Use-case merXu

Introduction

‍merXu is a B2B marketplace for almost any type of physical goods, allowing businesses to buy, tender, and conduct transactions digitally in a way they are accustomed to, but with greater automation. Due to the strong track record of its founders, merXu quickly garnered significant media attention and investor interest, leading to rapid scaling and a substantial influx of potential users on their platform.

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Challenge

The market in which merXu operates is unique, with many customers being older and/or very busy individuals. The most effective acquisition strategy involves guiding these customers personally through the process. However, with tens of thousands of potential users, prioritization becomes essential. In a large and evolving market with a young product, merXu needed a dynamic system to adjust priorities as the product and its active user base evolved.

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Solution

‍merXu already had enriched data through a third-party provider and had integrated this data with internal insights within HubSpot. The next step was to apply our predictive AI algorithm, which:

• Recognized patterns between customer profiles and their behavior on the platform (such as activity levels, revenue generation, and onboarding speed).
• Developed dynamic rules to weigh the importance of various characteristics for each case using a decision tree model.
• Continuously updated these rules to adapt to merXu’s evolving experiments and new findings.

These rules were then applied in real-time to the database of potential customers, forecasting internal KPIs. Based on these predictions, the database was ranked and provided to the call center. While the call center still handled outreach, they always worked from a prioritized list, optimized for merXu’s success.

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Results

• 27% increase in adoption rate from cold outreach.
• The model was directly built on merXu’s data, giving them full control over the AI's functionality, without influence from external customer data. This ensured reliability and allowed full customization.
• The dynamic nature of the AI meant that as merXu’s results evolved, the system adapted automatically without requiring manual adjustments, maintaining alignment with their current performance.

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