Lead Enrichment for Salesforce

Turn the Accounts already in your Salesforce into AWS co-sell leads, and learn what AWS knows about each company before your team reaches out.

What is lead enrichment?

Lead enrichment is how Fours turns one of your Salesforce Accounts into an AWS Partner Central lead. Fours sends the Account to AWS, AWS creates a lead for it and returns its own view of the company, and the new lead appears in your Fours lead list ready to work.

Most AWS leads start with AWS: it finds a prospect and invites you to it. Lead enrichment works the other way round. You choose the companies, and AWS tells you how ready each one is to buy through AWS and how well it fits your solution.

What you get

Every enriched Account becomes a lead you can work straight away, with no invitation to accept. Where AWS has data on the company, the lead also carries:

AWS doesn’t hold data on every company. When it has nothing, the lead is still created; it just has no scores or insights.

How it works

There are two ways to send Accounts:

• Automatically, once a day. Your Fours admin chooses which Accounts qualify, for example new prospects created in the last 90 days, and Fours sends any new ones every day.
• One at a time, from Salesforce. A rep clicks Create & enrich on an Account page to send that single Account right away.

Before you start

You need:

• Salesforce connected to Fours. See Salesforce.
• AWS Partner Central connected to Fours. See AWS Partner Central (ACE).
• AWS’s permission to create leads. AWS decides whether your Partner Central account can create leads this way. If it hasn’t turned this on for you, ask your AWS partner team.

AWS also needs a few basics about each company. An Account is ready to send when it has:

• a company name, a website, and a country (and a state for US companies);
• an industry;
• at least one contact whose email address is at the company’s website domain, with a first name, last name, and job title. AWS requires a named person on every lead, and Fours picks this contact for you.

Fours checks all of this before anything is sent, so an incomplete Account is held back with a reason rather than sent to AWS half-filled.

Set up lead enrichment

A Fours admin does this once, in the Fours Console.

1. Open Co-Sell, select the Settings tab, and then the Lead Enrichment sub-tab.
2. On the Salesforce Account → AWS Lead card, click Configure.
3. Review the field mapping. It starts filled in with Salesforce’s standard Account fields, such as Name, Website, Industry, and BillingCountry. Change a row only if your team keeps that information in a different field.
4. Check the industry translations. AWS uses its own list of industries. The standard Salesforce industries are already translated; add a row for any custom value your team uses.
5. Choose which Accounts to send. On the Sync Filter tab, describe the Accounts you want, for example Type = 'Prospect' AND CreatedDate = LAST_N_DAYS:90. Click Validate to see how many Accounts match and how many aren’t ready yet, and why. Validating sends nothing.
6. Turn on automation when you are ready. The switch, Automatically create AWS leads from this filter, is on the same tab and is off by default. Until you turn it on, nothing is sent on a schedule.
7. Click Save.

The card’s badge shows where things stand: Not configured, Automation off, or Automation on. History lists every change made to the setup.

For every field, option, and validation message on this page, see Create Leads from Salesforce Accounts.

Enrich a single Account from Salesforce

Once the setup is saved, your reps can enrich an Account themselves, without waiting for the daily run and whether or not automation is on.

1. In Salesforce, open the Account, or an Opportunity for it.
2. Go to the Co-Sell tab of Fours Account Insights (on an Account) or the Fours Opportunity Quick Panel (on an Opportunity), and find the Leads section.
3. Click Create & enrich.
4. Reload the page after a few minutes. The new lead appears as a card with its scores and AWS insights.

If something is missing, such as a website or a contact at the company’s domain, the reason appears under the button straight away, and nothing is sent to AWS.

An Account can be enriched again once every 30 days, to refresh what AWS knows. Use Re-enrich on the same section; until the 30 days are up, the button is disabled and its help icon shows when it becomes available.

For every state of the Leads section and every message it can show, see Enrich an Account into an AWS lead.

Work the new leads

Enriched leads join the same lead list as the leads AWS sends you: pick Lead in the co-sell referrals list of the Fours Console, or open the Leads V2 (Fours) tab in Salesforce. Each one:

• starts already accepted, with qualification Open, so your team can qualify it right away;
• shows Lead source Salesforce Account (enrichment) and names the Account it came from;
• can be qualified, edited, and converted into a co-sell opportunity like any other lead.

See AWS Partner Central Leads for qualifying and converting a lead.

To check what happened to each Account the daily run sent, open Metrics › Logs and set Workflow Type to Lead Enrichment. Each Account shows whether AWS returned data, returned nothing, or the Account was held back, and why.

Why an Account wasn’t sent

Most Accounts that are held back are missing something in Salesforce. The most common reasons, and the fix:

The full list of reasons is in What each Account becomes.

Good to know

• Each Account is sent once automatically. The daily run skips an Account that has already been enriched, so turning automation off and on again never sends it twice. To refresh one, use Re-enrich in Salesforce.
• Up to 500 Accounts a day. The daily run, at 03:15 UTC, sends up to 500 Accounts per organization. A larger backlog continues the next day.
• An empty filter sends nothing. It is never treated as “every Account”.
• Lead enrichment is for AWS. Leads, and so lead enrichment, are an AWS Partner Central program.
• Deleting the setup stops it. If you delete the Salesforce Account → AWS Lead mapping, the daily run stops, and Create & enrich is refused until the mapping is set up again.

Related

• AWS Partner Central Leads: the full lead lifecycle, from accepting or enriching to converting a lead into an opportunity.
• Work AWS Co-Sell Leads: the same leads, worked from Salesforce.
• Configuration: how lead enrichment differs from Fours’ other enrichment features.