The New
Art
of the Marketer
Delivering Growth by Leveraging the Untapped Connection
Between Relationships & Data
Rishi Dave | Chief Marketing Officer
#NewDataDialogue
• Here’s what we are going to be covering today as we look to
explore a new dialogue on what data can do for marketers.
• I’m sure many of you would agree that there is an art to
marketing
• Our goal today is to define what that art is, to define the path
to marketing-driven growth
• How relationships drive growth
• How data empowers relationships
• How a platform helps to maximize your data and manage
relationships effectively
• Qualities of a culture that lets you become a truly
relationship-driven business
• Case studies of companies doing it well
• And ideally you will all come away feeling a little more artistic
in your craft
The New Art of the Marketer, Part 2: A Relationship Platform
• Any company that wants to put relationships first needs to
establish a foundation for managing relationships. At Dun &
Bradstreet, we call it a relationship platform.
#NewDataDialogue
The New Art of the Marketer, Part 2: A Relationship Platform
• Relationships aren’t a series of isolated interactions. They are
an interconnected web of engagement that evolves over time.
• A relationship platform creates a singular, integrated view of
the data and insights required to manage what is often a
complex web.
• You need the information and intelligence that can empower
you to do this. At Dun & Bradstreet, we se the D-U-N-S
Number to tie it all together and help our customers create a
single, integrated view of relationships. The D-U-N-S Number
is a unique global business identification system that identifies,
validates and links businesses worldwide – and through that
we help you collect, integrate, supplement and clean your data
to give you a complete picture of your most valuable
The New Art of the Marketer, Part 2: A Relationship Platform
• For nearly two centuries, Dun & Bradstreet has partnered with some of the most successful companies in the world.
• For many of our earliest employees, that meant exploring the burgeoning American west on horseback. Their goal was to help build valuable relationships between traders and shopkeepers and the banks that wanted to extend them credit.
• While the scope and scale of this responsibility is far greater today, the fundamental importance of relationships has not changed. • Dun & Bradstreet provides the information and intelligence that
can empower you to do this. By working with leading clients, including nearly 90% of the Fortune 500, we have developed deep expertise on how data and analytics help build the relationships that fuel growth and industry-leading performance.
• To let you activate this expertise, we:
o Create a singular, integrated view of relationships
o Build – or co-develop with partners – solutions tailored to your role, whether you are in marketing, sales, finance, supply, compliance or information technology
o Provide access to the world’s largest commercial database, with more than 240 million company records we derive from 30,000 data sources and update 5 million times per day; and combined with the most powerful contact databases via Dun & Bradstreet NetProspex
o Leverage our DUNSRight process to provide an unmatched ability to turn an enormous volume of data into the high-quality information you need to build your most valuable relationships
o Deliver this content in ways you want to consume it, integrating it into your systems and processes, owned data and data from third-party sources
#NewDataDialogue
The New Art of the Marketer, Part 2: A Relationship Platform
• This deep, global, high-quality foundational data fuels improved
analytics. Improved analytics give us insights we use to build on
our foundational data. And this all comes together to turn
insight into foresight, helping you understand the future of
your most vital relationships.
The New Art of the Marketer, Part 2: A Relationship Platform
• How you build and execute on your relationship platform is
where the New Art of the Marketer truly lies.
• You can improve execution by making sure you have the right
insights on your customers and prospects, to deliver the right
content and right experience at the right moment to them.
• You want to make sure data is integrated into your workflow
across your entire technology stack, from CRM to Marketing
Automation and other technologies, creating a single
#NewDataDialogue
The New Art of the Marketer, Part 2: A Relationship Platform
• “Who are my most valuable prospects?” It’s the first question
you and every other B2B marketer must be able to answer.
Your success depends on finding the points of light in the vast
universe of data you manage. That’s where a marketer’s
relationship platform with data really begins to transform your
data into actionable intelligence, so you can target with
precision and maximize ROI:
o Segmentation: Keep your best prospects from being
hidden in marketing data silos, inactive leads, and
fractured views of the customer
o Global reach: global business coverage to deliver your
full prospect universe, no matter how large or small,
near or far they may be
o Propensity and predictive analytics: prioritize your
prospects and aim your marketing investments at your
highest-value opportunities
o Companies and the people who run them: targeting
starts on the company level, but you have to quickly
take it deeper than that – to the decision-makers who
run those companies
The New Art of the Marketer, Part 2: A Relationship Platform
• How do you engage B2B prospects with varied needs and short attention spans? The key lies in making your content personal and relevant. You have to harness data to deliver a more customized experience and convert more leads into revenue.
• Would you market to a financial firm in New York the same as you would a technology start-up in California? You need to keep
visitors engaged with messaging that speaks directly to them. • Personalized web experiences: You improve conversion by enabling
dynamic personalization such as simplified web forms. Identify website visitors in real time and personalize their experience based on company attributes. Engage important visitors with content relevant to their industry segment, size, and location. Shorten forms on your website to increase conversion without sacrificing the depth of information you collect.
• Accurate lead nurture profiles: Once you capture leads, you want to warm them up for sales. Enrich your leads with valuable insight, so you can segment them accurately and deliver more relevant content. In our case, we help customers match inbound leads to a D-U-N-S Number® and add over 100 fields of information.
Segment them with precision to deliver content they actually care about. Append new contacts to broaden your reach and improve scoring accuracy to hand off warmer leads to sales.
• Seamless integration: Who has time or desire for manual data collection? Plug & play connectors for popular CRM and Marketing Automation systems can supply clean and accurate information piped directly into your team’s workflows.
#NewDataDialogue
The New Art of the Marketer, Part 2: A Relationship Platform
• It’s a familiar yet shocking fact79% of marketing leads never convert into sales. So how do you convert more qualified leads into
customers? It’s all about knowing who to call, when to call, and what to say. You need sales intelligence that arms your sales teams to close more leads and maximize new customer value:
• Professional Contact Data. When a need has been identified, it’s critical that sales teams can bypass gatekeepers and directly reach decision-makers. Successful conversion depends on knowing the right person to call. Quality professional contacts accelerate your pipeline and open new doors. You want to be able to search contacts by role and specific job title. Access contact details including direct phone and e-mail information. And get essential context on executives including biographical information and compensation history.
• Call Prep Sheets; News, Alerts and Social Media; and Other Insights: Does talking to sales fill your prospects with dread or delight? The answer depends on whether your sales team is equipped to ask the right questions and anticipate customer needs. Something as clear as call prep sheets give sales the essential context they need to follow up and close deals. You want to cut sales research time with a single source of data-driven insights. You want to make sure they have what they need on industry trends, company analysis, and conversation starters. And a big opportunity is to Identify
corporate family trees to uncover strategic needs and cross sell opportunities. You’ll have conversations that convert more leads into customers.