At Infer, we’re fortunate to work with forward-looking marketers around the world. As more companies join the predictive revolution, we love sharing their great success stories — and marketing automation innovator Act-On is no exception. To support its focus on the mid-market CMO, the company’s marketing team adopted Infer Predictive Scoring and gained a better understanding of how closely each lead fits Act-On’s ideal customer profile.
In a recent conversation with Act-On CMO, Kevin Bobowski, he discussed why his team adopted predictive, how it has changed their workflows, and several benefits that they’ve realized in just their first year of using Infer.
Q&A with Kevin Bobowski, Act-On CMO
You already enjoy valuable insight into your leads from behavioral scoring. What drove you to add predictive scoring to the mix?
We have a big untapped opportunity in the under-served mid-market space, and needed to transition from handling a high volume of leads to a model where we focus on a third of those leads, but know that they’ll convert two or three times more often to opportunities and closed deals. Before Infer, it was getting harder and harder to score the quality of our leads based on just their behavior and subjective factors like geographic segments. We had a very clear sense of who was our ideal customer, but needed the power of predictive to give us a second point of view — like an expert witness testimony. Infer helps us minimize false positives and tell us for each lead if it’s a company that matches our ideal customer profile.