Lattice Engines Expands Use of Social Data
- Written by Kim Zimmermann
- Published in Demand Generation
The new release of Lattice salesPRISM expands the cloud-based platform’s use of social information. Company officials noted that salesPRISM continually monitors social data allowing for a comprehensive understanding of trending activities such as posts, job listings or firmographic data. By combining it with other Big Data and proprietary data sources and applying predictive analytics, salesPRISM directs sales and marketing to the leads with the greatest propensity to buy.
“Social sentiment is of limited value to sales, or even worse, misleading on its own,” said Shashi Upadhyay, CEO of Lattice Engines. “The days of sales reps wading through volumes of social information and coming away with just sentiment are over. Knowing a prospect’s social activity over time and how it relates to other occurrences is what delivers actionable leads.”
Some key features of the new release:
Sales and marketing-relevant social information. The Lattice Social Activity Index makes social information meaningful by collecting and reporting on changes in social activity over time, such as hiring activity or post activity. The Index not only includes social presence, but recency and frequency to determine which companies are most socially active over time.
Sales and marketing alignment using predictive analytics. The system aligns sales and marketing by providing a common view of a customer’s likelihood to buy and of which leads should be passed back to marketing for further nurturing using advanced, predictive analytics
.Greater lead accuracy through the combination of Big Data and social data. The combination internal and external Big Data, including social and proprietary data sources, provides more accurate and complete prospect profiles, including office locations, international presence and new hires.