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Predictive lead profile

When you connect MadKudu to your CRM or marketing automation solution (eg. Salesforce, Marketo, Intercom, …), your lead profiles can be automatically enriched with the attributes below.

What are the standard attributes MadKudu can add to my lead profiles?

Predictive attributes

Name Definition Possible values api name (Salesforce / Marketo)
mk_lead_grade Composite overall quality segment of the lead based on all available signals A, B, C, D, E mk_lead_grade__c
mk_lead_score A score that indicates the high level quality of the lead and can be used to prioritize leads Number mk_lead_score__c
mk_customer_fit_segment How close is this customer from your ideal customer profile low, medium, high, very high mk_customer_fit_segment__c
mk_likelihood_to_buy_segment Segment that indicates how likely is this customer to buy a paid subscription low, medium, high, very high mk_likelihood_to_buy_segment__c
mk_likelihood_to_buy_score A score that indicates how likely this customer is to buy a paid subscription Number mk_likelihood_to_buy_score__c

Beta fields

Name Definition Possible values api name (Salesforce / Marketo)
mk_engagement_segment How likely a customer is to stay and get value from your services very good, good, medium, at-risk, phantom (ie. not getting any value today) mk_engagement_segment__c
mk_engagement_score A score that indicates how likely a customer is to stay Number mk_engagement_score__c
mk_engagement_reason A key reason that indicates how likely a customer is to stay Eg. “4 highly active users” mk_engagement_reason__c

Contact enrichment attributes

Name Definition Possible values api name (Salesforce / Marketo)
mk_first_name First name of contact mk_first_name__c
mk_last_name Last name of contact mk_last_name__c
mk_job_title Job title of contact mk_job_title__c
mk_country Country of contact found from 3rd party data sources United States, Canada, … mk_country__c

Company enrichment attributes

Name Definition Possible values api name (Salesforce / Marketo)
mk_company_employees Estimated number of employees in the company mk_company_employees__c
mk_company_industry mk_company_industry__c
mk_company_type Type of company education, government, nonprofit, private, public, or personal mk_company_type__c
mk_company_name mk_company_name__c
mk_company_domain The domain name extracted from the email address mk_company_domain__c
mk_company_alexa US A ranking by Alexa of the company’s website traffic. The smaller the rank, the more the web traffic for this company mk_company_alexa_us__c

Beta fields

Name Definition Possible values api name (Salesforce / Marketo)
mk predicted revenue segment The company’s predicted annual revenue Eg. “$1m to $3m”
mk predicted traffic segment The company’s predicted traffic across all properties Eg. “”
mk predicted tech spend segment The company’s predicted annual budget for technology Eg. “Very High”
mk location language The company’s predicted language based on geography Eg. “Dutch”
mk country GDP segment The GDP segment of the country the company is located in Eg. “High”

Frequently Asked Questions

Can I rename the standard MadKudu attributes?

This is possible if you are on the enterprise plan. We strongly recommend the use the “mk prefix” naming convention. It allows you to always know what fields are populated by MadKudu and which ones are not.

Can I add aggregated behavioral attributes?

Yes, this is possible if you are on the enterprise plan. MadKudu syncs a wide variety of attributes into your CRM. For example, you can create a “number of users invited” aggregation that calculates how many users where invited. This aggregation is then synced to your salesforce lead profile.