Lattice Engines Launches Lead Enrichment

Lattice Engines, has added lead enrichment capabilities to its predictive marketing applications for both inbound and outbound leads. This will enable a customer to write back firmographic attributes and technology indicators, in addition to a predictive score, to their marketing automation platform (MAP) or CRM system.

“The demand is high for targeted segments that will enable companies to run scalable, account-based marketing campaigns,” said Shashi Upadhyay, CEO, Lattice Engines. “Our new lead enrichment capabilities enhance the account data companies can collect on prospects, and enables them to put that new information into action immediately.”

The new lead enrichment capability has thousands of attributes that it can map against; the largest number of attributes offered by any predictive marketing vendor. These attributes are curated from a number of different Lattice Data Cloud sources including our partner companies like HGData and BuiltWith. These new data attributes are bucketed into two areas: Technology indicators: Web technologies, behind the firewall technologies and security technologies and Firmographic: Company name, address, revenue, number of employees, etc.

Lattice’s lead enrichment pulls this account level information during the scoring process and automatically writes it into existing CRM and MAP systems. Then teams can easily view top predictors for prospects, such as the fact that they are using web technologies like Google Analytics, NewRelic and Salesforce. This enables marketing teams to quickly segment their database, and turn information into action by pushing these segments into various programs and tactics.

For example, a company might identify that both Google Analytics and Salesforce are complementary technologies to what they are offering. They would then identify which of their target accounts have both Salesforce and Google Analytics, and create a specific segment of these accounts. Marketing would then send hyper-focused content to these accounts highlighting the benefits of using all three solutions together, while sales would have this information at their fingertips and have contextual conversations when they reached out to this target segment.