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Marketers often buy lists and sift through them. Offering an alternative, Lattice is announcing today it is adding a new layer of signals called Prospect Discovery, which surfaces people who are searching for office equipment, for instance, or posting on social media for the best human resources software.

This kind of intent data is an early warning system for what a company’s employees are in the market for. By keeping track of corporate domains, Lattice can determine that three employees from Company X are researching the same products. Other data sources can include blogs, communications on LinkedIn, or searches on industry trade publications. Bombora (formerly Madison Logic Data), one of Lattice’s intent data providers, specializes in tracking white paper downloads, webinar and trade show registrations, visits to articles in trade publications, and the like.

Prospect Discovery is released today as a closed beta for selected customers, with general availability by late summer. Kardon said this additional data can bring 10 to 20 percent more leads.

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Lattice continues to build its base through smart partnerships, adding to its vendor viability.

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Digest...

Though it may feel foreign to marketers, predictive analytics can uncover fresh insights about your prospects and customers. It can also accurately predict buyer intent, in turn helping you better understand how customers will respond to messages, offers and interactions in ways that were previously not possible. By leveraging data science to make sense of all the data available, the savviest companies are marketing and selling more intelligently. Predictive analytics is emerging as central to the modern marketing organization.

While the concept of predictive marketing is now emerging as the next frontier, the truth is that the technology has been around for some time. Lattice entered the space back in 2006 and with the market now catching up, some of the best names in venture capital are jumping in and investing in the opportunity.

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Back in the day, understanding what customers needed was largely a guessing game, but with today’s tools like analytics and marketing automation,  predicting customer behavior is much more simple.

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