Host Analytics wanted to further automate its sales lead routing process in order to avoid giving reps too few or too many good leads. By integrating predictive and lead routing technologies, Host Analytics hoped to create an intelligent, end-to-end lead management system that would get the best prospects to the right reps, and ultimately help increase efficiency and revenue.

1. Infer:Host Analytics:LeanData
Nick Ezzo, Vice President of Demand Generation, Host Analytics
October 5th, 2016

2. Outline
● Intro - Who is Nick Ezzo?
● What does Host Analytics do?
● Setting Up the Challenge
● What is Predictive?
● Infer is the Line Judge
● Infer + LeanData Solution = Best Fit
● Dashboards

3. Hi, I’m Nick Ezzo!
Marketing strategist with extensive technology
experience (15+ years) leading enterprise and
product marketing at large and small companies
Started out in IT, moved into Marketing
Worked primarily with SaaS companies in the
last 10 years
Ohio University alumnus
@NickAEzzo nezzo@hostanalytics.com
Vice President of Demand Gen @ Host Analytics

4. Leader in cloud-based financial applications for planning,
consolidation, reporting and analytics.
Host Analytics enterprise performance management (EPM)
customers benefit from:
○ Improved business agility
○ Improved security
○ Lower overall cost
Trusted by:
Host Analytics Business

5. Too Many Prospects
Which are the best fit to buy?
Marketing Challenge
Sales & Marketing Challenges
Need a real-time way to:
● Determine quality of channels
● Evaluate inbound leads
● Quantify MQLs entering the system
Sales Challenge
Need to know:
● Which leads needs sales resources
● Which leads get sent to nurture
Shared Challenge
Needed to get the best prospects to the right reps
as quickly as possible to increase efficiency and
revenue

6. Existing Customer Data
With Pre-Build Connectors
Add Infer’s External Signals
Thousands of Data Points
Build Personalized Models
Using Machine Learning
CRM
Sales Automation
Marketing Automation
Fit Models
Behavioral Models
Usage Models
Public Filings
Data Partnerships
Proprietary Web Crawlers
What is Predictive Analytics?

7. What Does Predictive Enable?

8. What Does Predictive Enable?

9. Infer is the Line Judge
Send to Sales
Do Not Work

10. Fuzzy lead-to-account (L2A)
matching
Route & Convert all matching
leads for Customers, Targets, &
Open Opportunities
Account Execs can now work
exclusively out of Contacts
LeanData enables Account Based Routing

11. Leverage Infer’s lead score to
ensure fair distribution
amongst reps
Round Robins A, B, C are the
same team of reps
Reps felt process was more
fair and were more productive
with new flow
Infer + LeanData = Happy SDR team

12. Match & Route
LeanData allows Host Analytics to route
existing customer/target/partner leads
to the right rep
Identify & Qualify
Infer analyzes thousands of signals to
identify prospects that are the best fit
to buy a Host Analytics solution
Personalize & Engage
High-quality leads are evenly
distributed to reps with actionable
intelligence embedded directly into
Salesforce for aggressive follow-up
Website

13. Sales & Marketing Alignment