DIY Predictive Modeling – Pitfalls and Opportunities

Originally published on Business 2 Community

Self-Service predictive analytics for sales and marketing

As predictive analytics comes of age, we’re hearing a lot about data science methodologies like machine learning and data modeling. Until recently, these complex techniques were only employed by a relatively small group of data scientists. But new cloud services for machine learning from the likes of Amazon, Google and Microsoft claim to finally make it easy for any business to take advantage of the predictive revolution. As these types of solutions become common in the market, more do-it-yourself (DIY) tools will emerge for industry-specific flavors of predictive analytics in data-rich sectors like financial services, healthcare or retail, as well as in certain functional areas like predictive sales or marketing.

Infer Releases New Predictive Behavior Scoring for Oracle Eloqua

Press Release: Deep Integration Between Marketing Automation and Predictive Solutions Helps Growing Companies Optimize Marketing and Sales

Infer Predictive Behavior Scoring for Oracle Eloqua

 

Infer Inc., a leading predictive sales and marketing platform that helps companies win more customers, today announced the most advanced predictive behavioral modeling solution for the Oracle Eloqua platform. Infer’s behavior scoring helps companies dramatically increase the impact of their sales and marketing programs by prioritizing business-to-business deals that are most likely to close quickly, and by continuously optimizing campaign effectiveness and pipeline velocity. After proven success with early customers, Infer is rolling out its updated behavior scoring solution for any company that uses the Oracle Eloqua marketing automation system.

How Can We Blend All of Our Customer Data into Actionable Profiles?

Infer Profile Builder Icon

This is the third post in our profile management blog series. Earlier this month, we talked about whether profile management requires predictive scoring, and in this post we’ll discuss how it can be easily incorporated into your existing sales and marketing workflows. Often we talk with companies that don’t yet have enough leads or conversions to build a statistically accurate predictive model, but that no longer needs to hold them back. The key to establishing impactful data-driven workflows – with our without predictive scores – is creating actionable profiles of your ideal customers, and infusing that insight into your day-to-day work.

Infer’s Predictive Insights From Across The Web

It’s been an exciting couple of months at Infer — from product announcements and company updates to industry insights and best practices, we’ve had a lot to talk about. This “In The News” roundup highlights Infer’s insights around the web, including how our customers are seeing success with predictive and why hyper-segmentation is enabling B2B marketers to turn data into actionable intelligence that drives real revenue.

As the proliferation of sales apps increases, sales is taking marketing into its own hands, and marketers are being asked to give up some turf at the top of funnel. Infer CEO, Vik Singh, shares tips for how sales and marketing can stay in sync as companies’ sales stack inches towards marketing automation:

“If you work to solidify your goals, unify your stack, and establish which departments own which data and workflows, your GTM culture and targets will stay intact regardless of which new tools come and go.”

 

Improving Sales Efficiency Through Predictive-Driven Lead Routing

Companies today employ all kinds of techniques to drive growth and increase sales efficiencies. To meet these goals, many are innovating both their inbound and outbound marketing techniques — both by generating quality inbound leads and targeting new outbound accounts that are highly likely to convert. But without a way to filter out the noise, these strategies can be hampered by misdirected time and effort on leads that aren’t a good fit for the product or service a company is selling.

Over the years we’ve had the opportunity to work with amazing companies like Booker, New Relic and ZenDesk that are part of the movement shaping the future of predictive for sales and marketing. This playbook highlights how Booker, a service commerce platform for small local businesses, integrated predictive scoring into its sales and marketing workflows to boost sales efficiencies and internal alignment. As a result, the company saw a 60% increase in the number of contracts closed in under a month.

Predictive Sales and Marketing lead routing

Inside you’ll learn how to:

  • Prioritize your best leads and align effort to the highest revenue opportunity
  • Lift lead conversion rates and optimize performance by routing prospects to the right nurture tracks and sales reps
  • Employ a “test-and-invest” strategy to identify marketing campaigns and channels that generate the highest quality leads

Download your copy here >

Predictive Sales and Marketing - Booker

This is a playbook we often recommend to companies are ready to kickstart their predictive journey by embedding predictive into sales and marketing workflows. We also have other playbooks for analyzing a model’s performance, accelerating expansion, sales prioritization, sales and marketing alignment, nurture, customer support, and test and invest.

If you’d like to see how predictive sales & marketing can add value across your organization, request a demo today.

Does Profile Management Require Predictive Scoring?

Convert data into actionable intelligence with predictive

 

This is the second post in our profile management blog series. Last month we talked about where the Infer Profile Management platform (PMP) fits into your sales and marketing stack. In this post, we’ll discuss whether or not you need to layer in predictive scoring to reap the full benefits of PMP, and identify where Infer’s platform can fit into your predictive journey.

A question we hear quite often is whether or not a predictive model is required in order to leverage the full capabilities of Profile Management. While predictive scoring models enhance PMP, you can still identify your ideal customer profile and get significant value from the platform without any type of scoring model:

  • PMP allows companies to combine all of of their prospects’ buying signals (i.e. firmographics, geography, personas, engagement, free trial usage, etc.) into data-rich, descriptive and actionable profiles, which can be sliced and diced in countless ways to get more granular. We call this hyper-segmentation.
  • These profiles can be shared across your CRM and other sales or marketing tools (like Marketo or Eloqua), instantly enabling better targeting, at-a-glance personalization for reps, and a clear understanding of the pipeline metrics surrounding each segment.
  • Access thousands of predictive signals to build profiles to help you expand into areas you might not currently have data sets for – new products, geographies, or going upmarket (ABM).