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Should You Ignore Marketing Automation in your Predictive Lead Scoring Model?

You’ve dedicated so much time and effort into capitalizing on your marketing automation tool.

The emails. The landing pages. The campaigns. The nurture streams. You’ve collected so much data about your prospects. Email responses. Page clicks. Lead scores. Video views. Content downloads. Those who specialize in marketing operations have literally banked their careers on the technology. So, why would you ever consider ignoring that data in your predictive lead scoring models?

No matter the model, the insight you get out is only good as the data you put in. That means the quality of predictions from a scoring model depends heavily on the quality of data you provide to build it. Digital body language from marketing automation is a big part of it. We think it is important to include all of the available and knowable data about your leads and accounts in order to get a more accurate prediction. In fact, Lattice is the only predictive scoring vendor that includes your treasured fit and behavior data from marketing automation in our scoring models.

Here’s a look at the common top predictors, as analyzed from our customer base.

This is how Lattice integrates with your data and calculates your scores. To get the most informed view, we always look at account- and contact-level data. Buying signals are often hidden among all of the noise and our apps work to highlight the signals that are predictive for your business. Every day we are reviewing and analyzing 150 million websites in our Data Cloud to uncover trends around financing, litigation, hiring trends, news and more.

We incorporate the account-level attributes from the thousands of sources that make up our Data Cloud and pair that with your contact-level data from marketing automation and CRM. Once we are connected to your APIs, our lead scoring engines identify the patterns and signals that define the most lucrative leads. This entire analysis is captured in the Lattice score that enables lead prioritization you can act on.

Here’s a specific example to help illustrate the power of including marketing automation in a predictive score.

Consider GenCo, a fast-growing provider of cloud storage solutions to enterprises across various verticals. To create demand, its marketing team creates a series of webinars focusing on how customers in different verticals can leverage its product. The webinar series turns out to be very effective in driving product demos and eventually leading to increased sales. With Lattice, this information would be directly extracted from GenCo’s marketing automation and the webinar series would be identified as a top predictor in our models. Our goal at Lattice is to help you uncover these hidden gems that accelerate revenue generation for your business. With this insight, the marketing team can drive more traffic to the webinars and gain further lift in conversion rates.

Marketing is increasingly becoming data-driven and innovative organizations are employing advanced data techniques to get ahead in their markets. Can you really afford to ignore what’s hidden in your marketing automation?

Written by

Tejas Sanghavi
July 14, 2014