Can predictive bring sales and marketing together?

Barb Mosher Zinck’s interview with Infer’s VP of Product Marketing, Sean Zinsmeister, originally appeared on Diginomica.

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Knowing which prospects and customers to focus time and effort on is critical for marketing and sales success. You can’t hit everyone; you have to hit the right ones. Predictive and AI can help.

How is the technology adapting to support sales intelligence? I spoke with one predictive sales and marketing platform vendor to get a feel for how the market is evolving.

In my discussion with Sean Zinsmeister, VP of Product Marketing at Infer, he talked about three main issues sales and marketing face.

The Inbound problem

Lead generation is the implementation of strategies to capture the attention of prospective customers. The goal is to get contact information to pass on to Sales for follow up and hopefully conversion. Successful lead generation can yield a lot of contacts, but not necessarily a lot of qualified leads.

So what happens when you are getting way too many leads coming in from Marketing? How do you know which ones to focus on? Which ones are the right ones?

Zinsmeister gave the example of one company that had too many leads pouring in, and it was taking Marketing 100 calls to generate one marketing qualified lead (MQL – a lead that’s most likely to buy). This company adopted predictive scoring and profiling to help it narrow down the best-fit prospects to follow up with and reduced the number of calls to 12 per MQL.

How does predictive scoring help? Not only does Infer look at a contact in terms of their interactions with your company (by looking at your CRM and marketing automation), it also mines the Web and other third party data looking at potentially thousands of data points, each weighted specific to the company’s requirements. Put all that profile information together, and score it and you have a better idea of which prospects are engaging more with your company at the time when they are ready to take the next step.

Infer Launches New Predictive Behavior Scoring; Expands Sales Intelligence Capabilities

Press Release: Company Further Accelerates Product Innovation and Extends Open Ecosystem

Infer Inc., a leading predictive sales and marketing platform that helps companies win more customers, today announced several enhancements to its product portfolio. The latest improvements to Infer Glance, a sales and account intelligence application, as well as Infer’s new predictive behavior scoring for Salesforce Pardot, reflect the company’s strategy to continue deepening integrations with other enterprise systems. Infer’s open architecture makes it easy for sales reps and marketers to infuse predictive intelligence into their decision-making in order to close deals more quickly.

The significant product improvements we’ve made in 2016 reflect how we’re helping businesses reimagine automation through data science,” said Vik Singh, CEO and co-founder of Infer. “The market for AI solutions is rapidly expanding, and Infer fuels predictive adoption by serving as a guide that intelligently and continuously identifies revenue whitespace in a company’s funnel. In just a few years, I’m confident that every modern enterprise with a CRM system will also be leveraging predictive analytics and AI to supercharge its revenue growth.”

Infer Glance Sales Intelligence Powers More Productive Conversations

Infer Grows Partner Ecosystem to Help Marketers Build Best-In-Class Programs

We believe that predictive intelligence serves as the brain of the sales and marketing stack. As such, we partner with technologies all across the stack to make sure it’s easy for our customers to fully power any workflow with predictive for maximum business impact. Today, we’re happy to share that Infer has officially joined the Oracle Marketing AppCloud and Terminus ABM Cloud ecosystems — extending upon our long-term collaboration with companies like Salesforce, Marketo and others.

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The ABM Cloud for Salesforce partner program is helping marketers understand the MarTech software product landscape and select best-in-class tools across functional categories to implement account-based marketing programs at scale. Our integration with Terminus lets marketers measure the quality of their ABM programs in real-time, enabling them to quickly fine-tune messaging and channels for maximum effectiveness and efficiency.

Infer Named a 2016 CRM Market Rising Star

2016 CRM Market Rising Star

Infer is honored to be named a 2016 CRM Market Rising Star! The Market Awards aim to recognize leaders in the CRM industry, and are selected based on a composite score that includes revenue, company growth, market share, customer wins, reputation for customer satisfaction, depth of product functionality, and company direction. You can read the full write-up on Infer here, or below.

The Risks of Blending Customer Signals from Disparate Sources

Originally Posted on Data Informed

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One of the more perilous steps in building a data model is determining the right signals to include. When it comes to business-to-business customer analytics, there’s a wide range of signals to choose from – a company’s business model, technology vendors, relevant job postings, public filings, social presence, website activities, marketing engagement, third-party intent data, and other attributes.

But some data scientists forget that all of these signals aren’t created equal, and they shouldn’t be treated the same.