Smarter B2B Marketing with playMAKER

Your success in B2B Marketing hinges on making Sales as productive as possible – guiding reps to the customer and prospect opportunities most likely to convert into closed business, while providing them with the messaging most likely to resonate with decision-makers.

Integrating the broadest spectrum of internal and external data sources is a critical first step. If you are like most Fortune 5000 B2B companies, you are sitting on a data goldmine that can be mined to identify behavioral and purchase patterns, develop finely-tuned segmentations, and create the most intelligent and targeted campaigns.

• Are you collecting behavioral data across your internal customer systems (e.g., Order Management systems, CRM, Marketing Automation, Website Analytics, Customer Service)?
• Are you tapping into all external account and contact triggers from 3rd parties and online sources (e.g., D&B, LinkedIn, OneSource, Facebook)?
• Are you integrating the disparate data across all these sources to create a unique, actionable view of the customers that helps you decide which campaigns to run and which to abandon?

Intelligent and targeted campaigns generate more qualified leads. However, Sales also requires context to gain the confidence and credibility to engage customers and prospects. Context provides justification for why the lead is qualified, rich account and contact profiles and intelligence on peer companies that made similar purchases. Qualification is a prerequisite. Context drives sales engagement.

playMAKER marketing software from Lattice Engines harnesses the power of data and predictive analytics to maximize the impact of B2B marketing campaigns and convert more closed business.

• Internal and External Data Integration: playMAKER integrates the broadest array of internal customer data with external sources into one data environment.
• Account and Customer Master: The playMAKER data environment serves as the single, authoritative Accounts and Contacts Master for B2B marketing and sales.
• SmartLists: Pre-built, predictive analytics models are embedded in playMAKER to generate SmartLists for new customer acquisition, cross-selling and retention. You can create sophisticated customer segmentations for each marketing objective and quantify the purchase likelihood of each segment. These lists are built using business rules or through embedded models that seek out patterns in your data. SmartLists embed context into leads so that Sales understands why the lead was selected and the best approach for engagement.
• Campaign management: playMAKER’s powerful suppression technology and business rules engine ensures the optimal number of marketing touches for each contact. You set the constraints (e.g., at least 5 touches per Quarter), and playMAKER manages the rest.
• Closed-loop campaign measurement: playMAKER reports provide true end-to-end measurement of campaign performance. Unlike other marketing tools, playMAKER provides closed-loop visibility from campaign launch to the end of the sales pipeline.
• Easy Export to CRM and Marketing Automation Systems: Export SmartLists to your existing marketing and sales execution systems. playMAKER also integrates directly into Lattice Engines salesPRISM software.
• Continuous Learning: You can keep track of lists as they cascade through the different systems (e.g., CRM, MRM) knowing exactly what happened at each step. This response data helps improve the predictive models making your lists smarter with each iteration.