Content marketing has proven to be an vital channel in the B2B marketing mix. However, one of the biggest challenges businesses face with content marketing is understanding which programs or pieces are the driving the best leads? Normally you would have to wait for a full sales cycle to understand the overall effectiveness of each content program. However, with Predictive Analytics, you can see instantly which programs and assets are you best sources of good leads. In this presentation we'll cover: • 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

1. @uberflip#uberwebinar @InferInc
Sean Zinsmeister
Sr Dir of Product Marketing, Infer
@SZinsmeister
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
Predictive Analytics:
A Content Marketer’s Secret Weapon

2. @uberflip#uberwebinar @InferInc
Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar ☺)

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STICK AROUND FOR A DEMO

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WHY DO PREDICTIVE ANALYTICS MATTER
FOR CONTENT MARKETERS?

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50% of content gets 8 shares or less (BuzzSumo)
60-70% of B2B content goes unused (SiriusDecisions)
90% of content is ignored by B2B sales teams (Forrester)

6. @uberflip#uberwebinar @InferInc
● Gather better, more actionable data
● Improve their content’s positioning and alignment
● Accelerate their lead nurturing and sales cycles
Predictive analytics can help B2B content marketers:

7. 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

8. What is Predictive Analytics?
Actionable Intelligence for
Sales & Marketing
Machine Learning Thousands of external
data points
Keywords: ● Machine Learning ● Data Science ● Predictive Analytics● AI

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Under the Hood

10. Existing Customer Data
With Pre-Build Connectors
Add Infer’s External Signals
Thousands of Data Points
Build Personalized Models
Using Machine Learning

11. Step 1: Start with your existing data

12. Step 2: Add thousands of signals mined from the web

13. •
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Add thousands of signals

15. Step 3: Determine what signals are predictive

16. Step 3: Determine what signals are predictive

17. Step 5: Go live
83Infer Score

18. Where does Predictive Analytics fit into my stack?

19. @uberflip#uberwebinar @InferInc
Content Marketing Challenges

20. Pioneering Predictive for Sales &
Marketing
Which prospects are the best fit?
Too Many Prospects
Which are the best fit to buy?
Where do I start?
Content Marketing Drivers
● Demos
● eBooks, Whitepapers
● Datasheets
● Video

21. Pioneering Predictive for Sales &
Marketing
Which prospects are the best fit?
Automatically research every prospect and identify those that are a good fit to buy your product.
Fit Model Types
● Leads
● Contacts
● Opportunities
● Accounts
Organized funnel
after applying Fit Model

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Three Examples

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eBook Program

24. 300 150 230

25. 2%
3%
35%
60%
300
15%
25%
20%
40%
150
5%
10%
30%
55%
230
A
B
C
D

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Video Marketing

27. 200 450 1,000
Product People Animation

28. 8%
12%
35%
45%
200
2%
3%
35%
60%
450
1%
4%
10%
85%
800
A
B
C
D
Product People Animation

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Content Syndication

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Predictive Playbook
Measuring Campaign Effectiveness
Adam von Reyn
VP of Growth Marketing

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Leads Cost $ / Lead
Campaign 1 140 $5,000 $35.71
Campaign 2 110 $5,000 $45.45
Campaign 1
appears best under
CPL metrics

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Leads Opportunities Lead to Opp
A 3,000 500 16.7%
B 5,000 325 6.5%
C 7,000 125 1.8%
A leads worth
almost 3X B
leads

33. @uberflip#uberwebinar @InferInc
Campaign
1
Leads Cost $ / Lead Fcast
Opps
Forecast $ /
Opp
A 10 1.7
B 30 2.0
C 100 1.8
140 $5,000 $35.71 5.4 $926
Campaign
2
A 35 5.8
B 30 2.0
C 45 0.8
110 $5,000 $45.45 8.6 $582
Campaign 2
wins on quality
weighted cost

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RESOURCES
Learn more abut Infer:
www.infer.com
Case Study:
InsightSquared Use Case
Learn more about Predictive Analytics:
Predictive Playbook - Test & Invest

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QUESTION TIME!
Sean Zinsmeister
Sr Director of Product Marketing, Infer
@szinsmeister
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
hub.uberflip.com