Lattice is a Leader in the Forrester Wave™

Forrester issued their report this week on predictive marketing analytics – The Forrester Wave™: Predictive Marketing Analytics for B2B marketers, Q2 2017 – and we’re thrilled that Lattice Engines was ranked as a Leader in the industry. In fact, Forrester said that marketers “will find Lattice to be a proven solution” and that Lattice has “the most consistent performance” across all of the vendors they evaluated.

They also highlighted that Lattice is a perfect fit for customers looking to predict outcomes that “cut across the entire customers lifecycle, from early-stage account and contact acquisition, to current-customer enrichment and competitive win-backs.” This is incredibly important, because we often see our customers start with one use case, but then realize that predictive can improve a number of other areas of their revenue funnel. Gartner recognized the same thing in its Market Guide for SaaS-Based Predictive Analytics Applications for B2B Sales and Marketing, where it noted that “Lattice is one of the few vendors that can recommend key plays at both the lead and account level across the entire funnel.” 

And it’s not just analysts that find our end-to-end capabilities so attractive! Our customer reviews on G2Crowd highlight that very fact, in addition to discussing how predictive has been able to help them create real revenue impact for their marketing and sales organizations.

One of the key takeaways of the Forrester report is that demonstrated ROI is driving adoption in our space. And it’s true, demand for predictive analytics is growing because customers are seeing real improvements to their revenue funnels in a number of amazing ways. Take Citrix for example – VP of global marketing operations Lea Ann Eblin told Forrester that with her predictive marketing solution, they “saw a 13% increase in our installed-base pipeline, a 27% increase in lead-to-opportunity conversion… and a 126% increase in pipeline [overall].” With results like this, it’s no wonder that more and more marketers are looking to predictive insights as a way to accelerate their revenue.

Finally, the last point that we think Forrester really nailed is around the output of predictions. The predictive marketing solutions that turn insights into actions, which then influence outcomes, are the ones that will thrive. This is because marketers need more than yet another source of data they’re supposed to consult before creating a campaign. Busy marketing teams need solutions that use buying signals to identify a best fit prospect and automatically put that account into the proper hyper-targeted campaign that has been enriched with predictive insights.

This is the ultimate goal for predictive marketing analytics, that we become a single source of truth for our customers, so they have the data, platform and execution channels available to execute smart, creative campaigns that drive revenue. We know we’re helping our customers do a lot of this already, and Forrester’s recognition of our future product vision is validation that we’re headed the right direction to complete the entire campaign loop for our customers in the near future.

Want to see just how much value Lattice can bring to your marketing and sales organizations? We’ll put our money where our mouths are and do a 24-hour proof of concept for your company. Request one now!

Written by

Caitlin Ridge
June 16, 2017

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