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How Informatica is Transforming B2B Marketing with Its Data Lake

David Singh
VP of Commercial Sales
Lattice Engines
Laura Wang
VP of Marketing Operations
Informatica

April 24th at 3:30pm

Location: Room 3014/3016

Some of the biggest challenges facing B2B marketers today revolve around data - things like optimizing attribution models, creating a truly account-based view of your addressable market, or handing only high-propensity leads to the sales team. Informatica tackled these problems by creating a data lake and optimized technology stack, which includes predictive insights and data enrichment from Lattice Engines. Informatica’s team now has increased visibility into the revenue impact its marketing programs are driving, and they can analyze the quality of leads that are coming in from various campaigns. Join this session to learn how to optimize your marketing and sales programs with big data and advanced analytics.