L.A.-based B2B publisher 1105 Media announced this week the launch of Prophyts, a new account-based marketing platform aimed at using predictive analysis to identify and connect marketers with early-stage potential buyers.
Based on data from B2B tracking networks like Bombora — which alone tracks reading activity across 3,500 different sites — 1105 says Prophyts uses a patent-pending algorithm to predict which companies might be in the market for a particular product category, before providing marketers with contact information to reach said companies' respective decision-makers.
Rajeev Kapur, 1105's CEO, says marketers are increasingly calling for a solution that can easily and effectively identify potential leads earlier in the customer journey, and that Prophyts is the result of a year-long initiative aimed at developing such a solution, known as Project BOLD.
"That is what Prophyts is all about," added Kapur in a news release. "We evolved traditional ABM from one that is manual to one that is predictive."
Currently available in three different subscription packages, all of which promise a continuous flow of new potential entrants into a given market, 1105 says Prophyts allows marketers to make strategic decisions about where their ads are placed but requires no access to clients' own proprietary data.
"This is one of the most exciting new products I've seen in 35 years in the business. It's a game changer," Jeff Klein, executive chairman of 1105 Media, told Folio: in an email. "It has significant potential beyond our own markets."
The launch follows similar recent expansions from B2B publishers like TechTarget and SourceMedia, but 1105 argues that the accuracy of both its algorithm's predictive modeling and its robust contact database (guaranteed 90-percent accurate) is Prophyts' biggest differentiator.
"When we brought Rajeev in from outside the industry, we were hoping to get this kind of innovative approach, and we got it," added Klein. "I would have never thought of it."
