Predictive Analytics In Sales

Predictive analytics brings a new level of certainty and precision to sales processes, helping companies win more deals faster while reducing costs. By analyzing past prospect behavior, it can predict how likely they are to buy in the future – enabling sales to target the best leads with the best tactics.

What is Predictive Sales Analytics?

Digital marketing has led to an explosion of first- and third-party data on potential customers. The data can provide critical insights on their interests, activities, needs, wants and challenges – the insights salespeople need to target, pitch and successfully convert prospects. However, all that B2B data means nothing if you can’t interpret it, and the sheer volume of information available is more than any human brain can make sense of on its own.  

Predictive sales analytics is the answer to this dilemma. Predictive sales analytics mines new and historical sales and marketing data to find your best prospects, determine how likely they are to buy, when they’re likely to buy, and how good a fit they are for your services and solutions. In other words, it can predict behavior before it happens, which may feel like magic but is actually possible, thanks to advanced artificial intelligence and machine learning.

9.6 x
Conversion improvement
51 %
Won business from “A” leads
+ 30 %
Higher deal size

5 Ways Predictive Analytics Helps Sales Teams

Infer’s predictive lead scoring software can revolutionize how your company conducts sales, bringing a new level of speed, certainty and precision to a process that’s traditionally been time-consuming and error-prone.  

Prioritize Sales Efforts With Lead Scoring

Infer’s AI-powered predictive analytics software leverages machine learning to analyze data in your CRM or MAP, enriched with Infer’s own massive database of prospect information. Infer finds patterns across key data signals to help qualify leads with instantly generated fit and behavioral lead scores for each of your prospects. 

The lead scores provide actionable insights for your sales and marketing teams, which they can use with confidence, knowing they’re only working with the highest quality leads.

Improve Demand Generation Campaigns

Predictive analytics can be used to understand how prospects respond to your demand generation campaigns and which efforts result in the most valuable leads.

With an understanding of which demand generation campaigns are most effective, you can tune campaigns to make sure they’re generating only the best marketing qualified leads (MQLs) for your sales team.

Once Infer has assigned lead scores to each of your prospects, the lead scores can be compared to the campaigns, channels and vendors used to generate them. This provides a fast, highly reliable measure of which programs are working and which aren’t, so companies can optimize their marketing spend.

Bridge the Divide Between Marketing And Sales

The time has come for marketers and sales representatives to stop pointing fingers about the quality of leads in the funnel. Instead, you can align everyone and focus on the leads with the highest revenue potential. 

Using Infer’s predictive lead scoring software, marketers can be sure their MQLs are accurately ranked by fit and propensity to buy. Sales teams no longer waste time on bad leads, and MQL-to-SQL conversions soar.

Nail Your Forecasts

Using Infer, you can factor in the quality of each lead to determine real pipeline conversions and increase the reliability of your forecasts. Rather than waiting months for the full sales and marketing cycle to play out, you can accurately forecast pipeline at any time.

Continue Optimizing

As markets and prospects change, the factors that lead to successful sales change, too.

Infer’s predictive analytics software doesn’t stop at one prediction; it continues to learn as new data comes in. For example, it can factor in new win/loss data and refine its models to improve predictive accuracy. You’re always working with the latest and greatest intelligence, so your people and processes keep pace with evolving markets and a changing sales landscape.

Eliminate Uncertainty With Infer

Infer pioneered the field of predictive lead scoring, and has helped bring clarity to the lead qualification process for companies across industries. Learn how your company can join the largest B2B predictive sales and marketing customer community today and supercharge your sales process with Infer.

Supercharge your ABM plays in days, not months.

B2B Data Solutions

Get the most out of your B2B data using Infer’s AI-powered predictive analytics to instantly score and identify your highest-quality B2B leads – the ones most likely to convert.

Make Your B2B Data Work For You

Big data fuels business growth in the digital era, giving companies insights into their customers like never before. Naturally, businesses are investing heavily in third-party B2B data to improve demand generation and make more informed sales and marketing decisions. But more data doesn’t necessarily mean more actionable intelligence. Quantity doesn’t always mean quality. 

It typically takes a lot of refining, time and labor to extract good opportunities from the raw lists provided by B2B data vendors. It’s a highly inefficient, hit-or-miss process, with significant time wasted on dead-end leads. 

Infer’s predictive lead scoring software eliminates the errors and inefficiencies, and helps you get much more value from B2B data solutions. Infer uses advanced AI and machine learning to enrich and refine your B2B data, identify the leads most likely to convert and provide the detailed intelligence your marketing and sales teams need to drive high-impact campaigns, target the best opportunities and close deals fast. Rather than spending months trying to find the needles in the haystack, Infer gives you precise guidance up front, so your teams can start working the high-quality leads from day one.

Want to see how this plays out with your own data?

What Is B2B Intent Data?

Behavioral data, sometimes referred to as intent data, is activity information that can signal potential buyers’ propensity to purchase products. Behavioral data comes in two forms. 

First-party data is prospect information captured on your own website, application logs and marketing automation platform (MAP). It contains detailed information on prospects’ website activity, responses to campaigns, participation in events, requests for product information and other marketing interactions. Some of these (or some combination of them) may be highly predictive signals of a prospect’s readiness to buy.

Third-party, or external intent data, is available through B2B data providers, such as content syndicators and other publishers. Third-party data lacks the rich behavioral signals of your own first-party data. In many cases, it’s nothing more than contact information for companies who’ve performed a single action, like clicking a link in an email. That’s precious little behavioral data – and not nearly enough to signal buying intent. And B2B data usually provides little to no background on the prospects themselves, beyond an email address or phone number.

+ 12 x
conversion rate
+ 3 x
average deal size
+ 4 x
return on investment
+ 19 %
sales effort saved

Getting From Data To Deals 

Only a small percentage of the contacts in B2B data lists typically turn out to be worthwhile leads, but in the past there’s been no way to know in advance which ones to target. Instead, companies have to embark on a long, costly journey: scrubbing the list (to remove spam, duplicates and other invalid information), appending and enriching the data (to create a fuller profile of the prospects beyond mere contact info), creating and launching campaigns, and making sales calls – until at last, a few genuine opportunities materialize, some of which hopefully result in sales. That winnowing process can take months or more, and significant expense – most of it spent chasing leads that go nowhere.

Cut To The Chase With Predictive Lead Scoring

Infer short-circuits this entire process and gives you exactly the information you need up front. It automatically scrubs and enriches your B2B data, combining it with the wealth of behavioral information captured in your marketing automation platform, along with company information from your CRM and Infer’s massive database of more than 19 million companies and 42 million prospects. This is used to build fully fleshed-out company profiles.

After enriching your data, Infer analyzes the collected behavioral information and conversion data from your systems, looking for intent signals that indicate a propensity to buy. AI and machine learning enable Infer to explore connections among thousands of signals and construct a highly predictive model of buying behavior. It then assigns lead scores that tell you just how likely various prospects are to buy your products, and how soon. It also assigns fit scores that tell you how good a match the companies are for your products and sales priorities.

Infer’s lead scoring models are statistically proven to be accurate, providing a precise roadmap for your sales teams. You know exactly which leads to go after, which to nurture and which to ignore. Rather than wasting resources, time and money separating the wheat from the chaff, you can target the most qualified leads from day one. And the results get even better over time: models and scores are proactively updated as new win/loss data comes in.

Instead of purchasing tens of thousands of leads and manually slugging through them, Infer helps us programmatically evaluate list quality upfront and only pay for the best leads. Not only will this save us time and energy, it will also assure that our sales team can focus on the right prospects.

Scott Broomfield

CMO of Xactly

Data Enrichment Through Integrations

With pre-built connectors to Salesforce, Marketo, Pardot and Eloqua, and robust, flexible APIs for connection to other systems, Infer makes MAP and CRM integration simple and fast. Integrating your systems enables Infer to enrich your data with information from our database of firmographic, demographic and technographic intelligence to generate detailed customer profiles, predictive models and lead scores on each of your prospects. 

Once we’ve derived your lead scores, they’re automatically fed back into your CRM and MAP, so your sales and marketing teams receive immediate guidance on which prospects to target and when. Infer also displays detailed intelligence on each account, right in Salesforce.

Supercharge your sales and marketing productivity in days, not months.


Dramatically increase win rates and reduce the cost of sales using Infer’s predictive lead scoring software. Our software automatically assigns highly accurate predictive scores to each of your prospects so you know you’re only working on leads that are ready to buy.

The Power Of Predictive Lead Scoring

Predictive lead scoring uses big data, artificial intelligence (AI) and machine learning to compute predictive scores based on accurate models. Traditional lead scoring is manual and inexact. Marketing and sales teams assign scores using little more than guesswork, gut instinct and a small set of behavioral clues. By contrast, Infer’s predictive lead scoring software leverages thousands of data points, including information collected in your CRM, your marketing automation platform (MAP) and our own massive database of company information. 

Infer analyzes relationships between those data points and actual customer conversion history to precisely model buying behavior and assign accurate predictive scores to each of your prospects, revealing which ones are ready to buy. And unlike traditional lead scoring, it also performs fit scoring to identify which prospects are the best match for your products and offerings.  

The result is precise guidance for your sales and marketing teams. Predictive lead scores enable them to confidently choose which leads to immediately prioritize, which to nurture and which to abandon.

What is Lead Scoring?

Lead scoring is the process of ranking prospects by their sales readiness. Each prospect is given a numerical score indicating whether and how soon they’re likely to buy. In theory, those scores help sales focus on only the best opportunities, maximizing conversion rates and shortening sales cycles.

The traditional approach to lead scoring is manual. Marketing and/or sales personnel assign scores based on prospect activity such as website visits, asset downloads, webinar registrations and requests for product information. The process is completely unscientific – driven by hunches, arbitrary formulas and a small set of behavioral signals. Not surprisingly, the scores aren’t very reliable. They overvalue some prospects and undervalue others, causing salespeople to waste time on leads that will never pan out, while missing genuine opportunities.

The problems go further. Not only are traditional lead scores bad at predicting whether and when a prospect is ready to buy; they typically say nothing at all about whether the prospect is a good fit for your product and sales strategy. For example, a prospect might be a poor sales target because it’s the wrong size, or in the wrong geography, or has the wrong technology portfolio – but you wouldn’t know any of that from the lead score.

How Predictive Lead Scoring Differs From Traditional Approaches

Infer’s predictive lead scoring addresses all of these issues. Instead of considering a small subset of behavioral data (a handful of marketing interactions), Infer analyzes all of the activity data in your MAP, as well as any third-party behavioral data you may have. It evaluates thousands of signals and millions of relationships among them and builds a precise model of buying propensity based on past conversions. It’s statistically rigorous, with no guesswork involved. 

Infer not only computes highly accurate behavioral scores – telling you which prospects are most likely to convert and how soon; it also calculates fit scores, using the data in your CRM and Infer’s own vast database of company information. All of this would be impossible using old-fashioned manual methods. But with Infer, it’s a fast, precise automated process, thanks to advanced AI and machine learning. Infer empowers sales and marketing leaders to make better-informed decisions while increasing the effectiveness and efficiency of demand generation teams. No more wasted time on leads that don’t align with your strategic priorities. Learn more about what predictive lead scoring is and how it can be applied to your organization.

We’ve worked with countless companies to transform their lead scoring.

Here’s how we cut through the uncertainty and gave them the models that closed deals:

9.6 x
Conversion improvement
51 %
Won business from “A” leads
+ 30 %
Higher deal size

How Lead Scoring Works With Infer

Integrate Your CRM And MAP Technology

You can seamlessly connect any CRM or marketing automation platform – including Salesforce, Marketo, Pardot and Eloqua – to Infer using our pre-built connectors or flexible API. Learn more about our CRM and MAP integrations. 

Enrich Your Data

We enrich your data with thousands of data points from our proprietary database of firmographic, demographic and technographic intelligence on more than 19 million companies and 42 million prospects. This is used to build a fully fleshed-out profile including everything from company size to the technology they use.

The benefits of using enriched data to build profiles include:

  • A complete picture of your buyer 
  • In-depth customer profiles for better-informed customer experiences.
  • Increased lead score accuracy

Use Machine Learning To Find Patterns

Infer’s machine learning technology analyzes your enriched data and discovers patterns to discover which of your prospects are ready to buy and which should be nurtured or deprioritized. Predictive values are assigned to a huge number of data signals, all statistically proven to be accurate, to generate predictive behavioral and fit scores for each of your prospects.

Turn Scoring Models Into Sales Roadmaps

Infer combines your behavioral and fit scores in a matrix to provide a strategic roadmap for your sales team. The matrix tells salespeople which leads to go after aggressively, which ones need more time in nurture and which ones they should stop pursuing.

Deploy Across Your Stack

Each lead’s score is instantly uploaded into your business’s CRM and MAP. Your sales and marketing teams are immediately empowered to start acting on high-quality intelligence, wasting no time on dead-end leads and concentrating only on the most qualified. In addition to showing the scores, Infer displays key signals that contributed to the scores – right in your CRM and MAP. Your people not only know who to sell to, but how

Want to see how this plays out with your own data?

Infer Features

Lead Fit Scoring

Infer uses key company data such as company size, geography, revenue, industry social presence and technology to generate detailed buyer profiles and fit scories that reveal whether or not prospects align with your products and sales priorities. It combines fit scores in a matrix with behavioral scores so you get a complete read on your prospects and leads. Learn More About Infer Fit Scoring.

Behavior Scoring

Infer’s behavior scoring analyzes all the activity data in your MAP, looking for patterns indicating a propensity to buy. Predictive scores are assigned to each prospect that accurately show if they’re in-market, ready to convert and when. Infer can uncover great leads stranded in the sales funnel by detecting behavior patterns that would otherwise go unnoticed. 

With accurate intelligence, you can streamline the sales process and pass ready-to-convert leads on to your teams, who can activate immediately. Learn More About Infer Behavior Scoring.

List Scoring

Purchased lists are only as valuable as the data you can extract from them. Infer uses machine learning to analyze lists to validate whether they’re actually the right fit for your product. Each new record is automatically scored by Infer and fed back into your CRM and MAP.  You can instantly score each name on the list and only pay for the best leads. And you can increase the effectiveness of your account-based marketing (ABM) strategies with better target account lists. Learn More About Infer List Scoring.

Supercharge your sales and marketing productivity in days, not months.