Infer’s Sean Zinsmeister Talks AI in B2B Marketing, Best Practices and More

If you’re in B2B marketing or sales, chances are you’ve heard a lot of talk about things like account-based marketing and predictive analytics lately. Our very own Sean Zinsmeister is making the rounds in the headlines recently too, offering up his thoughts on those hot topics and more. From 2016 predictions to best practices, here’s a roundup of Sean’s insights from around the web.

As artificial intelligence technology gives us more data than ever, B2B marketers are taking a cue from B2C marketers on how to transform large amounts of data into actionable intelligence. In this Technology Advice podcast, Infer’s Senior Director of Product Marketing, Sean Zinsmeister, chats with TA about how predictive analytics are transforming B2B marketing by empowering a more strategic and personalized customer experience.

“The more we get to know the types of people that are interacting with us online, the more we can really structure a great conversation. At the end of the day, the key [to using data] is to solve market problems. When you start focusing on solving market problems… you’re automatically using data to improve the customer experience.”

Where does Profile Management fit into my Sales and Marketing stack?

Infer Profile Management (PMP) is a lightweight platform that sits on top of your CRM and compliments your Marketing Automation platform (MAP). It includes three main parts: a Profile Builder (which we’ll explain further below), an Actions Layer and a Recommendations Engine (which we’ll dive into for future FAQs).

The application is designed with a clean, intuitive user experience to give you control over how you are identifying and activating good prospects. Using Infer, you can define your ideal customer profiles using three primary data sets:

Go beyond predictive scoring with Profiles
  • Segments – Firmographic, demographic and technographic information about the prospect’s company
  • Personas – Each individual lead’s job role, seniority, etc.
  • States – Activity from the web, MAP, or product usage

8 Thought Provoking Questions Raised By Self-Driving Cars… And What It Means for B2B


Infer byline originally published on VentureBeat

The thought of self-driving cars on the road seems like a distant dream, yet they’re on the road today, and will be available to the general public within five years. Similarly, in the B2B world, artificial intelligence (AI) and predictive technologies represent a disruptive shift that’s forcing companies to re-imagine how they operate. We’re already seeing visible examples such as programmatic bidding in the advertising world. Most people believe that in five years, many parts of our business will be driven by AI.

With that in mind, here are eight questions everyone is asking about self-driving cars, each of which has an important parallel that helps frame AI’s impact on business and society at large.

TrustWill we be able to trust them?

Google’s self-driving cars have already driven 1,210,676 miles. These cars analyze tons of sensors and environmental signals, and carefully calculate movements to apply a conservative driving style. In fact, as of July this year, there had only been 14 accidents — all caused by human error, not by the software. Given the fact that around 33,000 people die in traffic accidents in the US every year, and much of blame falls to distracted drivers, there is a huge opportunity to make our roads safer.