MRP

Business Challenge

An MRP client is one of the largest pure-play cybersecurity companies in the world. Through 30 years, they’ve grown and evolved with the market and, during that time, their corporate client base has grown to more than 98,000 across the globe. Three decades of market evolution now meant the client required a partner with industry leading marketing technology and services to build and execute a global approach to demand generation.

Analytics Solution

Intent sources are the foundation of any top-tier predictive analytics solution, but raw intent is not enough. Multiple additional data sources are critical to turning intent data into account intelligence and the core of any intelligent and effective digital marketing strategy. MRP Prelytix is a machine learning-based predictive analytics platform that tracks and analyzes about 90% of web media and search activity and its surrounding content, so clients can find the hidden gems, patterns and the matches that connect and assemble a picture of the timing and needs of each target account.

Impact

Utilizing its account-based marketing expertise, MRP helps clients drive their pipeline, create and generate demand, build brand awareness, and stay intelligent in a highly-advanced marketing era, all on a global scale. With fully-integrated, multi-channel tactics including personalized email and dynamic display, a high-impact direct mail campaign saw response rates of prospect lists 2.4 times above industry average, exceeding client expectations of increasing program response rates above industry leading benchmarks. An account-based display campaign aligned to the marketing and sales efforts of target accounts with insights derived from MRP Prelytix to drive the click-through rates of retargeted accounts, saw our client witness a 120% increase in their global display click through rate, but for every $1 spent on predictive display, $39 of potential revenue was generated in their sales pipeline. This intelligent and effective digital marketing strategy saw the client not only adopt an integrated approach to their marketing and sales efforts but leverage the power of predictive technology, creating a leading-edge marketing engine.