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.

ACCOUNT-BASED MARKETING

Infer’s account selection and scoring platform helps B2B companies transform their account-based marketing (ABM) capabilities. Infer’s AI-powered software can quickly build ideal account profiles for each of your products and identify the target accounts most likely to buy. It’s the pinpoint guidance you need to drive higher win rates, streamline your sales funnel, reduce costs and improve ROI on marketing campaigns.

What is Account-Based Marketing?

Account-based marketing is an increasingly popular B2B strategy that provides a more precise way to market and sell products. Rather than going after entire markets or industries with one-size-fits-all tactics, the ABM approach targets specific high-value accounts – and specific stakeholders and roles within them – with tailored, personal campaigns.

This focused approach enables marketers to dedicate resources to those prospects with the greatest likelihood to convert and highest revenue potential. Through the creation of personalized ABM strategies for each target account, 87% of B2B marketers agree that ABM delivers better ROI than traditional scattershot marketing tactics.

When Do You Need An Account-Based Marketing Strategy?

Account-based marketing gives you maximum control over who to target in your B2B marketing campaigns for a more efficient and effective sales process. Adopting an ABM strategy can help your sales and marketing teams concentrate their efforts on the accounts most likely to buy and who are the best match for your products. That’s more time focused on closing bigger deals with greater win rates, and less time chasing leads that go nowhere.

Traditionally, ABM strategy development was a time-consuming process that relied on manual analysis and guesswork to identify target accounts, design campaigns and plan sales tactics. Infer transforms that process, using AI and machine learning technology to ensure that you’re targeting the right accounts with the optimal campaigns. There’s no more hit-or-miss: you know exactly who to go after and how to market to them. If your business sells to specific accounts with multiple roles and stakeholders, or to accounts of a certain size in a specific market segment, you should consider adopting an ABM strategy supported by Infer. Infer can dramatically accelerate ABM account selection, campaign development and sales cycles, while slashing overall costs and generating much higher ROI from your ABM programs.

ABM Starts With Predictive

This is why Infer is one of the top Account-Based Marketing Solutions on G2Crowd:

The new Infer scores give us much-needed visibility into the activities of each account in our Total Addressable Market, which lets us immediately see how effective our ABM programs are versus waiting for downstream metrics from lengthy sales cycles.

Infer helps us understand whether we’re driving engagement with people in our target accounts, which pieces of content are fueling this engagement, and where we need to put more of our energy.

Joe Busto

Senior Director of Sales Development

How Infer Enables Account-Based Marketing Technology

Account Planning & Selection

Infer leverages AI and machine learning technology to identify the accounts most likely to produce the biggest results for your business. The process begins by combining data from your CRM and marketing automation platform (MAP) with thousands of data points from our own massive database of company information. This is used to build detailed company profiles.  

Next, Infer analyzes the enriched data to identify the ideal account profile for each of your products. Then Infer finds the accounts that best match the profiles where you’ve had the most success, building a list of target accounts. Your marketing and sales teams are provided with precise, actionable guidance on exactly which accounts to focus on. Learn More About Infer Account Planning And Selection.

Account-Based Fit Scoring

Infer’s predictive account-based scoring can help you build a better ABM strategy by prioritizing accounts with precise fit scores. Infer computes the scores automatically, using key behavioral signals and fit data from your CRM and MAP,  as well as Infer’s proprietary database of firmographic, demographic and technographic intelligence on more than 19 million companies and 42 million prospects. Our machine learning algorithms assign values to thousands of these data signals and derive predictive account-based fit scores your sales and marketing teams can use to accurately determine which target accounts they should go after. Learn More About Infer Account-Based Fit Scoring.

Account-Based Behavior Scoring

Infer’s AI-powered software can help you identify which of your accounts are the most engaged and ready to buy. Our account-based behavior scoring leverages data in your CRM and MAP, as well as third-party behavior data, to create highly accurate scores indicating which accounts are likeliest to convert, and when.

You can automatically map leads to accounts, get instant insights like the amount of engaged contacts in a given account or market segment, and view engagement trends – all within your marketing automation platform or CRM. Learn More About Infer Account-Based Behavior Scoring.

The Keys to Account-Based Marketing Success

It’s key to remember that account-based marketing tactics are not the same as the common outbound and inbound marketing tactics. Account-based marketing targets individual accounts, such as specific companies, with specialized campaigns and messaging. Instead of generic messages aimed at broad market segments, ABM lets your marketing and sales team speak directly to the pain points, needs and requirements of specific target companies and stakeholders.

Benefits Of Account-Based Marketing

  • Clearer ROI: Since an ABM strategy targets individual accounts with precision, it’s easier for sales and marketing teams to understand effort versus impact with a clearer ROI than traditional marketing. 
  • Optimization: Infer’s predictive marketing analytics can help you get a deep view into your target accounts’ behaviors so you can customize your ABM strategy and automatically prioritize accounts.
  • Lower Risk and Greater Productivity: A successful ABM program lets each account manager target, market to, convert, and upsell a much larger number of contacts before another account manager has to be hired.

YES, WE CONNECT TO YOUR TECH STACK

Infer’s flexible API library connects to just about anything, including all top CRMs and marketing automation platforms. Your sales and marketing teams will be able to see scoring and key signals right on each record.

Launching an ABM Strategy

Every ABM strategy starts somewhere. This checklist can help your business decide when and how to begin deploying an ABM strategy.

1. Identify goals and strategy.

Are you looking to sell to high-value businesses, but struggling to reach them? Analyze the current state of your sales and marketing efforts and establish concrete goals and metrics for key parameters like contact rates and conversion rates.  


2. Create a target list to identify high-priority prospects with Infer.

Once your business decides to adopt an ABM strategy, you’ll need a list of accounts to target. Infer takes the uncertainty and guesswork out of the process, automatically building a profile of the ideal prospect and analyzing fit and behavior data to find the companies and people who best match the profile. 


3. Segment leads using Infer’s SmartFunnel Service.

Use Infer’s SmartFunnel service to get detailed recommendations on how to appropriately segment your audiences in your sales funnel. Align your sales and marketing strategies to specific triggers identified by Infer to ensure each of your leads receives the right action at the right time for maximum impact. 


4. Let AI prioritize your accounts.

Infer’s AI and machine learning technology automatically evaluates which accounts your sales team should contact immediately, which ones need more time in nurture, and which ones should be deprioritized to increase the effectiveness and efficiency of your sales and marketing efforts. Precise fit and behavior scores tell you exactly what you need to know.


5. Design and launch campaigns.

Align your sales and marketing teams on campaign strategies for each of your target accounts. Create high-impact custom content and messaging for each account to be implemented in your ABM campaign.

Launch your campaign, whether it’s email, paid media, outbound calls or more, and view your instant engagement insights from Infer across your tech stack. Infer integrates with all the top CRM and marketing automation platforms.


6. Measure and optimize.

Did your campaign have the desired effect? How much pipeline did you close? And most of all, what was the revenue impact? Track and measure your results and continue to fine-tune your campaigns for improved performance. Infer continues to learn, too. As new data on wins, losses and pipeline activity comes in, Infer refines its models and adjusts lead scores for even greater predictive accuracy and better results.

Supercharge your ABM plays in days, not months.

PREDICTIVE LEAD SCORING

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 strategies with better target account lists. Learn More About Infer List Scoring.

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