• October 8, 2014

Preact Partners with Marketo to Help Marketers Predict Customer Behavior

Preact has joined the Marketo LaunchPoint ecosystem of marketing solutions.

The Preact integration for Marketo will allow marketers to target customers based on their likelihood of upgrading, renewing, or canceling services.

Preact uses behavioral science, machine learning, and big data analytics to predict which customers are prime for upselling, conversion, or churn. The solution tracks usage of Web-based and mobile products to detect patterns. By presenting both quantitative data science and qualitative risk factors, Preact provides a complete picture of each account. In addition, Preact can help companies improve product quality and customer support by revealing which features are 'sticky' and which ones cause problems.

In Marketo, the Preact integration will allow marketers to target customers based on their Health Score, Activity Score, Priority Score, and other metrics that reflect user behavior patterns. Marketers can also automate communications that are triggered by specific actions, such as using a dashboard for the first time or viewing the upgrade page.

"Preact is for SaaS businesses that are eager to retain their customers and evolve their products to provide the best experiences possible," said Mike Saldi, chief customer officer at Preact, in a statement. "By integrating with Marketo, we make it easy for marketers to easily bring the power of customer analytics to everyday communications. It's a whole new way to build longer lasting relationships."

"Marketo is committed to an open platform so that companies have the maximum flexibility to choose the best marketing technology solutions for their business," said Lou Pelosi, senior director of LaunchPoint at Marketo, in a statement. "We're excited to have Preact join LaunchPoint so our customers can choose this innovative solution to work alongside Marketo's engagement marketing platform and help them build long-term relationships with their customers."

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