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Social Tables - Infer Case Study
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%. 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.
Social Tables - Infer Case Study
- 1. Combining Predictive Scoring& Profile Management to Capture New Revenue
- 2. Accomplished Startup Marketer Built& Led Marketing at Nitro Musician-born Marketer Podcast & Paleo Aficionado 2013 Markie Winner @szinsmeister sean@infer.com 1 415 689 4654 Hi, I’m Sean Zinsmeister! Senior Director of Product Marketing @ Infer
- 3. What is Predictive? ActionableIntelligence for Sales & Marketing Machine Learning Thousands of external data points Keywords: ● Machine Learning ● Data Science ● Predictive Analytics● AI
- 4. Predictive Sales &Marketing is Heating Up 79% High-performers use predictive intelligence Salesforce State of Marketing 2016 83% B2B Orgs using PLS are $250M and Below SiriusDecisions 73% / 2X Lift in Sales / Marketing Effectiveness Aberdeen
- 5. Predictive Sales &Marketing is Heating Up 2.3x Increase in Average Deal Size 3.3x Increase in Conversion Rates 1.5B+ Account, Contact, and Lead Scores / year Infer R&D
- 6. Hi, I’m RayMiller ● Senior Marketing Operations Manager ● Almost 3 years at Social Tables ● 125+ person VC-backed startup in DC ● Geography buff and serious FIFA player ● Used to not wear glasses ray@socialtables.com @touchofray
- 7. 125+ employees 4,000+customers Established 2011
- 8. 100+ million participants1+ million events created 1.5+ billion ft2 of event space drawn
- 11. On-Site Check-In Venue Mapper Attendee Manager Insights Destination SiteSelection Venue Marketing Event Management, Operations & Compliance Sales Enablement Event Planning & Collaboration Venue Analytics Business Intelligence > >> >> >> > Event Execution
- 12. Our Challenge Took ona paid content marketing strategy Leads skyrocketed to 6,000 total Net New Leads per month #humblebrag Steady flow of 1,400 trial leads every month like clockwork
- 14. At Social Tablesall leads get assigned...all 6,000...to 4 BDs
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- 17. What is anMQL? Name, Email, Phone, Client Type, Job Title Any channel No filtering based on persona, activity, or source
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- 20. How did weprioritize? Infer helped de-prioritize 80% of volume Focus on leads driving 70% of wins Prioritize in views by conversion source
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- 23. What are youleft with? Smaller volume of leads Large deal size and strategic significance The need for buy in from all parties involved
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- 26. How did weimprove Filtering of non-enterprise leads
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- 28. How did weimprove Filtering of non-enterprise leads Focus on “allbound” prospecting Wanted to identify signals in data
- 29. Profile Management -Introduction
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- 31. Make your jobeasier, by making it harder
- 32. Always be iterating Automatedfiltering of leads Inform digital advertising
- 33. Profile Management -Invest Your Resources
- 34. Always be iterating Automatedfiltering of leads Inform digital advertising Drive focus for outbound campaigns
- 35. Profile Management -Success Paradox
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