This week, we’re joined by Jeff Canada, Global Marketing Operations Manager at Quantcast to talk about the greatest challenges to the modern marketer: personalization, localization, the death of the newsletter and more!
This article was originally published on MarTech Advisors by Sean Zinsmeister, Senior Director of Product Marketing at Infer.
Sean Zinsmeister, Senior Director of Product Marketing at Infer discusses five technology trends which can be expected for CMOs in 2017.
As another year comes to a close, it’s always fun to reflect on the changes our industry has seen and how it’s likely to evolve even more over the next twelve months. The topic of marketing and sales technology has been hotter than ever as many new tools have emerged in areas such as account-based marketing (ABM), many applications have faded from the limelight, and the big vendors have all made big artificial intelligence (AI) moves.
Here are five specific trends I think we’ll see in 2017 as the martech landscape continues to advance:
We are so excited to bring you a new episode of Stack & Flow with our latest guest, Adrian Chang. He is the Director of Customer Programs at Oracle Eloqua, where he has worked for nearly ten years, and is a marketing automation pro. Obviously no stranger to the ever-evolving world of martech, Adrian helps the hosts break down this year’s Gartner Hype Cycle for Digital Marketing and Advertising, including why companies are investing more in technologies that will help marketers deliver the best of the brand with customer data. He also shares how to get started with machine learning, and what trends will be big in 2017.
G2Crowd is disrupting the traditional analyst quadrants. The online B2B software review company has built an impressive community made up of over 100,000 crowdsourced reviews from real-life users, then turns those thousands of data points into trend reports, a la Gartner and Forrester. In this episode of Stack & Flow, G2’s Chief Marketing Officer, Adrienne Weissman, shares her thoughts on how consumer review sites have helped to shape the B2B software buyer’s expectations, what the relatively young company is doing to drum up demand generation, and why good project management helps align their sales and marketing team for better ideation and execution.
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.
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.
Press Release: Innovative Companies like AppDynamics, Druva and PayScale Use Infer’s Game-Changing Account Engagement Insights to Bolster ABM Programs
Infer Inc., a leading provider of predictive technologies that help companies win more customers, today launched the industry’s most advanced account behavior scoring offering, which helps companies accelerate revenue generation by supercharging their account-based marketing (ABM) programs. Building on Infer’s pioneering lead behavior and account fit scoring models, the company’s new Account-Based Behavior Scoring allows marketing teams to laser-focus their campaigns on the business-to-business (B2B) deals that are most likely to close quickly.
“Our research shows that while ABM adoption has grown explosively in recent months, companies are struggling to understand which of their top accounts are in the market at any given time. CRM applications can aggregate account-level sales activity, but they do not reveal buying signals or marketing engagement in a clear, actionable way,” said Tom Scearce, senior analyst, demand generation at TOPO. “Infer’s new Account-Based Behavior Scoring uses predictive analytics to help B2B companies identify marketing-qualified accounts that both look and act like ideal buyers.”
We’re excited to share that Infer Scores are now integrated with Marketo Sales Insights to give more reps visibility into their best-fit prospects so they can close deals faster. This Marketo view can be fully integrated within Salesforce records, where it displays Infer Scores as easy-to-understand stars and flames to help sales reps to more quickly identify and prioritize the leads that are most likely to convert.
Once Infer is configured with your Marketo instance, any administrator can edit the standard setup for Sales Insights. Infer’s scoring options appear in the drop-down menu of possible scoring fields for configuring this view into Marketo. Customers like Druva are already using the integration to help them predict their highest potential prospects.
Infer’s Automated Form Monitor, which is a simple WordPress plugin, helps marketing operations teams periodically test their site forms to ensure they’re operating properly.
How to Use Infer’s Automated Form Monitor Plugin
If you’re unfamiliar with installing and activating WordPress plugins, please see this post in the WordPress Codex.
After installing and activating the automated form monitor plugin, you will see an Admin Menu option called Form Monitor (see left screenshot). To begin monitoring your site forms, click the Form Monitor option, then follow these next steps:
- Download this CSV template.
- Double click the .zip file, and open the CSV file in your preferred spreadsheet or text editor (Excel, Numbers, Google Sheets, TextEdit, etc.).
- You will see a number of columns in the CSV file. Create and fill out one row for each form you want to monitor.
As it’s often said, necessity is the mother of all invention. Recently, we decided to re-architect our Pardot Marketing Automation, and as part of this project, we began looking for a way to test all of the forms on our website in order to make sure they were working properly. Any Marketing Operations person will tell you that the last thing they want to worry about is whether they are forfeiting leads because of a broken form.
As we looked to the market for a solution to this problem, we were surprised that none existed — and, certainly not one that worked easily with WordPress and Pardot. So, we kicked off an internal project to find a better way to monitor the health of website forms. The result was our brand new Form Monitor, which is a simple WordPress plugin that comes fully integrated with Pardot and can be downloaded on the WordPress marketplace.
In the spirit of idea generation and innovation, we want to share our learnings with our friends in the broader marketing community. So, we sat down with our Senior Director of Product Marketing, Sean Zinsmeister, to learn more about the inspiration for the plugin, how it takes a big load off MOPS, and lessons learned along the way.
This Q&A with Infer’s Sean Zinsmeister was originally published on MarTech Advisor.
Predictive analytics for B2B sales and marketing has certainly “crossed the chasm”, but it’s still in the early adopters phase of the product development lifecycle, and will continue to mature. MarTech Advisor spoke to Infer’s Sean Zinsmeister about the predictive space and Infer’s product strategy.
Consolidation Versus Integration of Predictive Intelligence Platforms
I expect that we’ll see some consolidation, but even more integration as the industry evolves. The reality is that today’s marketing clouds are still fairly immature and cobbled together vs. providing one cohesive cloud. When you look at the predictive movement, there has been a lot of hype and a lot of vendors chasing shiny objects. Our strategy is not to build an all-in-one solution or a walled garden, but rather to deliver an open architecture that can share data, predictions, recommendations and action triggers across any marketing cloud, system of record or other specialized tool (i.e. AdRoll, Outreach, Pardot, Act-On, etc.).
Open architecture is especially important because martech is getting increasingly balkanized by salestech, and the go-to-market stack is expanding. Our approach is to build deeper hooks into engagement systems. This will in turn increase the predictive power of our models and allow us to drive more targeted segmentation, recommend appropriate next-best actions, and ultimately make all of a company’s systems run more efficiently.