Overview of Lattice’s Success

Growth from Zero to Leader

Lattice achieved phenomenal growth, positioning itself as the only people-management software needed for companies with a headcount of 30-500. After its incubation in Y Combinator in Winter 2016, Lattice went from zero to over 225 companies using its platform in less than a year. This remarkable journey underscores the effectiveness of their marketing and growth strategies.

Key Strategies Implemented

Lattice employed several key strategies that contributed to its rapid ascent:

1. Targeted Positioning: By clearly defining its target market—companies with a headcount of 30-500—Lattice was able to tailor its messaging and value proposition effectively. This precise positioning enabled them to resonate deeply with their audience.

2. Inbound Lead Generation: Remarkably, 75% of Lattice’s prospects came from inbound leads by 2018. This success was largely driven by word-of-mouth, highlighting the power of satisfied customers and strong community engagement (Top of the Lyne).

3. Outdoor Advertising Campaigns: Strategic outdoor campaigns in key cities like San Francisco and New York City helped to attract larger clients and investors. These campaigns were crucial in building brand visibility and credibility in major markets (Top of the Lyne).

4. Hosting Conferences and Events: Engaging with the community through top-notch conferences and events enabled Lattice to foster relationships with potential clients and industry leaders. This approach not only generated leads but also established Lattice as a thought leader in the people-management space.

5. Significant Funding Rounds: Lattice raised a total of $328.5M in funding, including a $175 million Series F round in 2021. This influx of capital fueled their expansion efforts and contributed to an impressive 109% year-on-year growth in customer numbers.

For more insights into how other companies have run successful campaigns, explore successful marketing campaigns that Airtable ran and successful marketing campaigns that Canva ran.

Year	Number of Companies Using Lattice
2016	0
2017	225
2018	600+
2021	1,500+

Understanding these strategies can provide valuable insights for your own marketing endeavors, whether you’re exploring successful marketing campaigns that Figma ran or successful marketing campaigns that Notion ran.

Content Marketing Excellence

The Lattice Library

The Lattice Library, a cornerstone of Lattice’s content marketing strategy, serves as a rich resource hub. This blog shares practical advice and actionable tips tailored to enhancing the HR community. The initiative behind the Lattice Library has led to a notable increase in organic website visits and backlinks, indicating a high level of audience engagement.

The tagline “Resources for Humans” encapsulates Lattice’s commitment to providing HR teams with essential people management tools. This comprehensive library includes blogs, webinars, and other resources, which have significantly contributed to Lattice’s content marketing success.

Educational and SEO Blogs

Lattice’s marketing team operates like a media company, producing educational content and value-driven SEO blogs. This approach not only enhances the company’s online presence but also attracts potential customers through organic search. One of their biggest enterprise customers discovered Lattice through a Google search, thanks to these well-crafted blogs.

According to Semrush data as of May 2021, Lattice’s content marketing strategy has generated over 278 thousand backlinks and more than 130 thousand organic website visits. This impressive performance underscores the effectiveness of their SEO-focused content.

Metric	Value
Backlinks	278,000+
Organic Website Visits	130,000+

Community Engagement

Community engagement is a vital element of Lattice’s content marketing excellence. By fostering a sense of community, Lattice ensures continuous interaction with its audience. This engagement is facilitated through various channels, including social media, webinars, and interactive content.

The focus on community engagement has positioned Lattice as the go-to people-management software for companies with 30-500 employees. In less than a year after its incubation in Y Combinator in Winter 2016, Lattice went from zero to over 225 companies using its software.

By leveraging these content marketing strategies, you can gain insights into how to effectively engage your audience and boost your digital presence. Explore more about successful marketing campaigns that canva ran and successful marketing campaigns that figma ran for additional inspiration.

Inbound Lead Generation

Inbound lead generation has been a cornerstone of Lattice’s successful marketing campaigns. By focusing on organic traffic growth, leveraging word-of-mouth, and achieving SEO success through backlinks, Lattice has managed to drive a significant portion of its leads.

Organic Traffic Growth

Lattice’s content marketing strategy is a prime example of how to generate organic traffic effectively. By creating valuable, educational content and focusing on SEO, Lattice has been able to attract over 130 thousand organic website visits. The Lattice Library, a blog serving as a resource hub, shares practical advice and actionable tips, which have significantly boosted their organic traffic (Pepper Content).

Metric	Value
Organic Website Visits	130,000+
Backlinks	278,000+

Word-of-Mouth Impact

Word-of-mouth has been another critical driver for Lattice. By 2018, 75% of Lattice’s prospects came from inbound leads, primarily driven by word-of-mouth recommendations. This organic growth was achieved through the company’s commitment to delivering high-quality content and fostering community engagement. The trust and credibility built through these efforts have played a significant role in attracting new customers.

Backlinks and SEO Success

Lattice has also excelled in achieving SEO success through backlinks. The company’s content marketing strategy has resulted in over 278 thousand backlinks, as per Semrush data from May 2021. These backlinks are a testament to the authority and relevance of Lattice’s content, which has been recognized and cited by various reputable sources.

To further understand the importance of backlinks and how they contribute to SEO success, you can explore how other companies like successful marketing campaigns that ahrefs ran have utilized similar strategies.

By focusing on these key areas, Lattice has successfully implemented inbound lead generation strategies that have significantly contributed to its growth. For more insights into successful marketing campaigns, you might find it beneficial to review strategies from other companies like successful marketing campaigns that miro ran or successful marketing campaigns that figma ran.

Event Marketing Strategies

Virtual Events Success

You can learn a lot from Lattice’s transition to virtual events during the pandemic. Under the leadership of Elena Mendis, Digital Events Manager at Lattice, they effectively pivoted to a digital events program that had a significant positive impact on their community. Virtual events allowed Lattice to maintain and even enhance their engagement with their audience, ensuring that their mission of making work meaningful continued unabated.

The success of these virtual events can be attributed to several key factors:

• High-Quality Content: Delivering valuable and relevant content tailored to the needs and interests of their audience.
• Interactive Sessions: Incorporating Q&A sessions, polls, and live chats to keep attendees engaged and involved.
• Expert Speakers: Featuring industry leaders and experts who can provide deep insights and actionable advice.

Community-Centric Approach

Lattice’s event marketing strategy is deeply rooted in a community-centric approach. Their mission is not just to host events but to create meaningful experiences that resonate with their community. This approach involves understanding the unique needs and preferences of their audience and crafting events that address these aspects.

Key elements of their community-centric approach include:

• Personalization: Customizing event content and experiences to cater to different segments of their audience.
• Inclusivity: Ensuring that events are accessible and welcoming to all community members.
• Continuous Engagement: Maintaining a dialogue with the community before, during, and after the event to foster a sense of belonging and ongoing engagement.

Feedback and Engagement

Feedback is crucial for the continuous improvement of any event marketing strategy. Lattice places a strong emphasis on gathering and acting on community feedback to enhance the attendee experience. They use various methods to collect feedback, including surveys, direct interactions, and social media monitoring.

Here’s how you can implement a similar feedback and engagement strategy:

• Pre-Event Surveys: Ask potential attendees what topics they are interested in and what expectations they have from the event.
• Post-Event Surveys: Collect feedback immediately after the event to gauge satisfaction and identify areas for improvement.
• Real-Time Engagement: Use live polls and Q&A sessions during the event to engage attendees and gather instant feedback.

By leveraging these event marketing strategies—virtual events success, a community-centric approach, and effective feedback and engagement—you can elevate your event marketing efforts and achieve meaningful connections with your audience.

For more insights into successful marketing strategies, explore our articles on successful marketing campaigns that Airtable ran and successful marketing campaigns that Miro ran.

Advertising and Outreach

In building a successful marketing strategy, Lattice has leveraged a variety of advertising and outreach methods to enhance brand visibility and attract larger clients. Let’s explore three key elements of their approach: outdoor campaigns, conferences and events, and strategies for attracting larger clients.

Outdoor Campaigns

Lattice has effectively utilized outdoor advertising campaigns in bustling metropolitan areas such as San Francisco and New York City. These campaigns have played a significant role in enhancing brand recognition and attracting high-profile clients and investors.

Outdoor advertising, including billboards and transit ads, offers a unique opportunity to capture the attention of a broad audience. This strategy is particularly effective in high-traffic areas where potential clients are likely to see the ads multiple times, reinforcing brand recall.

City	Campaign Type	Impact
San Francisco	Billboards, Transit Ads	Increased Brand Visibility
New York City	Billboards, Transit Ads	Attracted Larger Clients

These outdoor campaigns help to create a lasting impression and drive awareness among target audiences, contributing to the overall success of Lattice’s marketing efforts.

Conferences and Events

Hosting and participating in conferences and events is another crucial component of Lattice’s marketing strategy. These events provide a platform for Lattice to showcase their expertise, engage with potential clients, and foster community relationships.

Lattice’s events are designed to align with their mission of making work meaningful. By creating a positive impact on their community, these events help to build a loyal customer base and generate valuable word-of-mouth referrals.

Additionally, Lattice emphasizes the importance of community feedback on their events. This feedback is used to enhance the attendee experience and ensure that each event meets the needs and expectations of their audience.

Event Type	Audience Engagement	Outcome
Conferences	Networking, Workshops	Enhanced Brand Loyalty
Community Events	Panels, Q&A Sessions	Positive Community Impact

Attracting Larger Clients

To attract larger clients, Lattice has strategically expanded their advertising and outreach efforts. By focusing on high-profile outdoor campaigns and hosting impactful events, Lattice has successfully captured the attention of bigger companies with substantial ad spends (Top of the Lyne).

In 2018, 75% of Lattice’s prospects came from inbound leads, driven primarily by word-of-mouth referrals. As they began to pursue larger companies, they increased their investment in advertising and outreach to reach this new target audience.

Year	Inbound Leads (%)	Strategy Shift
2018	75	Focus on Larger Clients
2021	–	Increased Ad Spend

By leveraging a combination of targeted outdoor campaigns, engaging events, and strategic outreach, Lattice has successfully attracted larger clients and contributed to their overall growth strategy. For more insights on similar strategies, you might be interested in reading about successful marketing campaigns that Airtable ran or successful marketing campaigns that Miro ran.

Funding and Expansion

Series F Round Impact

Lattice’s Series F funding round in 2021, where they raised $175 million, played a pivotal role in their expansion and growth strategy (Top of the Lyne). This significant influx of capital allowed Lattice to invest heavily in their marketing efforts, product development, and overall business operations. The Series F round contributed to a substantial increase in brand visibility and market presence.

Funding Round	Amount Raised
Series F	$175 million
Total Funding	$328.5 million

Year-on-Year Customer Growth

Lattice experienced remarkable year-on-year customer growth, with a reported 109% increase in customer numbers last year. This growth was largely fueled by their effective inbound lead generation strategies, which accounted for 75% of their prospects by 2018. Their focus on word-of-mouth marketing and organic traffic growth significantly contributed to this impressive expansion.

Year	Customer Growth (%)
Last Year	109

Investment in Marketing

The funds raised in the Series F round were strategically allocated to various marketing initiatives, including outdoor advertising campaigns and hosting top-notch conferences and events. These efforts were aimed at attracting larger clients and investors, thereby increasing their market share and solidifying their position as a leader in the industry.

Lattice’s marketing investments also extended to digital channels, where they leveraged advanced SEO practices and content marketing to drive organic traffic. By focusing on high-quality, educational content, they managed to engage their target audience effectively and generate inbound leads.

For more insights on how other companies have successfully leveraged marketing campaigns, you can explore our articles on successful marketing campaigns that Airtable ran and successful marketing campaigns that Miro ran.

By understanding the strategic allocation of Lattice’s funding and the impact of their marketing investments, you can gain valuable insights into how to apply these tactics to your own marketing initiatives and drive growth for your company.