Where does Profile Management fit into my Sales and Marketing stack?
January 25, 2016
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:
- 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
Building Comprehensive Prospect Profiles
The platform is designed to be powerful but flexible. PMP easily works with datasets that are small or large, clean or dirty, and it also works with or without predictive models. To understand how it fits into your marketing stack, let’s focus on how you can use the Profile Builder to create custom profiles from the Leads, Contacts, Opportunities or Accounts objects in Salesforce (or any other CRM system).
Step 1: Infer starts by plugging directly into Salesforce and establishing bi-directional data flows in order to:
- Leverage data science for calculating pipeline metrics on specific prospect cohorts, i.e. opportunity and win rates, deal sizes and potential revenue contribution
- Pull in Infer’s custom library of external signals to add more context to your CRM records, which can help fill in any gaps
Step 2: Optionally, we can then connect seamlessly with Marketo (or another MAP) to:
- Bring the full spectrum of prospects’ activity data into PMP, including every email click, website visit, and social engagement
- Push profile tags and Infer signals back into Marketo flows so you can target campaigns for high-value profiles
Step 3: On top of Marketo and Infer, some companies add Google Analytics data to bring rich web analytics data into their profiles.
Step 4: If you are already using predictive models, you can easily add those scores and any other custom objects you use from Salesforce into PMP for even richer profiles.
By connecting these four key layers of your stack, you can greatly extend your customer data. As a result, savvy marketing operations pros are finding it very easy to hyper-segment profiles and achieve a deeper level of understanding about prospects. This approach allows you to:
- More narrowly personalize communications and programs – dramatically increasing engagement and conversions
- Automatically tag prospects that meet your desired criteria as they enter your system
- Go beyond lead/contact volume to understand how “good” a profile is with statistically significant pipeline metrics that are displayed instantly inline as you work
PMP in Action
Now that we’ve placed PMP in a typical marketing stack, let’s bring this process to life with a real-world example. We have an Infer webinar coming up titled “The Definitive Guide to B2B Marketing Ops” with our friends from Bizible. In order to generate interest and drive attendees, we’ve used the PMP profile builder to create a simple profile called “MOPS Marketo Users.”
This was a quick process. We started by adding the obvious persona condition for “Marketing Operations” roles. Since companies use a wide variety of job titles, PMP uses natural language processing to normalize titles into roles that are easier to manage. Next, we looked for B2B companies. Infer’s crawlers detect from certain language patterns and signals whether a company is most likely B2B or B2C. Finally, we added technographic signals (do they use Marketo?), so we could personalize our message by MAP platform. As you can see, the right-hand side of the screen shows pipeline metrics that are calculated automatically as we build the profile.
Next, we published this profile tag with a click into Salesforce, and shared it with Marketo so we can activate our webinar campaign. It’s always best to publish profile tags into Salesforce, so other tools that are deeply integrated with Salesforce (i.e. Terminus, Outreach.io, Marketo, InsightSquared) can easily leverage them. Working with our stack in this way also gives us more options from a reporting standpoint, i.e. for ops folks who prefer to build and share reports in Salesforce or InsightSquared.
Interested in seeing Infer’s Prospect Management platform up-close and personal? Get in touch to request a free custom demo.
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