Better Together: Lattice Engines Enters Agreement to be Acquired by Dun & Bradstreet
In the past five years, the B2B world has seen a dramatic power-shift. Today, customers control how and when they engage with vendors, and on what terms. Customers now expect their vendors to understand their needs, anticipate their behavior, and respond to them accurately, quickly, and ideally in real-time. This seismic shift has been the driver behind all recent B2B trends including digital transformations, predictive marketing & account-based marketing.
For a seller, the only way to manage the complexity of digital channel-proliferation is to apply AI to accurate data about companies and individual buyers. We at Lattice Engines have pioneered the application of AI to B2B sales and marketing use-cases. Until now, we always relied on either the customer or third parties to provide the underlying data.
That is why I am really proud to share some big news, Lattice Engines has entered into an agreement to be acquired by Dun & Bradstreet, the largest and most comprehensive provider of B2B data. Lattice Engines will operate under the Dun & Bradstreet banner once the deal closes.
By joining Dun & Bradstreet, we will be able to serve our customers better. Our market-leading CDP will be able to combine Dun &Bradstreet’s comprehensive commercial data and insights – such as financial scores, buying signals, and digital data - with our customers’ internal data, creating unprecedented visibility into the overall market. Customers will be able to prioritize every opportunity in their markets with even greater precision. Together, we will simplify our customers’ MarTech and data stacks so they can focus on creating the best experiences for their buyers.
Dun& Bradstreet and Lattice have partnered for several years, and together we have many successful joint customers. Our teams work smoothly together and understand the complimentary capabilities we each bring to the table. When StephenC. Daffron, the President of Dun & Bradstreet and Michael Bird, EVP andGeneral Manager of the Sales & Marketing business reached out to us with a compelling vision and their plan to bring our teams together, we saw the potential to create tremendous value for our customers.
To our customers and partners – we want to say Thank You!! Without your help, support, and candid feedback we would not have come this far. We will continue to support an open platform in Atlas – you can use any data, any model, any channel and use whatever aspects of the platform you find valuable. We will continue to work with our partners in the same open way as we have done before. And we will continue to invest in customer success as have always done.
This is a great outcome for our employees, our customers, our investors and our partners. I am personally energized by the opportunity to paint on a much larger canvas. Our mission to bring AI to B2B marketing and sales just got a massive boost and we couldn’t be more excited!
To learn more, from Dun & Bradstreet’s perspective, please read Michael Bird’s thoughts on the Dun & Bradstreet blog.