What Goes Into A Predictive Lead Scoring Model?

What’s the most important attribute to consider when building a lead scoring model? Well, that depends on who you ask. Every demand gen leader has a different model for scoring their leads, with values and attributes often based on nothing more than gut instinct.

With ineffective, guesswork-led models running rampant across the industry, it’s no surprise that most people consider lead scoring to be a joke.

Predictive Lead Scoring Is Changing The Game

Predictive lead scoring is lead scoring that actually works. No guesswork, gut instinct or dumb luck required. Instead, advanced machine learning algorithms do the work for you. No, really.

Building A Predictive Lead Scoring Model For Your Company

If you want predictive scores that are statistically proven to be accurate, it’s time to dump the useless, outdated models and upgrade to an AI-led predictive lead scoring model. Here’s how Infer builds industry-leading models:

Start With Your Existing Data

Your historical data is littered with valuable insights. So, that is where predictive lead scoring starts. Infer builds each custom model by first connecting with the existing data from your CRM or marketing automation system.

Add Thousands Of Externals Signals

Then, new data is added. Infer matches each of your records against our proprietary dataset to expand the information base. We identify thousands of new signals for each record including social media presence, website technology and more.

Determine Which Signals Are Predictive

Not every signal we unearth will be truly predictive. We use machine learning algorithms to search the data for deep patterns, highlighting the predictive signals and discarding signals that could lead our scoring off track.

Create The Optimal Formula

Once predictive patterns have been identified, we create a custom formula for your organization. This formula is then used to automatically score any leads that enter your system and assign a predictive value to each one.

Test The Accuracy Of The Model

Infer promises statistically-accurate results. And we mean it. We test and retest the accuracy of your predictive model to ensure it delivers results your sales and marketing teams can rely on.

Push It Live Into Production

We will have you up-and-running with Infer in days, not months. And since Infer seamlessly integrates with your sales and marketing stack, you can start focusing on your best leads immediately.

Measure The Results

You will see real results, right away. Don’t believe us? Just ask Suresh.

“We have one set of leads that converts at 4x the baseline, and one set that’ll never convert. Infer helps us tell the difference between the two.” – Suresh Khanna, Chief Revenue Officer AdRoll

Or anyone else from our happy community.


Want to learn more about predictive lead models? We made this eBook just for you:

What Is Predictive Lead Scoring And What Can It Do For Me?

We hear it every day:

“I need more pipeline.”
“My sales reps don’t trust our manual lead scoring system.”
“My team is overwhelmed and doesn’t know which leads to focus on.”
“These leads are garbage.”

The constant pipeline battles wear down even the best demand generation leaders. Yes, even those that consider themselves well-versed in traditional lead scoring methods still struggle to identify and prioritize truly good leads. It’s enough to drive any marketer mad.

Fortunately, we have the magical (okay, it’s AI-driven) solution.

Intelligent Predictive Lead Scoring Is Right Here To Save You

When it comes to making critical sales and marketing decisions, traditional lead scoring is like stopping at the gas station to ask for directions, while predictive lead scoring is Google Maps – the instant clarity of knowing where you are and what to do next.

No more long, frustrating meetings debating what factors should be considered in scoring a lead or how much weight each factor should carry. No more shifting the blame between sales and marketing when you aren’t seeing the results you want.

Predictive lead scoring takes the guesswork out of demand generation and delivers lead scores every member of your sales and marketing teams can rely on.

How Does Predictive Lead Scoring Work?

We’re glad you asked. At first glance, a tool like Infer seems too good to be true. But go ahead and pinch yourself because Infer really is all that and a bag of chips. (Disclaimer: chips not included.)

Infer connects with existing data from your CRM or marketing automation systems, whether that be HubSpot, Marketo, Salesforce, etc. After connecting, our tool then matches each of your records against our proprietary dataset to identify thousands of signals, including social media presence, website technology and more.

Next, Infer uses advanced machine learning algorithms to discover the deep patterns within your marketing data that have been escaping your notice. Infer then analyzes this data and identifies which prospects are most likely to become customers, assigning a predictive value to each one.

P.S. Our predictive scores are statistically proven to be accurate. Let’s see a manual lead scoring system do that!

Sounds Great. But What Difference Will This Make For Me Really?

The better question: What aspects of my demand generation won’t see improvement? The answer: None.

Everyone on your demand generation team will reap the benefits of Infer’s predictive lead scoring system. And we guarantee you’ll get results quickly.

Your marketing team will enjoy increased effectiveness thanks to their ability to better understand and target leads. Additional benefits include a lower cost per good lead, faster pace of innovation and increased lifetime value of customers.

Your sales team will also enjoy increased effectiveness thanks to Infer’s ability to score, filter and prioritize leads instantly. You can expect to see an increase in average deal size, efficient and personal nurture follow-ups as well as a higher conversion rate.

Big growth plans? Predictive lead scoring will ease those growing pains. Infer’s intelligent model scales from thousands to millions of leads without breaking a sweat.


Plus, did we mention more revenue?