RingLead's Data Quality and Lead Management Blog

Lead Scoring for web forms

Lead scoring is a great way to trigger notifications after one ore more web forms have been completed. Workflow rules can be setup in Salesforce to send an email or create a task after a certain score has been reached for any prospect.

By using a custom field in Salesforce and increasing the value of this field by one or more points for each web form, lead scoring management is easy to setup and manage.

in Declone Web-to-Lead, field actions for updating fields in a matching Lead can be configured to count the web forms submitted or score the Lead based on which web form was submitted.

Using the "Increment" field action, the custom field will be increased by the number submitted in a hidden field on the web form.  Using this field action, each web form can be configured to increase the lead score by one or more points depending on the web form.

In Salesforce, workflow rules can be configured to trigger various actions when this custom field reaches  predetermined values. For example, if a person submits a web form with a lead score value of 1 and another web form with a lead score value of 2, a workflow rule in Salesforce can be configured to notify the owner of the Lead that this lead score has reached a value of 3 and it is time to reach out and give this prospect a phone call.

Generating Duplicates in the Sales Pipeline

Every once in a while, RingLead is asked to do something it is unaccustomed to; create duplicates. This can be for various reasons. A customer may have a specific product where they consider every single hit an opportunity. In these cases, they usually want these records forced through their sales pipeline.

Recently, a RingLead customer wanted to create duplicates in some cases, and dedupe in others. They needed any incoming web form with the Lead Source “EULFC” to only dedupe against Leads from other sources. If another Lead already existed in Salesforce with the Lead Source “EULFC,” they wanted to create a duplicate. If RingLead found a match and the Lead status was not “EULFC”, they wanted to overwrite the Lead Status with “EULFC”.

Using the allow duplicates feature developed by RingLead, we were able to do this using a formula field. The allow duplicates feature is very simple, but can be powerful when combined with Salesforce logic.

This Declone Web-to-Lead feature allows customers to choose a single field to determine if a duplicate should be created or not. If the field value submitted in the web form DOES NOT match the value in Salesforce for this field, a duplicate WILL be created. To set this up, the user just needs to enter the field’s API name into their Declone Web-to-Lead configuration page.

In this customer’s case, the formula field’s name was “RingLead Create Duplicate,” with an API field name of RL_Create_Duplicate__c, and they only wanted it triggered for Leads. This field is only visible to his RingLead user, and not added to any page layouts, so his users aren’t even aware of it. The formula was:

CASE(LeadSource, "EULFC", "TRUE", "FALSE")

This means that if the value of LeadSource is EULFC, this field is equal to TRUE. Otherwise, this field is false.

Next, we had him add a hidden field to his website:

<input name=”RL_Create_Duplicate__c” value=”FALSE”>

When a user submits a form, we only dedupe against records that have a value of “FALSE” for the field “RL Create Duplicate.” Any other record is ignored. The end result is we will dedupe as normal unless the Lead source of a record is EULFC, in which case we’ll create a record.