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Predictive Analytics Platform for UK B2B

BrightTarget Ltd  |  Applications
The complete UK B2B predictive intelligence platform. Blending many data sources for full funnel & customer life cycle predictions.
Marketo Integrated
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Main Features
  • Advanced Customer Segmentation
  • Predictive Lead Scoring
  • Automated Customer Retention
  • Product Recommendation

Blending your historic Sales Data with Marketo and other Digital Data to make more holistic predictions. Predicting individual Customer Lifetime Value (CLV) to drive more 'value based' marketing insight and segmentation for improved personalisation and Customer experience (CX).

Pre-built, easy to use, predictive customer insights enable B2B Sales and Marketing teams to:

  • Optimise lead conversion and prioritise workload
  • Retain the most valuable Customers
  • Grow Customers in the most effective way
  • Multi-touch attribution modelling
  • Overall Marketing Return on Investment (ROI) reporting and tracking

BrightTarget is the only predictive platform you will need as your use of Machine Learning matures and your Customer data grows.

BrightTarget has simple connectors to take your data from Marketo and blend it with additional data (both internal and external) before sending back advanced predictive customer scores to guide Marketo's automation.

Marketo Integration

Set up is simple, just provide your Marketo API credentials and we’ll do the rest.

Our Inbound Connector pulls Activity data from Marketo (or Salesforce, Google Analytics). This data is automatically enriched using social, web and other company reference data before big data machine learning is carried out to statistically predict various customer segments and scores. Our predictive models are trained, tested and tuned until they exceed the agreed accuracy levels.

The following BrightTarget variables are written back into Marketo using our Outbound Connector:

For new Prospects (Leads):

  • Lead CLV - Available from the initial contact with a prospect due to BrightTarget’s use of look-a-like modelling to similar customers.
  • Lead to SAL Score (Propensity to progress to a Sales Accepted Lead) – Available from the initial contact with a prospect due to BrightTarget’s use of external data and look-a-like modelling to similar customers. Providing early prioritisation of leads for Marketing.
  • Lead to CW Score (Propensity to convert to a Closed Won deal) – Available from the initial contact with a prospect due to BrightTarget’s use of external data and look-a-like modelling to similar customers. Providing early prioritisation of leads for Sales.
  • Account CW Score (Propensity of the Account to Convert to Closed Won)
  • BrightTarget Behavioural Segment for Account - Available from the initial contact with a prospect due to BrightTarget’s use of external data and look-a-like modelling to similar customers.

BrightTarget Intelligent Lead Lists

  • Create intelligent lead lists in BrightTarget based upon queries using statistical and predictive variables and automatically push these lists into Marketo Campaigns

For existing Customers (Accounts):

  • Account CLV (Organisation/ Company/ Account)
  • Account Churn Score (Propensity to churn)
  • Account Product Recommendations
  • BrightTarget Behavioural Segment for Account – Can consider; Marketo, CRM, Web Analytics, Sales history and external data points.

BrightTarget processes new activities and updated account information to ensure your scores are kept up-to-date so that the most valuable leads are highlighted to sales as quickly as possible.

All the above can be used in Marketo to; trigger workflows, route leads and provide additional data for campaign analysis. 

Scores can be used to complement or replace existing rules based scoring.