Dun & Bradstreet has announced that it has launched the Lattice Campaigns App for LinkedIn. The new app uniquely enables customers of D&B Lattice to improve campaign performance by creating and activating always-on AI-based audiences for LinkedIn Ads. This announcement comes only 90 days after the commercial data and analytics provider acquired Lattice Engines, the world’s first B2B Customer Data Platform (CDP).
“When Dun & Bradstreet acquired Lattice Engines, we were building on an existing partnership of the world’s most comprehensive B2B data and the world’s leading B2B Customer Data Platform,” said Michael Bird, President of Sales & Marketing Solutions at Dun & Bradstreet. “This is the first in a series of innovations we’re quickly bringing to market to power more effective and efficient digital marketing, demand generation and sales acceleration programs for our customers through the intelligent use of data.”
Social media is a growing source of purchase influence and B2B marketers are investing heavily in that channel. DemandGen Report found in a recent study that 54% of B2B buyers turn to social media when shopping for vendors and solutions. In the same study, 52% of buyers said that LinkedIn was most influential in their decision process. This is why CMOs are spending close to 23% of their marketing budgets on paid media, according to Gartner.
“There’s a data challenge when it comes to executing on successful 1:1 omnichannel programs,” said Kerry Cunningham, Senior Research Director at SiriusDecisions. “By creating a 360-degree view of your buyers using first and third-party account and contact insights, you empower marketing to drive better targeting strategies for your paid social programs on key channels like LinkedIn. Marketers can reduce the waste in their spend and increase the effectiveness of these programs to drive awareness and engagement with buying groups at your target accounts.”
D&B Lattice CDP customers can use the new app to power hyper-targeted LinkedIn ads as part of an omnichannel engagement strategy in a way that hasn’t been possible for B2B companies to date. They can combine all their first and third-party customer data, uncover account and contact insights (e.g. deanonymized business information from website visits) and use AI to segment their buyers and deliver hyper-targeted engagement in an automated fashion across display, web, email, CRM and now social channels.
