The Impact of Predictive Analytics on Account-Based Marketing with Sean Zinsmeister of Infer

December 30, 2015 Sangram Vajre

One of the most important things to remember when thinking about account-based marketing is “quality over quantity”.

The success of your ABM campaign depends on the accounts you target, and by having quality data, you can target the accounts that are best fit and most profitable for your business. Finding the target accounts can be difficult and time-consuming; luckily for B2B marketers, this is where predictive analytics comes into play.

Recently, Infer released The Predictive ABM Framework. This four-stage framework gives us a visual representation of how ABM works alongside predictive analytics to change the way that we think about B2B marketing.

account_based_marketing_predictive

If you want to learn more about how predictive ABM works, you’re in for a treat. Recently, Sean Zinsmeister joined me on a Google Hangout to discuss the impact that predictive analytics has on account-based marketing. As the Director of Product Marketing at Infer, Sean helps B2B companies predict who are going to be their best-fit customers.

In this interview, we discuss various topics including:

  • The definition of predictive analytics
  • How predictive analytics work with ABM
  • The strategies a company employs after choosing ABM
  • How to turn customers into advocates
Check out the full interview here:

Sean explained what Infer does as well as explaining why predictive analytics and account-based marketing are both becoming such hot topics. Here are some key takeaways from our interview:

Predictive helps prioritize how you engage with the right customers when you have a large amount of customer data. It’s all about finding out who your best-fit customers are and then learning how to reach these customers.


Predictive Analytics helps you easily understand what #B2B signals that makeup your best accounts
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Filtering and prioritizing isn’t just in the salesperson leads view but also with marketing deciding where to spend their marketing dollars.


Which campaign performed the best for attracting the customer that I care about? #B2B #ABM
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Aligning businesses on a common vocabulary and strategy is a key to ABM. Communication between departments is a imperative to increasing revenue.


The #B2B customer experience is a part of the core job function, not just a buzz word to talk about…
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The key for a marketer is to make sure that you have a great relationship with sales. Sales has to trust the marketing team is sending over the best accounts that sales can have success with.


“You want to make sure that Sales reps are swinging at strikes” – @SZinsmeister
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What are your thoughts on our interview? Let us know in the comments section below, and click here to download “The Predictive ABM Framework”.

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