Lattice Engines Introduces Predictive Lead Scoring App
- Written by Kim Zimmermann
- Published in Marketing Analytics
Lattice Engines has introduced Lattice Predictive Lead Scoring, which uses predictive analytics to identify and prioritize sales-ready leads. The application is designed to help marketers become familiar with common buying signals, according to company officials.
“Lead scoring is the next frontier for predictive analytics in marketing,” said Shashi Upadhyay, CEO of Lattice Engines. “Now companies can benefit from applying science to the universe of prospect and customer knowledge available today to predict and close their best leads.”
The Lattice Predictive Lead Scoring application provides users with access to a large quantity of data, including buying signals in marketing automation and CRM systems, as well as web, social and proprietary buying signals in the Lattice Data Cloud. The result is the Lattice Predictive Lead Score, which represents probabilities for a lead to convert.
Today, 44% of companies are doing lead scoring, according to a new Decision Tree Labs Report. However, the survey respondents gave their current lead scoring programs poor marks for effectiveness, with an average grade of five out of 10. The top two reasons given for the low scores were a lack of confidence in the accuracy of data and not having enough insight into what constitutes actual buying behavior.