How we use Zapier to score Mailchimp subscribers

There’s no better way to get your story out there than to create engaging content with which your target audience identifies. At MadKudu, we love sharing data-driven insights and learnings from our experience working with Marketing Operations professionals, which has allowed us to take the value we strive to bring our customers every day and make it available to the marketing ops community as a whole.

As interest in our content has grown, it was only natural that we leverage Zapier in order to quickly understand who was signing up and whether we should take the relationship to the next level.

Zapier is a great way for SaaS companies like us to quickly build automated workflows around the tools we already use to make sure our customers have a frictionless relevant journey. We don’t want to push every Mailchimp subscriber to Salesforce, because not only would that create a heap of contacts that aren’t sales-ready, but we may end up inadvertently reaching out to contacts who don’t need MadKudu yet, giving them a negative first impression of us as a potential customer.

Today we are able to see who is signing up for our newsletter that sales should be paying attention to, and let’s see how:

Step 1: Scoring new newsletter subscribers

The first step is to make sure you grab all new subscribers. Zapier makes that super easy with their Mailchimp integration

Next we want to send those new subscribers to MadKudu to be analyzed. While MadKudu customers have a dedicated MadKudu integration, Zapier users who aren’t a MadKudu customer can also leverage Zapier’s native Lead Score app, which is (you guessed it) powered by MadKudu.

Step 2: Filter by Lead Score

We’ve got our MadKudu score already configured so after I feed my new subscriber to MadKudu, I’m going to run a quick filter to make sure we only do something if the Lead Score is “good” or “very good.”

If you’re worried that the bar will filter out potentially interesting leads, consider this a confidence test of your lead score.

Zapier Filtering by Lead Score Quality

Step 3: Take Action, Communicate!

For MailChimp signups that pass our Lead Score filter, we next leverage the SalesForce integration in Zapier to either find the existing contact inside Salesforce (they may already be there) or create a new lead. SalesForce has made this very easy to do with the “Find or Create Lead” action in Zapier.

Once we’ve communicated synced our Mailchimp lead to Salesforce, we use the Slack integration on Zapier to communicate everything we’ve created so far to a dedicated #notif-madkudu channel, which broadcasts all the quality leads coming from all of our lead generation channels.

Directly inside Slack, our team can get actionable insights:

  • The MadKudu score, represented as 3 Stars (normal stars for Good/ twinkling for Very Good)
  • The signals that MadKudu identified in this lead, both positive and negative
  • A link to the lead in Salesforce, for anyone who wants to take action/review

Actionable Lead Scoring applied to your Newsletter

Our goal here isn’t to reach out to newsletter subscribers – we want to build a long-term relationship with them, and we’re happy to keep delivering them quality content until their ready to talk about actionable lead scoring. What we’re able to do is see qualitatively & quantitatively the number of newsletter subscribers we have who are a good fit for MadKudu today.

This helps marketing & sales stay aligned on the same goal. Marketing is measuring newsletter growth with the same metric its using to measure SQL generation.