Most companies use multiple systems to capture event data of how their prospects and customers are interacting with their sales and marketing tactics. This leads to disparate, siloed data that must be brought into a single location to make it actionable.
D&B Lattice now supports import connectors that allows users to bring in all event data related to their sales and marketing outreach into the product. This lets users to leverage this data to create target lists via segmentation and view it holistically through the Account 360 dashboard.
What is an event?
Events are activities related to your prospects and customers. Capturing all of the activities that your contacts or accounts are taking is important to fully understand where they are in the buying journey. Event activities may be triggered internally (e.g. sales rep creates a new opportunity in CRM) or by your prospects (e.g. opens an email in your marketing campaign).
What are events based on?
Events can be based on contacts or accounts. Outreach tactics that are tracked to a use email or login such as email marketing and product usage is typically collected and captured at the contact level, but when contact-level information is not available, the event is based on the account (e.g. 3rd party intent, Opportunity stage).
What information is required in an event?
- Date and Time - tells when the event occurred
- Information to Match the event to an Account or Contact - helps match an event to an account (DUNS Numbers, company name, website, city, state, country) or contact (contact ID)
- Information of the Event - This varies and is different for each event
D&B Lattice currently offers native import connectors that automatically pull in event data from several sales and marketing systems. This enables you to have your event data automatically refreshed to ensure that your segmentation strategy is using the latest data available.
What are some examples of event data?
1st Party Intent (Website Visitor Data)
|Date||ID||Account ID||Stage||Product PSLT|
|8/29/2020||564433||0014100001MXx3S||Complete||AirLink Managed Network Svcs|
What event data is supported in D&B Lattice?
|Event||Event Type||Description||Use Case|
|Web Visits||Account based Event||Lattice allows you to detect the company of users visiting your website. Lattice also supports tracking total visits by specific pages on your website.||Users who are researching your products are likely to visit your product pages to lean more about your offering. This capability allows you to identify identify these accounts and run follow-up marketing campaigns.|
|Marketing Activities||Contact based Event||This includes your email marketing campaigns and others events captured by your marketing automation platforms (MAP).
Lattice supports tracking no of activities users by marketing activities.
|If you are looking to execute follow up campaigns reaching out to users who have filled out a form on your website, opened your marketing email etc., this capability allows you to identify these accounts and contacts and run follow-up marketing campaigns|
|Opportunity||Account based Event||This includes your email marketing campaigns and others events captured by your marketing automation platforms (MAP).
Lattice supports tracking opportunities by marketing activities.
|You may want to exclude accounts from marketing campaigns that have an active opportunity for a product or target accounts who have a failed opportunity because you now have a big product update. You can identify these accounts and run follow-up campaigns.|
|D&B Intent||Account based Event||D&B intent captures if your target accounts are showing interest / intent for your products or services||You may want to identify customers that are showing intent that may not have been picked up by events already captured by your own organization, this allows to identify these accounts and activate your SDR (Sales Development Reps) team to reach out to these accounts.|
If you have suggestions on other event data that you would like to incorporate, let us know.
Using Event Data to Create a Segment
Since a single account or contact can contain multiple events data, D&B Lattice groups events by time range and additional event specific information. This means that event data is available as an attribute on the account or contact.
Here are some example of how D&B Lattice creates aggregate attributes on events
|Event||Account Attributes||Contact Attributes|
|Web Visit||# of visits on a product page in the last 2 weeks||N/A|
|Marketing Activity||# of Accounts that opened an email in the past 2 weeks||# of Contacts that opened an email in the past 2 weeks|
|Opportunity||# of opportunities in Closed-Won stage||N/A|
Users have the option to configure which attributes are automatically created by the product. The time ranges and the # of attributes that can be created are limited.
- Each event type supports up to 10 unique events attributes. Please reach out to your CSM if more event attributes are needed.
- Each event type may have information that describes the event (e.g. Opportunity has Opportunity stage and Web Visits will have URL that represents the page visited by the user). By default, information used to create aggregate attributes are fixed and cannot be modified. You may have additional information captured with each event e.g. Product that allows you to group events by additional information on your event e.g. product. This is possible, but not available by default. Please reach out to your CSM who can help you take advantage of this additional data. You can read more about this here.