The Behavioral Scoring Test

Every B2B marketer wants to do a better job of identifying which prospects are in-market and ready to buy, and which are just kicking tires. While there are a lot of vendors who say they’ve got behavioral scoring figured out, the degree of accuracy and coverage can vary widely. If you can avoid scores that sales doesn’t trust and instead find an approach that predicts winners at a very high rate, you’ll reach hero status in your organization. Below are four questions to help you evaluate behavioral modeling techniques:

1. Does the model tell you when prospects will buy?
Many behavioral models simply add points for different activities, but in order to know if someone is likely convert in a fixed timeframe, say “the next three weeks,” you need to take timing into account. A good behavioral model will look at the concentration of activity, the breath of engagement, and it will decay activities at the appropriate rate.

Infer’s New Behavior Scoring Predicts Imminent Buyers with Unprecedented Accuracy

Press Release: New Relic Boosts Win Rates by Using Infer to Model Nearly 10 Million Monthly Marketing Automation Signals and Uncover Prospects Who Will Convert within Three Weeks

Infer Inc., a leading provider of predictive applications that help companies win more customers, today announced the general availability of its behavior scoring solution, which helps sales and marketing teams predict which prospects will convert in the next three weeks. Infer is the first company to extensively mine the full spectrum of detailed activity data that is summarized in marketing automation platforms, and use advanced machine learning and predictive analytics to produce highly accurate behavior scores. Already delivering results for several rapidly growing businesses like AdRoll, Chef and New Relic, Infer has generated over 30 million behavior scores for New Relic alone by modeling 47 million activity records.

Marketing Nation: Are You Ready for Predictive?

It’s that time again. Marketers’ heads are spinning as they soak in new ideas and MarTech innovations at all types of industry events this spring – from Eloqua’s Modern Marketing Experience and Marketo’s Marketing Nation Summit this month, to the SiriusDecisions Summit coming up in Nashville next month.

If you’re one of the 6,000 folks planning to attend the Marketo Summit in San Francisco, stop by our booth. You can get a demo or schedule time to meet with an Infer Exec. We’ve got a meeting room so if you’d like to connect with Vik, Jim, Jamie, Rishi, or Mike, come by the booth and we’ll get it set up. You can also contact us in advance to arrange a time.

Marketo Expo Map - Infer

New Relic and Optimizely Speaking About Predictive at Marketo Summit Next Week

We’re looking forward to bringing together two of our most forward thinking customers –  Ash Alhashim and Baxter Denney. In this session, they’ll share how they’ve combined fit and behavioral scoring to accurately pinpoint exactly which prospects they should invest their time, energy, and campaign dollars into. Ash and Baxter will detail real-world playbooks that any marketing or sales ops team can employ. If you’re one of the 6,000 folks planning to attend the Marketo Summit in San Francisco you won’t want to miss it!

Best of Both Worlds - Marketo Session

When: Tuesday, April 14, 3:00 – 3:50pm
Where: Room 3022, Moscone Center West, 747 Howard St, San Francisco

Take a Listen to “Moneyball for Marketing”

This week our CRO, Jim Herbold, got a chance to sit down with B2B marketing thought leader, Glenn Gow, for his popular Moneyball for Marketing podcast.

Jim Herbold

Jim and Glenn talked about all things predictive – including marketing use cases for predictive intelligence, real world success stories, and four B2B barriers to predictive analytics adoption that are rapidly disappearing. Check out this excerpt from their lively discussion…

Glenn: Tell us an example of what companies are doing in the real world and how they’re taking advantage of predictive analytics.

Jim: Well, there’s an easy example I can speak to. I was the first customer of this company Infer when I worked at Box. When I was running sales at Box, I had the luxurious challenge of dealing with very large lead flows. We had a freemium aspect to the business. We also had a very vibrant free trial aspect to allowing people to get into our service pretty quickly. So, very large flows and leads, we’re talking tens of thousands and I could never afford to apply a lead qualifier to plow through all of those leads systematically over time. I needed a way to find the proverbial needle in a haystack and I started working with Infer.

Infer Helps Leading B2B Companies Accelerate Expansion into New Markets Using Predictive Analytics

Press Release: Companies Like Brightcove, Atlassian and Optimizely Leverage Infer Models to Predict Winning Customers across Multiple Regions, Products and Industries

Infer Inc., a leading provider of predictive applications that help companies win more customers, today announced that businesses such as Brightcove, Atlassian and Optimizely have used Infer’s “Lenses” solution to successfully accelerate expansion into new geographies, industries and products. Infer Lenses extrapolate market-specific predictive scores from existing Infer models, providing a faster and more accurate way for a company to identify top prospects in new markets.

“We’ve worked with countless companies from early stage to IPO and beyond, and have seen how they’ve expanded into new markets to grow their business,” said Vik Singh, co-founder and CEO at Infer. “With Infer Lenses, we leverage all of a company’s great learnings from other markets and tune their predictive scores so they are useful and actionable for a new region or industry, even if there’s no customer data there yet. This unique service is a huge breakthrough in helping companies scale, and it’s something Infer uniquely provides.”

Infer Lens

Infer Provides Switch Video Instant Insight Into Campaign Performance

SwitchVideo Case Study

Switch Video has been working with Infer over the past year to overcome an all-too-common marketing problem– lagging measurement of a campaign’s success. With Infer, Switch Video is able to rapidly test and invest in the marketing avenues where they’re seeing great outcomes.

Today I’m excited to share their story and the amazing results they’ve seen with their model.

See How Switch Video Did It

Predictive Will Be Abuzz at SXSW

Predictive is well on its way to becoming one of the hottest technologies of 2015, so it’s not surprising the topic will be featured at one of the biggest tech conferences of the year – the SXSW Interactive Festival, which kicks off this Friday. On Saturday, we’ll be facilitating a session titled “All Signs Point to Yes – Predictive is Here.”

SXSW Predictive

The panel will be moderated by Ryan Sarver, formerly an early Twitter employee and now a Redpoint Ventures partner who’s making big bets on intelligent applications in the B2B and B2C space. He’ll lead a discussion with our own Vik Singh, as well as Jonathan Foley, vice president of science at Gild, and Karl Rumelhart, vice president of products at Gainsight, about how predictive is making its way into every part of the enterprise.

Where are You on the Path to Predictive?

Going into 2015, experts agree that predictive analytics will provide differentiation to companies in increasingly competitive markets. Now that these tools are readily available to businesses of all sizes, salespeople and marketers need to make the leap from being simply data-driven to being fully predictive-driven. So, where are you on this path?

As any organization grows, it naturally progresses towards greater data sophistication, which increases the efficiency at which you can operate. In sales and marketing, we typically see five levels of customer relationship management (CRM) and marketing automation (MA) maturity, and at each stage customer insight grows and automation increases:

Predictive Intelligence

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!