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

@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

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

STICK AROUND FOR A DEMO

WHY DO PREDICTIVE ANALYTICS MATTER
FOR CONTENT MARKETERS?

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)

● 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:

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

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

Under the Hood

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

Step 1: Start with your existing data

Step 2: Add thousands of signals mined from the web

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Add thousands of signals

Step 3: Determine what signals are predictive

Where does Predictive Analytics fit into my stack?

Content Marketing Challenges

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

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

Three Examples

eBook Program

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

Video Marketing

200 450 1,000
Product People Animation

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

Content Syndication

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

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

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

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

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

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

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

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

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