Making the Case for Predictive Marketing & Sales

Moderated by Kerry Cunningham of SiriusDecisions, Infer and Lattice Engines joined forces last month to discuss the key strategies and use cases to get your business started with predictive marketing and sales. We had a great time discussing best practices for how to deploy a predictive marketing solution, and why real customers are achieving success by infusing predictive analytics into their go-to-market machines.

Lattice Engines webinar for blog


In this webinar replay, you will learn:

  • Several different approaches to launching a predictive solution.
  • The top use cases for getting started with predictive analytics.
  • How to measure success.

We hope you enjoy the webinar, which you can watch here.

For more details on how predictive is helping businesses create more effective sales and marketing organizations, request a free demo or start a free 14-day trial of Profile Management now.

3 Growth Hacks to Boost Revenue Upwards of 10%

This byline by Infer’s Sean Zinsmeister was originally published on the Salesforce blog.

Every sales leader, in every company, is searching for a killer growth angle. We all want to know how to squeeze more out of our pipeline. The best go-to-market managers differentiate themselves by pinpointing key segments where they can close deals quickly. However, this isn’t a code many people can easily crack. Whether you know it or not, your company is sitting on at least some “white space” of untapped opportunities that are already in your funnel. Few businesses realize how much potential revenue they’re actually leaving on the table, but we’re seeing more and more elite sales and marketing shops figure out how to turn pipeline gaps into revenue growth upwards of 10% – and I’ve had the privilege of learning from several of them.

One thing I’ve noticed in top-notch Sales VPs is that it all starts with how good they are at forecasting pipeline. But even when management is great at predicting how much revenue each rep and each channel will bring in, high-growth companies are never quite on target. That’s why identifying gaps is crucial to meeting sales goals. Once you determine where your team is missing the mark, you need to make adjustments quickly to address those gaps. This could mean reassigning territories, changing the makeup of the team, mandating training programs, etc. Good managers go through this cycle again and again to optimize and perfect sales motions until they hit or exceed their number.

The second stage in that sales management cycle – identifying gaps – is the toughest to nail, especially as a company evolves. But I’ve found that the gray area of discovering hidden gems already sitting in a CRM or Marketing Automation system is actually one of those variables that can have a large impact on the topline.

How Marketing Helped Social Tables Increase Leads and Revenue 400+%

This article was originally published on MarTech Review by Infer customer Ray Miller, Senior Marketing Operations Manager at Social Tables.

Lessons from Using a Smorgasbord of Approaches including Content Marketing, Social Marketing, Lead Generation, and Predictive Analytics


Social Tables is a high-growth company based in Washington, DC. It was founded in 2011 as a cloud-based event management software platform. Social Tables has helped venues and event planners work more collaboratively and efficiently together to plan over 1,000,000 events to date.

With our free mobile applications and 14-day free trial on our Website, we had figured out a way to consistently generate about 1400 leads per month. The Business Development team would pursue most of these leads, but they were often not great. They could be international leads (in markets we do not support), or leads from smaller event planners or venues where the transaction would be too small to justify an extensive sales effort.

In this blog, we will be sharing details about how we increased leads from 1400 to over 6000 per month, and then how we started managing those leads for maximum efficiency and impact. We used a number of techniques and technologies to achieve this, including:

  • Whitepapers and new mobile applications on the content side;
  • Facebook and Twitter advertising;
  • Deep analyses with Excel’s Stat Pack to assess the value of different types of leads;
  • Lead scoring and management with Infer (predictive analytics), Velocify (lead operations), Pardot, and Salesforce;
  • A full Marketing Technology stack for improved operations, including C3 Metrics; and
  • An online (aka, “low-touch”) sales model for smaller leads.

This blog is most relevant to B-to-B marketers, especially within high-growth companies.

Predictive Analytics: A Content Marketer’s Secret Weapon

We had a great time co-hosting a webinar with Uberflip last week about why predictive analytics matters for content marketers. Research shows that most B2B content just isn’t living up to its true potential. With a predictive-driven content marketing strategy, however, B2B marketers are able to leverage historical data from their content to produce more effective materials by relying less on educated guesswork and more on data.

Uberflip + Infer Webinar


In this webinar replay, you will learn:

  • Why content marketing and predictive analytics go hand-in-hand
  • How to drive more value from content using effective targeting and segmentation from predictive analytics
  • How top B2B organizations are leveraging predictive analytics to boost their B2B marketing results

We hope you enjoy the webinar, which you can watch here.

For more details on how predictive is helping businesses create more effective marketing organizations, request a free demo or start a free 14-day trial of Profile Management now.

How Social Tables Captures New Revenue Opportunities with Infer

Social Tables is a cloud-based event management software that helps venues and event planners work more collaboratively together. When the company looked to expand its business last year, the marketing team added more passive channels to drive new inquiries at the top of the funnel. They hit gold with content marketing and were soon inundated with 6,000 new leads per month, creating an enviable “champagne problem” — how to manage this high lead volume.

This company adopted Infer’s Profile Management platform and Predictive Scoring, and uncovered new revenue and expansion opportunities that increased its monthly opportunity pipeline by$500K and overall revenue by 7%.

Social Tables - Case Study Preview for Blog

Inside you’ll learn how Social Tables leveraged predictive to:

  • Identify new revenue channels and expansion opportunities by increasing effort with key groups of best-fit, high-value customer profiles.
  • Better qualify prospects through targeted outreach, resulting in deeper cross-functional alignment and a boost in sales efficiencies.
  • Gain a more comprehensive, at-a-glance view of both inbound and outbound prospects, allowing marketing and sales to fine-tune their conversation points and marketing strategies with personalization at scale.
  • Better profile inbound lead flows and understand shifts in ideal customer segments, enabling marketing to adjust campaigns in real-time and amplify their effectiveness.

Download the case study here >

Trevor Lynn, Social Tables for Infer

Read more about how other companies like Box, Zendesk, and New Relic use Infer to add value across their organizations, request a demo today, or sign up for a 14-day free trial.

How Can We Blend All of Our Customer Data into Actionable Profiles?

Infer Profile Builder Icon

This is the third post in our profile management blog series. Earlier this month, we talked about whether profile management requires predictive scoring, and in this post we’ll discuss how it can be easily incorporated into your existing sales and marketing workflows. Often we talk with companies that don’t yet have enough leads or conversions to build a statistically accurate predictive model, but that no longer needs to hold them back. The key to establishing impactful data-driven workflows – with our without predictive scores – is creating actionable profiles of your ideal customers, and infusing that insight into your day-to-day work.

Improving Sales Efficiency Through Predictive-Driven Lead Routing

Companies today employ all kinds of techniques to drive growth and increase sales efficiencies. To meet these goals, many are innovating both their inbound and outbound marketing techniques — both by generating quality inbound leads and targeting new outbound accounts that are highly likely to convert. But without a way to filter out the noise, these strategies can be hampered by misdirected time and effort on leads that aren’t a good fit for the product or service a company is selling.

Over the years we’ve had the opportunity to work with amazing companies like Booker, New Relic and ZenDesk that are part of the movement shaping the future of predictive for sales and marketing. This playbook highlights how Booker, a service commerce platform for small local businesses, integrated predictive scoring into its sales and marketing workflows to boost sales efficiencies and internal alignment. As a result, the company saw a 60% increase in the number of contracts closed in under a month.

Predictive Sales and Marketing lead routing

Inside you’ll learn how to:

  • Prioritize your best leads and align effort to the highest revenue opportunity
  • Lift lead conversion rates and optimize performance by routing prospects to the right nurture tracks and sales reps
  • Employ a “test-and-invest” strategy to identify marketing campaigns and channels that generate the highest quality leads

Download your copy here >

Predictive Sales and Marketing - Booker

This is a playbook we often recommend to companies are ready to kickstart their predictive journey by embedding predictive into sales and marketing workflows. We also have other playbooks for analyzing a model’s performance, accelerating expansion, sales prioritization, sales and marketing alignment, nurture, customer support, and test and invest.

If you’d like to see how predictive sales & marketing can add value across your organization, request a demo today.

Surfacing Gold from Nurture Programs with Predictive Behavior Scoring

Many companies that enjoy a healthy inbound lead flow push their top leads to sales reps, and send lower quality leads into a nurture database for marketing follow up. But as these archived leads accumulate, it becomes increasingly difficult for the marketing team to monitor all aging leads and find accounts that have re-engaged. One best practice is to add predictive behavior scoring that can model the full spectrum of activity data being collected by your marketing automation platform. With this insight, you can predict the likelihood of an outcome (e.g. conversion) within a set time period (e.g. next three weeks).

Over the years we’ve had the opportunity to work with amazing companies like Atlassian, Concur and Zendesk that are part of the movement shaping the future of predictive for sales and marketing. This playbook highlights how these companies are resurfacing gold out of nurture by identifying previously disqualified prospects that are worth another look.

predictive marketing behavior scoring