According to SiriusDecisions, 68% of companies use marketing automation systems to do lead scoring, yet only 40% of sales people are getting value from it. When marketers are sitting on mountains of data, how could that be?The challenge with traditional scoring found in marketing automation is that it wasn’t built with a predictive-first approach. Point values are manually assigned and there isn’t any emphasis on the combination, concentration, or recency of signals. Points are just additive and the point differences between activities (e.g., downloading a whitepaper or visiting a pricing page) are essentially arbitrary. While it’s a starting point, it is easy to see why it is prone to false positives and why it is not trusted by reps.
Predictive scoring is all the rage amongst data-driven marketers, but how do you know which vendor is best? If you want to hit a home run for your B2B company, it’s time to educate yourself on what exactly predictive lead scoring is, and how you can choose the right partner to help you hit it out of the park.
Wednesday, September 24, 10:30 – 11:30am PT
The presentation will cover:
- The difference between predictive and traditional lead scoring
- Key questions to ask when evaluating predictive vendors
- Pitfalls to avoid when selecting a predictive lead scoring partner
- Real-world predictive lead scoring success stories and use cases
Mindflash is the latest in a wave of companies who has gone all in on predictive.
They’re feeling the impact across sales, marketing, and customer success. Recurring revenues are up 50%, they’ve cut their payback time in half, and they’ve been able to bring in customers with higher lifetime value.
Mindflash turned to Infer’s predictive scoring solution, and began to benefit from the instant, data-driven identification of it’s best leads.
“How can I ensure that I’m working the right leads from my Free Trial channel?”
I was in a meeting with a prospect today talking about Infer. We were demoing the slider and explaining how we set buckets for the A, B, C, and D leads.
It was pointed out that the D leads contain a tiny percentage of the overall revenue.
The prospect then jumped in with something that caught me a little off off-guard. He said, “I can’t wait to give all our D leads to my new reps!”
Now as a former inside sales rep, I sat there thinking, wow that’s a little cruel. Poor new guy. They’re going to spend their first month trying to sell to people who aren’t a fit for the product. That’s a tough start. And at what point do you tell your new rep that they’ve only got D leads in their queue?
This short video provides a visual explanation of the value unlocked by predictive scoring. When you turn on Infer you see this instant change in behavior across all of your reps. All of a sudden your effort is almost perfectly aligned with the revenue opportunity.
Turning on Infer unlocks a huge amount of dead weight. That energy can be shifted into more productive endeavors; whether that means doubling down on your top performing leads and following up more aggressively, or finding new sources of profitable leads.
The comparison below highlights why Infer’s Predictive Lead Scoring is a home run initiative. It’s low risk, easy to implement, and the impact is quantifiable upfront.
Time to Value for Automation Projects
With CRM or a Marketing Automation System, this is what a typical implementation looks like:
To maintain their amazing growth trajectory and stay one step ahead of the competition, AdRoll has instilled a culture of data driven decision making. Infer helps them scan thousands of signals from across the web so that they can identify which customers are most likely to convert. At AdRoll they have one set of leads that convert at 4x the baseline, and one set that will never convert. Infer helps them tell the difference between the two. As their Sales Reps think about who to call out to, Infer ensures they’re focused where they’ve got the best shot at winning.