With more and more world-class marketers joining the predictive revolution, we at Infer want to amplify their knowledge by sharing best practices throughout the community. A prime case in point is the game-changing online user engagement company WalkMe, which hails from San Francisco, New York City, Tel-Aviv, Raleigh and Sydney. Last year, the company’s marketing team adopted Infer Predictive Scoring to help measure campaign performance in real-time and improve sales and marketing alignment around the definition of a good lead.
In our conversation with Omri Erel, WalkMe’s head of advertising and performance marketing, he discusses why his company needed predictive intelligence, how the team rolled out Infer, and the benefits the organization is seeing across sales and marketing.
What challenges initially drove you to adopt predictive scoring?
We we were facing two main challenges when we decided to implement Infer. The first one was that because we are a high consideration sales company, it was hard for us to optimize our marketing in real-time. From the moment a lead enters our system to the moment the deal is closed, it is a very very long cycle (sometimes around a year). We’re a performance based company, so it is critical for us to understand how our demand generation and advertising campaigns are doing as soon as possible.
The other challenge we had was that once a lead entered our system it was requested by the sales development team. We have the natural tension in which the sales team says “these leads aren’t good, we need more,” while marketing says “these leads are good, maybe you need to improve the way you are selling.” We wanted predictive scoring to be a trusted middle ground that would tell the truth about what’s going on.
How did you go about getting started with Infer Predictive Scoring and operationalizing it into your workflows?
Relative to other software I’ve used in different areas of marketing, it was easy to get up and running. Now we just look at the model every now and again to see how we can tweak things to make it even better. After deploying Infer, we immediately started optimizing our campaigns based on the quality of the leads they produced (as determined by Infer Scores), and the sales people started focusing on the leads themselves. It has cleared up a lot of opinions that were based on gut feelings, and improved the way we work across the board.
Can you expand on predictive benefits for the sales side of the house?
Adding predictive intelligence to our sales development workflows came a bit later, but after few months on Infer we stopped calling low-scoring leads. Now, one of the factors we take into consideration when doing lead generation and distributing leads across our sales development team is that it’s not only about the volume of leads we give them — it’s also about how much they squeeze the lemon.
I could give one SDR 100 leads and maybe she’ll schedule 10 meetings, while I give another SDR 1,000 leads and he’ll book 12 meetings. That creates a weird dichotomy if your reports make it look like the person bringing in the 12 meetings is doing better. Infer allowed us to see better KPIs for our SDRs and determine the ratios they needed to close. For instance, if you know that Infer A-Leads typically convert at 10% and so on, then you can define goals and expectations for your SDRs so they know how to treat their Infer A, B and C-Leads. This creates more efficiency than just running through leads blindly. The best-fit leads are worked more, and that lowers our marketing costs because we don’t need to bring as much volume to get results.
What other technologies do you have in your sales and marketing stack?
We use Salesforce CRM and are in the process of migrating to Pardot for marketing automation, which will be very big for us. We want to know exactly which people we should email and so we use our MAP in tandem with Infer. We also have a few different advertising systems that optimize our bidding according to how many Infer A, B and C-Leads certain keywords deliver.
What’s the next initiative WalkMe marketing is tackling with Infer?
In the future, we’ll be adding account-based marketing strategies, and look forward to leveraging Infer Profile Management to help segment our many different markets. Our ideal customer isn’t always easy to define because we created a brand new market. What makes us so strong is that we can approach different markets and constantly add new verticals and functions to target. We’d like to define multiple Infer Profiles based on key attributes like the size of the company, key departments, etc. Our options are almost infinite when it comes to profiling customers, and it changes every year as we grow and enter different verticals.
Do you have any advice that early adopters of predictive can learn from?
I’m a results-oriented person, and when I’m looking for vendors to partner with it’s not about price, it’s about who can prove that they’ll actually bring value to what I’m doing. Look for vendors like Infer that can demonstrate true performance. I’ve worked with hundreds of different software vendors over the years, and from my experience, it’s easy to talk big about the theoretical value of what something can bring, but proving your value in the numbers is something not many companies are able to do.
Download the full snapshot to learn more about how WalkMe is using Infer Predictive Scoring to:
- Boost the ratio of revenue generation to marketing spend.
- Gain rapid feedback on campaign performance, enabling deeper optimization that produces higher quality leads.
- Improve alignment between sales and marketing teams by leveraging accurate, trusted Infer Scores.
- Avoid wasted SDR effort and improve conversion rates.