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