Lattice Engines Brings Predictive Analytics to Account-Based Marketing With Launch of New App

Lattice Engines, the leading provider of predictive marketing and sales applications, today announced a new addition to its application suite: Lattice Account Prioritization.

Built to support the shift in B2B marketing towards account-based marketing tactics, the application enables marketers to leverage predictive analytics to segment and target the right accounts in their campaigns and develop personalized messages that resonate with buyers. At the same time, sales teams can use predictive account scores and intent-based buying signals to prioritize their outbound calling efforts on known prospects most likely to close. The application goes beyond predictive lead scoring for inbound leads – which typically make up only a fraction of accounts in a marketer’s database – by leveraging external fit and intent data to score “dormant” accounts, purchased account lists, etc. that marketers otherwise have little information on or have not engaged with previously.

“Companies employing account-based marketing tactics and outbound prospecting can now leverage predictions to prioritize and focus their efforts on identified prospects most likely to convert. With the combination of intent, fit and behavior data, Lattice provides the best predictions about which prospects will turn into customers and what attributes make for an ideal prospect,” says Shashi Upadhyay, CEO of Lattice Engines. “From prospect to lead to customer, Lattice provides a suite of apps for the entire revenue funnel enabling companies to predict who will buy, what they will buy and when.”

Lattice Account Prioritization combines billions of intent signals with company fit and firmographic data and applies advanced machine learning to score a prospect based on likelihood to convert and to identify the underlying predictors of conversion.

“To accelerate our account-based marketing efforts, Demandbase required a scientific understanding of the highest value companies to target,” said Peter Isaacson, CMO of Demandbase. “Lattice Engines’ technology provided this by identifying and prioritizing our target accounts using their predictive analytics. By organizing our sales and marketing efforts around these high value accounts, we have better aligned our teams and significantly increased our pipeline.”

Sales teams can use this data within their CRM application to prioritize their outbound calling efforts and guide their customer conversations. One client used the new capability to help reps prospect smarter by calling on accounts most likely to convert – ultimately seeing a 20 percent increase in overall win rates.

Key features of the application include:

  • Account scores and buying signals based on a combination of billions of rows of intent and company profile data
  • Drag and drop Segment Builder and Predictive Insights Dashboard for segmentation and precise targeting based on thousands of account-level attributes
  • Buyer Insights for Sales CRM plug-in that enables sales teams to prioritize their outbound calling efforts and guide their customer conversations

To learn more, visit Lattice Engines at Booth #325 at Oracle’s Modern Marketing Experience in Las Vegasfrom March 31– April 2 or visit www.lattice-engines.com.

About LatticeLattice is ushering in the age of the predictive marketer by offering the most comprehensive and widely used suite of predictive marketing and sales applications available today. Developed with marketing and sales teams in mind, Lattice’s secure and easy-to-use applications help address every stage of the revenue cycle and deliver proven value to all stakeholders, ultimately resulting in increased conversion rates and accelerated revenue growth for companies of all sizes. Lattice is backed by NEA and Sequoia Capital with headquarters inSan Mateo, Calif. To learn more, please visit www.lattice-engines.com and follow @Lattice_Engines.