Dun & Bradstreet Lattice is a powerful AI-powered Customer Data Platform (CDP) designed to enhance the capabilities of B2B marketing and sales teams. Here’s an overview of what the product does and its key features:
What it Does
Dun & Bradstreet Lattice integrates the comprehensive commercial data from Dun & Bradstreet’s Data Cloud with advanced AI and analytics from Lattice Engines, which was acquired by Dun & Bradstreet in 2019. This integration enables B2B organizations to scale their account-based marketing and sales programs across multiple channels, providing a unified and actionable view of customer data.
Key Features and Functionality
AI-Powered Targeting and Segmentation
- The platform uses AI to segment audiences and deliver hyper-targeted engagement. It combines first and third-party customer data to uncover account and contact insights, allowing marketers to create highly personalized campaigns.
Omni-Channel Engagement
- D&B Lattice enables marketers to orchestrate customer journeys across various channels, including email, web, CRM, and social media. This ensures consistent messaging and engagement across all touchpoints.
Predictive Lead Scoring
- The platform integrates with tools like Marketo to provide predictive lead scoring capabilities. This helps in scoring incoming leads based on their propensity to purchase, ensuring that the most promising leads are prioritized and sent to sales teams efficiently.
Real-Time Audience Updates
- The Lattice Campaigns App automatically updates audiences in social platforms based on changes in buyer engagement, interest, and company data. This ensures that campaigns remain relevant and effective in real-time.
Hyper-Targeted Social Ads
- Marketers can dynamically create Matched Audiences for social ads, allowing for smarter allocation of paid media spend. This results in improved campaign performance, such as increased click-through rates and lower cost per qualified lead.
Integration with Downstream Activation Systems
- The platform integrates seamlessly with downstream activation systems used by customers, facilitating the activation of hyper-personalized and highly effective campaigns. This integration helps in accelerating the sales process and improving overall campaign efficiency.
Enhanced Campaign Performance
- Users of D&B Lattice have reported significant improvements in campaign performance, including up to a 42% increase in click-through rates, 2x greater post-click conversions, and a 54% lower cost per qualified lead.
In summary, Dun & Bradstreet Lattice is a robust CDP that leverages AI, advanced analytics, and comprehensive commercial data to help B2B marketers and sales teams create and execute highly effective, personalized, and omni-channel campaigns. Its integration capabilities and real-time updates make it a valuable tool for optimizing marketing and sales strategies.