Building Lead Scoring Models | Infer

by - 2:21 min read

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If you want predictive scores that are statistically proven to be accurate, it’s time to dump the useless, outdated models and upgrade to an AI-led predictive lead scoring model.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

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