Partnership provides Lattice customers with insights to predict the buyer’s journey and improve Account Based Marketing

NEW YORK, NY–(Marketwired – Feb 23, 2015) – Madison Logic Data, the largest B2B data source of demographic and intent data for marketers and publishers, and Lattice Engines, the leader in predictive marketing and sales, today announced a new partnership. The partnership enriches Lattice’s suite of predictive applications with intent data, enabling B2B marketers to use buying signals to improve conversions and achieve revenue growth.

“Lead scoring is only as good as the data that fuels it, and is only effective if it can be acted upon at scale,” said Erik Matlick, CEO, Madison Logic Data. “Madison Logic Data has now aggregated the largest intent, demographic and firmographic dataset in the industry, and combining that with the Lattice Data Cloud, the industry’s largest source of buying signals, enables B2B marketers to make smarter decisions at the forefront of their marketing spend.”

According to SiriusDecisions, 67 percent of the buyer’s journey is now done digitally. Through this partnership, Lattice’s customers will have access to data to help them better identify purchase intent earlier in the buyer’s journey to ultimately boost sales.

“With the launch of our Madison Logic partnership, we are now the first to provide a complete picture for predictive marketers,” said Shashi Upadhyay, CEO, Lattice Engines. “In our applications, intent, activity and fit are combined to produce the best possible predictions of future purchase. As a result, our customers can now get a complete solution, instead of buying separate niche applications that specialize in fit or intent scores.”

Added Kerry Cunningham of SiriusDecisions: “Access to holistic intent data may indicate early buying signals before the buyer even knows they are in the market to purchase, which is certainly a tremendous asset for marketers and sales professionals. As we see account-based marketing gaining traction, the ability to aggregate intent information at a domain level is increasingly valuable.”