This document discusses how companies can use behavioral scoring models built by Infer to supplement existing predictive lead scoring. By analyzing activity data like website visits and email clicks, Infer's machine learning identifies previously disqualified prospects from nurture databases that are re-engaging and likely to convert. Companies can prioritize these high-scoring "old" leads and resurface opportunities for sales. One Infer customer closed nearly half a million dollars in deals this way. The document provides examples of how companies can operationalize both fit and behavior scoring across sales and marketing.
Building Alignment for Predictive Marketing Success Lattice Engines
Learn how Hootsuite was able to work with the most enterprise-ready accounts. Lattice surfaced accounts with high likelihood of conversion and acceleration in the pipeline.
& Lattice presentation at the Marketing Nation Summit.
Marking the case_for_predictive_marketing___webinar_slidesSean Zinsmeister
Hear how real customers are infusing predictive analytics into their go-to-market machines.
In this Presentation you'll learn:
• Differences in approaches to launching a predictive solution
• Top use cases for getting started
• How to measure success
If you are one of the 60% of marketers exploring how to deploy Account-Based Marketing, then you may be wondering where and how to start. Which tactics work and how can your martech stack and marketing database support your ambitious ABM efforts?
In this session, you will hear from ABM practitioners Josh Hill (author of MarketingRockstarGuides.com), Tony Yang (VP of Marketing at Mintigo), and Charlie Liang (Director of Marketing at Engagio) discuss the steps they took to build a martech stack and infrastructure that’s optimized for an ABM strategy. This hands-on session will cover:
How predictive marketing enables ABM
Building a martech infrastructure for ABM
How to structure the right ABM programs
Understanding how analytics change with ABM
Achieving marketing and sales alignment
You Have a Predictive Lead Score. Now What? | Best Practices from LatticeLattice Engines
Here are 10 best practices to follow once you have deployed predictive lead scoring, based on the blog post by Keith Burrows, our senior director of alliances and partnerships. Read more here: http://www.lattice-engines.com/blog/predictive-lead-score-best-practices
10 Sanity-checks for Efficient Data Management CRMT Digital
Marketers know that data is important yet it isn’t always the most appealing aspect of marketing for creative individuals. Everyone knows how important it is, but nobody wants to deal with it. Like it or not, data is crucial, the lifeblood of campaign success or failure. Without it, marketing automation will not deliver awesomeness. Here are ten things you need to remember in order to manage your data efficiently and keep your sanity while doing so.
Account based marketing requires an increasing about of data. How is a B2B Marketer to understand this landscape. From targeting to measurement, what is the best road to take?
Building Alignment for Predictive Marketing Success Lattice Engines
Learn how Hootsuite was able to work with the most enterprise-ready accounts. Lattice surfaced accounts with high likelihood of conversion and acceleration in the pipeline.
& Lattice presentation at the Marketing Nation Summit.
Marking the case_for_predictive_marketing___webinar_slidesSean Zinsmeister
Hear how real customers are infusing predictive analytics into their go-to-market machines.
In this Presentation you'll learn:
• Differences in approaches to launching a predictive solution
• Top use cases for getting started
• How to measure success
If you are one of the 60% of marketers exploring how to deploy Account-Based Marketing, then you may be wondering where and how to start. Which tactics work and how can your martech stack and marketing database support your ambitious ABM efforts?
In this session, you will hear from ABM practitioners Josh Hill (author of MarketingRockstarGuides.com), Tony Yang (VP of Marketing at Mintigo), and Charlie Liang (Director of Marketing at Engagio) discuss the steps they took to build a martech stack and infrastructure that’s optimized for an ABM strategy. This hands-on session will cover:
How predictive marketing enables ABM
Building a martech infrastructure for ABM
How to structure the right ABM programs
Understanding how analytics change with ABM
Achieving marketing and sales alignment
You Have a Predictive Lead Score. Now What? | Best Practices from LatticeLattice Engines
Here are 10 best practices to follow once you have deployed predictive lead scoring, based on the blog post by Keith Burrows, our senior director of alliances and partnerships. Read more here: http://www.lattice-engines.com/blog/predictive-lead-score-best-practices
10 Sanity-checks for Efficient Data Management CRMT Digital
Marketers know that data is important yet it isn’t always the most appealing aspect of marketing for creative individuals. Everyone knows how important it is, but nobody wants to deal with it. Like it or not, data is crucial, the lifeblood of campaign success or failure. Without it, marketing automation will not deliver awesomeness. Here are ten things you need to remember in order to manage your data efficiently and keep your sanity while doing so.
Account based marketing requires an increasing about of data. How is a B2B Marketer to understand this landscape. From targeting to measurement, what is the best road to take?
Marketing Metrics - The Smart Marketer's AdvantagePardot
In this webinar, join Zach Bailey, Sr. Director of Engineering at Pardot, An ExactTarget® Company, as he gives us an overview of how marketing metrics can give us the tools that we need to work in a smarter and more efficient manner.
8 ways to introduce personalisation into your marketing strategy CRMT Digital
Personalising enables modern marketers to create highly engaging customer experiences that have continuously proven to generate higher conversion rates and improved lead generation. Yet many of today’s marketers are still only using basic forms of personalisation in their campaigns, a stock email with a category field, whilst a survey on marketing messages conducted by Lyris revealed that 63% of consumers report this no longer has an impact due to the volume of emails they receive.
Here are eight easy ways to help you take the first steps towards improving campaign personalisation:
Marketing ROI isn't all cut and dry these days. This deck gives you a brief run down of 9 things you really need to thinking about in planning the measurement of your marketing activities across all sales channels.
The Ultimate Bare-Knuckle Boxing Match: Attribution vs. MeasurementJim Nichols
With digital marketing, there’s no shortage of data to evaluate. But all of that information brings with it the real challenge of identifying both the metrics we should care about and the best way to measure them. Brands are in the metaphorical seats of a great ROI assessment boxing match: a fight between attribution – focused on assigning credit for sales – and causal measurement – focused on measuring sales actually caused by a program. Sound the same? Nope. They’re as different as Tyson and Ali.
2018 Marketo's Marketing National Summit - "From Zero to ABM in 7 Dyas" presented by Justin Gray, CEO, LeadMD
Account-Based Marketing is all about refocusing efforts to build stronger, more strategic business relationships, but this shift can feel overwhelming! Justin Gray, CEO of LeadMD removes the mystery and intimidation from ABM by breaking this critical shift down into easy to digest, easy to implement pillars and walks you through the design of your own best-in-class ABM Pilot program… in less than a week.
Hyper-Personalized Conversions: The Key to a Wider Marketing FunnelSharpSpring
Here is SharpSpring CEO Rick Carlson's presentation from IZEAFest 2017. In this presentation, learn how marketing automation enables hyper-personalized conversations that widen your marketing funnel.
5 Best Practices Used By Einstein Analytics' Best CustomersHyoun Park
Amalgam Insights recently evaluated customers of Einstein Analytics that achieved high financial ROI within a three year period to see how they prepared and deployed sales analytics. Based on their experiences, we’ve put together this webinar to provide sales teams across all departments the insights necessary for maximizing the ROI from Einstein Analytics.
Account-Based Marketing paired with IP Targeting generates leads for b2b and b2c. Account-Based Marketing with IP Targeting has been used by Universities, Fortune 50 clients, Mom & Pop shops, and everyone in betwixt. Please see our Account-Based Marketing page for more information: www.eltoro.com/account-based-marketing
I’m pleased to announce the 3rd annual Startup Sales Stack Report! This report is meant to serve as a guiding framework for anyone evaluating sales solutions. Whether sales, marketing, customer success or management, if you’re thinking of using or buying software to optimize customer acquisition or management processes with software, this report should be relevant. I hope it will also be insightful for any parties interested in learning more about the sales & marketing automation software landscapes, from investors to advisors to prospective employees.
Is you’re social media marketing working out?Isaac La Buguen
Measuring the success of Social Media marketing can be a daunting task, as business owners and CFO's at large are not accustomed to spending money because you have too, or because everyone else is doing it. In a dollars-in and dollars-out world, its imperative to correlate activity to value and understand how your influence on the web translates to transactions at the registrar.
Flying blind will either keep you on the sidelines with other ole timers who are still debating the power of the web or prevent your company from taking advantage of opportunities to engage prospects at every stage of your pipeline. Find out how to effectively measure the success of your social media marketing initiatives by viewing this presentation today.
Turning lists into leads, and then into closed deals does not happen overnight – and it does not happen with a “team of one.” It takes professional persistence by a seasoned sales and marketing engine with a team of players that have expertise in all aspects of lead generation.
How marketing can report revenue analytics that don’t lieLeanData
There are some nasty blind curves when you need to show how marketing campaigns impact revenue.
Listen to the 30-minute webcast where you’ll learn:
- How to get your company on the path to revenue reporting
- The surprising obstacles that kill great reporting and how to overcome them
- The cost of only taking half-steps to revenue reporting
- Be successful at Account-Based Marketing
Tom Grubb, the Chief Strategy Officer with Digital Pi will discuss with Dan Ziman his insight on how marketing can report revenue analytics that don't lie.
Marketing Automation is becoming one of the fastest growing, most valuable tools in the Marketing industry. With any technology, new on the scene, comes doubts and misconceptions. We’ve shed the light on 8 common myths to help you unravel the world of marketing automation.
Here are eight marketing automation myths exposed and dispelled by our marketing operations experts.
Marketing Metrics - The Smart Marketer's AdvantagePardot
In this webinar, join Zach Bailey, Sr. Director of Engineering at Pardot, An ExactTarget® Company, as he gives us an overview of how marketing metrics can give us the tools that we need to work in a smarter and more efficient manner.
8 ways to introduce personalisation into your marketing strategy CRMT Digital
Personalising enables modern marketers to create highly engaging customer experiences that have continuously proven to generate higher conversion rates and improved lead generation. Yet many of today’s marketers are still only using basic forms of personalisation in their campaigns, a stock email with a category field, whilst a survey on marketing messages conducted by Lyris revealed that 63% of consumers report this no longer has an impact due to the volume of emails they receive.
Here are eight easy ways to help you take the first steps towards improving campaign personalisation:
Marketing ROI isn't all cut and dry these days. This deck gives you a brief run down of 9 things you really need to thinking about in planning the measurement of your marketing activities across all sales channels.
The Ultimate Bare-Knuckle Boxing Match: Attribution vs. MeasurementJim Nichols
With digital marketing, there’s no shortage of data to evaluate. But all of that information brings with it the real challenge of identifying both the metrics we should care about and the best way to measure them. Brands are in the metaphorical seats of a great ROI assessment boxing match: a fight between attribution – focused on assigning credit for sales – and causal measurement – focused on measuring sales actually caused by a program. Sound the same? Nope. They’re as different as Tyson and Ali.
2018 Marketo's Marketing National Summit - "From Zero to ABM in 7 Dyas" presented by Justin Gray, CEO, LeadMD
Account-Based Marketing is all about refocusing efforts to build stronger, more strategic business relationships, but this shift can feel overwhelming! Justin Gray, CEO of LeadMD removes the mystery and intimidation from ABM by breaking this critical shift down into easy to digest, easy to implement pillars and walks you through the design of your own best-in-class ABM Pilot program… in less than a week.
Hyper-Personalized Conversions: The Key to a Wider Marketing FunnelSharpSpring
Here is SharpSpring CEO Rick Carlson's presentation from IZEAFest 2017. In this presentation, learn how marketing automation enables hyper-personalized conversations that widen your marketing funnel.
5 Best Practices Used By Einstein Analytics' Best CustomersHyoun Park
Amalgam Insights recently evaluated customers of Einstein Analytics that achieved high financial ROI within a three year period to see how they prepared and deployed sales analytics. Based on their experiences, we’ve put together this webinar to provide sales teams across all departments the insights necessary for maximizing the ROI from Einstein Analytics.
Account-Based Marketing paired with IP Targeting generates leads for b2b and b2c. Account-Based Marketing with IP Targeting has been used by Universities, Fortune 50 clients, Mom & Pop shops, and everyone in betwixt. Please see our Account-Based Marketing page for more information: www.eltoro.com/account-based-marketing
I’m pleased to announce the 3rd annual Startup Sales Stack Report! This report is meant to serve as a guiding framework for anyone evaluating sales solutions. Whether sales, marketing, customer success or management, if you’re thinking of using or buying software to optimize customer acquisition or management processes with software, this report should be relevant. I hope it will also be insightful for any parties interested in learning more about the sales & marketing automation software landscapes, from investors to advisors to prospective employees.
Is you’re social media marketing working out?Isaac La Buguen
Measuring the success of Social Media marketing can be a daunting task, as business owners and CFO's at large are not accustomed to spending money because you have too, or because everyone else is doing it. In a dollars-in and dollars-out world, its imperative to correlate activity to value and understand how your influence on the web translates to transactions at the registrar.
Flying blind will either keep you on the sidelines with other ole timers who are still debating the power of the web or prevent your company from taking advantage of opportunities to engage prospects at every stage of your pipeline. Find out how to effectively measure the success of your social media marketing initiatives by viewing this presentation today.
Turning lists into leads, and then into closed deals does not happen overnight – and it does not happen with a “team of one.” It takes professional persistence by a seasoned sales and marketing engine with a team of players that have expertise in all aspects of lead generation.
How marketing can report revenue analytics that don’t lieLeanData
There are some nasty blind curves when you need to show how marketing campaigns impact revenue.
Listen to the 30-minute webcast where you’ll learn:
- How to get your company on the path to revenue reporting
- The surprising obstacles that kill great reporting and how to overcome them
- The cost of only taking half-steps to revenue reporting
- Be successful at Account-Based Marketing
Tom Grubb, the Chief Strategy Officer with Digital Pi will discuss with Dan Ziman his insight on how marketing can report revenue analytics that don't lie.
Marketing Automation is becoming one of the fastest growing, most valuable tools in the Marketing industry. With any technology, new on the scene, comes doubts and misconceptions. We’ve shed the light on 8 common myths to help you unravel the world of marketing automation.
Here are eight marketing automation myths exposed and dispelled by our marketing operations experts.
Women in Cybersecurity is proud to present the work of Microsoft's Yael Tauman Kalao, who presented on the following topic at the 2016 Dallas conference!
Cloud computing, computations and data are increasingly being delegated to powerful remote servers. This brings new computational challenges: How do we ensure privacy? How do we guarantee that computations are performed correctly?
Measuring Up: 9 Benchmarks that Can Help Expansion-Stage Companies Build a S...OpenView
This report highlights the metrics your company needs to track in order to hire, manage, and scale its sales organization effectively, and whether or not you are on pace with industry averages.
8 Top Digital Marketing Metrics To TrackBMN Infotech
n the digital age, marketing is defined differently than it was in the past. It is no longer limited to light branding and nebulous awareness campaigns.
Lead Scoring: Five Steps to Getting Started How-To GuideDemand Metric
Executive Summary
This How-To Guide will help marketers score leads by showing how to set up a simple lead scoring system and then refine it over time.
Lead scoring applies mathematical formulas to rank potential customers. It is chiefly used to identify prospects that are ready for direct sales contact. Because the calculations are automatic, the scores are consistent, current, and can include more variables than any manual assessment. This saves marketers work, ensures that all qualified leads are sent to sales promptly, and keeps non-qualified leads out of the sales system.
Read this brief 11-page guide to learn about:
The case for lead scoring
Setting up a simple lead scoring system
Refinements to improve results over time
Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth.
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
A Pinpoint Systems Corporation white paper discussing how companies must transform from being about them to being about the customer by:
-Committing to a philosophical and cultural shift
-Centralizing the 360° view of customer information
-Enabling intelligent outreach
-Enabling intelligent dialog
To support organizations in making the transformation from a product- and channel- focused organization to one focused on the customer, Pinpoint Systems has applied their expertise in the customer-centric space to create the Marketing System of Record solution, powered by the efficiency of the IBM Enterprise Marketing Management platform.
The tracking features of the solution allow analysts to complete these tasks:
• Attribute customer actions to specific campaigns and target cells.
• Use campaign and response history for audience selection and segmentation.
• Compute standard campaign performance metrics.
• Automatically report those metrics, as well as emerging sales trends, to product managers and other stakeholders.
During each day, you will be taught a conversion tactic that can help increase your sales. The tactics will vary from tracking specific key performance indicators to running qualitative research studies (and if you don’t know what these things are, don’t worry as I will explain all of that in the guide as well).
http://codecondo.com/
Connect Marketing to Revenue With Performance MeasurementObservePoint
As your company becomes increasingly data-driven, it can be easy to get caught up in markers of success such as leads, bookings, or site visits. But what about the most important metric to your business—revenue?
In this tip sheet, Connect Marketing to Revenue with Performance Measurement, you'll learn how to:
- Gather clean, complete data
- Bridge the gap between marketing, sales, and service
- Increase the scope and capabilities of your attribution strategy
5 metrics to strengthen your multichannel sales strategydevin simon
For many eCommerce companies, measuring multichannel sales performance is a challenge. And as your organisation expands to new sales channels like marketplaces, your own brand web stores, and social commerce channels, the complexity for measuring their performance increases.
So, you may end up being confused on which KPIs to track, or end up tracking every known KPI out there. To avoid this, we have listed some of the most prominent KPIs that can help you critically analyse your multichannel sales strategy:
Inbound marketing metrics are a major struggle for marketers. Since every organization is like a snowflake, what metrics are right for you. The following SlideShare contains three universal B2B inbound marketing metrics to use as a starting point.
This white paper explains how to calculate the expected return on
an investment made in site search. It shows how to build a robust
calculation from existing site performance metrics to help make
an informed data-driven decision about the value that search can
add to your online organisation.
You plan your marketing and are ready to execute. But how will you measure its success? This white paper will provide context, guide you through examples and help you:
> understand the basics of Google Analytics
> know what metrics to watch for your organization
> identify a successful campaign and its true value
Chapter 7 MEASURE At the beginning, a startup is little more than .docxmccormicknadine86
Chapter 7 MEASURE
At the beginning, a startup is little more than a model on a piece of paper. The financials in the business plan include projections of how many customers the company expects to attract, how much it will spend, and how much revenue and profit that will lead to. It’s an ideal that’s usually far from where the startup is in its early days. A startup’s job is to (1) rigorously measure where it is right now, confronting the hard truths that assessment reveals, and then (2) devise experiments to learn how to move the real numbers closer to the ideal reflected in the business plan. Most products—even the ones that fail—do not have zero traction. Most products have some customers, some growth, and some positive results. One of the most dangerous outcomes for a startup is to bumble along in the land of the living dead. Employees and entrepreneurs tend to be optimistic by nature. We want to keep believing in our ideas even when the writing is on the wall. This is why the myth of perseverance is so dangerous. We all know stories of epic entrepreneurs who managed to pull out a victory when things seemed incredibly bleak. Unfortunately, we don’t hear stories about the countless nameless others who persevered too long, leading their companies to failure.
WHY SOMETHING AS SEEMINGLY DULL AS ACCOUNTING WILL CHANGE YOUR LIFE People are accustomed to thinking of accounting as dry and boring, a necessary evil used primarily to prepare financial reports and survive audits, but that is because accounting is something that has become taken for granted. Historically, under the leadership of people such as Alfred Sloan at General Motors, accounting became an essential part of the method of exerting centralized control over far-flung divisions. Accounting allowed GM to set clear milestones for each of its divisions and then hold each manager accountable for his or her division’s success in reaching those goals. All modern corporations use some variation of that approach. Accounting is the key to their success. Unfortunately, standard accounting is not helpful in evaluating entrepreneurs. Startups are too unpredictable for forecasts and milestones to be accurate. I recently met with a phenomenal startup team. They are well financed, have significant customer traction, and are growing rapidly. Their product is a leader in an emerging category of enterprise software that uses consumer marketing techniques to sell into large companies. For example, they rely on employee-to-employee viral adoption rather than a traditional sales process, which might target the chief information officer or the head of information technology (IT). As a result, they have the opportunity to use cutting-edge experimental techniques as they constantly revise their product. During the meeting, I asked the team a simple question that I make a habit of asking startups whenever we meet: are you making your product better? They always say yes. Then I ask: how do you know? I invar ...
Why Intent Matters - Shift to the Consumer Journey to Gain a Competitive EdgeJornaya
When a consumer visits your website, visits a competitor's website, calls a call center, fills out a lead form, searches on multiple device types, she is leaving behind a digital trail that enables you to see that consumer's journey toward purchase. When you can see any of these individual events, you gain some insight into the consumer's intent in that moment.
Analysis on Email Marketing Campaigns and Analytics to improve business decisions
You can find analysis and code to it here: https://pradeep.code.blog/2020/05/29/email-marketing-efficacy-and-business-decisions/
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
You could be a professional graphic designer and still make mistakes. There is always the possibility of human error. On the other hand if you’re not a designer, the chances of making some common graphic design mistakes are even higher. Because you don’t know what you don’t know. That’s where this blog comes in. To make your job easier and help you create better designs, we have put together a list of common graphic design mistakes that you need to avoid.
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
Dive into the innovative world of smart garages with our insightful presentation, "Exploring the Future of Smart Garages." This comprehensive guide covers the latest advancements in garage technology, including automated systems, smart security features, energy efficiency solutions, and seamless integration with smart home ecosystems. Learn how these technologies are transforming traditional garages into high-tech, efficient spaces that enhance convenience, safety, and sustainability.
Ideal for homeowners, tech enthusiasts, and industry professionals, this presentation provides valuable insights into the trends, benefits, and future developments in smart garage technology. Stay ahead of the curve with our expert analysis and practical tips on implementing smart garage solutions.
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
2. As companies start experiencing the benefits of fit-based predictive scores, they typically seek out more
places where predictive can add value. One logical step is to add predictive behavior scoring. Infer mines
the full spectrum of activity data being collected by your marketing automation platform including every
email click, website visit, etc. Machine learning is then used to weigh each signal appropriately in order to
predict the likelihood of an outcome (e.g. conversion) within a set time period (e.g. next three weeks).
This predictive playbook will describe how companies can supplement fit-based predictive lead scoring
with an Infer behavioral scoring model. There are several ways to operationalize this -- from advanced sales
prioritization and activity-based triggers, to measuring account-based marketing engagement and
campaign effectiveness. For the purposes of this playbook, we’ll focus on the winning strategy of
resurfacing gold out of nurture by identifying previously disqualified prospects that have re-engaged and
are worth another look.
Many Infer customers enjoy a healthy inbound lead flow that fuels sales and marketing, and use Infer’s
fit-based predictive scores to easily qualify which leads are the most well-matched for the company’s
products. Infer’s custom-built fit models put inbound leads into categories from Infer A-Leads (best fit) to
Infer D-Leads (worst fit), and can automatically route all A and B-Leads to the sales queue. Infer C and
D-Leads – along with the good leads that are disqualified by sales – are typically moved 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 of the older leads and find accounts that have re-engaged and are
likely to buy.
Introduction
Getting Started
3. Once that process is demonstrating results, most companies ask Infer to build a second predictive model,
this time pulling in key activity signals from a marketing automation platform like Marketo. Unlike traditional
marketing automation lead scoring that requires users to manually add points for given actions, Infer’s
behavior scoring model uses powerful machine learning to mine the full spectrum of a lead’s activity data –
including concentration (or decay) of activity and breadth of engagement – to predict which prospects will
convert in the next three weeks.
Prioritizing “Older” Leads – True
Nurture vs. Neglect
By closely observing behavior scores to find key moments in a lead’s buying cycle, you can pinpoint
the right time(s) to reach out again and trigger the appropriate actions therefore empowering sales
to own the moment in a first-conversation or second-chance engagement.
Website
Sales
Queue
Good Fit
Leads
Bad Fit
Leads
Qualified
Archived
Marketing
Nurture
Database
High
Behavior
Score
4. Closing New Deals from Nurture
Once a new behavioral model is in place, you should start monitoring these predictive scores and establish
a manageable way to work high-scoring leads from the nurture bucket. Some marketing teams start by
placing unqualified leads into an unassigned “Up-for-Grabs” queue where sales development reps can find
additional leads to work when they have time. Leads taken from this queue can be easily prioritized based
on their behavior, with the highest scores indicating that the contact or account is showing fresh activity
indicative of purchase intent. This also gives reps increased confidence during outreach because the scores
are driven entirely by a prospect’s interaction with your company.
This approach brings the best nurture leads back to sales without fully opening the floodgates to
thousands of archived leads. And as more and more reps start working these leads, the team’s confidence
in both the fit and behavior scores grows because it becomes easy to see how much better higher-scoring
leads convert. If you break leads into behavior buckets, from Infer 1-Leads (those showing the most buying
behavior) to Infer 4-Leads (least buying behavior), it might play out something like this:
By renewing sales’ focus on select older leads, one Infer customer closed nearly a half-million dollars
in deals with prospects that otherwise might have languished in nurture.
Behavioral Score
Buckets
Leads Grabbed from
“Up-for-Grabs” Queue
Converted Opps
Lead to
Opp Rate
Conv. to
Opp Rate
Infer 1-Leads
(scored 70+)
Infer 2-Leads
Infer 3-Leads
Infer 4-Leads
407
335
269
682
115
94
72
240
53
30
18
40
13.02%
8.96%
6.69%
5.87%
46.09%
31.91%
25.00%
16.67%
5. While predictive scoring is most often used to prioritize new leads, there are clear benefits to pulling in
behavioral data and monitoring aging leads over time. Several Infer customers have proven that predictive
can deliver a material return on investment when scores are operationalized effectively across sales and
marketing teams. Want to learn more about how your business can adopt predictive to drive success?
Get in touch with Infer today.
When looking at the full spectrum of your leads, it’s helpful to combine your fit and behavior scoring
buckets into a simple 4x4 matrix so that you can optimize programs around various segments. For example,
conversion multipliers across different lead classifications often look similar to this:
There are many ways that companies are leveraging this insight to increase sales and marketing
productivity. For example, by sending Infer A1-Leads (which represent a disproportionate percentage of
your overall conversions) directly to your best reps, you can close those key deals faster. Leads that typically
represent a lower return but are showing a high level of buying behavior, like Infer C1, D1, C2 and C3-Leads,
can be worth investigating if your team has the bandwidth – perhaps using an “up-for-grabs” queue as
described above.
In addition, companies use this grid to create service level agreements (SLAs) that are applicable for
different stages of the buying journey, personalize communications, and measure the impact of marketing
programs.
Walking Your
Predictive Scoring Grid
Look for opportunities to use “OR” logic in your filters and triggers as you operationalize fit and
behavior scores. This will cover your bases and keep opportunities from slipping through the cracks.
http://www.infer.com/contact-us
A
1 2
4.2x 1.7x 0.9x
0.8x
0.7x
1.2x 0.4x
0.5x 0.0x
0.0x 0.0x
0.3x
15.2x
3.2x
2.1x
1.5x
3 4
B
C
D
Behavior Score
Likely to convert within the next 3 weeks
Fit
Score
Good fit to
buy your
product
http://go.infer.com/predictive-playbook/prioritization
6. About Infer
Infer delivers predictive business applications that help companies win more customers. It leverages proven
data science to rapidly model the untapped data sitting in enterprises, along with thousands of external
signals from the web. Customers include high growth companies like AdRoll, Cloudera, Concur, New Relic,
Nitro, Tableau, Xactly and Zendesk. Headquartered in Palo Alto, California, Infer is funded by leading
investors, including Redpoint Ventures, Andreessen Horowitz, Social+Capital Partnership, Sutter Hill
Ventures and Nexus Venture Partners.
Mountain View, CA
www.infer.com