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 sean@infer.com 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

ray@socialtables.com @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

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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