Kyle Bean for Fortune

Business-to-business marketing specialist Lattice Engines counts Dell, Staples and SunTrust Bank among almost 200 customers.

By Heather Clancy
June 10, 2015

The art of influencing “considered purchases”—aka business-to-business marketing—has inspired the creation of dozens of predictive marketing and sales applications over the past decade.

One high-profile company in this category, by virtue of its $1.5 billion valuation and management ties to Salesforce, is InsideSales.com. Another player building scale is Lattice Engines, which Wednesday disclosed a $28 million Series D financing round led by River Cities Capital and Piper Jaffray Merchant Banking.

The new infusion brings total backing to $75 million. “We almost potentially see this as our last round,” said Lattice CEO Shashi Upadhyay, the former Cornell University data scientist and McKinsey partner who helped found the company about. He won’t disclose revenue, saying only that annual sales are between $10 million and $100 million.

Lattice’s new round also included Blue Cloud Ventures, Sequoia Capital, and New Enterprise Associates. Sequoia partner Doug Leone was named to Lattice’s board.

The company’s software is used by sales teams at close to 200 companies to prioritize prospects or identify accounts that might be ready to buy more. The predictions are informed by several dozen data partnerships with companies such as Dun & Bradstreet, Lexis Nexis, Experian, Profound Networks, and Bombora. Lattice’s software has found a following among technology companies Amazon, Dell and Hewlett-Packard, with financial services firms including SunTrust Bank, and at media companies Thomson-Reuters and McGraw-Hill, Upadhyay said.

“Lattice helps customers dramatically improve one of the most important drivers of growth: sales efficiency,” Leone said in a statement.

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