Using a Non-Primary Email for Scoring

Anna De Groot
  • Updated

     

     

    MadKudu automatically uses the primary email address in your CRM for customer fit scoring. There may be times when you would like to use another email you have on record. The steps below showcase a workflow that can be implemented in your HubSpot that aims to resolve this type of request.

     

    Prerequisites

    • You have access to your HubSpot account
    • You can set up HubSpot workflows
    • You have a MadKudu account and access to MadKudu API keys

     

    Why this should be done in HubSpot:

    Because MadKudu only scores based off of the standard email field. If this is an alternate email (perhaps a personal email as a result of LinkedIn campaigns, etc.), you might want to leverage a business email you have from other enrichment.
     

    How to set up the workflow

    1. Create a secondary set of scoring fields in HubSpot (only) for the MK Data to be placed. 

    These scoring fields will be the ones that receive the customer fit score and segments based on the non-primary email to be used. Please note that this means the values in standard MK scoring fields will not be changed automatically with this solution. Effectively, the score that will be provided for the secondary/alternate email will be different from the one that is provided for the primary email on the record.

     

    2. Create a webhook to the MK API in Hubspot using a Zapier automation.

    Using a Zap will allow you to map to the custom fields you created previously. An example of the workflow from the Zap created could look like:

    image__3_.png

    In this workflow, the first part is a program in Hubspot that looks for the secondary/alternate email you would like to use for scoring. It ensures that we don't call the API for records that do not have the secondary/alternate email.

     

    In the next part, records that have been enriched by the program are sent to the MK API so the results can be mapped into your secondary fields.
     
    3. (optional/recommended) For routing, set up a logic that establishes superiority for the secondary set of scores if they are present. This is only necessary if you are trying to differentiate teams based on the second set of scores pulled from the API.
     
    4. (optional) You could also choose to run logic to establish whether a secondary email field should take specific precedence over the primary email field if the secondary email is a business email where the primary email may not be. In this case, a third email field possibly called 'Scoring Email' could be used and be populated with the winner of that logic.

    *** Please keep in mind that this solution requires that the Zap gets triggered! This is not technically supported by Madkudu. This document offers a solution suggested by MK. Whenever your model is updated (eg. new override set up), we will only update the standard MadKudu scoring fields. The new set of secondary fields created in this suggested solution will get updated only if the Zap runs.

    Related articles

    Table of contents