Infer Launches Account-Based Behavior Scoring
Infer, a provider of predictive technologies, today launched Account-Based Behavior Scoring, which helps companies accelerate revenue generation and supercharge their account-based marketing (ABM) programs.
Building on Infer's lead behavior and account fit scoring models, Account-Based Behavior Scoring allows marketing teams to laser-focus their campaigns on the business-to-business (B2B) deals that are most likely to close quickly. It helps identify marketing-qualified accounts (MQAs), drive engagement with the right people at the right times, gather faster feedback on ABM programs, and measure pipeline acceleration.
Infer's Account-Based Behavior Scoring brings account engagement insight right into CRM systems so marketers can see which people are showing increased activity and then pinpoint accounts that are predicted to buy a particular product within a set time period. As a result, marketers can analyze the quality of their ABM campaigns in real time and use this information to continuously test-and-invest various content, brand assets, channels, and initiatives.
Unique features of Account-Based Behavior Scoring include the following:
- Full-funnel behavior signals: Infer seamlessly connects with company marketing automation platforms (like Marketo, Pardot, or Oracle Eloqua) to analyze the complete spectrum of activity signals across the buyer's journey, including data about people's email engagement, Web behavior, and user-defined events. The platform's leads-to-account engine then maps those individuals' activity data to the appropriate accounts in Salesforce.
- Quick account insights: Next, Infer employs data science to calculate aggregate account behavior scores and pushes those predictions directly into Salesforce records for actionable sales intelligence at the account level, including the amount of engaged contacts in a given account or market segment, as well as account fit and behavior scores.
- Engagement trend reports: Infer's account behavior scores power Salesforce dashboards that show which business size, line of business, or industry segments are surging. With these visualizations, companies can understand whether they're reaching their target markets with appropriate marketing messages.
"Our newest predictive models empower sales and marketing teams with previously unattainable ABM metrics that show which accounts, and specifically which contacts at each account, are expressing the highest levels of marketing engagement," said Vik Singh, co-founder and CEO of Infer, in a statement. "We deliver this unprecedented transparency by using advanced machine learning to produce crystal-clear predictions that make it even easier for any business to identify whitespace gaps in its pipeline and find high-potential target accounts that deserve more attention sooner rather than later."
Infer mines data on every behavior from each contact throughout the customer funnel, including snapshots of all historical activity. Infer's models analyze these vast signals daily to predict imminent conversion events based on the timing of each action, activity spikes or declines, sustained engagement, and key behavior combinations in an account's activity trail.
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