Hootsuite Success Story: ABM Was Their Silver Bullet
Hootsuite needed predictive analytics to help them prioritize their inbound leads. Over two years ago, they started using Lattice Engines Predictive Marketing Analytics to score and enrich the accounts in their database.
However, in the past few months Hootsuite has shifted parts of their marketing organization to be more account-focused, and they’re finding even more uses for predictive insights.
Hootsuite’s VP of Demand Generation Gary Amaral talks about how they utilized Lattice’s platform to define their target account list, and are now using predictive insights to help identify concentrations of high value accounts where they’ll hold regional events, as well as using insights and scores from Lattice to serve up customized advertising to target accounts.