Answers to the most common questions about Growth Intelligence and predictive marketing.


Growth Intelligence is an AI-driven SaaS platform that helps B2B companies predict who will buy from them.

It uses machine learning to identify every company with a requirement for your product or service, and prioritises them according to the strength of that requirement.

Growth Intelligence is for heads of marketing, sales or demand generation at B2B companies that target SMEs at scale.

Growth Intelligence primarily does three things:

• Recommends in-market companies you can’t currently identify
• Identifies which of your current prospects are unlikely to buy
• Shows you your total addressable market and ranks the companies within it by their likelihood to convert

This allows you to focus your effort on the companies that are most likely to convert.

Growth Intelligence analyses open, unstructured data related to your best customers and derives a set of signals that are strong indicators of a good prospect for your business. It then examines our live dataset of every company in the UK, to identify companies exhibiting similar signals and rank them according to the strength of those signals.

The result? Brand new in-market prospects that you won’t find any other way. Every company is ranked A, B, C or D, indicating their likelihood to convert.

In short, Growth Intelligence can help you increase revenue and improve sales and marketing efficiency.

If you think you’re missing out on companies that could buy from you, or you want to reduce your cost-per-appointment or time-to-close, you probably need Growth Intelligence.

Other reasons might be:

• Your current target account selection methods (using sector, geography, financials, company size etc) are inefficient
• Your segmentation methods and hard filters are potentially filtering out good prospects
• You need to generate more high value sales opportunities, more quickly

Growth Intelligence the only UK vendor using machine learning to recommend B2B marketing targets.

It can find hundreds of thousands of in-market targets that you won’t get from ‘traditional’ data vendors – and it learns constantly from the results of its recommendations.

In addition, our focus on primary source data ensures rich, up-to-date information on every company in the UK economy, and access to buying signals you won’t find anywhere else.

At Growth Intelligence, we don’t sell data – we provide recommendations. However,  data accuracy is core to our business.

We are not reliant on third-party data providers or out-dated classification systems such as SIC codes. We use our own primary sources of data and enrich them with third-party data where appropriate.

We evaluate our algorithms and measure the quality of all the data that is used in our system on a frequent basis. Where we do use third-party data, we apply a thorough cleansing process.  We are continually looking to improve accuracy.

Rather than relying on SIC codes for company classification, we have our own method of classifying companies using a tagging system. This allows us to describe a company by combining several disciplines – finance plus technology plus lending, for example. We do this by continuously gathering and analysing large amounts of unstructured data from the web. The result is a complete and accurate ‘digital map’ of every company in the UK.

When a Growth Intelligence model is created for a new client, we identify signals that are statistically significant indicators that a company might have a need for their particular product or service. Every company in the UK is then ranked for that client based on the number of matching signals and the strength of each of those signals.

We have developed hundreds of signals in areas ranging from financials and demographics to technology infrastructure, imports and exports, and our library of signals continues to grow month-on-month.

In mathematics, a statistical model embodies a set of assumptions generated from a sample dataset, which are then applied to data from a much larger population.

Growth Intelligence’s data scientists build a new, unique model for every client. We use a sample set of your CRM data to understand the signals that indicate a good prospect or customer for your business, then compare those signals to our constantly-updated dataset of every company in the UK economy.

Machine learning is a type of artificial intelligence that provides computers with the ability to learn without being explicitly programmed. Growth Intelligence uses machine learning to improve the quality of its recommendations over time. Put simply, the more you use Growth Intelligence, the smarter it gets.

Whenever you upload the results of your campaigns, Growth Intelligence uses this data to improve its understanding of what makes a great prospect for your business. This, in turn, improves the quality of your recommendations.

How do you know for sure that the companies you’re reaching out to are the best possible ones? With Growth Intelligence, you can statistically demonstrate that they are.

There are two big problems with applying hard filters to segment companies:

Firstly, it’s too easy to filter out great prospects, just because they sit just on the wrong side of one of your filters. Secondly, segmenting by sector typically means relying on SIC codes.

These codes were created in the late 1940s and have not been updated in the last ten years. Technology has moved a long way in that time. Businesses have thrived in sectors that would have been hard to even imagine ten years ago. As a result, one-third of all UK businesses have an SIC classification of ‘Other’, while lots more are misclassified. If you’re segmenting by sector, these businesses might as well be invisible.

You can’t properly scale a sales and marketing process by adding more volume at the top of the funnel. If you increase the number of leads without increasing their quality, you’re only increasing the noise.

You need a way to cut through the noise. To understand exactly which companies to target – and when to target them. And, just as important, you also need to understand which companies to ignore.

Growth Intelligence can give you this understanding.

It is incredibly important for marketers to know which prospects to ignore. It’s one of the simplest, most effective ways to improve efficiency – particularly for outbound activities such as telemarketing.

If you can reduce the time spent approaching companies that aren’t ready to buy, you will automatically increase the amount of time spent talking to companies that are. More revenue from the same effort!

Unfortunately, ‘who it ignore’ is itself ignored by most marketing technology vendors. The standard approach seems to be that it doesn’t matter how long it takes (or how much it costs), as long as you generate a certain number of opportunities. The reality could not be further from this.

By replacing the ‘bottom third’ of your current target account list (the companies Growth Intelligence predicts are least likely to convert) with brand new companies recommended by Growth Intelligence, you can dramatically improve your campaign results with minimal risk and no additional effort.


Before signup up for an annual licence, you can pilot Growth Intelligence to ensure you are generating a significantly better ROI on your direct marketing spend.

There are two stages to the pilot process:

In Stage one, we will analyse your CRM data and deliver free analysis to help you understand your best customers and the true size of your addressable market. If you like what you see, you can then sign up for Stage two.

In Stage two, our data scientists will build a unique model for your company and deliver an agreed number of recommendations over a particular period (usually between one and three months). At the end of Stage two we will present further analysis of your campaign and return on investment.

We need access to some of your CRM data in order to feed our machine learning algorithms. This is essential in order to build an effective model.

However, we only need to know which companies you have approached and whether your outcome with them was positive or negative. We do not need any information about your contacts at these companies, or your business transactions with them.

At Growth Intelligence, we understand the importance of data security and make the following promises:

• We will never store your data insecurely
• We will never share your data with any external party
• We will never use your data to inform or build models for any other clients

Growth Intelligence is used by major enterprises with extremely strict infosec requirements. As a business, we have had to pass extremely thorough tests in order for them to share their data with us.


Outbound marketing is the traditional form of marketing where a company initiates the conversation and sends its message out to an audience. It’s the opposite of inbound marketing, where customers find the company themselves, mostly through various paid and organic search engine marketing efforts.

A typical outbound marketing channel is telemarketing – cold callers setting appointments for a field sales team.

Despite the prevalence of inbound marketing techniques, outbound marketing continues to be a critical part of the go-to-market strategy for a large percentage of businesses.

Inbound marketing is often a ‘long game’ and can suffer from a lack of targeting. Outbound, on the other hand, generates quick results from the right audience.

Account Based Marketing is hailed by many as the future of B2B outbound marketing. And if you want to target a small set of enterprise companies, it’s undoubtedly a great technique.

But if you want to sell to a large group of SMEs, it’s harder – ABM doesn’t scale easily. It can be uneconomical to thoroughly research and craft highly personalised content for every single company, and a complete waste of time to do so for companies that are unlikely to convert.

If you’re planning to implement ABM at scale, it’s more crucial than ever to select your target accounts wisely. Growth Intelligence can help you do this.

Predictive analytics is an area of data mining that deals with extracting information from data and using it to predict behaviour patterns and future trends.

There are two areas of marketing where predictive analytics is commonly used:

Predictive lead scoring for companies that need to prioritise their inbound leads
Predictive lead generation for companies that need to identify new in-market companies to target

Growth Intelligence is a predictive lead generation technology.

Predictive marketing encompasses solutions for generating new leads, solutions for prioritising existing leads, and solutions that do both.

No lead scoring technology – predictive or otherwise – can find you brand new leads. It can only act on inbound or existing data.

Predictive lead generation can help you find brand new in-market companies. using a model that’s unique to your business. A predictive marketing technology such as Growth Intelligence can show you every company with a requirement for your product or service, and prioritise them according to the strength of that requirement. This solves two problems: not having enough leads and not knowing where to start with new leads when you get them.