salesforce Help: How Behavior Scoring Works