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AI-Powered ABM and Digital Marketing Just Got Smarter

Exclusive Insight on Our Intent to Acquire Lattice Engines

Every company shares the common goal of finding a way to sell their goods or services to the right customers efficiently and effectively. Whether you are a B2B or B2C organization, a small self-run business, or a large enterprise with thousands of employees, this is something that keeps you up at night and makes you sprint to work every morning. Of course, regardless of the size of your business, identifying the right prospects, turning them into customers and retaining them is a complex, never ending competitive battle.

The market data, along with our own personal experience, shows us that the buyer’s journey has become increasingly digital. It’s also becoming an increasingly self-serve experience – especially when it comes to shopping for the right partner and/or solution. There is also a surplus of technology solutions available to help marketers find and engage with customers wherever they are in their individual buying journeys – both online and offline

To date, the result has largely been vast quantities of data trapped in siloed systems and teams, further complicating the ability of sellers and marketers to deeply understand customers and prospects so they know who to target, when to engage them, and what offer or solution to position. This siloed data also creates costly inefficiencies such as a slower sales process, wasted marketing dollars, and poor buying experiences – all which lead to disillusioned customers and prospects, and tension between sales and marketing teams over the inability to grow at a pace that is fast enough to crush the competition.

As data, artificial intelligence (AI), and customer experience converge, how should you handle it?

An Emphasis on Data-Driven Success

As the leader of Sales and Marketing Solutions at Dun & Bradstreet, I have always encouraged my teams to make data-driven decisions and rely on data to help us target the right customers and prospects, those who have both the greatest need for our products and services and the ability to help us generate the greatest amount of revenue. Simple, right? Not exactly – in fact, anything but simple, and certainly not straightforward. That’s why when the opportunity to join forces with Lattice Engines presented itself, I knew it would be a fantastic, needle-moving opportunity not just for both of our companies, but most importantly, for the customers our companies exist to serve.

I’ve had the pleasure of knowing and partnering with Lattice Engines CEO, Shashi Upadhyay for some time and the conversations we’ve recently had about the exciting ways our teams can – and will – work together to deliver immediate value and ongoing innovation for our customers and prospects is nothing short of thrilling. 

How We Will Help You Grow

Necessity is still the mother of invention and today, companies in the B2B space have begun turning to Customer Data Platforms (CDP) to help solve their intense need for a comprehensive 360-degree customer view. Lattice Engines – a pioneer in the use of analytics for sales and marketing needs – has become a market leader in the CDP space, adding AI-powered analytics to perform prospect scoring and prioritization. Lattice Engines’ best-in-class B2B CDP unifies data from multiple sources (including a foundational subset of the Dun & Bradstreet Data Cloud currently), performs identity resolution to first authenticate and identify companies and then consolidate information per company. It then performs AI-driven predictive prospect scoring on consolidated customer views. Scoring drives the creation of tailored marketing and sales plays that feed omnichannel activation platforms – MarTech, CRM and more – out of the box. This improves the effectiveness of activities such as defining an ideal customer profile (ICP), conducting total addressable market (TAM) analysis, and driving account-based marketing (ABM) strategies.

Lattice Engines’ end-to-end solution leverages their rich history in AI and analytics for B2B sales and marketing – and while Dun & Bradstreet has offered marketing analytics for some time, both Shashi and I felt our two organizations would be able to take their CDP to a new level and deliver unparalleled value for our customers.

Best-In-Class Analytics Will Deliver Better Insights and Faster Growth

Shashi also shared with me that a typical Lattice Engines B2B customer can reduce the process to identify campaign targets from weeks to hours. That’s right – HOURS!  Lattice Engines enables revenue teams to simplify their customer data, operate more productively and deliver campaigns that matter. In addition, they gain better sales and marketing alignment and stronger campaign ROI. As you can imagine, this got me super excited. How many times do you wish you could speed things up for a prospect and show faster results to leadership? If we can help customers deliver growth more quickly, it’s a really, really big win!

Lattice Engine’s CDP also fits perfectly within Dun & Bradstreet’s Sales & Marketing solution portfolio, extending our ability to analyze and identify the best audience targets to create winning marketing campaigns. As part of Dun & Bradstreet, the strength of the Lattice Engines solution will be further amplified through access to the full depth and breadth of the data and analytics in the Dun & Bradstreet Data Cloud, as well as our industry leading identity resolution capabilities. We also plan to extend these capabilities to include the ability to use new data elements such as Dun & Bradstreet financial scores, sales trigger insights, and digital data (such as IP addresses and digital device identifiers). All of which will further enhance Lattice Engines’ best-in-class analytics models, improve personalization, and drive better results for our clients.

What Does This Mean for Our Customers?

It means the 10,000+ clients of Dun & Bradstreet’s Sales and Marketing Solutions portfolio will have access to the best-in-class CDP and with it, the ability to seamlessly unify first and third-party customer and prospect data, segment and identify the right targets, activate highly personalized campaigns and next best sales actions through systems like Oracle Eloqua, Marketo, Salesforce, Microsoft Dynamics and many more.

The idea of combining Lattice Engines and Dun & Bradstreet creates a solution our combined customer base can rely on to fuel growth and ignite lasting revenue performance.

I’m thrilled to announce our intent to welcome the Lattice Engines team to the Dun & Bradstreet family. I’m even more excited to hear from you, our valued prospects and customers, about the ways that these innovative, data-driven solutions make an impact on your business. Let’s go! 

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