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

@uberflip#uberwebinar @InferInc

Sean ZinsmeisterSr Dir of Product Marketing, Infer@SZinsmeister

Hana AbazaVP Marketing, Uberflip@hanaabaza

Predictive Analytics:A Content Marketer’s Secret Weapon


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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)

http://buzzsumo.com/blog/50-of-content-gets-8-shares-or-less-why-content-fails-and-how-to-fix-it/

https://www.siriusdecisions.com/Blog/2013/May/Summit-2013-Highlights-Inciting-a-BtoB-Content-Revolution.aspx

http://blogs.forrester.com/laura_ramos/14-02-05-how_top_marketers_use_customer_centered_content_to_make_their_message_more_valuable


● 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 [email protected] 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 DataWith Pre-Build Connectors

Add Infer’s External SignalsThousands of Data Points

Build Personalized ModelsUsing Machine Learning

Step 1: Start with your existing data

Step 2: Add thousands of signals mined from the web

••••••••••••

Add thousands of signals

http://go.uberflip.com/subscribe-to-content-marketing-hub?utm_source=Webinar&utm_medium=Slides&utm_campaign=Infer-Webinar

Step 3: Determine what signals are predictive

Step 3: Determine what signals are predictive

Step 5: Go live

83Infer Score

Where does Predictive Analytics fit into my stack?


Content Marketing Challenges

Pioneering Predictive for Sales & Marketing

Which prospects are the best fit?

Too Many ProspectsWhich 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

● AccountsOrganized funnel

after applying Fit Model


Three Examples


eBook Program

300 150 230

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 PlaybookMeasuring Campaign Effectiveness

Adam von ReynVP of Growth Marketing


Leads Cost $ / Lead

Campaign 1 140 $5,000 $35.71Campaign 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

http://www.infer.com

http://www.infer.com

http://www.insightsquared.com/2015/05/predictive-lead-scoring-get-more-from-your-marketing-time-and-budget/

http://go.infer.com/predictive-playbook/campaigns

http://go.infer.com/predictive-playbook/campaigns


QUESTION TIME!

Sean ZinsmeisterSr Director of Product Marketing, Infer

@szinsmeister

Hana AbazaVP Marketing, Uberflip

@hanaabaza

hub.uberflip.com

http://go.uberflip.com/subscribe-to-content-marketing-hub?utm_source=Webinar&utm_medium=Slides&utm_campaign=Infer-Webinar