A PREDETERMINED WORKFLOW
Predict every step. Maintain every rule.
Download↓Wait↓Email↓Meeting
Customers don’t move through predictable stages. Engagement and readiness change; predetermined sequences can’t anticipate every situation.
INTELLIGENT NEXT BEST ACTION
Knowing what to do next changes everything.
Most marketing automation tells you what happens next in a workflow. Henry considers the proposition, customer context, buying signals, available evidence and commercial objective to determine the next useful action.
You set the commercial objective. Henry works out how to move towards it.
See a decision in practice ↓The objective determines the action. The action doesn’t determine the objective.
A purchase, subscription, qualified opportunity, pilot or contract: you define the result that matters. A meeting is useful when it helps move towards that result. It is never the objective by default.
PEOPLE DON’T BUY IN STRAIGHT LINES
Your customers don’t follow a script. Why should your marketing?
They explore, question, compare, involve colleagues, change their minds, disappear and return. Every buying decision develops differently.
A CONNECTED BUYING DECISION
Understand what matters now.
PeopleQuestionsBuying
decisionEvidenceConcerns
decisionEvidenceConcerns
Different stakeholders have different questions and concerns. Henry connects the available context and determines the next useful action.
Instead of designing every step of the journey, you give Henry the destination. He determines the actions.
INTELLIGENCE, NOT JUST AUTOMATION
Automation follows the plan. Intelligence knows when to change it.
Conventional automation executes instructions. Henry evaluates the context against your commercial objective. The next useful action might be very different from the one on the calendar.
Research before reaching out
Check for evidence of a real problem before contacting someone.
Answer the question
Respond to what someone needs to know instead of sending a scheduled email.
Address the concern
Help resolve an objection before suggesting a meeting.
See the other people involved
Recognise when another stakeholder brings different priorities.
Move when it matters
Recommend a commercial next step when the opportunity is ready.
Know when to wait
Choose no action when there isn’t a useful or permitted move yet.
Marketing doesn’t become intelligent because AI writes the email. It becomes intelligent when AI understands why that email should—or shouldn’t—be sent.
See a decision in practice ↗ILLUSTRATIVE SCENARIO / OBJECTIVE: A QUALIFIED PILOT
The situation changes. So does the useful response.
Explore the signals in one possible buying decision. These events are examples, not a required sequence or a live product demonstration.
EVENT / WHAT HAPPENED
An organisation shows signs of a problem your proposition can address.
INTELLIGENCE / WHAT IT COULD MEAN
Fit looks promising, but need and decision roles still need evidence.
Henry’s next useful action
Research the opportunity and identify appropriate decision-makers before making contact.
Commercial purpose: Better qualification means less effort spent on the wrong opportunities.
Henry considers the connected picture and configured permissions. Anonymous browsing alone does not identify a person or authorise outreach. If the evidence is insufficient, more research or no action may be the right response.
BUYING DECISION INTELLIGENCE
Understand what stands between a potential customer and a buying decision. Then act on it.
A buying decision is rarely determined by one contact opening enough emails. There needs to be a genuine problem, a clear proposition, confidence it will work and a reason to invest.
Henry brings together available information about organisations, people, propositions and interactions. Buying Decision Intelligence is part of how his Next Best Action capability understands an opportunity.
Five connected dimensions, not five mandatory stages. A new question, person or piece of evidence can change the next move at any time.
THE MULTI-PROPOSITION PROBLEM
Your business has multiple priorities.
Your customers have one attention span.
Every product team has targets. Every campaign has an audience. Every proposition has something to sell.But those audiences overlap.
The same customer might be exploring a new product, using an existing service and approaching a renewal. Different teams have reasons to get in touch. Marketing automation can execute each campaign. But who decides which opportunity matters most?
When campaigns operate independently, customers can receive conflicting messages and valuable opportunities can be overlooked. More activity doesn’t necessarily mean better commercial outcomes.
Your campaigns shouldn’t compete with each other. They should work together to grow your business.
INDEPENDENT CAMPAIGNS
Multiple campaigns. Overlapping customers. No shared commercial judgement.
Proposition A — New customer acquisition
Proposition B — Customer expansion
Proposition C — Subscription renewal
Proposition D — New product launch
Proposition E — Customer adoption
Overlapping customer audiencesAcquisition, expansion, renewal, launch and adoption compete for attention.
Campaigns optimised individually. Commercial priorities managed separately.
WITH HENRY
Multiple propositions. One coordinated commercial strategy.
Proposition A — New customer acquisitionProposition B — Customer expansionProposition C — Subscription renewalProposition D — New product launchProposition E — Customer adoption
One view of the whole businessPriorities · objectives · relationships · needs · opportunity · timing · permissions · contact history
NEXT APPROPRIATE ACTIONDevelop the relevant expansion opportunityExpansion: progress · Product launch: wait
Every decision considers the customer and the priorities of the whole business.
Change the context
Henry is thinking…
This customer has a new need that our expansion proposition can help with. They’re already getting value from their existing purchase, so this is a relevant opportunity. A new product launch also matters to the business, but it’s less useful to this customer right now. I’ll focus on the expansion opportunity within our approved permissions and keep watching for changes.
Illustrative business scenario and intended operating model, not a live application or customer result. The left panel shows uncoordinated campaigns; advanced platforms can also support central decisioning. Available data, permissions and approved authority determine what Henry can do.
The problem isn’t executing more campaigns. It’s deciding which opportunities deserve attention.
ONE BUSINESS. MANY PROPOSITIONS.
One intelligent marketing operation.
Working towards all your business objectives.
Henry understands what your business offers, the customers you want to reach and the outcomes you want to achieve. He continuously evaluates opportunities across propositions, customers and channels.
That could mean introducing a product, encouraging a purchase, developing adoption, protecting a renewal or recognising that now isn’t the time to communicate.
Business priority matters. So do customer needs, commercial value, timing, relationship history and permissions. Henry can progress one proposition now, another later, or recognise complementary opportunities.
As evidence and your priorities change, he reassesses. This is continuous commercial decision-making, not a fixed ranking of campaigns.
ILLUSTRATIVE PORTFOLIO / NOT A LIVE DASHBOARD
Your propositions. One clear view.
Scroll across to see Henry’s decisions. Keyboard users can focus the table and use the arrow keys.
| Proposition | Priority | Current opportunity | Henry’s decision |
|---|---|---|---|
| Proposition A — New customer acquisition | High | Relevant new customer interest | Develop the opportunity |
| Proposition B — Customer expansion | High | Existing customer has a new need | Prioritise relevant expansion |
| Proposition C — Subscription renewal | High | Renewal approaching | Protect the relationship |
| Proposition D — New product launch | Medium | Early interest in a new offer | Build awareness where relevant |
| Proposition E — Customer adoption | High | Customer needs help getting value | Support successful adoption |
Portfolio-level examples across different customers. “High” does not mean “contact everyone now”. The customer example above shows how context changes an individual decision.
Your marketing works towards the priorities of the whole business, not just the targets of individual campaigns.
See how Henry compares →THE COST OF DISCONNECTED CAMPAIGNS
When your campaigns compete,
your business pays the price.
- Competing messages
- Different teams approach the same customer. Henry coordinates around the relationship and commercial context.
- Overlooked opportunities
- One campaign absorbs attention while another opportunity goes unnoticed. Henry reassesses across propositions.
- Disconnected priorities
- Local campaign metrics can miss the bigger objective. Henry works within your approved commercial priorities.
- Customer fatigue
- Too much communication can weaken a relationship. Henry considers contact history, policies and relevance.
- Changing business needs
- Plans move on. Henry uses your updated priorities in subsequent decisions, within approved authority.
One product? Henry is still on your side.
Understanding customers, research, content, execution and learning matter at every size. Whether you want an online purchase, a self-service subscription, event or publisher subscriptions, adoption, renewal or a consultative sale, Henry works towards the outcome. A meeting or download is only a step when it helps. Coordination becomes more valuable as your business grows.
Henry for your business →ONE INTELLIGENT MARKETING PLATFORM
From understanding your proposition to learning what sells.
Each capability contributes to the same commercial picture. Research informs content. Interactions inform qualification. Outcomes inform the next decision across your offers.
Product and Service Understanding
Henry understands what you sell, the problems it solves and the evidence behind your claims.
Offer Architecture
Connect propositions, value and commercial objectives before generating demand.
Ideal Customer Profiles & buyer profiles
Identify relevant organisations and the people whose needs and priorities shape the decision.
Research & qualification
Discover relevant businesses and build credible evidence of customer problems, rather than assuming interest means readiness.
Content Strategy & evidence
Use questions, concerns and supporting evidence to shape useful content for the decision at hand.
Contact management & governed communications
Connect relationship history with permissions, approvals and appropriate cross-channel execution.
Multi-proposition prioritisation
Balance competing offers, audiences and objectives against available attention and resources.
Next Best Action
Use Buying Decision Intelligence to select a useful action in context, across suitable channels.
Commercial outcomes & learning
Connect actions to defined results and use the evidence to improve decisions and prioritisation.
THE SCIENCE BEHIND SMARTER MARKETING
It gets complicated behind the scenes.
a* = arg maxa ∈ A [ 𝔼(ΔV | a, E, G) − λC(a) − μR(a) ]
Fortunately, you don’t need to understand any of that.
You just need your marketing to understand which opportunities matter, what is holding people back and what action will help move them closer to buying.
Henry handles the complexity. You focus on the outcome.
Find the opportunity
Identify customers with genuine potential.
Understand the decision
Recognise the people, needs and concerns involved.
Choose the right action
Do what’s useful, not merely what’s scheduled.
Learn what works
Use results to improve future marketing decisions.
The idea behind the equation
Consider the available actions (A), the evidence (E) and the commercial goal (G). Weigh the expected progress in value (ΔV) against the cost (C) and risk (R), with weights that reflect priorities. The best choice may be more research, a useful answer, a commercial conversation—or waiting.
Relationship intelligence connects the context. Statistical reasoning helps assess uncertainty. Evidence-based qualification keeps the opportunity grounded in what is known. Decision optimisation brings those considerations together. Results inform future decisions; a signal alone is never proof of a buying intention or a guaranteed outcome.
COMMERCIAL OUTCOMES
Not more marketing activity. More progress towards revenue.
Less wasted effort
Focus on opportunities with genuine potential.
More relevant engagement
Respond to actual needs and questions.
Better buying conversations
Help the right people understand and evaluate the proposition.
More effective marketing investment
Direct resources towards useful actions.
Greater progress towards revenue
Connect marketing decisions to actual commercial outcomes.
MARKETING THAT KNOWS WHAT TO DO NEXT.
Give Henry the destination.
Keep commercial judgement, budgets and approvals in your hands. Henry connects understanding, research and action within the boundaries you set.