Lattice Engines has launched a predictive campaigns application on the Oracle Cloud Marketplace that is designed to help marketers execute personalized campaigns aimed at their highest-value targets. The application, which relies on predictive analytics capabilities within the Oracle Marketing Cloud, also features segmentation tools that allow marketers to scale their account-based marketing efforts.
According to Caitlin Ridge, director of corporate marketing at Lattice Engines, the solution has a number of use cases, including identifying net new account leads; prioritizing existing leads within databases for more targeted, efficient outreach; and providing cross-sell and upsell capabilities designed to help marketers better understand which customers present opportunities for increasing their lifetime value.
With these use cases in mind, the application looks to empower users in three key ways. First, they can use predictive analytics to score leads and accounts. Lattice's Predictive Enrichment and Scoring feature can be accessed from within Oracle Marketing Cloud and provides users with a canvas for inbound leads and leads that are already in their database.
Second, users can bolster their marketing database with external data from the Lattice Data Cloud, which tracks more than 30,000 data attributes including financial data, intent data, and growth data on more than 250 million companies. By making this data available in Oracle Marketing Cloud, Lattice looks to improve users' access to information that can improve their campaigns.
Finally, users can leverage scores and data from Lattice to create specific segments in Oracle Marketing Cloud for lead generation and account-based marketing programs. Again, this additional information could prove useful for users when devising their marketing strategies.
"For account-based programs, we help identify the right accounts for marketing and sales teams to target. Then, we continue providing enriched attributes with additional firmographic and technographic information about these accounts. In short, we help marketers customize outreach and scale accounts with account-based insights," Ridge says.
Lattice Engines is a Gold level member of Oracle's PartnerNetwork, which provides partners with assistance in developing, selling, and implementing Oracle solutions. Oracle Marketing Cloud customers can find Lattice's application in the Oracle Cloud Marketplace.
"By integrating with Oracle Marketing Cloud, we are increasing automation capabilities for marketing and sales teams," Ridge says. "Through this partnership, Lattice's data flows into Oracle's marketing cloud system so marketers can seamlessly automate solutions. For example, when a new lead or account enters the database, Oracle users can automatically access the data and attributes since they're already synced up."