Dun & Bradstreet, which acquired Lattice Engines at the beginning of Q3, launched a Lattice Campaigns App for LinkedIn. The new app “improves campaign performance by creating and activating always-on AI-based audiences for LinkedIn Ads.”
“When Dun & Bradstreet acquired Lattice Engines, we were building on an existing partnership of the world’s most comprehensive B2B data and the world’s leading B2B Customer Data Platform,” said Dun & Bradstreet’s President of Sales & Marketing Solutions Michael Bird. “This is the first in a series of innovations we’re quickly bringing to market to power more effective and efficient digital marketing, demand generation and sales acceleration programs for our customers through the intelligent use of data.”
The Lattice Customer Data Platform supports “hyper-targeted” LinkedIn advertising as part of a broader omnichannel engagement strategy. Lattice combines first and third-party customer data, displays account and contact insights, and uses “AI to segment their buyers and deliver hyper-targeted engagement in an automated fashion across display, web, email, CRM and now social channels.”
“Let’s say a buyer at a cold account starts visiting certain product pages on your website anonymously. Rather than just showing this buyer a generic ad about your brand, you could show them an ad with more specific copy and CTA [call to action] related to the product pages that they visited on your website.”
Dun & Bradstreet President of Sales & Marketing Solutions Michael Bird
The app creates matched audiences for LinkedIn ads and then lets marketers adjust media spend to target high-performing audiences. The app then updates LinkedIn audiences based on “changes in buyer engagement, interest and company data. As a result, marketers can ensure that buyers are engaged with the most relevant campaigns based on not only persona but on profile, propensity, interest and buyer stage.”
Dun & Bradstreet is claiming a 42% increase in click-through rates and triple the post-click conversion rates resulting in a 54% reduction in qualified lead expenditures.
According to Gartner, CMOs are spending 23% of their marketing budget on paid media.
“In an environment where B2B marketers are overwhelmed with data and technology options, our goal is to make their jobs easier by connecting interactions across customer journeys,” says Bird. “This allows marketers to target the right audiences with the right message and make the best use of their ad dollars.”
Connectors for Facebook, Twitter, and other social media platforms are in the works.