Lattice

FEBRUARY 18, 2016

Like it or not, 2016 is going to be the year of account-based marketing. So what better way to start the year than attending a conference completely dedicated to this cause and learning all about this new thing called account-based marketing? FlipMyFunnel will be at The Village at 969 Market on Feb. 25 from 8 a.m.

Account Based Marketing 100

Account Based Marketing Marketing Funnels Top of Funnel Conference 100

Lattice

OCTOBER 12, 2015

“Ever stop and wonder if everything you know about B2B marketing is wrong?” Sangram is the CMO of Terminus , a software company in business to help marketers use ABM to grow revenue. ABM is the hot topic among B2B marketers right now. As B2B marketers, we are all very familiar with the traditional funnel.

Account Based Marketing 100

Account Based Marketing Top of Funnel ABM Lock-In 100

Lattice

MAY 10, 2016

We’re seeing extreme growth right now in marketing and sales organizations that collect an ever-growing amount of data about their prospects and customers. Data is the foundation of everything that businesses are doing today, whether they have a formal digital strategy or they are just bolting on new technologies to their legacy systems.

Leads 100

Leads Lead Marketing Qualified Leads Forrester 100

Lattice

NOVEMBER 10, 2015

The key to successful predictive marketing is the ability to pull together many parts of the enterprise. This calls for not only technical and data analysis skills, but also business communications to help all parts of the enterprise participate in and benefit from a predictive marketing strategy.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Advertising Agencies 100

Lattice

DECEMBER 9, 2015

In the midst of this legacy of storytelling, I’m sad to see that the technology and data-driven marketing world, especially those in the B2B space, is falling behind in how we tell stories. The post Data-driven Marketing: Where Has All the Storytelling Gone? Think about how you felt watching Game of Thrones or Interstellar ?

Storytelling 100

Storytelling Analysis Paid Search Agency B2B Marketing 100

Lattice

MARCH 29, 2016

If your customers aren’t seeing value and talking about your product, you’re not really building a successful business. For a B2B software company like Lattice, success means our customers are improving the efficiencies of their sales and marketing organizations, and increasing revenue.

Paid Search Agency 100

Paid Search Agency Companies Response Rate Analytics 100

Lattice

JANUARY 11, 2016

Service Level Agreements (SLAs) between marketing and sales are clear definitions create accountability for the behavior expected from each team at every stage of the demand funnel. Clarity on how leads will be handled by marketing and sales at each step of the funnel. Getting Started. Predictive Lead Scoring Example.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Lead Scoring MQL 100

Lattice

APRIL 13, 2016

In fact, according to Forrester, 74% of business buyers say they conduct more than half of their research online before making an offline purchase. Unfortunately, many organizations are still using traditional sales and marketing models, which were developed for a different time. Content that engages prospects with current customers.

Webcast 100

Webcast Forrester Storytelling Webinar Metrics 100

Lattice

MAY 13, 2016

Transparency wasn’t technically the theme of this year’s Marketo Marketing Nation Summit , but it was a topic that I heard repeated over and over again. Marketing and sales teams need to be transparent with each other about what prospects they’re pursuing, and why.

Transparency 100

Transparency Marketo Vendors Marketing Prospects 100

Lattice

DECEMBER 14, 2015

How do you know two B2B marketers are talking about account-based marketing? All jokes aside, get ready for account-based marketing to explode. More and more marketers are considering abandoning lead-based marketing tactics to focus on account-based marketing. Their lips are moving. –

Sales Management 100

Sales Management Account Based Marketing Top of Funnel ABM 100

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. Figure 1: Create models for different target markets. in minutes.

Marketing Automation Services 124

Marketing Automation Services Lead Ranking SMB Generation 124

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. In fact, Forrester thinks this age of the customer is a 20-year business cycle, and that this power shift towards customer will continue for a while.

Forrester 100

Forrester CMO Demand Generation Acquisitions 100

Lattice

NOVEMBER 18, 2015

I know for me I’m really starting to think about what I can do differently as a marketer. How Predictive Marketing Works. Modern marketers already have a wealth of knowledge about their customers and prospects in their CRM and marketing automation systems. Top Marketing Challenges in 2016. Grow Existing Customers.

Top of Funnel 100

Top of Funnel Analytics Demand Lead Scoring 100

Lattice

DECEMBER 1, 2015

If there’s one thing a marketing operations manager is passionate about, it’s their technology stack. During the recent SiriusDecisions Tech Exchange event, senior research director Jen Horton and research analyst Jill Stanek presented their thoughts about what’s on the horizon for marketers.

Marketing Automation Services 100

Marketing Automation Services Marketing Management Ad Exchange CAN-SPAM 100

Lattice

NOVEMBER 13, 2015

How Predictive Marketing Can Help You Acquire New Customers. But marketing and sales may not be aligned on the same path to get to that end. Predictive marketing can help you identify high potential targets within your existing marketing database. Find High Potential Targets. Identify who is Actively Looking on the Web.

Acquisitions 100

Acquisitions Planning Lead Scoring Lead Ranking 100

Lattice

JUNE 23, 2016

And that is just the initial cost, that doesn’t take into account the loss of future business, as data breaches will diminish the perception potential new customers have of the brand. As marketers become more advanced, they’re collecting greater amounts of customer and prospect data, which needs to be kept private.

Salesforce.com 113

Salesforce.com Vendors Guidelines Amazon 113

Lattice

MAY 31, 2016

At this year’s SiriusDecisions Summit , the theme focused on helping companies find the right combination of art and science to see intelligent growth within their business. What is your company doing to make sure that storytellers and scientists are working together to improve your marketing and sales efforts?

Storytelling 100

Storytelling Case Studies Buyer's Journey Analytics 100

Lattice

MARCH 15, 2016

W hat does this mean for those of us in marketing and sales? In the world of marketing & sales, the equivalent of the new-AI are the predictive marketing and sales applications. How do you know if new-AI is right for your business? Do marketing and sales aspire to work as a single revenue team?

Marketing AI 100

Marketing AI Case Studies Paid Search Agency Marketing Prospects 100

Lattice

OCTOBER 5, 2016

But what about the Enterprise, where the last big wave of intelligence was Business Intelligence (BI), and it is still playing out twenty years later? Business Intelligence was the last successful analytics killer-app in the enterprise. to any Enterprise without any knowledge of the specifics of the business.

Marketing AI 190

Marketing AI Marketing Automation Services B2B Sales Lead Ranking 190

Lattice

APRIL 11, 2016

But that is just one example of when having a single model can be a detriment to your business. We’ve seen hundreds of companies deploying a single model when in fact their business is too complex for just one model to truly be predictive. In reality, if you have a single model, you are taking the risk of being too broad or too narrow.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads SMB MQL 100