data for insights & relationships

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Insights from data

Relationships from insights

GROWING RELATIONSHIPS THROUGH DATA

Dun & Bradstreet is joining other thought leaders, industry trail blazers and your peers at Oracle OpenWorld. Stop by our main booth 425 in Moscone South or our kiosk in the Oracle Big Data Showcase in Moscone South to learn about all the ways Dun & Bradstreet business information helps sales and marketing pros grow relationships through data and improve results.

See Dun & Bradstreet at Oracle OpenWorld 2015

Find us at

Moscone SouthBooth 425

or visit us at our kiosk

Moscone SouthOracle Big Data Showcase

#OOW15

We’ve got a great lineup of Dun & Bradstreet speakers this year, including Anudit Vikram, the Chief Product Officer of Audience Solutions, and Vimal Vel, our VP of Partner Solution Strategy. Our knowledgeable team will be all over the event to tell you everything you ever wanted to know about how Dun & Bradstreet data powers the Oracle Cloud.

See Dun & Bradstreet at Oracle OpenWorld 2015

Dun & Bradstreet | 1

Contents

3 Executive Summary: Growing Relationships through Data

TARGET BETTER 7 Deterministic Data for Businesses: The Challenges for Today’s B2B

Marketer

10 Audience Targeting: The Art & Science of Data-Inspired Marketing — New Ways to Think about B2B Targeting and Data Management

NURTURE BETTER 14 Leveraging Data at Scale for Prospecting in Marketing Automation

15 Customer Story: Entrust Datacard Increases Lead Effectiveness with D&B Direct for Eloqua from Dun & Bradstreet and Oracle

CLOSE BETTER 19 Oracle Data as a Service for Sales: Drive Sales Intelligence and

Opportunities with New and Enriched Data on Companies and Business Decision Maker

21 The Power of Integrated Data

BEST PRACTICES 26 Driving Growth with Customer Data Management: An Exclusive

New Study Proves the Value of Smart Data Strategy for Marketers

35 Case Study: Dun & Bradstreet Uses Oracle Eloqua for Marketing Automation Excellence — Power Users Share Modern Data-Driven Marketing Strategies

2 | Dun & Bradstreet

Dun & Bradstreet data puts the right information in the hands of sales and marketing teams, so they can succeed in building strong, vibrant relationships with their customers. Relationships are the lifeblood of business. In a modern digital economy, accurate data gives end users the ability to create relationships with depth and scale never before possible. With the world’s largest commercial database, Dun & Bradstreet is a leader in delivering business insight, in real time, to modern, best-in-class platforms like Oracle Data Cloud, Oracle Marketing Cloud, and Oracle Sales Cloud.

Why is this valuable? Buyers now control the buying cycle. Sales information is readily available to anyone and everyone. Marketers and salespeople no longer control access to product information. Prospective buyers research products and solutions online and tap into their social networks for guidance long before they engage with a sales person.

Buyers build business cases and select a short list of vendor candidates — all before their first contact with a marketer or salesperson. Marketers and salespeople must build the relationship by providing additional, relevant information during that first conversation and responding in a way that increases buying motivation and retains interest. With key insights about a prospective buyer from Dun & Bradstreet, marketers and salespeople understand what motivates buyers in each industry, know the challenges unique to their business and have line of sight to their business footprint.

Growth. Companies use Dun & Bradstreet data within the Oracle Cloud to find new customers and to identify cross-sell opportunities within existing customer accounts.

Relationships. Dun & Bradstreet tracks over 240 million companies globally as well as over 4 million corporate family trees. Knowing how companies are related provides tremendous cross-sell and up-sell opportunities.

Growing Relationships through Data

Executive Summary


Quality, Quantity and Coverage

Dun & Bradstreet was founded to help companies foster growth and build relationships, with data and analytics at the core. Dun & Bradstreet data unleashes these

WITH DUN & BRADSTREET POWERING THE ORACLE CLOUD, USERS CAN:

unique capabilities natively within the Oracle Cloud, empowering users to find new customers and to identify cross-sell opportunities within existing customer accounts.

• Create a single, integrated view of relationships tied together by the D-U-N-S Number, Dun & Bradstreet’s unique global business identification system that identifies, validates and links businesses worldwide.

• Access the world’s largest commercial database, with more than 240 million company records Dun & Bradstreet derives from 30,000 data sources and updates 5 million times per day. Dun & Bradstreet’s global coverage is more than twice as large as its nearest competitor.

• Track more than 4 million corporate family trees, providing a unique picture of company linkage for powerful cross-sell and upsell opportunities.

• Receive data-enriched profiles tailored to specific needs across sales and marketing.

• Leverage the DUNSRight patented process for gathering and curating global data, which ensures unmatched data quality. DUNSRight turns an enormous volume of data into the high-quality information Oracle customers need to build their most valuable relationships.

• Amplify the power of Dun & Bradstreet’s data by delivering it within the DaaS workflows of the Oracle Data Cloud, Oracle Marketing Cloud, and Oracle Sales Cloud.

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Dun & Bradstreet customers manage campaigns 46% more effectively than non-customers

Dun & Bradstreet customers use customer information 46% more effectively

On average, Dun & Bradstreet customers close sales better by 29%


A new study by a top global analyst firm examined data management practices by Dun & Bradstreet customers and non-customers. It reveals strong ROI for Dun & Bradstreet users:

• Dun & Bradstreet users manage campaigns more effectively by 46%. They use customer data better for segmentation and campaign execution purposes.

• Dun & Bradstreet users harness customer information better by 46%. They are more effective at using customer data to improve customer contacts and qualified leads.

• Dun & Bradstreet users close sales better by 29%. They are more successful in using customer info to close deals.

Sales and marketing teams are heavy users of business information. Their day-to-day jobs require business data to:

• capture quality leads and qualify those leads

• build campaigns or conversations targeted to the right prospects

• develop deeper relationships with customers.

Business information also provides the raw data to:

• construct effective marketing and sales systems

• improve territory alignment• segment customers• lead score• route leads• ensure compliance.

Better performance on the most important metric of all:

in revenue performance for Dun & Bradstreet customers over non-customers

+10%


ORACLE DATA CLOUD

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Deterministic Data for BusinessesThe Challenges for Today’s B2B Marketer

B2B MARKETING SPEND ON THE RISE

When it comes to digital display ad sales, B2C marketing is (and has always been) the predominate ‘big spender.’ But B2B spending is closing that gap with significant YOY growth. In fact, it’s grown by over 25% and is expected to be 15% of the total US digital ad spend this year.

The reason for this surge — in part — is B2B’s discovery of Programmatic Marketing, which consumer marketers are already really good at. Programmatic is driven by data, and in the B2C world customer data is not only pretty straightforward, there’s lots of it.

PROBABILISTIC VS. DETERMINISTIC

Many marketers face this challenge with a ‘probabilistic’ approach to data generation. They use proxy models to define targetable prospects that they then feed into their marketing engines. Unfortunately, probabilistic can be problematic if proxies are based on incorrect assumptions. Conversely, there’s ‘deterministic’ data — data gathered from verified sources and vetted for quality. It’s not derived using models and assumptions. It’s real business data sourced from real business people, collected, aggregated, edited and verified daily, resulting in better data that’s suited to the specialized needs of B2B.

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INTRODUCING AUDIENCE SOLUTIONS

That’s where Dun & Bradstreet comes in. We’ve gathered — and continue to gather — deterministic business data on over 240 million organizations worldwide. Leveraging approximately 700 attributes, our new Audience Solutions group maintains a deep understanding of every role and business behavior within a company. This helps marketers identify trends and patterns in data, discover insights that can lead to game-changing decisions, create better, more relevant campaigns, and deliver precision targeted offers that achieve business goals.

OUR APPROACH

Rigorous collection and quality assurance processes result in a set of 100% deterministic business data, all owned by Dun & Bradstreet. Our Audience Solutions team employs market-leading matching methods and partners to bring this data online in a secure and anonymous fashion that maintains the highest standards in PII protection and user privacy. Our agnostic approach to syndication and distribution makes data available to customers where, when, and how they want it, in the platforms they rely on to execute their digital marketing strategies.

The Dun & Bradstreet Solution

WHICH DATA SEGMENT IS RIGHT FOR YOU?

Our data is packaged and available in the following ways:

• Standard: Create awareness and advocacy among a vast business audience with broad firmographics (including company size & sales, major industry classifications, job role/function).

• Premium: Reach and engage a more discreet professional audience via predictive indicators such as spend propensity, marketability or company growth, as well as more specific job roles and functions.

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• Company information, including number of employees, annual revenue, and maturity

• Business data tied to a D-U-N-S® Number

• Functional data for contacts, including area of responsibility, domain expertise, and seniority

• Decision-maker contacts in IT, financial, and business roles and hundreds of other attributes

Data anchored on and built for B2B

REACH YOUR B2B AUDIENCE BY LEVERAGING:

5 quality drivers ensure accuracy

Corporate Linkage enables our customers to view their total risk or opportunity across related businesses.

D-U-N-S® Numbers are applied to unlock a wealth of value-add data, including physical and mailing addresses, ‘doing business as’ names, principal names, industry classifications and more.

Data is integrated through our Entity Matching process to produce a single, comprehensive and accurate picture of each business and its global corporate structure.

Predictive Indicators use statistical analysis to rate a business’s past performance and to indicate how likely the business is to perform the same way in the future.

INPUTGlobal Data Collection brings together data from 30K+ sources worldwide

DUN & BRADSTREET GLOBAL DATABASE

OUTPUTThe most accurate and highest quality B2B data

5.4.3.2.

1.

All collected and enhanced data is subject to the rigorous and proprietary DUNSRight® quality assurance process, which includes over 2,000 automated checks in addition to many manual ones.


Audience Targeting: The Art & Science of Data-Inspired MarketingNew Ways to Think About B2B Targeting and Data Management

For today’s digital marketers the world is rapidly changing. Gone are the days of running ads and hoping to reach the right people. Digital channels are now highly measurable. With more precise targeting, marketers have new ways to control campaign outcomes and steer towards achieving their goals.

Today’s customer has full control of the buying process. No longer dependent and bound only to information pushed to them — customers and prospects learn and research the products and services they want to buy in the manner they desire.

This shift in empowerment to the customer creates a big challenge for businesses and an opportunity for those that can leverage new data strategies. Customers now compare consumer experiences to business experiences and the expectation is that all the companies they interact with understand their unique needs from the start and respond appropriately.

Unlike B2C, the B2B decision journey is typically longer and more complex, requiring many layers within an organization to participate in a decision making process. To best communicate with these important stakeholders, businesses must have a way to understand critical roles and business behaviors within a company and individual and target them effectively. It requires access to data and insight that enables the right conversation with the right decision maker at the right time.

Many marketers solve the challenge with a ‘probabilistic’ approach to data generation. Proxy models have been created to define targetable prospects. It all works well as long as the right assumptions are made. On the other hand, deterministic data is gathered from verified sources and vetted for quality. It’s not derived using models or assumptions because it is actual business data sourced from real business people, collected, aggregated, edited and verified daily, resulting in more accurate information that’s better suited to the unique needs of B2B.

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Today’s leading digital marketers see the value in this rich data source as a faster way to identify trends and patterns in data and discover insights that quickly lead to game-changing decisions. They’ve seen this as the way to create more relevant audiences and campaigns, deliver precise targeted offers that help them achieve their business goals more competitively.

Here are four steps to managing this new robust data that combine the art and science of data management. We call it the A’s of data management:

1. ACQUIRE THE DATA.

Understand and curate the data sets that are valuable to your business. Data is available in various types and formats — 1st party or 3rd party, online, offline, structured or unstructured. Data comes from different channels — display, search, social, email, direct mail, CRM and so on. Whatever the source or type of data, the management process begins with ingesting the raw assets and storing them in a way where it can be manipulated. At this point, the volume is huge, but the value is minimal.

2. AGGREGATE THE DATA.

Once acquired, the next step is to pool the data into logical chunks. The process of aggregation makes the data more manageable and gives it more context related to the way you plan to use it. For example, a Real-time Bid (RTB) bid stream now becomes a count of impressions, clicks and conversions in a given platform on a given day. Aggregation also prepares the data for the next step; analysis.

3. ANALYZE THE DATA.

Real value can only be seen after you analyze the aggregated data. In this stage, you’ll begin to see what’s working and what’s not. You can create unique combinations of attributes and generate segments that have a meaning for your specific objectives. You can query the aggregated data and create reports to address specific business questions.


Demographic Data

Quality Assurance

FirmographicData

Social Graph

IdentityResolution

Segment Creation

HarmonizationOnboarding

Syndication

Activation

4. ACTIVATE THE DATA.

Philosophically, creating a customer-centric targeting approach begins with complete, integrated, high quality data and insights. The degree to which a business can become truly customer-centric is directly correlated to their commitment and approach to leveraging data and insights.

Isolating data within the systems that facilitate acquisition, aggregation and analysis brings no business value until you begin to use it. You can do this by syndicating segments to downstream systems for targeting, and helping drive optimization in campaign management systems.

Passing data through this four-step process can help your business realize the true value of data by converting it into the type of actionable knowledge critical to succeeding in a competitive environment.

The Best Practice: Take the lead on the data initiative and nurture a market-minded, intellectually curious organization that isn’t afraid to leverage data and analytics for stand-out insights.

At Dun & Bradstreet, data is in our DNA. Making sense of the world’s data — turning it into insight — is core to our business and proud history. Through our partnership with Oracle, Dun & Bradstreet has defined more than 260 B2B audience segments you can use to benefit from a deterministic approach to audience data, when, where and how you need it.

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ORACLE MARKETING CLOUD

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Leveraging Data at Scale for Prospecting in Marketing Automation

DATA ACTIVATION TO THE ORACLE MARKETING CLOUD

As a marketer, you need to attract the right prospects, convert them into leads, and quickly turn leads into customers. But what do you do when invalid prospect data, poor conversion, and low-quality leads are slowing down your revenue engine? Oracle Data as a Service (DaaS) for Marketing provides Eloqua users with a source of clean and complete business data, resulting in better segmentation, higher conversion, and ultimately faster growth for your business.

ONE DATA SOURCE FOR B2B PROSPECTING, LEAD QUALIFICATION, AND PROFILE ENRICHMENT

Partnering with Dun & Bradstreet, Oracle gives marketing and sales access to the largest business database in the world to find, grow, and connect with new customers. Oracle DaaS provides qualified and enriched business data to Oracle Marketing Cloud Eloqua users to drive competitive prospecting and profile enrichment, powered by trusted and transparent data sources.

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Drive Efficiency with Data Driven Qualification and Prospecting – generate new B2B targeting lists with data on more than 240 million companies through trusted partner, Dun & Bradstreet, and prospect new qualified contacts through Eloqua campaigns.

PROSPECT

Target the Right Companies and Connect with Decision Makers by Enriching Your Marketing Databases – add critical data fields including competitive and social information for deeper qualification and more ways to engage key decision makers.

TARGET

Keep Your Data Up To Date – correct missing and inaccurate data, mergeduplicates, and leverage both company and contact matching. With just contact and company name you can match and enrich leads across 100mm records worldwide ensuring data accuracy and higher return on your marketing outreach.

CLEANSE

Unify Cross-Channel Prospecting Efforts – provide consistent and impactful messaging to your prospects anywhere across email marketing and digital media. With better insight into your prospects and customers you will deliver more personalized content and higher qualified leads.

UNIFY

KEY FEATURES & CAPABILITIES


CUSTOMER STORY

Entrust Datacard Increases Lead Effectiveness with D&B Direct for Eloqua from Dun & Bradstreet and Oracle

The Challenge

TARGETING, PROSPECTING AND INCREASING LEAD EFFECTIVENESS

Understanding the value of data and insight when it comes to identity and verification, Entrust Datacard was looking for a way to assess cross sell and upsell opportunities with common customers after their merger. With a focus on business growth, Entrust Datacard also wanted to improve their targeting, prospecting and segmentation to ultimately move the highest quality leads to their sales teams in an automated way.

They also wanted to improve their marketing campaigns and automate their lead generation processes to maximize their lead effectiveness

from the import of leads through segmentation and close. To ensure they could effectively message key customer audiences with marketing, they needed to better understand their target markets and the leads they had.

With their existing audience targeting efforts, they found that their Director-level decision maker was too broad a category to effectively give the same message. As a result, they were working to better identify leads received on business cards by appending Dun & Bradstreet basic firmographic data on the company such as number of employees, etc. in order to deliver more concise and targeted messaging to these “hot” prospects.

For many businesses, ensuring they’re dealing with trusted identities and that their online transactions are secure is a major concern and pain point. In January 2014, Datacard Group and Entrust joined forces to become one global, industry leader focused on a joint mission to deliver powerful technology advancements and new innovations in identity-based security solutions across digital, physical, mobile and cloud domains that protect physical and digital identities.

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The Solution

CONNECT THEIR MARKETING AUTOMATION TOOL TO THEIR CRM TO FACILITATE ACTION BY SALES

Entrust Datacard was looking for a direct integration to their Eloqua Marketing Automation tool. They leveraged Dun & Bradstreet’s Cloud Connector through D&B Direct for Eloqua with cleanse, match and append and full global access to company profile, corporate family linkage and number of employees. They are using D&B Direct API behind the lead form to allow prospects to self-identify and to achieve higher-quality and more complete data without requiring the user to fill out a long form. Coupled with a nightly data append and a confidence score on the data, Entrust Datacard is able to segment against a stronger database of contacts.

How It Works

Using D&B Direct for Eloqua allowed Entrust Datacard to create campaigns and push more qualified leads to their CRM application to facilitate immediate action by sales. With help from Dun & Bradstreet, what was initially a batch database exporting process requiring a manual turnaround is now done on a daily basis with real-time capabilities including lead scoring in their CRM application so they now have:

• A faster turnaround time on the data appending process

• Greater insight on new leads to filter on size of company and revenue

• Better quality leads by a large magnitude

“Now we can more easily answer the question of how many Fortune 1000 leads we have, and we’re no longer questioned on the quality of the data. Our reporting has become much more transparent and detailed and we can more precisely point to the number of leads we’ve converted to sales.”

Dax Davis, Director, Marketing & Social Media

“We are now light years ahead of where we were with marketing automation. Our relationship with Sales is probably the best it has ever been. Meetings are constructive with more trust and greater reliance on marketing to help drive leads. It’s a very positive outcome. Dun & Bradstreet has helped with this.”

Kathy Kauffman, Marketing Automation, Segmentation & Planning Manager

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As a result, Entrust Datacard has advanced their marketing approaches and messaging development. The group that receives inbound emails can focus more on other opportunities since the appropriate data is already appended. With more precise titles and insight, they are no longer flooding the same contacts with messaging and burning them out. They have looked much harder at close rates on leads and understand the direct correlation of quality leads and leads that close.

When it comes to leveraging social media, they are developing their own content marketing strategy, identifying personas and tweaking their value propositions and creating more blogs and videos.

Results & ROI

Entrust Datacard’s marketing team is now seeing a quicker routing of leads to sales, and more inbound leads. If you look at conversion at every stage of the funnel, our close rates are better than average. We’ve had ebbs and flows on the quantity of leads, but we are now doing more value messaging and we’ve increased the ratio of sales qualified leads and marketing is driving inbound leads.

Dun & Bradstreet has helped us to better assess our marketing effectiveness and with higher quality data, we can spend more time developing the right messages. Our entire process has been positively impacted by the improved data.

Entrust Datacard offers trusted identity and secure transaction technologies that allow consumers, citizens and employees to make purchases, cross borders, access e-gov services or log into their corporate networks. These audiences increasingly expect anywhere-anytime experiences. With more than 2,000 Entrust Datacard colleagues around the world and a network of strong global partners, the company serves customers in 150 countries worldwide. For more information, visit www.entrustdatacard.com.

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ORACLE SALES CLOUD

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Oracle Data as a Service for SalesDrive Sales Intelligence and Opportunities with New and Enriched Data on Companies and Business Decision Maker

The use of third party data to qualify and prospect new business can significantly increase sales efficiency and revenue. However, mapping external intelligence to existing sales systems requires resources to procure, manage, and integrate information, and navigate a market crowded with

BENEFITS

• Discovery of new and existing contacts and touch-points to build pipeline and improve sales efficiency

• Intelligent, data driven qualification of companies and contacts using business performance and social influence metrics

• Enhanced ROI from simple enterprise license agreements

• Stronger data quality through rigorous identity-based cleansing and validation, fast speed to adoption, and robust information governance

• Predictive and deterministic ratings of companies and contacts using proprietary insight and intent formulas (coming soon)

Looking to learn more? Contact [email protected].

low quality data. Oracle Data as a Service (DaaS) for Sales enables smarter selling by helping discover and reach prospects with the highest quality and most comprehensive third party data including millions of companies, contacts, and social media profiles.

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Broadest Reach B2B Data Delivered ‘as a Service’

Oracle DaaS for Sales is an enterprise-ready solution that dramatically improves lead qualification and prospecting using Dun & Bradstreet’s market leading collection of companies, decision makers and social media profiles.

• Comprehensive Commercial Data: 240 million companies and 100 million business and technical contacts across 200 countries including name, address, phone and email; access from modern ‘search and match’ interface or through flexible APIs

• Highest Quality Information: Dun & Bradstreet industry leading B2B data — high quality, validated, and trusted — with proprietary governance, unique identifiers (DUNS Number), and 5 million records updated daily

• Unconstrained Data Usage: Centralized cross-enterprise data access and vendor agnostic application integration (BI, CRM, HCM, marketing automation) with cost-effective record-based pricing, not by user; simple, transparent enterprise license agreements

• Enriched Data and New Opportunities: seamless mapping between Oracle DaaS and Oracle Sales Cloud to create new accounts or enrich existing accounts with external data

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Seeing, understanding and taking action based upon what’s going on beyond the four walls of your business gives you power to impact your business outcome — the power of integrated Dun & Bradstreet data.

The Power of Integrated Data

DATA TO:• Target new customers using the

profile of your best customers.• Filter prospects and build

campaign lists based on multiple criteria including revenue, industry type, employee counts, and more.

• Clean data to maintain integrity and quality of existing Oracle Sales Cloud account information.

• Properly segment existing customers to uncover cross sell and upsell opportunities.

Driving Insight in CRM

$611BILLION

CRM is being adopted around the globe as a means to sell more, faster and more efficiently

annually in squandered resources, sales, and opportunities.*

However, bad customer data drains

Outdated, duplicated data can lead to failed CRM initiatives, low adoption, negative ROI and missed opportunities

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240MILLION+

With D&B’s data feed directly connectedwith your CRM, improve your sales effectiveness with insight on

businesses worldwide with millions of updates daily

D&B INSIGHT OFFERS

360˚V I E W

D&B’s globally recognized D-U-N-S Number enables a 360-degree view of accounts while preventing duplicates

Customer segmentation

by industry, size (employees & revenue), years in business, HQ vs. single locations, public vs. private

Real Estate

Retail

AutomotiveConstruction

Energy

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hgiH woL

Location of accounts, prospects, suppliers

Identificationof cross- and up-sell opportunities

Critical LinksCorporate Hierarchies uncover non-buying opportunities within existing customer families

Penetration analysis of the existing companies in a targeted geography and in what percentage you currently do business

Product A

Purchaser

Product B

Purchaser

Product C

Purchaser

Current Buyer Non-Buying Location

Dallas New Chicago Seattle Los Boston Orleans Angeles

Tota

l Uni

vers

e

Current Penetration

Customer Concentration

Dun & Bradstreet’s insight delivered through the Oracle Sales Cloud | DaaS for Sales enables improved productivity, analytics, cost control, revenue generation and market share


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HERE ARE SOME MORE BEST PRACTICE EXAMPLES OF WHY AND HOW DATA MATTERS.

• Despite lots of manual scrubbing, one online retailer couldn’t improve the accuracy of the customer database, which led to low response rates and declining customer satisfaction. To solve the problem they matched their customer records against the Dun & Bradstreet global database. The result was clean, accurate, up-to-date information, and they were able to exponentially understand the true nature of their customers. Revenues increased and customer service improved. The sales team made their number. Customer happiness increased. Even the CEO smiled.

• A manufacturer was growing, but not as fast as their competitors. By adding Dun & Bradstreet information to their CRM, they were able to discern the fact that they were getting great traction in four specific industries. With this insight, they changed their marketing and sales strategy. Instead of using the traditional geographic approach, they aligned marketing and outside sales

resources to the four industries and had the inside sales team handle everything else. By targeting their efforts on the four industries, revenues skyrocketed.

• A national food service company noticed the number of food trucks was increasing rapidly. Meanwhile, traditional small restaurants were disappearing. They needed to gain insight into the changing patterns of their industry. By integrating Dun & Bradstreet data into their CRM they could readily see when a restaurant went out of business or when a new food truck opened.

Companies open and close their doors quickly. Businesses change names, phone numbers and locations all the time. Most people don’t know or realize that business data changes rapidly. Keeping up with the changes is time-consuming, error-prone and costly. Even a small change in business information can have lasting, adverse consequences to sales and marketing activities and ROI. With Dun & Bradstreet data, you can turn this significant problem into your competitive advantage.


ORACLE & DUN & BRADSTREET

BEST PRACTICES

BEST PRACTICES

Driving Growth with Customer Data ManagementAn Exclusive New Study Proves the Value of Smart Data Strategy for Marketers

Successful modern marketing depends on the ability to create and manage a company’s most important and valuable relationships with customers and prospects. While that responsibility isn’t particularly new or revolutionary, how marketers do it is dramatically different in the digital age. Their success building long-term, sustainable relationships today lies in the ability to develop and execute on highly refined, interconnected lead generation practices that let them effectively target, nurture and close.

Organizations that achieve superior levels of lead generation frequently have “mature” data management practices underlying this marketing relationship engine. To gain a deeper understanding of the connection between data maturity level and marketing best practices, Dun & Bradstreet engaged a team of world-class analysts. Their research was designed to uncover:

• The connection between data maturity and sales and marketing success

• The value of investing in customer data management best practices

• Quantifiable marketing performance improvement resulting from the use of data best practices

“Our latest forecasts show that enterprises are realizing the most valuable assets they have are solid, long-term customer relationships.”

Louis Columbus, Forbes contributor quoting Gartner, Inc.


Research: Proving the connection between data maturity and marketing success

Leading global analyst firm surveyed and interviewed 135 companies – customers and non-customers – to quantify the importance of data maturity

and the value of working with Dun & Bradstreet data

Dun & Bradstreet sales and marketing customers

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Data-mature companies are more successful than less mature firms –

THEY EXPERIENCE IMPROVED PERFORMANCE ACROSS MULTIPLE

FUNCTIONS COMPANY-WIDE

BEST PRACTICES

The researchers selected 135 companies, comprising both non-customers and customers of Dun & Bradstreet. These companies were surveyed about the current state of their Data Maturity and their relationship-building best practices, including their use of third-party data enrichment. Participants represented a variety of company

sizes, from $100 million to more than $1 billion in revenue, and several business functions including IT, Sales, Operations, Marketing and Analytics. The companies were spread across six main vertical markets: Manufacturing, Commercial Services, Finance, Retail, Wholesale/Distribution and Insurance.


COLLECT INTEGRATE CLEAN SUPPLEMENT

Innovative data and analytics leveraged across your company drives results. Tied together by the D-U-N-S Number, a relationship platform can create a single, unified, end-to-end view of prospects in the digitally driven age of self-directed buyers.

• 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.

• Master Data Management and Customer Data Management is the process that puts structure around the information and intelligence that empower companies to do this. The D-U-N-S Number ties it all together and helps our customers create a single, integrated view of relationships.

• With our help you can collect, integrate, supplement and clean your data to get a complete picture of your most valuable relationships.

Let’s look at a few use cases where Dun & Bradstreet data enables relationships for Marketing organizations — and the proof of the value of that as borne out of the research.

BEST PRACTICES


Marketers must activate data to create an end-to-end, global view of relationships with current and potential customers, defined by data and managed with creativity

- Who are your most valuable prospects?

- What do they need from you?

- How can you convert more of them into profitable customers?

Driving data-inspired growth

Dun & Bradstreet customers understand this dynamic and manage it effectively.

BEST PRACTICES

• Marketers are the initiators of new and the nurturers of existing relationships.

• They form first and lasting impressions.

• And they do it all without talking, seeing or hearing.

• With the help of our data and their creativity they have the insight to know who are the most valuable relationships, what they need and how to engage them to buy.


Better prospecting for valuable potential relationships

Definition of Effectiveness:

Better customer demographics help improve segmentation and target campaigns

Improvement Outcomes of Best Practice Implementation*

- Higher MDM/CDM-mature companies manage campaigns 12% more effectively.

- Dun & Bradstreet customers manage campaigns 46% more effectively than non-customers.

Best Practices:

- More segmentation with deeper data profiles within those segments

- Multi-dimensional campaigns targeting by industry, geography, linkage

+46% Non-‐customers +Effec3veness of Segmenta3on and Target Campaigns

Customers

* Average percent improvement in results expected by survey participants

Ask any marketer today what’s on their wish list:

• They want to create and maintain relationships

• They want the best customer demographics to segment better and to create the most targeted campaigns

• Dun & Bradstreet customers have the ability to apply best practices in segmentation and targeting

• And those that do are able to manage campaigns 46% more effectively than non-customers

• They initiate MORE VALUABLE relationships with our insight

BEST PRACTICES


• Marketers need to continuously learn about their customers to better nurture and grow these relationships

• Dun & Bradstreet customers following best practices have wider arrays of lead sources and unified profiles enhanced with additional third party firmographics

• We now know that Dun & Bradstreet customers use customer information 46% more effectively than non Dun & Bradstreet customers

• Better contact data provided by Dun & Bradstreet improves a marketers ability to manage their customer contacts and find leads

• Better nurturing leads to MORE PROMISING relationships

Better nurturing of promising relationships


Better contact data improves the ability to manage customer contacts and find leads

Best Practices:

- Unified profiles of leads are enhanced by additional firmagraphics from third parties

- Wider arrays of lead sources

+46% Non-‐customers +Effec3veness of Customer Informa3on

Customers


- Higher MDM/CDM-mature companies use customer information 16% more effectively.

- Dun & Bradstreet customers use customer information 46% more effectively than non-customers.


BEST PRACTICES


Accelerated closing of new relationships


Holistic customer information helps close deals, expand customer penetration and improve sales efficiency

Best Practices:

- Consistent customer/prospect profiles that are streamlined yet comprehensive

- Activate data profiles for existing customers to explore cross-sell

+29% Non-‐customers +Effec3veness of Sale Closes

Customers


- Higher MDM/CDM-mature companies close sales 12% more effectively.

- Dun & Bradstreet customers close sales 29% more effectively than non-customers.


BEST PRACTICES

• Holistic customer information helps close deals, expand customer penetration, and improve sales efficiency

• Dun & Bradstreet customers following best practices of using consistent, comprehensive yet streamlined customer profiles as well as active data profiles for

cross sell opportunities, on average close sales better than non-customers by 29%

• Specifically, Dun & Bradstreet customers see improvements in Lead to Sales, Average Selling Price, Cross Sales and Sales Efficiency.


TARGET BETTER

Dun & Bradstreet customers manage campaigns 46% more effectively than non-customers

NURTURE BETTER

Dun & Bradstreet customers use customer information 46% more effectively than non-customers

CLOSE BETTER

On average, Dun & Bradstreet customers close sales better by 29% than non-customers

BEST PRACTICES

Throughout the customer lifecycle we are able to provide you with directional values of where you can see improvement in effectiveness when using Dun & Bradstreet.

And just on the few examples we discussed, the numbers are quite compelling.

And we have a variety of products and solutions across these areas with our strategic alliance, Oracle. Joint solutions implemented depending

on your particular needs across the customer lifecycle including:

• Target – Oracle Data Cloud | Bluekai powered by Dun & Bradstreet Audience Solutions Data

• Nurture – Oracle Marketing Cloud | DaaS for Marketing powered by Dun & Bradstreet Data

• Close – Oracle Sales Cloud | DaaS for Sales powered by Dun & Bradstreet Data


BEST PRACTICES

Better performance on the most important metric of all

+10% in revenue performance for Dun & Bradstreet

customers over non-customers

But above it all what we are most excited to share is …

• How your revenue can be impacted – and we can now say Dun & Bradstreet customers on average see at least 10% revenue performance improvement when Dun & Bradstreet is leveraged as a part of the MDM/CDM strategy!

• We are thrilled to be able to provide you with our benchmark report for your use in creating your ROI.

• Now let’s discuss how we can help you in your journey.

To Learn More, please visit: www.dnb.com/oracle


SENIOR LEADERSHIP CALLS FOR INCREASED CUSTOMER ENGAGEMENT

Dun & Bradstreet’s activation of Oracle Eloqua began with a few small steps that have become great leaps forward.

It started in 2009, when Eloqua was named a Market Leader by CRM magazine for the second consecutive year. Dun & Bradstreet’s Canadian team adopted the Toronto-based marketing automation solution for lead management and demand generation. After the Canadian team achieved strong out-of-the-gate marketing results and ROIs with Eloqua, it was easy to see that it made sense to bring Eloqua into the U.S. Senior leadership was looking for a way to increase customer engagement and sales successes with mid-to-large customers —those businesses with annual sales in excess of $250MM and total employee size of 500 or more — and Eloqua enabled a modern, new approach.

Within this subset of customers and prospects, Dun & Bradstreet began

working with Eloqua to improve customer interactions with a focus on driving more leads, engagement and pipeline. And once again after seeing strong initial successes with the mid-to-large business segment, the U.S. team began to build a business case for the expansion of Eloqua to other channels and business divisions.

Fast-forward to today: Eloqua is currently in place across all sales channels for sales enablement, events and campaigns, letting Dun & Bradstreet engage customers with a variety of triggers and tactics that also allow for measuring the effectiveness of all communications.

TAKING A DATA-INSPIRED MARKETING APPROACH

On the marketing automation journey — thinking through the various phases, from target to lead to buyer — each click, each content engagement and each point of contact adds to the creation of a bigger picture and, ultimately, a lead profile. As D&B has advanced with an increasingly

CASE STUDY

Dun & Bradstreet Uses Oracle Eloqua for Marketing Automation ExcellenceBuilding Relationships with Modern, Data-Inspired Marketing Strategies

BEST PRACTICES


broader use of Eloqua across the organization, the company taken a data driven approach – practicing what we preach by incorporating all the best practices we regularly advocate to customers who turn to us for customer data management solutions. While not immune to some of the same struggles that many large companies face, Dun & Bradstreet has been able to move away from marketing in silos, where different divisions don’t have the benefit of a single customer view.

In this regard, Eloqua has helped us leverage one marketing automation system as a centralized hub for all our outbound and internal marketing efforts.

With the world’s largest commercial database, Dun & Bradstreet is naturally data-inspired, and this single view of customers and prospects is made possible with the use of our D-U-N-S Number, a unique business identifier and well regarded industry standard. After we append the D-U-N-S Number to a company file, basic company data enriches our account records.

With a firm foundation of data, insight and analytics, customer profiling helps us score and prioritize lead routing based on a lead’s fit for our solutions. For example, we typically route in two ways:

• Sales acceleration – highest scoring leads are prioritized for follow up.

• Lead Nurture – lower scoring leads are routed to nurture programs designed to further qualify opportunities and educate along the buyer’s journey.

Dun & Bradstreet builds relationships with these leads in four main ways: Digital Optimization, Predictive Targeting, Lead Nurture and Sales Acceleration.

BEST PRACTICES

THE D&B D-U-N-S NUMBER AND BASIC COMPANY DATA

• Foundational data – company name, address, phone number, SIC Industry code

• Firmographic data – data on the number of actual employees, sales and the year the business started

• Hierarchical | Corporate Linkage and family tree information on more than 3 million organizations gives us insight on the relationship between parent and subsidiary companies

• Public Records and Trade Experiences add dimension based on more than 1.5 billion trade experiences and public records such as outstanding suits, liens, judgments and/or bankruptcy filings


Digital Optimization is the way D&B captures leads on its web site by creating an engaging web site experience that compels web visitors to share their professional information in exchange for valuable insights or promises of service. New strategies with digital optimization include web visitor identification abilities that allow D&B to personalize the online experience for a visitor. With this insight, response rates and click throughs are driven up by leveraging what is known about the audiences being targeted.

With Predictive Targeting, Dun & Bradstreet segments its customer and prospect base to apply high performing analytic strategies such as propensity to buy profiles that zero in on the companies and contacts most likely to be the best prospects for products and services. D&B also uses segmentation to help divide customers into two key categories that increase targeting effectiveness: engaged and non-engaged customers.

These propensity-to-buy profiles are bolstered by new strategies for predicting future behavior, including the use of D&B proprietary anticipatory analytics such as Material Change and Signal data. From there it is simpler to effectively identify high quality prospects for

outbound campaigns of acquisition, cross sell or win backs.

Using Eloqua, Dun & Bradstreet can build automated lead nurturing campaigns that engage prospects at all stages of the buyer’s journey (learn, solve, compare and purchase) with compelling content focused on use cases they care about. Content is developed for the use case and mapped to the buyer’s journey phase. Once a campaign is created and email creative is developed, the program is set up to run on autopilot over a set period of time. During the nurture campaign, a Lead Scoring strategy determines how and when a lead passes from one buyer’s journey phase to the other. The goal is to thoughtfully engage the prospect to take action. “Content paths” that prospects can take along the buyer’s journey drive the engagement at the right time.

In Sales Acceleration, we see all the effort that’s been put in comes to fruition. Did we establish a viable relationship? Was growth achieved? Did a lead become a win? Was a lost customer won back? Was a lead effectively nurtured across the buyer journey? The answers to these questions are the ultimate measures of success.

BEST PRACTICES


To help brands build valuable relationships with B2B buyers, Dun & Bradstreet is proud to partner with Oracle Data Cloud. Target your best prospects by combining online B2B data from the world’s largest commercial database with one of the world’s leading data management platforms.

Visit us at www.dnb.com/oracle to learn more.

© Dun & Bradstreet, Inc. 2015

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