Learn how Hootsuite was able to work with the most enterprise-ready accounts. Lattice surfaced accounts with high likelihood of conversion and acceleration in the pipeline. & Lattice presentation at the Marketing Nation Summit.

1. Building Alignment for Predictive
Marketing Success
David Singh
VP of Commercial Sales
and Success
Lattice Engines
@DavidASingh
Antonio Guzmán
Senior Manager,
Growth Strategy, Enterprise
Hootsuite
@hoot_antonio

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THE
LATTICE
SUITE
Lattice has Pioneered Predictive for Marketing and Sales with over 200
Organizations

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LATTICE
AND
YOU
CUSTOMER GROWTH
Apply to your Existing Customer
Channel to Identify Opportunities for
Expansion & Cross-Sell
LEAD PRIORITIZATION
Apply to your Inbound Channels to
prioritize hand-raisers and target
them with contextual follow-up
PROSPECT DISCOVERY
Apply to your Outbound Channels to
operationalize Account-Based
Marketing and Sales with tailored
outreach
The Lattice Suite Helps You Find Opportunities for Growth Across Your Channels

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THE
MYTHS
AROUND
PREDICTIV
E
This Is Not Predictive Marketing and Sales!

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THE
REALITY
“Prediction is Very Difficult, Especially if it’s about the Future.”
- Niels Bohr

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YOUR
NEEDS
ARE
UNIQUE
Your Business is Complex:
Different Channels, Lead Sources, Verticals, Geos, Segments, Product Lines, Deal Sizes,
etc.

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HOW WE
WORK
OPERATIONALIZE CAMPAIGNS
Lattice integrates seamlessly into your
Marketo and sales force automation
solutions to ensure insights turn into real-
time action.
EVERY AVAILABLE BUYING
SIGNAL
Lattice combines your internal data with
the largest source of external buying
signals to get a complete picture of your
customer DNA.
RIGOROUS MACHINE LEARNING
Using advanced modeling techniques,
Lattice uncovers the key predictive
attributes that lead your prospects and
customers to convert and buy.
Lattice Operationalizes Predictive Across Your Revenue Funnel to
Drive Significant Impact

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SUCCESS
WITH
LATTICE
When You Do It Right, the Results are Fantastic!

9. Hootsuite
Antonio Guzmán
Senior Manager,
Growth Strategy, Enterprise
@hootsuite
Join the conversation using #MKTGNation

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10M+users and growing
175+countries with
Hootsuite users
800+of the Fortune 1000
use Hootsuite

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REASON #1
Identify high-value
prospects in our
existing database

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REASON #2
Accelerate our sales
funnel

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Our Journey to
Predictive Success
Alignment Launch
Adoption
Success
Innovation

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Alignment

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Involve your
sales team!

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Validate with
existing data (where
possible)
Customer
Attributes
In which ways are
our top 20% of
customers alike?
Enterprise Triggers
Which conditions
result in the largest
deals?
Target Segments
Which personas and
use cases should we
focus on?

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Comply with
internal regulations

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Launch

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Consider a
pilot project

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Use your models
together

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Adoption

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Start slow
97%

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Adjust lead flow

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Incorporate
predictive data in
your ABM programs

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Success

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And it is!
10X 30% 4X
Attributed pipeline
between 2nd and 3rd
quarters
Increase in pipeline
velocity for predictive
account leads
Influenced
ROI in first
year

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Innovation

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Regional models

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Upgrades and
cross-sales

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Preventing churn

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Summary

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Alignment
● Identify your goals
● Involve your sales team
● Validate with existing data
● Comply with internal regulations
Launch
Adoption
Success
Innovation
Your Journey to
Predictive Success

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Your Journey to
Predictive Success
Alignment Launch
● Get buy-in with a pilot project
● Use your models together
Adoption
Success
Innovation

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Your Journey to
Predictive Success
Alignment Launch
Adoption
● Start slow
● Adjust lead flow
● Incorporate predictive data
in other programs
Success
Innovation

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Your Journey to
Predictive Success
Alignment Launch
Adoption
Success
● Measure your success!
● Are you meeting your goals?
● Refine and optimize
Innovation

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Your Journey to
Predictive Success
Alignment Launch
Adoption
Success
Innovation
● New products
● New regions
● New programs
● Get creative!

39. Thank You!
Senior Manager, Growth Strategy, Enterprise
@hoot_antonio
Antonio Guzmán