The New Art of the Marketer

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Eric Curtis
8 years ago
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1 The New Art f the Marketer Delivering Grwth by Leveraging the Untapped Cnnectin Between Relatinships & Data Rishi Dave Chief Marketing Officer

2 The New Art f the Marketer

3 The New Art f the Marketer Here s what we are ging t be cvering tday as we lk t explre a new dialgue n what data can d fr marketers. I m sure many f yu wuld agree that there is an art t marketing Our gal tday is t define what that art is, t define the path t marketing-driven grwth Hw relatinships drive grwth Hw data empwers relatinships Hw a platfrm helps t maximize yur data and manage relatinships effectively Qualities f a culture that lets yu becme a truly relatinship-driven business Case studies f cmpanies ding it well And ideally yu will all cme away feeling a little mre artistic in yur craft

Hw relatinships drive grwth Hw data empwers relatinships Hw a platfrm helps t maximize yur data and manage relatinships effectively Qualities f a

4 The New Art f the Marketer, Part 2: A Relatinship Platfrm Any cmpany that wants t put relatinships first needs t establish a fundatin fr managing relatinships. At Dun & Bradstreet, we call it a relatinship platfrm.

5 The New Art f the Marketer, Part 2: A Relatinship Platfrm Relatinships aren t a series f islated interactins. They are an intercnnected web f engagement that evlves ver time. A relatinship platfrm creates a singular, integrated view f the data and insights required t manage what is ften a cmplex web. Yu need the infrmatin and intelligence that can empwer yu t d this. At Dun & Bradstreet, we se the D-U-N-S Number t tie it all tgether and help ur custmers create a single, integrated view f relatinships. The D-U-N-S Number is a unique glbal business identificatin system that identifies, validates and links businesses wrldwide and thrugh that we help yu cllect, integrate, supplement and clean yur data t give yu a cmplete picture f yur mst valuable relatinships.

Yu need the infrmatin and intelligence that can empwer yu t d this.

6 The New Art f the Marketer, Part 2: A Relatinship Platfrm Fr nearly tw centuries, Dun & Bradstreet has partnered with sme f the mst successful cmpanies in the wrld. Fr many f ur earliest emplyees, that meant explring the burgening American west n hrseback. Their gal was t help build valuable relatinships between traders and shpkeepers and the banks that wanted t extend them credit. While the scpe and scale f this respnsibility is far greater tday, the fundamental imprtance f relatinships has nt changed. Dun & Bradstreet prvides the infrmatin and intelligence that can empwer yu t d this. By wrking with leading clients, including nearly 90% f the Frtune 500, we have develped deep expertise n hw data and analytics help build the relatinships that fuel grwth and industry-leading perfrmance. T let yu activate this expertise, we: Create a singular, integrated view f relatinships Build r c-develp with partners slutins tailred t yur rle, whether yu are in marketing, sales, finance, supply, cmpliance r infrmatin technlgy Prvide access t the wrld s largest cmmercial database, with mre than 240 millin cmpany recrds we derive frm 30,000 data surces and update 5 millin times per day; and cmbined with the mst pwerful cntact databases via Dun & Bradstreet NetPrspex Leverage ur DUNSRight prcess t prvide an unmatched ability t turn an enrmus vlume f data int the highquality infrmatin yu need t build yur mst valuable relatinships Deliver this cntent in ways yu want t cnsume it, integrating it int yur systems and prcesses, wned data and data frm third-party surces

Their gal was t help build valuable relatinships between traders and shpkeepers and the banks that wanted t extend them credit.

7 The New Art f the Marketer, Part 2: A Relatinship Platfrm This deep, glbal, high-quality fundatinal data fuels imprved analytics. Imprved analytics give us insights we use t build n ur fundatinal data. And this all cmes tgether t turn insight int fresight, helping yu understand the future f yur mst vital relatinships.

Imprved analytics give us insights we use t build n ur fundatinal data.

8 The New Art f the Marketer, Part 2: A Relatinship Platfrm Hw yu build and execute n yur relatinship platfrm is where the New Art f the Marketer truly lies. Yu can imprve executin by making sure yu have the right insights n yur custmers and prspects, t deliver the right cntent and right experience at the right mment t them. Yu want t make sure data is integrated int yur wrkflw acrss yur entire technlgy stack, frm CRM t Marketing Autmatin and ther technlgies, creating a single cnsistent view f the custmer

Yu can imprve executin by making sure yu have the right insights n yur custmers and prspects, t deliver the right cntent and

9 The New Art f the Marketer, Part 2: A Relatinship Platfrm Wh are my mst valuable prspects? It s the first questin yu and every ther B2B marketer must be able t answer. Yur success depends n finding the pints f light in the vast universe f data yu manage. That s where a marketer s relatinship platfrm with data really begins t transfrm yur data int actinable intelligence, s yu can target with precisin and maximize ROI: Segmentatin: Keep yur best prspects frm being hidden in marketing data sils, inactive leads, and fractured views f the custmer Glbal reach: glbal business cverage t deliver yur full prspect universe, n matter hw large r small, near r far they may be Prpensity and predictive analytics: priritize yur prspects and aim yur marketing investments at yur highest-value pprtunities Cmpanies and the peple wh run them: targeting starts n the cmpany level, but yu have t quickly take it deeper than that t the decisin-makers wh run thse cmpanies

$prspects frm being hidden in marketing data sils, inactive leads, and fractured views f the custmer Glbal reach: glbal business cverage t deliver yur full prspect universe, n matter hw large r small,$

10 The New Art f the Marketer, Part 2: A Relatinship Platfrm Hw d yu engage B2B prspects with varied needs and shrt attentin spans? The key lies in making yur cntent persnal and relevant. Yu have t harness data t deliver a mre custmized experience and cnvert mre leads int revenue. Wuld yu market t a financial firm in New Yrk the same as yu wuld a technlgy start-up in Califrnia? Yu need t keep visitrs engaged with messaging that speaks directly t them. Persnalized web experiences: Yu imprve cnversin by enabling dynamic persnalizatin such as simplified web frms. Identify website visitrs in real time and persnalize their experience based n cmpany attributes. Engage imprtant visitrs with cntent relevant t their industry segment, size, and lcatin. Shrten frms n yur website t increase cnversin withut sacrificing the depth f infrmatin yu cllect. Accurate lead nurture prfiles: Once yu capture leads, yu want t warm them up fr sales. Enrich yur leads with valuable insight, s yu can segment them accurately and deliver mre relevant cntent. In ur case, we help custmers match inbund leads t a D-U-N-S Number and add ver 100 fields f infrmatin. Segment them with precisin t deliver cntent they actually care abut. Append new cntacts t braden yur reach and imprve scring accuracy t hand ff warmer leads t sales. Seamless integratin: Wh has time r desire fr manual data cllectin? Plug & play cnnectrs fr ppular CRM and Marketing Autmatin systems can supply clean and accurate infrmatin piped directly int yur team s wrkflws.

Yu need t keep visitrs engaged with messaging that speaks directly t them. Persnalized web experiences: Yu imprve cnversin by enabling dynamic persnalizatin such as simplified web frms.

11 The New Art f the Marketer, Part 2: A Relatinship Platfrm It s a familiar yet shcking fact79% f marketing leads never cnvert int sales. S hw d yu cnvert mre qualified leads int custmers? It s all abut knwing wh t call, when t call, and what t say. Yu need sales intelligence that arms yur sales teams t clse mre leads and maximize new custmer value: Prfessinal Cntact Data. When a need has been identified, it s critical that sales teams can bypass gatekeepers and directly reach decisin-makers. Successful cnversin depends n knwing the right persn t call. Quality prfessinal cntacts accelerate yur pipeline and pen new drs. Yu want t be able t search cntacts by rle and specific jb title. Access cntact details including direct phne and infrmatin. And get essential cntext n executives including bigraphical infrmatin and cmpensatin histry. Call Prep Sheets; News, Alerts and Scial Media; and Other Insights: Des talking t sales fill yur prspects with dread r delight? The answer depends n whether yur sales team is equipped t ask the right questins and anticipate custmer needs. Smething as clear as call prep sheets give sales the essential cntext they need t fllw up and clse deals. Yu want t cut sales research time with a single surce f data-driven insights. Yu want t make sure they have what they need n industry trends, cmpany analysis, and cnversatin starters. And a big pprtunity is t Identify crprate family trees t uncver strategic needs and crss sell pprtunities. Yu ll have cnversatins that cnvert mre leads int custmers.

When a need has been identified, it s critical that sales teams can bypass gatekeepers and directly reach decisin-makers. Successful cnversin depends n knwing the right persn t call.

12 The New Art f the Marketer, Part 2: A Relatinship Platfrm We are wrking with a tp glbal analyst firm n a majr study f data management practices by Dun & Bradstreet custmers and nn-custmers. We finalized that study in the cming weeks and are sharing this data fr the first time here. Better custmer demgraphics help imprve Segmentatin and target Campaigns. Dun & Bradstreet manage campaigns mre effectively by 46%. D& custmers use custmer data better fr segmentatin and campaign executin purpses. Better cntact data imprves the ability t manage custmer cntacts & find leads. Dun & Bradstreet custmers use custmer inf better by 46%. D&B custmers are better at using custmer data t imprve custmer cntacts and qualified leads. Hlistic custmer inf helps clse deals, expand custmer penetratin, and imprve sales efficiency. Dun & Bradstreet custmers clse sales better by 29%. Dun & Bradstreet custmers are mre effective in using custmer inf t clse deals. And mst imprtant, the study revealed that Dun & Bradstreet custmers SUCCEED. They generate 10% mre revenue and are significantly mre efficient.

Dun & Bradstreet manage campaigns mre effectively by 46%. D& custmers use custmer data better fr segmentatin and campaign executin purpses.

366 Degrees Gaining Extra Degrees of Success

366 Degrees Gaining Extra Degrees f Success In the rush t gain new custmers, cmpanies ften verlk their best custmers the nes they already have. While finding and attracting new custmers is certainly fundamental