How to Succeed with an AI Implementation


Lattice has come up with a few key ways to ensure our customers have successful AI implementations

Achieving Escape Velocity: Why We Raised our Latest Round


Predicting buyer behavior has always been marketing’s holy grail. If you can predict who will buy your product

Fix your Funnel with Predictive Marketing and Sales


While it may be hard to believe, Q4 is just around the corner. And since Q4 is historically the biggest quarter for most sales teams, now is the time for companies to identify any issues with their revenue funnel, and determine ways to fix those problems so Q4 is a runaway success, not a flop.

#MKTGgenius: Meet the Society of the Secret Sauce


The Society of the Secret Sauce is where marketing and genius meet. We are innovators, we are creators, we are

How a CMS Enables B2B Marketing Success

A CMS lies at the heart of a B2B marketing framework

Customer Marketing Ideas: Cate Vanasse of Egencia


We’re deep into our series of Q&As with leading practitioners in the customer marketing space. If you’ve missed our interviews

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Jumpstart your Pipeline with Predictive Analytics


Bain & Company believe that with predictive, sales and marketing teams are able to determine the right customers to go after, segment them to create targeted messaging that resonates, and then prioritize outreach

Making the Case for Predictive Marketing and Sales


Many companies out there are asking, what can predictive do for me? A recent webinar with SiriusDecisions Sr. Research Director Kerry Cunningham, Infer Sr.

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Forbes Insights: Predictive Marketing Enters the Mainstream


Imagine being able to predict the buying habits of your customers before they even visit your site. Picture being a hero to your organization, alerting department managers to sudden spikes in demand that weren’t even anticipated.

2018 B2B Marketing Mix Report

B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead.

Are You Ready for Predictive Marketing?


Introducing Lattice’s Predictive Marketing Maturity Model A few weeks back I blogged about the difference between predictive marketing and

The Importance of Looking at All of the Data (Not Just Intent Data)


According to the Acquity Group, 94 percent of B2B buyers conduct online research prior to making a purchase decision

Predictive Marketing: What Really Matters


Predictive Analytics, Predictive Marketing, Predictive Intelligence, Big Data, Intent Data and it goes on…. All of these terms are being thrown around the marketing community with gusto.

Our Funnel is Flipped: ABM Takes Over #FlipMyFunnel


How do you know two B2B marketers are talking about account-based marketing? Their lips are moving. – Joe Chernov of InsightSquared via the Engagio blog. All jokes aside, get ready for account-based marketing to explode.

The ABCs of ABM


If you’re a B2B marketer with a pulse, the second acronym in the title of this blog couldn’t have scared you

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The Marketing Landscape: Where Data and Content Merge

Understand the importance of good data and good content and how they work together to help your marketing efforts.

What’s the Future of Account-based Marketing?


The foundation for any successful account-based marketing program is clearly identifying the most promising target accounts. By using predictive marketing to

Intent Data for Account-Based Marketing: Diamond in the Rough or Just Plain Pixie Dust?


Intent data has recently attracted the B2B marketing spotlight for the simple reason that technology makes more of it available than ever before. Intent data provides an indicator of a company’s willingness to engage with you.

Taking Account-based Marketing to the Next Level with Predictive Marketing


We know how hard it is being a marketer today. That’s why we are bundling smart ideas and tactics from

The Era of Account-Based Marketing at Scale


4 Steps to Scaling ABM with Predictive Analytics. 2016 is indeed the year of ABM. And with good reason: Sixty percent of those doing ABM for at least a year attribute revenue increase. Forty three percent of those who’ve done ABM for at least 3 years saw impact across the entire funnel.

Make No Mistake: How Worst-Practices Derail Successful ABM Efforts

This Quick Study Slide Show from Node identifies the common mistakes of ABM executions and offers practical advice to help teams avoid them.

Now Available On the AppExchange!


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The Most Important Metric for Predictive Marketers


A few weeks ago I published an article in AdExchanger titled “Should A Data Scientist Lead Your Marketing Team?”. We received a deluge of feedback in response asking me to explain what I meant.

Ann Handley, #MKTGgenius: Write On


I was lucky enough to catch up with one of my favorite marketing geniuses, Ann Handley of MarketingProfs. Ask any marketer

The 8 Evils of Buying Lists


At one point or another all marketers have a goal of growing their marketable database. After all, email is here

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Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees. This is not accomplished by creating more content or sending more communication, the key to success is establishing a conversation with your buyers that engages them in a meaningful dialogue and ultimately converts them to a customer.

Evaluating the Quality of Your Data Provider: It's Not Just About Data Accuracy


If you are only looking at data accuracy – e.g. correct company name, location, etc. – you are not correctly evaluating how well your data provider is measuring match accuracy

Comparing Predictive Marketing vs a Predictive Marketing Organization


Predictive analytics is booming. Regardless of industry, use case or department everyone is attempting to find their own secret sauce

Leveraging Predictive Marketing to Unlock Growth Opportunities with Existing Customers


Senior leaders are under constant pressure to grow their organizations – to beat last quarter’s numbers; to grow organizational and

Sales Enablement: Paving the Last Predictive Mile with Insights and Execution


Marketers are always looking for ways to increase alignment with sales and ensure that reps follow up on leads they

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7 Common Marketing Mistakes and strategies to avoid them

This white paper addresses the 7 most common challenges marketers hit when marketing products, solutions, or services and offers proven advice on how to avoid these missteps and improve the success of your marketing efforts.

How Manufacturers and Distributors Can Accelerate Revenue with AI and Predictive Analytics


In our new eBook we’ll walk through five different ways in which predictive analytics and AI can enable manufacturers and distributors to dramatically accelerate their revenue by increasing share of wallet

7 Account-based Marketing Resources


Summer Reading Guide on ABM Is your sales team trying to land a collection of big whale accounts? Has your

The Rise of the Marketer


With advances in technology, marketing moments with prospects and customers are occurring in more and more places – through websites

How to Use SLAs to Get Sales and Marketing on the Same Page


How would you grade your marketing and sales alignment? Be honest. Now be a shade more honest – SiriusDecisions states

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Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

If you are a marketer who needs to generate more high-quality leads that will turn into sales opportunities and revenue, register now for this special event that will show you how to get started and moving in a profitable direction.

Security Never Takes a Holiday


We’ve been hearing an increasing number of questions about data security, specifically about security certifications. People want to understand what certifications are out there, and why companies need to have them.

Data-driven Marketing: Where Has All the Storytelling Gone?


Think about what inspired you as a child. Did you read a story about an astronaut and decide you were going to the moon someday? Maybe your grandmother told you stories about how she learned to cook the family recipes, and thus started your lifetime obsession with food?

End Pay, Spray and Pray! – Introducing Prospect Discovery


Every experienced demand generation marketer has been in the uncomfortable situation towards the end of the quarter where they need

Fist Fights and Lead Scoring: How a Predictive Approach Improved Alignment


Melissa Davies, head of global marketing operations at SLI Systems, is a firm believer in predictive scoring. In fact, she

30 Ways to Get Inside the Mind of Your Target Buyer

Trust, support, and transparency: that's what your target buyer really wants. These 30 findings show the path from respect, to relationship, to business win.