Upcoming Events – Infer Spring ‘15 Tour

With demand for predictive intelligence taking off, Infer has planned a full line-up of event sponsorships, speaking engagements, and networking dinners. If you’re going to be attending any of these events, let us know. We’d love to connect and introduce you to other members of the Infer community.

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2015-02-23_09-19-08 DWA Marketing’s DB8 on Predictive Analytics in MarketingThursday, February 26, 6pm PT, San Francisco. During a panel moderated by Bloomberg West anchor Cory Johnson, industry technologists and experienced marketers – including Infer’s head of marketing, Jamie Grenney – will participate in an open debate about the true ins and outs of predictive analytics.
SXSW SXSW InteractiveSaturday, March 14, 11am CT, Austin. Infer’s co-founder and CEO Vik Singh will lead a panel titled “All Signs Point to Yes – Predictive is Here” with other predictive pioneers Jonathan Foley, vice president of science at Gild, and Karl Rumelhart, vice president of products at Gainsight.
Oracle Modern Marketing ExperienceWednesday, April 1, 2:30pm PT, Las Vegas. Infer’s chief revenue officer, Jim Herbold, and Chris Bondhus, Director of Demand Gen at Brightcove, will discuss how predictive is helping marketers analyze more data and drive down customer acquisition costs.
2015-02-23_09-21-12 The Marketing Nation SummitApril 13-15, San Francisco. Speakers Baxter Denney, director of marketing operations at New Relic, and Ash Alhashim, director of sales and marketing development at Optimizely, will join Jamie Grenney of Infer to share personal insights about using fit and behavioral signals to pinpoint which prospects are worthy of your time, energy, and campaign dollars.
2015-02-23_09-26-55 SiriusDecisions Summit – May 12-14, Nashville. Xactly’s chief marketing officer, Scott Broomfield, will detail how the company leverages predictive intelligence to achieve lift for both inbound and outbound sales. In a second case study session, Greg Forrest, director of marketing operations at Concur, will share tips on how to introduce predictive to your sales team and measure success.
2015-02-23_10-01-35 Gainsight PulseMay 12-13, San Francisco. Infer will sponsor a booth where attendees can learn how predictive drives remarkable business results at every stage in the customer funnel.

We’ll also be hosting exclusive dinners and parties in top cities such as San Francisco, Boston, Seattle, Austin… If we are coming to your city, let us know!

Ever Tasted Grilled Unicorn? Lessons Forged In Hyper-Growth Fires

Originally published on TechCrunch.

Have you ever heard of a Silicon Valley unicorn? I rode one with Box for a number of years, and I’m so proud that my startup unicorn made it past the gates of the IPO with flying colors. Box’s exciting milestone (and my new start at Infer) have led me to reflect on the mindsets, strategies and playbooks that are most important when setting the stage for unicorn-like rapid growth.

To organize my thoughts about driving hyper-growth, I hacked the image at left below. Gone are the following cuts of unicorn meat: magic, wishes, giggles, rainbows, kisses, sunshine, surprises, hugs and hope. My new and improved creature (at right below) starts with the horn, the most special and integral part of the beast:

Silicon Valley Unicorn

The Rise of the B2B Predictive Marketer

Marketers have always been a curious bunch. Since Nielsen started conducting formalized surveys in the 1920s, there has been a long history of consumer-based market research that helped explain buyer personas, identify propensities to purchase, and explore the psychology behind the overall journey. Much later, and driven by the advent of the web, companies like Amazon, Target, Netflix, and Google took advantage of the explosion in new data-points to create robust recommendation engines using predictive analytics. The idea was to use statistical models examining historical behaviors to anticipate possible future actions. So if Pandora can suggest which musical artists a user is likely to enjoy based on listening patterns, why is the equivalent in B2B sales and marketing only coming into recent fruition?

PredictiveMarketer

Infer Lenses – Using your predictive model to score different segments of your business

Infer’s predictive models score and stack-rank prospective buyers on a 0-100 point scale based on their fit for a specific company’s product. For example, here is a typical distribution across an entire business:

All Prospects

Sometimes a model will score a certain subset of leads (e.g. leads from a specific geography, industry, product, etc.) lower than average because a company hasn’t historically focused on those types of leads. For example, prospects in EMEA might just score lower because you may have started selling to EMEA customers only recently. This can cause problems if left as-is because your sales reps (or marketers) who focus on EMEA would only see Infer C and D-Leads, giving them limited insight with which to prioritize those leads.