• by Jess Nelson , March 18, 2016

Predictive marketing company Lattice Engines announced the launch of Lead Enrichment on Wednesday, a new tool that allows marketers to incorporate predictive lead scores into their marketing automation platform or CRM system. 

Lead Enrichment adds more detailed information on target customers to Lattice Engines’ suite of predictive marketing applications. The new application works for both inbound and outbound sales leads.

Additional features include better and faster segmentation capabilities and the ability to develop more focused emails based on predicted content that a customer is most likely to engage with.

“The demand is high for targeted segments that will enable companies to run scalable, account-based marketing campaigns,” states Shashi Upadhyay, CEO of Lattice Engines. “Our new lead enrichment capabilities enhance the account data companies can collect on prospects, and enables them to put that new information into action immediately.”

Lattice Engines helps marketing and sales professionals pinpoint and predict the customers who are most likely to buy and what they are most interested in buying by applying machine-learning algorithms to billions of buying impressions the company gathers from the web. This allows marketers and sales professionals to focus their attention and resources on those who are most likely to convert to a sale.

The data is derived from a combination of firmographic data, such as company name, revenue or contact information, and technology indicators, such as the use of security and web technologies including Google Analytics, NewRelic and Salesforce. For example, marketers could create a specific segment to market to companies that utilize specific technologies that their own product can integrate into. 

Lattice Engines also compiles data from its own Lattice Data Cloud, as well as from partner companies such as HGData and BuiltWith.

Headquartered in Silicon Valley, Lattice Engines hopes to take advantage of the burgeoning predictive analytics market. Market research firm MarketsandMarkets predicts the industry will grow at Compound Annual Growth Rate (CAGR) of 27.4%, rising from $2.74 billion USD in 2015 to $9.2 billion USD in 2010,

A recent report by Forrester Consulting and EverString reveals that B2B marketers who use predictive analytics see a better business results and increased revenue by as much as 300%. Marketers who leverage predictive analytics are also almost twice as likely to shared organizational and business goals, according to the report.

“Predictive analytics give marketers the power to proactively reach the best-fit leads at the exact time they are most likely to buy, thereby saving time and money,” says Nipul Chokshi, head of product marketing at Lattice Engines. “What’s more, marketers can use predictive analytics to gain deeper insights into customer behavior, allowing teams to create highly personalized content and messaging that will resonate with each individual prospect.” 

It’s no surprise then that the last quarter of 2015 was Lattice Engines’ most successful revenue-producing period in the company’s history, per a February press statement. Lattice Engines client lists currently includes Dell, Staples and SunTrust Bank.