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The New

Art

of the Marketer

Delivering Growth by Leveraging the Untapped Connection

Between Relationships & Data

Rishi Dave | Chief Marketing Officer

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#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

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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.

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#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

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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

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#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.

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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

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#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

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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.

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#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.

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The New Art of the Marketer, Part 2: A Relationship Platform

•  We are working with a top global analyst firm on a major

study of data management practices by Dun & Bradstreet

customers and non-customers. We finalized that study in the

coming weeks and are sharing this data for the first time here.

•  Better customer demographics help improve Segmentation

and target Campaigns. Dun & Bradstreet manage campaigns

more effectively by 46%. D& customers use customer data

better for segmentation and campaign execution purposes.

•  Better contact data improves the ability to manage customer

contacts & find leads. Dun & Bradstreet customers use

customer info better by 46%. D&B customers are better at

using customer data to improve customer contacts and

qualified leads.

•  Holistic customer info helps close deals, expand customer

penetration, and improve sales efficiency. Dun & Bradstreet

customers close sales better by 29%. Dun & Bradstreet

customers are more effective in using customer info to close

deals.

•  And most important, the study revealed that Dun &

Bradstreet customers SUCCEED. They generate 10% more

revenue and are significantly more efficient.

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