Bridging The Sales and Marketing Divide

Many organizations tend to find themselves in cyclical debates around what makes a good lead, but these conflicts can be diffused with a common definition that both sales and marketing trust. Predictive scoring provides an objective, data-driven method for determining if a prospect is a good fit to buy a product and whether they are likely to convert soon, building confidence in the scores – eliminating the finger-pointing that’s so common.

Over the years we’ve had the opportunity to work with amazing companies like Host Analytics, New Relic and Zendesk that are part of the movement shaping the future of predictive for sales and marketing. This playbook highlights best practices that veteran customer Host Analytics has used to bridge the sales and marketing divide through executive dashboards, MQL-based compensation plans, marketing mix optimization, and more.

How to Use Predictive Analytics to Improve Sales & Marketing Alignment

InsightSquared on its Predictive Sales & Marketing Success

Recently one of the most innovative customers we know, Adam von Reyn, sat down with John J. Wall for his Marketing Over Coffee podcast. Adam hails from InsightSquared, a rapidly growing business intelligence powerhouse out of Boston. John interviewed Adam about how InsightSquared started its predictive marketing journey, what their funnel looks like, why they chose Infer, and the results they’re achieving.

Have a listen to the interview here, or check out some excerpts from Adam’s comments below.

Infer Launches AI-Powered Prospect Management Platform that Guides Employees and Improves the Customer Experience

Press Release: New Predictive Technology Delivers Intelligent Recommendations to Bring Unprecedented Precision to Sales and Marketing Decisions

Infer Inc., a leading provider of predictive technologies that help companies win more customers, today announced its launch of the first predictive prospect management platform for sales and marketing teams. Infer Prospect Management helps companies develop ideal customer profiles and expansion opportunities that unlock value with prospects and customers. The platform leverages artificial intelligence (AI) to make recommendations and trigger actions that help move prospects from one step in their customer journey to the next.

Prospect Management Includes

Prospect Management Quotes

Hear from early adopters of Infer’s Prospect Management Platform to find out how they’re how using it.

“We use Infer’s new predictive platform to discover and target ideal customer profiles. By building segments and personas around Infer’s signals — such as whether a company uses AWS technology, or whether its website contains B2B technology — we are able to deliver better marketing campaigns and arm our sales reps with better data and insights. As a result of a recent personalized campaign, we were able to boost our typical attendance and drive 20% more top prospects to a regional event.”

Rich Taylor, Sr. Director of Marketing



Jobvite Success Story

One of our customers from Jobvite spoke at Dreamforce this year. They were nice enough to share their experience implementing predictive scoring.

Ronen Shetelboim


Why did Jobvite Choose Infer?
This market is very hot right now, there are so many different solutions. We are very analytical on my team, so we tested them all, and by far we had the best experience with Infer. A combination of how professional they are and the quick response and the algorithms, all of that together.

Mapping the Future of Predictive

There’s no doubt about it, the predictive space is heating up. And with all the noise out there, it can be difficult to understand what separates one predictive vendor from another. To help navigate the space and see where the technology is headed, we thought it’d be helpful to draw an analogy to the evolution of maps. Today we we’re excited to unveil an interactive page to tell the story. Check it out!

Mapping the Future of Predictive

What’s the Difference Between Traditional and Predictive Behavior Scoring?

This is a question we get asked a lot. 

Instead of manually adding points for a given action, a predictive behavioral score mines the full spectrum of activity-data being collected by your marketing automation platform including every email click, website visit, and social engagement. Machine learning is used to weigh each signal appropriately in order to predict the likelihood of an outcome (e.g. conversion) within a set time period (e.g. next three weeks).

Learn the difference betweem tradition and predictive behavior lead scoring
To help explain these concepts in more detail we’ve put together a new eBook. Inside you’ll learn:

  • The six most common use cases for behavior scoring
  • Best practices for operationalizing your fit and behavior scoring
  • Why predictive behavioral models are more powerful than the scoring you’ll find in traditional marketing automation platforms

Download your copy here >


How to Analyze Predictive Models for B2B Sales & Marketing

As companies embark on the predictive journey, the first question most ask is “how can I tell if my model is really working as it should?” In order for your sales reps to trust predictive scores and invest the proper amount of time into the leads you send them, it’s critical to demonstrate the accuracy, efficacy and performance of your model.

Over the years we’ve had the opportunity to work with amazing companies like Tableau, Concur and Box that are part of the movement shaping the future of predictive for sales and marketing. This playbook highlights best practices members of the Infer community have used to evaluate their models.

beginners guide to predictive models for b2b

Inside you’ll learn how to:

  • Understand and compare your conversion rates across lead buckets
  • Calculate multipliers to see how much better buckets perform vs. average
  • Use this simple worksheet to analyze your company’s predictive model

Download your copy here >

This is a predictive playbook we often recommend when companies are just embarking on their predictive journey and want to easily understand if their model is performing as it should. We also have other playbooks for sales prioritization, filtering, net-new leads, nurture, executive dashboards, and campaigns. If you’d like to learn more, contact us and we’d be happy to connect.

WSJ on “The Data-Driven Rebirth of a Salesman”

Last week, Elizabeth Dwoskin and Shira Ovide of the Wall Street Journal wrote a great article on predictive sales technologies. Their comparison of Willy Loman from “Death of a Salesman” to modern data-driven salespeople really brings home how much has changed for reps in the world of big data. If you don’t have time to peruse the full story, here are some key excerpts:


“Silicon Valley startups are automating sales departments for a shot at the more than $23 billion companies spend each year on sales software. Some of these startups mine sales staff emails, calendars, social-media feeds as well as news articles and customer databases for patterns that help them predict the likelihood of a sale or the behavior of potential buyers.