B2B Marketing Strategy in Three Dimensions
Lattice
OCTOBER 24, 2018
Last time I mentioned the importance of marketing as well as selling to all of the buying influences in …
Lattice
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The Next Generation Platform for Account-Based Everything is Here!
Lattice
MAY 24, 2016
The B2B world is moving fast towards Account-Based Marketing, Account-Based Sales Development…well “Account-Based Everything.” B2B sales and marketing have an imperative to be aligned on which accounts to go after and win. According to IDG research , on average 17 individuals are involved in a buying decision.
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In the Land of AI, Context is King
Lattice
OCTOBER 4, 2016
The same has been happening in the B2B world. As a pioneer in AI solutions for B2B marketing and sales, Lattice has always believed that its not only important to get the predictions right, but to provide the right context around those predictions so that sales and marketing can take action.
Combining Storytelling and Science to Create Real Revenue
Lattice
MAY 31, 2016
I’ve talked before about how I think there needs to be a resurgence of storytelling in the B2B world. However, in the world where we have an unending stream of data about customers and prospects at our fingertips, we also need more data scientists who can help companies analyze data and identify the most important buying signals.
Successful Companies Create Successful Customers
Lattice
MARCH 29, 2016
For a B2B software company like Lattice, success means our customers are improving the efficiencies of their sales and marketing organizations, and increasing revenue. If your customers aren’t seeing value and talking about your product, you’re not really building a successful business.
Marketing’s Role in the Age of the Customer
Lattice
MAY 17, 2016
Over the past few years there has been a power shift in the B2B space, away from marketing and sales teams and toward the customer. Marketing is more than just creating leads, it’s also about customer experience and brand, and at the intersection is how these elements of demand generation and experience fit together.
From 50 to 5,000 to 5 Million!
Lattice
MARCH 22, 2016
B2B companies have been doing Account-Based Marketing (ABM) for years. With predictive analytics, you can harness the power of big data processing and machine learning to easily create predictive models for scoring customers and prospects based on how likely they are to buy, what they’re likely to buy and when.
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