Lattice Engines, the world’s first and largest B2B Customer Data Platform, announced that it has launched the Lattice Audience Activation App for Marketo. The new app enables Marketo customers to engage buyers with hyper-personalized messages using always-on engagement campaigns. Lattice Engines is a member of LaunchPoint by Marketo as part of the Accelerate partner program.
“Marketing teams need their own single source of truth so they can get a deeper understanding of their customers and for creating audiences for 1:1 omni channel programs,” said Chitrang Shah, VP of Product at Lattice. “We’re thrilled to be helping Marketo customers get more out of their marketing automation investment by empowering them with the analytics and insights they need to create personalized buyer journeys.”
The new app enables Marketo customers to easily execute hyper-personalized campaigns and sales plays against audiences built using the analytics and insights from Lattice. As prospects make their way down the buyer journey, the app dynamically ensures that they are being engaged by the right campaigns in Marketo – without manual intervention. The application’s segmentation capabilities also enhance a marketer’s ability to operationalize account-based marketing (ABM) at scale.
With Lattice Atlas, B2B marketers can deliver better outcomes for their omni channel campaigns and ABM programs across the entire revenue funnel by doing the following:
- Connect all available 1st and 3rd party data to create a 360-degree view of customers and prospects
- Segment audiences using AI and data to identify the most attractive targets and next best actions
- Activate audiences across all channels to drive hyper-personalized omni channel campaigns and programs
“Creating personalized and engaging buyer journeys are the cornerstone of our ABM programs,” said Ben Coffee, Head of Marketing Operations at LiveRamp. “By using Lattice as the AI and data foundation for targeting and segmentation and Marketo for campaign automation and execution, we’re achieving new levels of engagement and conversion from our target accounts.”