Dun & Bradstreet Introduces Next Generation Account Based Marketing Platform


B2B marketers are increasingly being asked to try to to more with less in order that they are turning to account-based strategies to form the foremost of their resources,” said Michael Bird, President of Sales & Marketing Solutions at Dun & Bradstreet. “We have built upon our industry-leading data and insights and added all the items that demand generation and digital marketers got to automate and activate hyper-targeted, instantly responsive campaigns for engaging with target accounts, buying committees and key contacts.

The latest Dun & Bradstreet Data-Driven Marketing and Advertising Outlook reported that 60% of B2B marketers are currently using an account-based marketing (ABM) approach in their organization, compared to 37% one year earlier, but marketers are still facing obstacles. one among the key challenges with ABM today is identifying and interesting target accounts in an automatic and consistent way across the silos of salestech, martech and adtech during which marketers have invested. Organizations need a platform that’s open and versatile when it involves enabling activation of ABM programs using the channels and technologies already in situ .

  • Dun & Bradstreet uses market-leading technology to openly connect and integrate data from disparate systems and applies AI (AI) to quickly identify key insights and automate rapid execution of account-based campaigns. The platform combines the facility of several Dun & Bradstreet solutions into one , unified product experience and introduces the subsequent new capabilities:
  • Automated Account-based Advertising: reach the proper contact at the proper account supported fit, intent and financial risk employing a new native account-based display advertising engine (beta) also as integrations with ad networks, demand side platforms (DSPs) and social networks like LinkedIn and Facebook
  • Sales Campaign Activation: orchestrate outreach and empower contextual conversations by delivering account and buyer insights right within the apps and tools getting used by sales teams via a replacement integration with Outreach
  • Always-on Omni Channel Activation: automatically orchestrate engagement across channels together with your target accounts using AI, third party intent activity, website engagement, sales engagement and buyer stage
  • Account Engagement Analytics: measure results and outcomes from account-based programs and uncover which target accounts are engaging together with your website and campaigns
  • Web Personalization: personalize web experiences for your web visitors using AI and deep firmographic, technographic and intent insights
  • Intent Data: uncover demand supported activity from your target accounts on first and third party websites
  • Risk-based Account Selection: identify and choose target accounts supported financial attributes like ability to pay, credit risk and more

Clients and industry organizations are already recognizing the powerful benefits of working with Dun & Bradstreet on ABM efforts. Customers have seen a mean of 58% higher ad click through rates from their target accounts and have increased pipeline by an element of three (based on campaigns run at Dun & Bradstreet and at various customers between 2018-2019). the corporate was also recently named a Market Leader within the ABM Platforms category for the Spring 2020 Customer Success Report published by FeaturedCustomers.