DUN & BRADSTREET

Sales & Marketing Solutions

OVERVIEW

Dun & Bradstreet was looking to target sales and marketing leaders for their Sales and Marketing Solutions product. They also wanted to gain insight into how their data segments compared to their competition. 

OBJECTIVES

This campaign set out to reach key sales and marketing decision-makers to convey the value of Dun & Bradstreet data solutions.

EXECUTION

We leveraged a “programmatic first” approach to drive as many conversions as possible within the audience group. 

RESULTS

This campaign successfully applied data from multiple channels into one uniform strategy capable of identifying opportunities which otherwise didn’t exist. 

OVERVIEW

For nearly two centuries, Dun & Bradstreet has provided proprietary and curated data and analytics solutions to companies to help drive informed decisions and improved outcomes. One line of business, Sales and Marketing Solutions, is targeted to sales and marketing leaders looking for data analytics solutions to help analyze customers and markets, effectively target audiences, nurture the right prospects and close deals faster.  The goal of the campaign was to engage with sales and marketing decision makers at each stage of the funnel, educate them about Dun & Bradstreet’s solutions’ set and ultimately drive as many conversions as possible (form fills, calls and website chats). 

OBJECTIVES

Dun & Bradstreet had two objectives for this campaign; to engage key decision-makers and to gain insight to improve their sales approach and offerings. 

In the FY20 campaign, Dun & Bradstreet set out to reach sales and marketing leaders to convey why they can provide the right data solution for them. In addition, Dun & Bradstreet wanted to gain insight into how their own data segments perform against competitor data. Dun & Bradstreet wanted to use learnings from this initiative to make their sales approach and offerings even stronger. 

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Higher Conversion Rate than Benchmarked

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Lower Cost Per Conversion than Goal

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EXECUTION

The goal of the campaign was to engage with sales and marketing decision-makers at each stage of the funnel, educate them about Dun & Bradstreet’s POV and solutions’ set and ultimately drive as many conversions as possible (form fills, calls and website chats). As part of the campaign, we also garnered performance learnings from Dun & Bradstreet data segments. 

This campaign leveraged a “programmatic-first” strategy, understanding we needed to deliver on the following: 

  • Employ a vast array of targeting across the funnel (ABM, audience, install base, competitive conquesting and retargeting) 
  • Utilize variety of Dun & Bradstreet data segments 
  • Capture results and learnings in as close to real-time as possible, as well as optimize continuously based on that input 
  • Maintain flexibility to allow for pivoting within the campaign as needed based on client priorities 

Targeting was set up by utilizing Dun & Bradstreet’s data segments for ABM targeting within Lattice Atlas to connect to our in-house DSP. Lattice provided maximum flexibility to Dun & Bradstreet to change and refresh the ABM list as needed based on pivoting priorities. Within audience targeting, we set up tests between Dun & Bradstreet’s data segments within the Dun & Bradstreet Data Cloud against competitors. Other strategies included install base and competitive conquesting through HG Insights and Bombora, as well as lookalike targeting and site retargeting based on selected pages on Dun & Bradstreet’s website. 

Through Datorama, we created a custom bulk data file that pulled API feeds from all data sources within the programmatic campaign, which produced deep metric insights on a weekly basis that all parties were able to reference and leverage. This bulk data file also included non-programmatic elements from the broader Dun & Bradstreet campaign (such as Google ads, ad server data, content syndication and podcasts) mapped out in one comprehensive report that fed into Dun & Bradstreet’s database. 

As a global B2B data provider, our marketing team is in a unique position to leverage data and insights within our advertising programs. Our Sales &Marketing Solution Business Unit is a complex one – with a multitude of use cases, target audiences and campaigns to support.  Building out a flexible, data-driven programmatic program has been critical to executing our strategy this year. At any given time, we like to have a variety of data sources, tests and strategies running. It keeps us nimble and ready to support what the year brings, whether it be the next product launch, expansion to a new audience or double down where we’re seeing success. Our expanded data testing has helped us connect the dots between our data offerings and real-world performance. It’s been great to be able to give our product teams’ feedback on data testing and performance so they can continue to evolve our products and solutions.”

Kate Rogers, Senior Marketing Manager, Dun & Bradstreet

RESULTS

From the head-to-head data tests between Dun & Bradstreet and two key competitors, Dun & Bradstreet marketing teams learned where their data was successful and where it fell short against competitors. The brand presented these findings to other department heads and executives to further the impact of these learnings within the entire organization. 

By testing their own products as part of the campaign while overcoming common pain points such as account targeting and maximizing incremental budgets, the entire Dun & Bradstreet business was able to strengthened their competitive edge and improve their product for customers. 

RECOGNITION

The Drum B2B Awards
Finalist: Best Use of Data/Technologies

Campaign US Media Awards
Finalist: Most Strategic Media Sales Approach
Finalist: Best Data-Driven Media Plan

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