Lattice Atlas Customer Data Platform

Lattice Atlas provides a unified customer view for omnichannel audience activation and personalization.
Lattice Atlas provides a unified customer view for omnichannel audience activation and personalization.

Lattice Engines announced commencement of a private beta for its Atlas Customer Data Platform (CDP).  Lattice Atlas matches internal and Lattice Engines data sources, provides a single view of the customer, and supports a centralized audience platform for cross-channel creation and measurement.  The formal launch is planned for the end of the year.

According to Lattice Engines, “Marketing organizations struggle to scale their Account-Based Marketing (ABM) programs because each application they deploy has its own data, segmentation, activation and measurement modules. This has led to a fractured buyer journey because banner ads, social ads, emails and sales calls communicate different messages, which creates confusion. Lattice Atlas solves this problem directly by integrating all the application data into a single place and providing the ability to manage this data, segment on it, and activate it through open APIs.”

“A CDP connects existing systems to create a unified customer view that makes ABM possible. In a world that never stops changing, the power and flexibility of a CDP will help marketers deliver on the promise of ABM.  The features you need in a Customer Data Platform (CDP) will depend on your business, existing systems, and intended use. There are a few key considerations when evaluating CDP solutions for executing ABM programs, including a unification of all data sources, segment creation, campaign execution and predictions.”

  • David Raab, founder of the CDP Institute

Lattice contends that ABM at scale requires a CDP supporting four key attributes:

  • Unified Customer Data: After aggregating and consolidating customer data, a CDP must link identity, behavior, purchase history, and firmographics.
  • AI-driven Audiences: The CDP must not only score accounts and contacts, but identify buying committees, assess buying stage, and recommend the next-best offer.
  • Omnichannel Activation and Personalization: The CDP suggests highly personalized campaigns across relevant channels.  The messaging must remain consistent across all of the channels.
  • Enterprise Grade Governance: The CDP maintains data security and privacy while complying with relevant laws such as GDPR.

Lattice Atlas aggregates client data across platforms and appends it with data from the Lattice Data Cloud.  First-party content is gathered from CRM, marketing automation, web visitor logs, transaction histories, product usage details, etc.  The Lattice Data Cloud enriches the customer view with firmographics, intent data, and technographics.  Lattice also maintains an ABM Identity Graph which organizes customer data by account, buying center, and contact.

“Lattice Atlas was a natural evolution of our platform,” blogged VP of Products Chitrang Shah. “Since day 1, our approach has focused on being deeply integrated with each execution application and managing all data under one platform. Because of this we not only capture the largest amount of data, but also all that relevant metadata that describes it. Lattice Atlas is built on our understanding of these applications and their data to create the first CDP for enabling ABM at scale.”

Audience creation tools predict conversion likelihood, purchase window, and likely spend.  Atlas also supports next-best targets and next-best actions. 

Lattice Atlas connectors support Marketo, Eloqua, Salesforce, and a set of REST APIs.

Other features include GDPR opt out for campaigns and all marketing communications, engagement thresholds to prevent marketing fatigue, and lead-to-account mapping.

The initial Atlas application will be Playmaker which offers prescriptive recommendations to sales teams.  “Playmaker lets them quickly identify top products to sell across all audiences and programmatically deliver those recommendations to the sales teams,” said Shah.  “It also has built-in interactive dashboard to track the engagements (or lack of it) and its impact on the pipeline, enabling out-of-the-box visibility into play ROI measurements and the ways to improve it.”

“The holy grail of B2B marketing is creating 1-to-1 experiences across the entire buyer’s journey. This is why the B2B world is so interested in ABM these days. In order to craft personalized experiences at scale, our customers need a data foundation to better understand their target audiences, and an execution platform to engage those audiences in meaningful ways. With Lattice Atlas, we now enable companies to engage their buyers with 1-to-1 omnichannel experiences, making B2B marketing as personalized as B2C marketing,” said Lattice Engines CEO Shashi Upadhyay.

Lattice has over 200 customers including PayPal, Adobe, Dell, and SunTrust Bank.

Predictive Analytics Is Losing Steam as AI Becomes Prevalent across SalesTech & MarTech

On Monday, Radius Intelligence and Leadspace announced their merger and plans to become the “leader in B2B data intelligence.”  The firm, which will continue under the Radius brand, is no longer emphasizing predictive analytics.

The predictive analytics market has failed to develop as a standalone segment. According to Radius Chairman Darian Shirazi, the total investment in the space was over $600 million.  However, Gartner sized the market at $100 million to $150 million in 2016 revenue, suggesting that the promise of predictive analytics was developing slowly.

In his just released 2018 MarTech Landscape, Scott Brinker removed Predictive Analytics as a segment as machine learning is being integrated broadly across marketing products.

For B2B predictive tools to work, they require high quality reference data sets for initial and ongoing enrichment, but the predictive analytics companies black-boxed their data sourcing. Radius was one of the few exception to this opacity as they were transparent about their data acquisition model (web crawling combined with a customer contributed data model), but most of the other firms have been vague about their data models.

The predictive analytics companies were also slow to offer ABM tools and similar company and contact recommendations. These features are now commonly offered by both predictive analytics companies and sales and marketing intelligence firms such as D&B Hoovers, InsideView, DiscoverOrg, and Zoominfo. What’s more, the sales and marketing intelligence firms have all developed light predictive scoring or ranking tools. While none of these firms approaches Radius or Leadspace in predictive capabilities, they all provide company and contact insights for sales reps, ABM tools for sales and marketing, and integrated data enrichment processes.

The predictive analytics firms also initially black boxed their models, preferring to hide complexity. They have since become more transparent and begun displaying the top reasons for recommendations. However, Salesforce Einstein has provided similar functionality with predictive scores and insights.

Todd Berkowitz of Gartner summed up the situation well.

I’ve been covering the market for B2B predictive marketing analytics for almost four years. A few years ago, predictive lead scoring was all the rage. Then it became about fit and intent models for demand generation and prospecting. Then these tools were used for selecting accounts for large-scale ABM programs. But in the end, the standalone market for these applications never fully reached its potential. Many of the original vendors got acquired for their technology (Fliptop, SalesPredict, Infer and others) and predictive scoring became a standard feature of marketing automation and SFA systems.

Just because the standalone market went away, doesn’t mean there isn’t a lot of value here. In fact, the solutions have essentially moved into two other markets (and you’ll see this reflected in our upcoming Hype Cycle reports). On one end, you have the Data Intelligence for Sales market where predictive and AI-driven solutions are competing with traditional data vendors for demand gen, prospecting, and segmentation use cases. On the other end, you have the broader ABM solutions market where these applications not only help with account selection and planning, but are moving towards engagement and orchestration.

Berkowitz predicted that one or two of the remaining predictive analytics vendors will be acquired in the next six months.

With over 6,000 MarTech companies, the market is quite fragmented. Although the MarTech sector continues to expand, there is already momentum towards consolidation as clients look for broad, integrated functionality instead of many point solutions. For example, marketing and sales departments adopting ABM need a broad set of functionality which includes

  • AI scoring and recommendations
  • Real-time, batch, and continuous company and contact enrichment
  • Data hygiene (e.g. de-duplication, data standardization, and verification services)
  • Third-party verticalized data enrichment
  • Programmatic marketing
  • Website visitor id
  • Lead-to-account mapping
  • Look-a-like company and contact prospecting
  • Segmentation, TAM, and pipeline analysis
  • CRM, MAP, and sales engagement connectors
  • Sales triggers
  • Account social media monitoring
  • Company and contact intelligence

At this point, nobody offers a full suite of these ABM capabilities for sales and marketing departments.

Radius Intelligence Merges with Leadspace

Radius graphic highlights the complementary assets of the two firms (Source: Radius Intelligence)
Radius graphic highlights the complementary assets of the two firms

On Monday, Leadspace and Radius Intelligence announced their merger.  The two firms were early entrants into the predictive analytics space, but the market for standalone predictive intelligence services has not developed as predicted.  Thus, VCs and private equity companies are sitting on large bets that have yet to pay out.

The merged company will continue under the Radius brand as the “leader in B2B data intelligence.”  Leadspace CEO Doug Bewsher will take over as the CEO of the merged firm while Radius founder Darian Shirazi will assume the role of Chairman.  The two positioned the merger as a coming together of firms with complementary assets across company (Radius) and people (Leadspace) intelligence.

“Radius and Leadspace as one company will deliver a standout go-to-market platform with the best data, artificial intelligence and integrations at its core… What’s truly exciting is that our mission remains the same. Radius will be the nucleus that powers data and intelligence across all B2B applications, channels, and users — now built on The Global Network of Record.”

  • Radius Intelligence Statement to Customers

Both Leadspace and Radius have edged closer to prospecting and data enrichment than other predictive vendors.  Leadspace has long offered contact enrichment and prospecting, even appearing in a 2015 SiriusDecisions report on Contact Data Management.  Meanwhile, Radius has built its own database of US company and contact data which it named “The Network of Record” and positioned as the “single source of truth for account data.”  The Radius database spans 18 million US companies and 25 million contacts with verified emails and direct dials.  Radius also offers digital ad targeting.

Radius is positioning itself as being at the center of B2B predictive analytics, B2B Audience Management, and B2B data management. However, several of the data solution vendors also offer advertising solutions including Infogroup and Dun & Bradstreet. (Source: Radius Intelligence)
Radius is positioning itself as being at the center of B2B predictive analytics, B2B Audience Management, and B2B data management. However, several of the data solution vendors also offer advertising solutions including Infogroup and Dun & Bradstreet. (Source: Radius Intelligence)

The new Radius will help sales and marketing teams “find the right data on the right buyers, and reach those buyers across any channel.”  Revenue teams will have access to the “industry’s most comprehensive data intelligence solution.”  Features include account and people targeting, data management, ABM execution, and integrations with Salesforce, Microsoft Dynamics, Marketo, Eloqua (Oracle Marketing), and Pardot (Salesforce).

Shirazi is positioning the company as an Einstein competitor with expanded assets to compete against Salesforce.  “We’re excited about this because it will create the largest number of customers, largest revenue base and really provide a company that is at scale in B2B data and intelligence,” said Shirazi.  “The only other major player in this space we believe is Salesforce Einstein, and we’re excited to really give them a run for their money.”

Shirazi provided the following list of planned enhancements to be rolled out over the next year:

Master Data. Master Growth

  • Extend reach and accuracy as The Network of Record unites with Leadspace’s proprietary, real-time virtual database sourcing
  • Take complete control of data governance with added data dashboard functionality
  • Enhance data matching and append for contacts, as well as lead-to-account matching features

Real Intelligence. Real Buyers

  • Strengthen targeting on individual decision makers in both the U.S. and international markets
  • Access enhanced segmentation, scoring, and insights on contacts
  • Leverage features from two effective sales intelligence tools

Scale Channels. Scale Revenue

  • Expand audience reach with the largest deterministic reach of any platform
  • Source more contacts with even higher accuracy and contactability rates
  • Connect more channels with more seamless integrations and partners 

Shirazi describes Radius as the next “backbone go-to-market platform.”  The combined assets “will enable marketing, sales, revenue ops, and customer insights teams to finally address their data gaps and conquer their targeting challenges. We will create a standout solution in a crowded, fragmented space of point-solutions where customers are forced to stitch together multiple products or change vendors every year.”

Back in 2015, Radius Intelligence had a market value of $500 million and funding of $107.6 million.  Leadspace never disclosed a valuation, but it received $59 million in funding with a $21 million Series C in December.

LinkedIn lists 100 Leadspace employees and 160 Radius employees.

The merged company has over 200 customers including Sam’s Club, Hewlett Packard, Microsoft, Comcast, MetLife, and American Express.  Both firms maintain “innovation centers” in San Francisco and Israel.



Part 2: Predictive Analytics Is Losing Steam as AI Becomes Prevalent across SalesTech & MarTech

Holistic Data Quality

A contact database that is 90% accurate is subject to a 25% decay rate.; thus, after 9 quarters it is less than 50% accurate.
Contact databases are subject to a 25% decay rate; thus, a contacts database that is 90% accurate today will be 70% accurate a year from now and less than 50% accurate after nine quarters.

Poor data quality is a disease which slowly destroys the value of your marketing database.  Quality is damaged through incomplete information, poor data entry, and data decay.  A traditional response is to purchase new records, but this only provides a temporary (and expensive) respite from your data quality issues.

The data I’ve seen indicates that contacts decay at a 25 to 30 percent annual rate.  This means that a prospect list that is 90 percent accurate today will be little more than 50% accurate two years later.  Thus, a prospect list purchase strategy is like steroids, it makes your marketing database look healthier on the day the list is purchased, but it simply masks the growing disease within your database.  Treating one or two symptoms does not address the underlying problem — a lack of a broad, continuous data strategy.

However, if you take a holistic view around data quality which includes continuous DaaS validation, ABM look-a-likes, web form enrichment, lead-to-account mapping, duplicate management, data standardization, and reference database appends, you will have a healthy database that ensures your MAP and CRM platforms contain the richest, most accurate data.

Vendors that support holistic data quality include ReachForce, D&B Optimizer (FKA Workbench), Zoominfo, InsideView, Oceanos, and Openprise.  So if you are concerned about your ability to target, segment, pass quality leads to sales, score leads, or build predictive models, then begin with a holistic data strategy.  Symptoms of poor data quality include high email bounce rates, declining email sender scores, returned direct mail, duplicate records, incomplete records, accelerating unsubscribe rates, and sales reps that ignore your marketing qualified leads.

Any firm that is adopting ABM, advanced lead scoring, a single view of the customer, or predictive analytics, should begin with a holistic data quality strategy.  Otherwise, these advanced marketing strategies are bound to fail.

Leadspace: Series C, AI, and ABM

LeadSpace Use Cases
LeadSpace Use Cases

Predictive Analytics and Audience Management vendor Leadspace completed its Series C.  The funding round was led by Arrowroot Capital and joined by JVP.  The $21 million round will be used “to grow our customer team in San Francisco and Denver, and our AI and data management product teams in Israel.”

The firm is assessing additional locations, including possible offices on the East Coast and Europe, “perhaps” London.

Arrowroot has taken a seat on Leadspace’s Board.  The firm wanted growth equity advisors instead of traditional VCs for Round C.  “At this point the investment is not just in the idea and the team, but also the underlying metrics and performance of the business,” said CEO Doug Bewsher.  “Once you have “Product/Market fit”, the kinds of questions investors ask are whether you are ready to scale; what are the opportunities for further growth; and apart from additional investment can we be an investment partner that can help you address these opportunities?”

Bewsher noted that marketing has been transformed over the past seven years since Leadspace was founded.  Firms are switching from tactical demand generation programs to targeted Account Based Marketing (ABM) communications.  “No longer is it OK to just send out blanket “nurture” emails to everyone and hope that will generate positive customer engagements. No longer can you rely on a single data source as the basis to know your customer. No longer is it enough for marketers to just think of leads — they need to market to accounts, and teams of people. Neither can marketers afford to ignore intelligence and information from external parties, and simply rely on the limited info they gather internally.”

Not only has the nature of B2B marketing been transformed, but “world class B2B sales and marketing organizations” need to become more like consumer companies with a deep understanding of the account at multiple levels.  Echoing Sirius Decisions, Bewsher said that B2B marketers need to “really know your customer at the account, demand unit and individual level, and then target and personalize your messaging to cut through the noise. And think customer-first.”

As an analytics company, Bewsher talks up the value of AI for sales and marketing as it begins to address specific problems and workflows:

AI is everywhere. While there is no doubt that it is going to change every corner of our life, both as private users and business people, I think we will start to move from the promise to the reality in 2018. In business-to-business sales and marketing in 2017, it was enough to say: “We have a ton of great data scientists who are working on new ways to better engage your customers.”

But in 2018 customers will look to see actual results — like the 90 percent increase in email connection rates we have seen from the deployment of AI to recommend the right way to engage a specific user. This will require a maniacal focus on specific use cases from the emerging area of AI.

One area where AI will improve revenue generation effectiveness is in ABM programs which has been limited by the human ability to consume information and the historical lack of data availability.  However, “AI is changing all this, with the ability to consume and understand unprecedented amounts of information and turn this into action at scale and in real time. So sales and marketing teams now have the opportunity to drive much more relevant and effective engagement programs for their entire potential target audience.”

According to Leadspace, they are trusted by over 130 B2B brands and seven of the top ten enterprise software companies.  Clients include Microsoft, Marketo, Oracle, and RingCentral.

 

Dreamforce Keynote: The Fourth Industrial Revolution

One of the key themes of Dreamforce 2017 was the ability of companies to customize the branding and content within Salesforce clouds via "clicks, not code."
One of the key themes of Dreamforce 2017 was the ability of companies to customize the branding and content within Salesforce clouds via “clicks, not code.”

The theme of this year’s Dreamforce was The Fourth Industrial Revolution.  Following after revolutions driven by steam, electricity, and information technology, the fourth industrial revolution blurs the “physical and digital worlds” creating a wave of “innovation in technology” which is transforming the economy, society, and lives while creating new jobs, industries, and opportunities.  This next wave is based upon intelligence.  Elements include IoT, 3D printing, biotech, robotics, autonomous vehicles, nanotechnology, and quantum computing.

“This is what we call the fourth industrial revolution,” said Salesforce CEO Marc Benioff. “There’s all these amazing new technologies, things like autonomous vehicles and artificial intelligence and nanotechnology and mobile computing and all these things are really hitting at once. And companies are really transforming themselves and bringing all these new technologies in really to connect with their customers in new ways.”

Thus, elevators loaded with sensors now communicate back to the manufacturer and predict failures, calling for service prior to trapping people.  Likewise, with tires, “if the tire blows, nobody knows; but in the future, if the [smart] tire blows, everybody knows.”  So, firms like Kone (elevators) and Michelin (tires) are now B2B2C companies.  In the future, if a tire is about to blow, it will communicate to the autonomous vehicle to pull over.

“Every company is getting closer to their customers.  We’ve been talking about this for years.  It doesn’t matter if you’re a B2B company or a B2C company, everybody’s becoming a B2B2C company.”

Salesforce and its customers are “delivering personalized one-to-one engagement at scale,” said Stephanie Buscemi, EVP of Product Marketing.  This is done “declaratively, with clicks and not code.”  Through the Salesforce Data Management Platform, ads are customized and delivered cross-device, allowing companies to redisplay ads or present new advertisements to their customers and prospects.

Benioff cited a series of companies providing customer service and support through Salesforce platforms including Louis Vuitton, Marriot, Coca-Cola, T-Mobile, Adidas, and Ducati Motorcycles.

“Behind all these things…behind everything is a customer.  And that’s what all of us do.  We are working to connect with our customers in an incredible new way.”

Simplified customization, development, and branding were emphasized during the keynote.  A set of customizable products provide a “smarter, more personalized Salesforce”:

  • MyTrailhead service supports custom branding, content, and learning paths that allows firms to onboard and train employees on desktops and phones.  Tools include quizzes, reference links, trails, and badges.  Salesforce Trailhead content is also available.
  • MyEinstein provides an artificial intelligence layer driven declaratively by “clicks, not code” supporting “smarter capabilities including bots.”
  • MyLightning customization provides an app builder with custom pages, a Lightning theming and design system, Lightning Flow, Components, and Bolts which operate automatically on both desktops and phones.  Designers will have access to dynamic components which are conditionally displayed.
  • MySalesforce branded “mobile apps without code” can be uploaded to the Google Play and App Store.
  • MyIoT supports native integration capturing real-time events, business rule automation, and low-code orchestration.

Based upon customer feedback, SFDC has shifted from IoT as a separate platform to an integrated feature of the CRM platform which also operates “declaratively without code.”

Benioff admitted that the Fourth Industrial Revolution is creating concerns and wondered whether it is “uniting us or dividing us.  Are we more connected or somehow less connected?”

He also asked whether there is more or less equality in the World.

“There is this stress being created by this fourth industrial revolution.  Yes, we have this promise of this new connected World.  But what is it doing to us? And what are other actors doing around the World using these technologies?  Are they changing our society?  Are they changing our elections?  What are they doing with this technology?”

Benioff is looking at the Trailblazers attending Dreamforce as the Customer Innovators, Technology Disruptors, and Global Shapers to ensure that the next wave is directed in a positive direction.  “You have all these new tools at your fingertips, these incredible new technologies, but you are doing some amazing things in the World.  You are changing your companies.  You are steering this technology in the right direction.  I’m so confident in who you are.  I’m so confident in what’s in your hearts and where we are all going.”

Benioff noted that most technology is generally neutral in it effect upon society.  It is therefore incumbent upon technologists, developers, and companies to deploy technology in a socially responsible manner which promotes greater equality.  Benioff called for companies to fight for equality through equal pay, investing in schools, and opposing discriminatory laws.  He also noted that it is the poor who are most hurt by environmental degradation and proudly stated, “we are a net zero cloud.”

IDC CRM Market Share (Courtesy: Salesforce 2017)
IDC CRM Market Share (Courtesy: Salesforce 2017)

Benioff was also proud to have founded and led the leading CRM with an 18.1% market share (2016 IDC) nearly double that of Oracle (9.4%).  Salesforce has the top solutions for sales (34.2%), service (33.7%), marketing (9.9%), and Platform-as-a-Service.  Within the marketing cloud, Salesforce claims to offer the leading Data Management Platform and commerce Platform.

What’s more, the firm is on track to be the fastest enterprise software company to hit $12.5 billion in revenue.  They hit $10 billion this year and have FY19 guidance of $12.5 billion in year 20.

One of the issues facing businesses and policymakers is an increasing skills gap.  Benioff proposed MyTrailhead as one of the tools to help address the problem of workers across many industries and skill levels.  MyTrailhead provides a customized, branded training platform.

TechCrunch complained that this year’s Dreamforce lacked drama as it lacked new initiatives such as the social enterprise, artificial intelligence, and IoT.  “They are a company that embraces the cutting edge, but this year lacked that kind of big announcement,” complained enterprise reporter Ron Miller.  To be fair, though, the company has rolled out a series of new platforms, clouds, and acquisitions over the past few years.  A year with few fireworks is not necessarily a year without forward progress for Lightning, Quip, Einstein, Trailhead, and platform customization.

The conference remains a monster with 170,000 registered participants joining in San Francisco and millions of online views.


This was the beginning of my weekly newsletter coverage on Dreamforce.  Please contact me if you’d like a free trial subscription.

Ignite Technologies acquires Infer

Infer Account Based Behavior Score
Infer Account Based Behavior Score

ESW Capital completed the acquisition of predictive analytics vendor Infer and will be rolling it into Ignite Technologies. Infer offers predictive lead and account scoring. Use cases include TAM identification, segmentation, account selection, demand generation, lead scoring, opportunity scoring, and upsell/cross-sell. In a September 2016 report, Gartner said that Infer pricing starts at $30,000 and increases based on the number of models. There are also charges for net-new contacts.

This summer, ESW also acquired company intelligence vendor FirstRain and rolled it into Ignite as well.

The Ignite Prime program offers clients access to additional enterprise technology once they have signed a contract for one of the Ignite Technology solutions. For example, Infer customers would have access to additional enterprise software solutions such as First Rain, ThinkVine, and Placeable equal to the value of their Infer contracts.

“We’ve been continually impressed by Ignite throughout this acquisition process. They have a strong leadership team and the right strategy that’s in line with where the future of sales and marketing solutions are going, where there’s a need to converge multiple products into a cohesive platform to drive true, full-circle customer intelligence. We’re confident this is the platform that our amazing customers will want to build on and grow, and are excited for the Infer solutions to be a part of Ignite’s Prime Program which will help customers drive 2x ROI.”

  • Vik Singh, Infer’s CEO

Infer was founded in 2010 and is headquartered in Mountain View, California. Infer focuses on predictive solutions for the technology sector and lists AdRoll, Cloudera, New Relic, Tableau, Xactly and Zendesk as clients. As of Q3 last year, Infer reported over 140 customers. Deal size was not disclosed.