Lattice Engines And Profound Networks Partner To Power B2B Sales Growth

Lattice Engines, the leading provider of predictive marketing and sales applications, and business intelligence provider Profound Networks today announced a partnership to enrich Lattice’s applications with data from Profound’s Digital Business Intelligence (DBI) database, a global census of IT infrastructure. Through this partnership, Lattice customers will be able to better predict what their customers will need next and when prospects will be ready to buy, ultimately accelerating sales and revenue growth.

“In order to get a complete picture of buyer propensity, you need to look at fit, behavioral and intent data,” said Shashi Upadhyay, CEO of Lattice Engines. “Profound brings to the table robust technographic data for B2B marketers looking to predict future purchases.”

Profound’s DBI database contains profiles of 22 million global networks and the digital infrastructure on 235 million domains. It provides extensive empirical data on businesses’ enterprise infrastructure and network usage, as well as business activity and growth over time.

With the Lattice Data Cloud and Profound’s data, marketers can segment their audiences at a much deeper level based on indicators such as IT spend, network size and growth, and vendor usage, among other attributes. What’s more, instead of hiring a team of data scientists to interpret Profound’s complex data, marketing and sales teams can now easily gather insight from it through Lattice’s easy-to-use applications.

Added Blake Sitney, founder and CEO of Profound Networks: “Our partnership with Lattice means that marketing and sales leaders can easily tap into the value of our Digital Business Intelligence database and focus on results and performance rather than complex data analysis and ‘Big Data’ management issues.”

Lattice and Profound Networks share a number of customers for which this partnership will be particularly beneficial, including VMware and Dell.

“For organizations that are investing in account-based marketing and related tools and services that support it, we think that it’s no longer enough to rely on legacy company indicators when it comes to lead and account scoring intelligence,” said Kerry Cunningham, research director at analyst firm SiriusDecisions. “We suggest that marketers should be assessing a broader set of data that may include intelligence on product/market fit, current business activity, growth and infrastructure usage. This helps to provide a more complete picture of customer and prospect DNA.”