uberflip and infer – predictive analytics: a content marketers secret weapon
TRANSCRIPT
@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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Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar ☺)
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STICK AROUND FOR A DEMO
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WHY DO PREDICTIVE ANALYTICS MATTER
FOR CONTENT MARKETERS?
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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)
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● 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
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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
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?
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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
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Three Examples
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eBook Program
300 150 230
2%
3%
35%
60%
300
15%
25%
20%
40%
150
5%
10%
30%
55%
230
A
B
C
D
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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
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Content Syndication
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Predictive PlaybookMeasuring Campaign Effectiveness
Adam von ReynVP of Growth Marketing
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Leads Cost $ / Lead
Campaign 1 140 $5,000 $35.71Campaign 2 110 $5,000 $45.45
Campaign 1 appears best under CPL metrics
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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
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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
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RESOURCES
Learn more abut Infer: www.infer.com
Case Study: InsightSquared Use Case
Learn more about Predictive Analytics: Predictive Playbook - Test & Invest
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QUESTION TIME!
Sean ZinsmeisterSr Director of Product Marketing, Infer
@szinsmeister
Hana AbazaVP Marketing, Uberflip
@hanaabaza
hub.uberflip.com