• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Sales

Predictive scorer Infer unveils ‘first account-based behavior scoring’

The new scoring model is now combined with the firm’s existing “account fit” model to boost business-based targeting.

Barry Levine on August 17, 2016 at 1:52 pm
  • More
Infer's visualization of its new Behavioral Account Scoring

Infer’s visualization of its new Behavioral Account Scoring

Infer makes its living by generating predictive scores about which individuals and accounts are likely to become or stay customers.

This week, the Mountain View, California-based company enlarged its capabilities with what it described as the industry’s first behavior-only predictive scoring for accounts.

To unpack what that means, first consider that Infer has focused previously on two basic models for its predictive scoring: Account Fit and Behavior.

The Account Fit model scores whether a business is a “good fit” as a customer, based on relatively stable data points like the technology vendors it uses, its job postings and public filings, its business model, its tech tools and other such factors.

The Behavior model had been used by Infer primarily for leads (i.e., people), based on such time-based activities as pages visited on a client’s website, downloading of a white paper on a specific product, responses to an email marketing campaign and other actions.

But matching the two has been problematic, Senior Director of Product Marketing Sean Zinsmeister told me.

This is because the marketing automation platforms with which Infer is integrated and through which its behavioral web data is obtained — Marketo, Salesforce’s Pardot and Oracle’s Eloqua — do not allow for an easy matching of leads’ behavior with customer-fit accounts in Salesforce’s customer relationship management system, the popular CRM that Infer emphasizes.

So Infer developed a behavioral model for accounts with data about what identified leads at those companies do, by building its own system to match leads’ behavior (obtained via marketing automation platforms) with the businesses where those leads work.

The result is the first predictive scoring based entirely on account behavior, Zinsmeister said, adding that other predictive scorers blend “fit” data with behavior to get their account-based ranking.

Salesforce screen shot for Infer behavior scoring

Infer isn’t blending the two for account scoring, but instead matches the two scores in a matrix (see below) and the highest combo is the company you want to pursue. That is, it matches the account’s Behavior Score that shows if it is “acting like a buyer of your product,” with the previous Fit Score that shows it “looks like a buyer”:

Infer scoring matrix

About The Author

Barry Levine
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

Related Topics

ABM: Account Based MarketingChannel: Martech: SalesPredictive Marketing

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • The Media-First Approach Why visual media must be a primary consideration for e-commerce businesses
  • Visual Experiences That Connect: A look at the power of UGC and the tech needed to support it
  • Become an Experience-Led Business with an Agile CX Tech Stack
  • Transformational CX: Video-Powered Experiences Meet Consumers’ Demands
  • What Customer Experience Means in 2021
See More Whitepapers

Webinars

  • The AI Revolution Is Coming to Every Stage of Your Buyer’s Journey
  • The Fundamentals of Link Building for E-Commerce & Affiliate Sites in 2021
  • Your Customer is Calling: Make the Most of Your Marketing Spend with Call Tracking
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Register For MarTech - Free

Receive daily martech news and analysis.

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2021 Third Door Media, Inc. All rights reserved.