Surfacing Gold from Nurture Programs with Predictive Behavior Scoring

Many companies that enjoy a healthy inbound lead flow push their top leads to sales reps, and send lower quality leads into a nurture database for marketing follow up. But as these archived leads accumulate, it becomes increasingly difficult for the marketing team to monitor all aging leads and find accounts that have re-engaged. One best practice is to add predictive behavior scoring that can model the full spectrum of activity data being collected by your marketing automation platform. With this insight, you can predict the likelihood of an outcome (e.g. conversion) within a set time period (e.g. next three weeks).

Over the years we’ve had the opportunity to work with amazing companies like Atlassian, Concur and Zendesk that are part of the movement shaping the future of predictive for sales and marketing. This playbook highlights how these companies are resurfacing gold out of nurture by identifying previously disqualified prospects that are worth another look.

predictive marketing behavior scoring

Predictive Leader Infer Increases Upsell Revenue 5X Quarter-over-Quarter

Press Release: Accelerated Adoption of Predictive Technology Fuels Rising Customer Investments

Infer Inc., a leading provider of predictive technologies that help companies win more customers, today announced a 500 percent jump in existing customer spend over the past quarter. Much of this growth was driven by adoption of the new Infer Prospect Management Platform, launched in November 2015. In addition, last quarter the company closed its highest ever increase in new annual recurring revenue (ARR).
infer-momentumOver the past year, Infer grew its community to well over 100 paying customers, closing new annual contracts with companies like Act-On, Belly, Intacct, Looker and Pandora. The company also continues to increase contract values with its long-term customers, and computed nearly 300 million predictions last quarter – representing a 150 percent quarter-over-quarter increase. Infer customers consistently report stellar results as they operationalize predictive sales and marketing. For example, Concur recently won CRM Magazine’s “Market Elite” award for its use of Infer to triple lead conversions.

“As a result of our hyper-focus on customer success, we’ve built up significant tribal wisdom around how to build useful predictive applications powered by our scores, and how to make those applications sticky via seamless integrations with existing workflows,” said Vik Singh, co-founder and CEO of Infer. “Year after year our customers have proven the value of predictive by leveraging our applications to drive clear ROI – leading to our high logo retention rate and increases in upsell dollars.”

Amplifying the Value of Predictive Marketing and Sales

Last quarter, Infer launched the first-ever AI-powered prospect management platform. Infer Prospect Management adds value to predictive scoring by allowing companies to combine all of their buying signals into data-rich, descriptive and actionable profiles. This unique approach delivers key prospect information at-a-glance in order to help sales and marketing teams deliver more personalized engagement and a better customer experience.

Infer Profile Builder

“The great thing about Infer is that it’s so much more than just predictive scoring. With prospect management, the platform becomes even more actionable – we’ll never go back to the old-school lead volume mindset,” said Trevor Lynn, chief marketing officer at Social Tables. “Infer Prospect Management has completely opened our eyes to our highest-converting profiles, so that now we can be more strategic about where we put our marketing dollars in order to perfect our program and channel mix. As a result, we’ve been able to increase average deal sizes by over 10% and increase our volume of new qualified opportunities by 25%.”

Infer also augmented its core predictive technology with several new capabilities in 2015, including net new lead generation, account scoring, behavior scoring and market expansion offerings. Infer is now the highest rated predictive vendor on G2 Crowd for B2B Predictive Analytics and Account-Based Marketing solutions, with more positive verified online customer reviews than any other technology in the space.

Extending the Infer Partner Ecosystem

Infer continues to add new data partnerships and integrations to its portfolio. Last year, Infer signed new deals with a number of firmographic, technographic, and intent data vendors. In addition, sales analytics application InsightSquared and top sales acceleration and advertising tools are integrating with the Infer platform. Finally, the company maintains pre-built connectors for Salesforce, Eloqua, Marketo, Pardot, and now HubSpot.

About Infer

Founded in 2010, Infer delivers a predictive-first platform that helps companies win more customers. It leverages proven data science to rapidly model the untapped data sitting in enterprises, along with thousands of signals from the web. Customers include several large enterprises and numerous high growth companies like AdRoll, Atlassian, Cloudera, Concur, New Relic, Tableau, Xactly and Zendesk. Headquartered in Mountain View, California, Infer is funded by leading investors, including Redpoint Ventures, Andreessen Horowitz, Social+Capital Partnership, Sutter Hill Ventures and Nexus Venture Partners.

Additional Resources

Infer’s Sean Zinsmeister Talks AI in B2B Marketing, Best Practices and More

If you’re in B2B marketing or sales, chances are you’ve heard a lot of talk about things like account-based marketing and predictive analytics lately. Our very own Sean Zinsmeister is making the rounds in the headlines recently too, offering up his thoughts on those hot topics and more. From 2016 predictions to best practices, here’s a roundup of Sean’s insights from around the web.

As artificial intelligence technology gives us more data than ever, B2B marketers are taking a cue from B2C marketers on how to transform large amounts of data into actionable intelligence. In this Technology Advice podcast, Infer’s Senior Director of Product Marketing, Sean Zinsmeister, chats with TA about how predictive analytics are transforming B2B marketing by empowering a more strategic and personalized customer experience.

“The more we get to know the types of people that are interacting with us online, the more we can really structure a great conversation. At the end of the day, the key [to using data] is to solve market problems. When you start focusing on solving market problems… you’re automatically using data to improve the customer experience.”

Critical customer data is spread out all over the place, including across the web as well as systems inside and outside a company. Over on the Marketo Blog, Sean gives marketers tangible best practices on how to use predictive solutions to reinvent their approach to prospect management.

“Today, you can pinpoint the best net new prospects with unprecedented precision–a better way to feed hungry salespeople and avoid forfeiting deals you don’t know about to your competition.”

It’s a no-brainer that the sales and marketing world is rapidly evolving and 2016 will bring even more growth. Read more to find out which five key changes Sean predicts we’ll see in the B2B space this year.

“Powerful automation and sophisticated data science aren’t enough. It’s important to keep in mind that the roles, behaviors and processes of marketing and sales folks must adapt as well.”

Predictive analytics brings a whole new perspective to how marketers are developing and executing against their ABM, or account-based marketing, strategy. On Business2Community, Sean shares four best practices for how marketers can leverage predictive in their ABM strategy.

“…it’s no longer a pipe dream to be able to identify the universe of accounts that are a good fit for your product and deliver personalization at scale. ABM has the potential to open up entirely new revenue channels and marketing tactics.”

LeanData’s Adam New-Waterson sets the record straight on what ABM means for marketers and how it will enable them to be more results-focused than ever before. Infer’s Sean Zinsmeister is also quoted on how smart ABM strategies can enable marketers to fill the marketing funnel faster and, in turn, increase revenue.

“Marketers can’t afford to sit back and wait for all prospects to show up at their doorstep. They need to be filling the top of the funnel with outbound, or net-new, lead generation to feed sales reps and increase potential revenue. The last thing businesses want to do is forfeit a good account simply because they weren’t aware of it.“

Smart marketers don’t rest on their laurels; they evolve their skills to stay on the cutting edge of their field. In this expert roundup on Direct Marketing News, Sean shares his perspective on why mastering ABM is a must-have skill for marketers in the new year.

“ABM has the potential to open up new revenue channels now that all companies can easily identify best-fit accounts and deliver personalization at scale—via advertising, direct marketing, and more.”

Sean Zinsmeister is at it again, discussing how predictive analytics impacts account-based marketing and why are both such a hot topic right now. Read more now at Terminus.

“Predictive helps prioritize how you engage with the right customers when you have a large amount of customer data. It’s all about finding out who your best-fit customers are and then learning how to reach these customers.”

Where does Prospect Management fit into my Sales and Marketing stack?

Infer Prospect Management (PMP) is a lightweight platform that sits on top of your CRM and compliments your Marketing Automation platform (MAP). It includes three main parts: a Profile Builder (which we’ll explain further below), an Actions Layer and a Recommendations Engine (which we’ll dive into for future FAQs).

The application is designed with a clean, intuitive user experience to give you control over how you are identifying and activating good prospects. Using Infer, you can define your ideal customer profiles using three primary data sets:

Go beyond predictive scoring with Profiles
  • Segments – Firmographic, demographic and technographic information about the prospect’s company
  • Personas – Each individual lead’s job role, seniority, etc.
  • States – Activity from the web, MAP, or product usage

8 Thought Provoking Questions Raised By Self-Driving Cars… And What It Means for B2B

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Infer byline originally published on VentureBeat

The thought of self-driving cars on the road seems like a distant dream, yet they’re on the road today, and will be available to the general public within five years. Similarly, in the B2B world, artificial intelligence (AI) and predictive technologies represent a disruptive shift that’s forcing companies to re-imagine how they operate. We’re already seeing visible examples such as programmatic bidding in the advertising world. Most people believe that in five years, many parts of our business will be driven by AI.

With that in mind, here are eight questions everyone is asking about self-driving cars, each of which has an important parallel that helps frame AI’s impact on business and society at large.

TrustWill we be able to trust them?

Google’s self-driving cars have already driven 1,210,676 miles. These cars analyze tons of sensors and environmental signals, and carefully calculate movements to apply a conservative driving style. In fact, as of July this year, there had only been 14 accidents — all caused by human error, not by the software. Given the fact that around 33,000 people die in traffic accidents in the US every year, and much of blame falls to distracted drivers, there is a huge opportunity to make our roads safer.

Infer and InsightSquared Announce Strategic Partnership to Bring Beautiful Reporting to Predictive Marketing and Sales


Press Release: New Predictive Analytics Visualizations Deliver Actionable Insight into a Company’s Lead Generation Programs, Marketing Campaigns, and Sales Pipeline

Infer Inc., a leading provider of predictive technologies that help companies win more customers, and InsightSquared, the top-rated sales performance analytics company, today announced a strategic partnership. Together the companies will deliver new dashboards that visualize key predictive insights to help business-to-business marketers make the leap from being simply data-driven to being fully predictive-driven.

Many companies have only murky visibility into their sales pipeline, and can’t measure marketing campaign performance until it’s too late to make adjustments. With Infer’s statistically accurate customer conversion predictions visualized in several of InsightSquared’s most popular reports, businesses can better monitor the health of their sales and marketing operations. Marketers can use these reports to determine how well their demand generation programs are fueling growth, while sales teams can use them to better align effort to impact through continuous lead management.

Using Predictive to Improve B2B Free Trial Conversion

For many companies, offering a free trial is a critical part of their demand gen strategy. Prospects who sign-up and want to experience the product are inherently more likely to convert than those who downloaded content. The key to maximizing this channel is being able to instantly identify high-value trial users so that you can ensure they get the proper attention from day one.

Over the years we’ve had the opportunity to work with amazing companies like AdRoll, Cloudera and Segment that are part of the movement shaping the future of predictive for sales and marketing. This playbook highlights the best practices Segment is using to optimize support for its free trial users.

Using Predictive Marketing to Improve B2B Free Trial Conversion

What’s New at Infer?

Originally published on TrustRadius

Over the last year, $242 million in venture funding has flowed into B2B predictive marketing. That is great validation that we’re on the edge of a mega trend that could be every bit as big as cloud, social, or mobile.

At Infer we feel fortunate to have gotten out front and had time to build up tribal wisdom. By working with lots of forward-thinking companies, we’ve been able to learn the edge cases, improve the technology, and develop playbooks for success. Just as we saw with Salesforce, the community you attract and the success of your customers is the catalyst for growth.

About a year back we had a realization that scoring alone was not enough to win this market. From working with customers we knew that you can have a great predictive model, and that is critically important, but a score by itself is not enough. It is the applications of the scores that unlocks value.