State of Modern MarketingLast night I had the opportunity to moderate a panel discussion at Nitro with marketing leaders from three amazing companies, each at different stages of growth. Zendesk had a successful IPO earlier this month, New Relic is clearly on that path, and RelateIQ has raised nearly $60M to compete for a share of the CRM market.

Our discussion was framed around “bright spots.” To be a successful marketer you often have to look outside your organization for inspiration. Who has had success? How did they do it? And why did it work so well? While you can follow the lead of your direct competitors, the most innovative companies expand their network and draw inspiration from bright spots they uncover.

Below are some of the highlights from our conversation.

To maintain their amazing growth trajectory and stay one step ahead of the competition, AdRoll has instilled a culture of data driven decision making. Infer helps them scan thousands of signals from across the web so that they can identify which customers are most likely to convert. At AdRoll they have one set of leads that convert at 4x the baseline, and one set that will never convert. Infer helps them tell the difference between the two. As their Sales Reps think about who to call out to, Infer ensures they’re focused where they’ve got the best shot at winning.

Here at Infer, we’re building a brand from scratch and are always looking for new ways to stand out. A couple months back, we were trying to come up with a giveaway for our top customers. We thought about different types of shirts and jackets, but lots of cool apparel ideas have already been done. People have too much corporate schwag, and it always ends up in the bottom drawer or the back of the closet.

Proven to Create Lift

95% of Zendesk’s close/won opportunities are identified using Infer’s lead scoring model. Hear from Zendesk’s CMO, VP of Sales, and Head of Global Sales Operations. This is a terrific example of a company who is supercharging their revenue using predictive intelligence. Their leveraging big data and re-defining to redefining how companies companies should operate.