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Which of my leads are the most engaged?

Camela Thompson Updated by Camela Thompson

There are always multiple ways to think of something, let alone report on it. When we hear the question, “Which of my leads are the most engaged?” we typically ask a clarifying question:

Do you mean “lead” as in the Salesforce object or as in a qualified person passed to sales?

We’ll go over a few different ways to answer the question and specify which of those two questions we’re attempting to answer.

Which of my leads (literally, the CRM object) are the most engaged? 

If you have the ABM Scoring or Surge Scoring product, there are a couple of different ways to understand which leads in your CRM are the most engaged. If you want the people assigned to you or another specific user in your CRM, we recommend building a list.

  1. Go to Lists and click the ‘+’ icon to create a new list.
create list of leads
  1. Name your list (1) and leave the Standard or Custom value as “Standard” (2) and Refresh Type as “Dynamic” (3) (this allows you to keep using the list as a view of current leads rather than track leads that have since converted into contacts). Select Data Type “Company” (4):
Test list create company
  1. Click “OK.”
  2. Click Add Rule and then add a filter for Company_ID Starts With and then use the unique first characters of the Lead object in your CRM. In Salesforce, this will be “00Q”:
lead id string sfdc filter
If you use the person_id to filter rather than the company_id, you will see some odd results. Leads that are matched to an account using domain data and other information will have the company_id replaced with the matching account ID in your CRM. If you use the person_id, you will see results bubbled up by Salesforce account ID rather than true Lead objects.
CaliberMind can push engagement information specific to people (whether it’s a lead or contact) back to your CRM. This would give you the opportunity to create list views for your sales organization and reports in your CRM. We’ve even used these fields in our own CaliberMind Salesforce instance to create email alerts for our sales team.
  1. If you’d like to focus on a specific person’s assigned leads, add another rule and set the Company Owner Name to whomever you want. Alternatively, you can use the Company Owner Role or Company Owner Profile to narrow down your results to a team. In this example, we’ll skip this rule and create a list for all CRM leads.
  2. Test (1) the list to make sure you get results (2).
testing list output
  1. Save the list.
  1. Go to Details (1) and change the Include in Reports setting to “Yes” (2):
report include settings details

Viewing Lead Lists with Surging Scores

Viewing Engaged Leads in the Insights Environment
  1. In the Insights environment, Select the Engagement Overview Dashboard:
engagement overview dashboard select
  1. Add a Filter (1) and select Company Lists (2):
company list filter in insights
  1. Select your list:
select your list from list filter
  1. Click the Company tab:
select company tab
  1. The table will sort descending by the weighted score, or you can sort by any column. You can also evaluate which job titles, departments, or industries are engaging if that data is populated through user entry or integrated data enrichment.
lead company list
Leads that lack a company name and may not show up.
Viewing Engaged Leads in the Legacy Environment
  1. In the Legacy environment, Select the Engagement Trends report:
engagement trends periscope report
  1. Then select your List:
select a new list in engagement trends
  1. The table Top Accounts by Score will show you the leads ranked in descending order by engagement score:
leads with surge scores

How Can I Tell Which of My Marketing Qualified Leads Are Most Engaged?

There are a couple of different ways to answer this question using funnel reports. Using funnel reports, I usually start by identifying who is still in the marketing qualified stage and sorting them by how recently they were put in that stage. As the saying goes, “Time kills all deals.”

We can expose this data in either the data explore or cohort dashboards in Insights.

Using the Data Explore Dashboard to Identify Active Marketing Qualified Accounts (MQAs)
  1. Using the Data Explore dashboard under Funnels, I would look at this year and last (1), organize the data by the stage start date (2), select Stage as the column (3), and use the Active Journey metric (4). 
data explore report settings for active mqls
  1. This allows me to see which accounts are currently active in each stage. Using this report, I can see who is still in the marketing qualified stage:
Using the Cohort Analysis Dashboard to Identify Active Marketing Qualified Accounts (MQAs)
  1. Using the Cohort report, I would want to cohort by the Marketing Qualified date (1) and then select Active Journeys as the Metric (2): 
  1. This gives me the same data as the Data Explore and I retain the ability to drill down and see a list of the individual accounts by period.
cohort analysis drill down to account list

Combining Funnel Data and ABM Surge Scoring Data

In order to create a list from the Funnel dashboards that I can use in Surge Scoring reports, I need to download the data I want to use in a CSV.

  1. In this example, I’m downloading Active Journeys from March that are still in Marketing Qualfiied status.
  1. Click the upload icon from the Lists tab in the CaliberMind App (outside of Insights):
click upload list icon
  1. Name the List:

Then I go back to lists and create a new Company Standard list. This is where I can use a loophole to create a Company List that is eligible to use in reports even though I’m going to convert it into Custom report later. 

If I start with a Custom report type, I can’t make it eligible to use in reports.
OR you could hit the easy button and create a support ticket by emailing help@calibermind.com or slacking your customer support representative in your dedicated Slack channel.
  1. Create a new list by clicking on the ‘+’ icon:
  2. Name your list, select Company as the object type, and click Save.
company standard list create
  1. Convert the list into a custom list by clicking on the vertical ellipses and selecting “Convert to Custom” option:
convert standard list to a custom list
  1. Confirm that you want to convert it into a custom list:
confirm you want a custom list
  1. Now here’s where things get a little fancy. You’ll click the SQL tab:
  1. After the “from cm.cm_companystats cm_companystats” line add a join to your list. You can see the name of your list by expanding the schema details under “lists”:
list names in schema

We’re creating an inner join, which means only the company records that match your list will show up. You’ll replace the underlined text next to “INNER JOIN” with your list name as it appears in the schema and the highlighted company ID name exactly as it appears in your list upload:

company list sql details
  1. Next, click on Details (1) then select “Yes” (2) from in the Include in Reports dropdown::

Now you can see how all accounts are trending in either Insights or Periscope engagement reports and pester the sales team to follow up on their hottest MQLs!

How did we do?

Answering Business Questions Using CaliberMind Reports

Creating Formulas Based on Criteria and Conditions (Filters)

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