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Combining Predictive Scoring & Profile Management to Capture New Revenue
Accomplished Startup Marketer
Built & Led Marketing at Nitro
Musician-born Marketer
Podcast & Paleo Aficionado
2013 Markie Winner
@szinsmeister [email protected] 1 415 689 4654
Hi, I’m Sean Zinsmeister!Senior Director of Product Marketing @ Infer
What is Predictive?
Actionable Intelligence for Sales & Marketing
Machine Learning Thousands of external data points
Keywords: ● Machine Learning ● Data Science ● Predictive Analytics● AI
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
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
Hi, I’m Ray Miller
● 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
[email protected] @touchofray
125+ employees 4,000+ customers
Established 2011
100+ million participants 1+ million events created
1.5+ billion ft2 of event space drawn
On-
Site
Check-In
Venue MapperAttendee Manager
InsightsDestination
Site Selection
Venue Marketing
Event Management, Operations & Compliance
Sales Enablement
Event Planning & Collaboration
Venue Analytics
Business Intelligence
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Event Execution
Our Challenge
Took on a 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
At Social Tables all leads get assigned...all 6,000...to 4 BDs
Lead
Man
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Collateral
AssignmentCapture/Nurture
General Analytics
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Business transforming problem
What is an MQL?
Name, Email, Phone, Client Type, Job Title
Any channel
No filtering based on persona, activity, or source
September 2015
Lead
Man
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How did we prioritize?
Infer helped de-prioritize 80% of volume
Focus on leads driving 70% of wins
Prioritize in views by conversion source
Prioritize: enter, Infer grade
October 2015
What are you left with?
Smaller volume of leads
Large deal size and strategic significance
The need for buy in from all parties involved
Change...again?
Lead
Man
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Assignment
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Assignment
Analytics
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How did we improve
Filtering of non-enterprise leads
Refine the model
How did we improve
Filtering of non-enterprise leads
Focus on “allbound” prospecting
Wanted to identify signals in data
Profile Management - Introduction
January 2016
Make your job easier, by making it harder
Always be iterating
Automated filtering of leads
Inform digital advertising
Profile Management - Invest Your Resources
Always be iterating
Automated filtering of leads
Inform digital advertising
Drive focus for outbound campaigns
Profile Management - Success Paradox
March 2016
Q&A
