This article was originally published on the Hubspot Blog by Infer customer, Nicholas Heim, Director of Inbound Marketing at Hotjar.
Hypergrowth SaaS businesses like my company, Hotjar, are often faced with the happy problem of too many free trial leads flooding into HubSpot. Thanks to lots of word of mouth buzz around our mission to democratize user analytics, and some clever advertising, we took off fast a couple years ago.
I wasn’t around for the early “fresh-out-of-beta days,” but as a newer team member, it’s quite nice to stand on the shoulders of an amazing product and founders who are true visionaries. When I joined around nine months ago, it had become challenging for our team to vet which leads (out of around 600+ new users each day) to target for premium business and agency plans.
While we get tons of value from using HubSpot for both our CRM and marketing automation needs, we couldn’t properly segment and personalize messages for our highest potential users out of the gate.
That is, until we added Infer Predictive Scoring to the mix. Now, we have a custom predictive model that works with HubSpot and our Intercom customer messaging platform to provide accurate data-based predictions of how well each lead matches Hotjar’s ideal customer.
Here’s what we’ve learned by using predictive intelligence to inform more advanced sales and marketing tactics.