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Uberflip and Infer –  Predictive analytics: A Content Marketers Secret Weapon

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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

Published in: Marketing
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Uberflip and Infer –  Predictive analytics: A Content Marketers Secret Weapon

  1. 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. 2. @uberflip#uberwebinar @InferInc Join in on WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar ☺)
  3. 3. @uberflip#uberwebinar @InferInc STICK AROUND FOR A DEMO
  4. 4. @uberflip#uberwebinar @InferInc WHY DO PREDICTIVE ANALYTICS MATTER FOR CONTENT MARKETERS?
  5. 5. @uberflip#uberwebinar @InferInc 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. 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. 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. 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
  9. 9. @uberflip#uberwebinar @InferInc Under the Hood
  10. 10. Existing Customer Data With Pre-Build Connectors Add Infer’s External Signals Thousands of Data Points Build Personalized Models Using Machine Learning
  11. 11. Step 1: Start with your existing data
  12. 12. Step 2: Add thousands of signals mined from the web
  13. 13. • • • • • • • • • • • • Add thousands of signals
  14. 14. Step 3: Determine what signals are predictive
  15. 15. Step 3: Determine what signals are predictive
  16. 16. Step 5: Go live 83Infer Score
  17. 17. Where does Predictive Analytics fit into my stack?
  18. 18. @uberflip#uberwebinar @InferInc Content Marketing Challenges
  19. 19. 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
  20. 20. 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
  21. 21. @uberflip#uberwebinar @InferInc Three Examples
  22. 22. @uberflip#uberwebinar @InferInc eBook Program
  23. 23. 300 150 230
  24. 24. 2% 3% 35% 60% 300 15% 25% 20% 40% 150 5% 10% 30% 55% 230 A B C D
  25. 25. @uberflip#uberwebinar @InferInc Video Marketing
  26. 26. 200 450 1,000 Product People Animation
  27. 27. 8% 12% 35% 45% 200 2% 3% 35% 60% 450 1% 4% 10% 85% 800 A B C D Product People Animation
  28. 28. @uberflip#uberwebinar @InferInc Content Syndication
  29. 29. @uberflip#uberwebinar @InferInc Predictive Playbook Measuring Campaign Effectiveness Adam von Reyn VP of Growth Marketing
  30. 30. @uberflip#uberwebinar @InferInc Leads Cost $ / Lead Campaign 1 140 $5,000 $35.71 Campaign 2 110 $5,000 $45.45 Campaign 1 appears best under CPL metrics
  31. 31. @uberflip#uberwebinar @InferInc 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
  32. 32. @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
  33. 33. @uberflip#uberwebinar @InferInc RESOURCES Learn more abut Infer: www.infer.com Case Study: InsightSquared Use Case Learn more about Predictive Analytics: Predictive Playbook - Test & Invest
  34. 34. @uberflip#uberwebinar @InferInc QUESTION TIME! Sean Zinsmeister Sr Director of Product Marketing, Infer @szinsmeister Hana Abaza VP Marketing, Uberflip @hanaabaza hub.uberflip.com

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