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.
Press Release: Deep Integration Between Marketing Automation and Predictive Solutions Helps Growing Companies Optimize Marketing and Sales
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.
If you’re a marketer, there’s a strong chance you’ve either implemented or are considering integrating an Account based marketing (ABM) approach into your outbound strategy. One reason ABM has the marketing world on fire is because it has the potential to open up entirely new revenue channels. 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 – via targeted advertising, direct mail, and sales outreach.
A 2016 FlipMyFunnel research report, which surveyed over 200 B2B marketers to uncover how they’re currently using or planning to use ABM, revealed that 49% of marketers surveyed have been running ABM campaigns for less than six months. But, a whopping 71% are planning on adding ABM tools next year alone.
So, what is driving the need for businesses to build an ABM program and how do you successfully implement one?
Press release: New Strategic Partnership Brings Profile Management and Predictive Scoring to Account-Based Marketing
Infer Inc., a leading predictive sales and marketing platform that helps companies win more customers, today announced a Predictive Ad Targeting Platform that helps businesses target their highest-potential accounts and fuel deeper engagement. A new Infer partnership with account-based marketing (ABM) platform Terminus extends the power of predictive analytics to business-to-business advertising. Through this and other partnerships, Infer’s open platform delivers predictive advertising solutions that increase a company’s marketing return-on-investment by leveraging data science to optimize campaigns, targeting and budgets.
Rather than take a spray-and-pray approach or focus only on known accounts, Infer helps companies accurately pinpoint which accounts or leads are most likely to engage with a given campaign, and then leverage this intelligence for greater advertising impact. Infer goes beyond just adding predictive scores into the mix of bidding signals for ad targeting. The company’s platform builds profiles that can encompass both scores and external signals, such as the prospect’s intent or whether their company offers a freemium product.
“Predictive scoring and profiling technologies add tremendous value when it comes to sales and marketing workflows for account or lead prioritization, inbound marketing and demand generation, so it’s a natural extension to bring these advanced techniques into your advertising strategies,” said Vik Singh, co-founder and CEO of Infer. “The most successful approaches are those that combine proven, best-of-breed platforms, as opposed to force fitting a one-size-fits-all solution that applies predictive to both advertising and automation. They are two different sides of the coin, each deserving dedicated focus and depth to do proper justice and to achieve significant gains in marketing and sales. That’s why we developed an open architecture that intelligently feeds our insights into your stack to make CRM, marketing automation and adtech systems all infinitely smarter.”
Building Data-Rich Profiles for Hyper-Segmentation
The Infer Profile Management Platform first combines data that’s trapped in companies’ internal systems with thousands of proprietary third-party signals. It also pulls in valuable buyer intent signals from marketing automation platforms, advertising systems and other data vendors to proactively identify new ‘interested’ accounts to target. Infer intelligently matches, merges, interprets and filters all of these data points so that go-to-market teams can create data-rich, descriptive prospect profiles using a broader range of customer attributes than ever before. Through thoughtful hyper-segmentation of these high-potential profiles, companies can greatly improve effectiveness and efficiency in a variety of sales and marketing programs.
Hyper-Targeting ABM Campaigns for Greater Impact
Infer connects with leading advertising systems to share these carefully defined profiles, and orchestrate whichever actions a company wants to perform on them. For example, by feeding rich Infer Profiles into Terminus, a marketer can show personalized display ads to particular B2B accounts, i.e. best-fit marketers who use the Marketo platform. “Infer’s open architecture makes it simple to take your account-based marketing strategy to the next level,” said Eric Spett, CEO at Terminus. “Companies can pull their ideal customer profiles from Infer into our platform, and effortlessly bring predictive into daily workflows that provide critical ‘air-cover’ for ABM campaigns, and result in faster progressions through every stage of the marketing and sales cycle.”
Measuring Campaign Results through Predictive Scoring
Coming full circle, Infer’s Predictive Ad Targeting Platform can leverage the company’s statistically accurate fit and behavior scoring models for greater predictive power, a deeper level of segmentation, and more insightful campaign measurement. Infer Predictive Scoring helps marketers measure the quality of the leads they are reaching, make course corrections as needed, and ensure that their messaging and channels are effectively aligned with the company’s target profiles.
“Infer’s profiling and scoring technologies, in tandem with ad platforms like AdRoll and Terminus, help us easily employ predictive targeting,” said Alex Acker, senior manager of marketing and insights at Nitro. “By working smarter in this way, we’re able to boost engagement at the top of our funnel, and get a whole lot more for every advertising dollar.”
Infer’s open approach and integrations with other partners like AdRoll, Eloqua, Google Analytics, HubSpot, InsideView, InsightSquared, Marketo, Pardot, Salesforce and Social123 help to make an organization’s existing sales and marketing stack more impactful and effective.
Founded in 2010, Infer delivers a predictive sales and marketing platform that helps companies win more customers. It leverages proven data science to rapidly model the untapped customer profile data sitting in an enterprise, along with thousands of signals from the web, and help drive a company’s growth strategy through valuable predictive workflows. Customers include over 120 high growth companies and large enterprises 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.
Read about Infer’s new partnership on the Infer blog
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.
This month we announced the release of Infer’s Profile Management Platform to general availability, as well as the addition of the Net-New Profile Builder. We’re excited to share more details about these product updates below.
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.”
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.
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
Press Release: Proven Account-Based Marketing and Demand Generation Workflows Help Businesses Move Up-Market with Predictive
Infer Inc., a leading predictive sales and marketing platform that helps companies win more customers, today announced new predictive demand generation capabilities that help businesses grow up-market by targeting high-quality profiles of net-new prospects. Infer’s Net-New Builder extends the first-of-its-kind Infer Profile Management platform, which the company launched last November and is now generally available for all companies.
“The biggest hurdle to an effective account-based marketing strategy isn’t just getting more prospects, it’s bringing the new leads into day-to-day sales and marketing activities in ways that actually deliver results. Most of today’s demand generation vendors sell you a list – perhaps with predictive scores if you’re lucky – and then just walk away,” said Vik Singh, co-founder and CEO of Infer. “Infer, on the other hand, provides an open architecture that has helped over 120 businesses operationalize proven, structured workflows by infusing predictive intelligence into their sales and marketing systems. Our latest capabilities extend this unrivaled customer success by bringing Infer’s unique profiling concept to the task of net-new lead generation.”
The new demand generation capabilities released today leverage Infer’s novel profiling approach to build on the net-new offering the company launched last summer with partners like InsideView. Infer Profile Management combines data that’s trapped in companies’ internal systems with thousands of proprietary external signals. It intelligently matches, merges, interprets and filters all of these data points to create actionable intelligence in the form of data-rich, descriptive prospect profiles. Since its beta launch four months ago, dozens of customers have built over 2,750 profile combinations on the platform.
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).