Infer Partners with Terminus to Introduce Predictive Ad Targeting that Drives Advertising ROI through Top-of-the-Funnel Engagement
April 15, 2016
Press release: New Strategic Partnership Brings Profile Management and Predictive Scoring to Account-Based Marketing
Infer Inc., a leading predictive sales and marketing platform that helps companies win more customers, today announced a Predictive Ad Targeting Platform that helps businesses target their highest-potential accounts and fuel deeper engagement. A new Infer partnership with account-based marketing (ABM) platform Terminus extends the power of predictive analytics to business-to-business advertising. Through this and other partnerships, Infer’s open platform delivers predictive advertising solutions that increase a company’s marketing return-on-investment by leveraging data science to optimize campaigns, targeting and budgets.
Rather than take a spray-and-pray approach or focus only on known accounts, Infer helps companies accurately pinpoint which accounts or leads are most likely to engage with a given campaign, and then leverage this intelligence for greater advertising impact. Infer goes beyond just adding predictive scores into the mix of bidding signals for ad targeting. The company’s platform builds profiles that can encompass both scores and external signals, such as the prospect’s intent or whether their company offers a freemium product.
“Predictive scoring and profiling technologies add tremendous value when it comes to sales and marketing workflows for account or lead prioritization, inbound marketing and demand generation, so it’s a natural extension to bring these advanced techniques into your advertising strategies,” said Vik Singh, co-founder and CEO of Infer. “The most successful approaches are those that combine proven, best-of-breed platforms, as opposed to force fitting a one-size-fits-all solution that applies predictive to both advertising and automation. They are two different sides of the coin, each deserving dedicated focus and depth to do proper justice and to achieve significant gains in marketing and sales. That’s why we developed an open architecture that intelligently feeds our insights into your stack to make CRM, marketing automation and adtech systems all infinitely smarter.”
Building Data-Rich Profiles for Hyper-Segmentation
The Infer Profile Management Platform first combines data that’s trapped in companies’ internal systems with thousands of proprietary third-party signals. It also pulls in valuable buyer intent signals from marketing automation platforms, advertising systems and other data vendors to proactively identify new ‘interested’ accounts to target. Infer intelligently matches, merges, interprets and filters all of these data points so that go-to-market teams can create data-rich, descriptive prospect profiles using a broader range of customer attributes than ever before. Through thoughtful hyper-segmentation of these high-potential profiles, companies can greatly improve effectiveness and efficiency in a variety of sales and marketing programs.
Hyper-Targeting ABM Campaigns for Greater Impact
Infer connects with leading advertising systems to share these carefully defined profiles, and orchestrate whichever actions a company wants to perform on them. For example, by feeding rich Infer Profiles into Terminus, a marketer can show personalized display ads to particular B2B accounts, i.e. best-fit marketers who use the Marketo platform. “Infer’s open architecture makes it simple to take your account-based marketing strategy to the next level,” said Eric Spett, CEO at Terminus. “Companies can pull their ideal customer profiles from Infer into our platform, and effortlessly bring predictive into daily workflows that provide critical ‘air-cover’ for ABM campaigns, and result in faster progressions through every stage of the marketing and sales cycle.”
Measuring Campaign Results through Predictive Scoring
Coming full circle, Infer’s Predictive Ad Targeting Platform can leverage the company’s statistically accurate fit and behavior scoring models for greater predictive power, a deeper level of segmentation, and more insightful campaign measurement. Infer Predictive Scoring helps marketers measure the quality of the leads they are reaching, make course corrections as needed, and ensure that their messaging and channels are effectively aligned with the company’s target profiles.
“Infer’s profiling and scoring technologies, in tandem with ad platforms like AdRoll and Terminus, help us easily employ predictive targeting,” said Alex Acker, senior manager of marketing and insights at Nitro. “By working smarter in this way, we’re able to boost engagement at the top of our funnel, and get a whole lot more for every advertising dollar.”
Infer’s open approach and integrations with other partners like AdRoll, Eloqua, Google Analytics, HubSpot, InsideView, InsightSquared, Marketo, Pardot, Salesforce and Social123 help to make an organization’s existing sales and marketing stack more impactful and effective.
Founded in 2010, Infer delivers a predictive sales and marketing platform that helps companies win more customers. It leverages proven data science to rapidly model the untapped customer profile data sitting in an enterprise, along with thousands of signals from the web, and help drive a company’s growth strategy through valuable predictive workflows. Customers include over 120 high growth companies and large enterprises like AdRoll, Atlassian, Cloudera, Concur, New Relic, Tableau, Xactly and Zendesk. Headquartered in Mountain View, California, Infer is funded by leading investors, including Redpoint Ventures, Andreessen Horowitz, Social+Capital Partnership, Sutter Hill Ventures and Nexus Venture Partners.
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