TLDR:
Dun & Bradstreet (D&B) launched a new Account-Based Marketing (ABM) platform, which is a new and improved version. It has the capability to improve “how B2B marketers can attract, engage and convert their buyers with new capabilities, including built-in account-based ads and account-based engagement reporting and analytics.” The platform specifically boasts seven innovative features. Organizations in the same industry, as well as D&B’s customer base are beginning to witness the power of D&B’s ABM initiatives.
D&B is a business data service provider. Recently, they launched a new ABM platform—a reimagining of an existing one.
The platform ‘improves how B2B marketers can attract, engage and convert their buyers with new capabilities, including built-in account-based ads and account-based engagement reporting and analytics.”
According to the President of Sales & Marketing Solutions at Dun & Bradstreet, Michael Bird, ABM marketers often have to improvise, so what D&B did was provide everything necessary to “automate and activate hyper-targeted, instantly responsive campaigns for engaging with target accounts, buying committees and key contacts.”
According to the most recent report conducted on D&B’s behalf, the “Dun & Bradstreet Data-Driven Marketing and Advertising Outlook,” the majority of B2B marketers—60%—are “thinking in ABM”—that is, approaching business challenges through an ABM lens.
Even though this is great news, many organizations still struggle with consistently “identifying and engaging target accounts in an automated and consistent way across the silos of salestech, martech and adtech in which marketers have invested.”
The platform boasts seven key features:
° Be at the right place at the right time “based on fit, intent and financial risk using a new native account-based display advertising engine (beta) as well as integrations with ad networks, demand side platforms (DSPs) and social networks such as LinkedIn and Facebook”
° Provide support to sales “by delivering account and buyer insights right within the apps and tools being used by sales teams via a new integration with Outreach”
° Arrange cross-channel interactions with “target accounts using AI, third party intent activity, website engagement, sales engagement and buyer stage”
° Measure the results of ABM programs
° Personalize based on intent data, as well as firmographic and technographic considerations.
° Using intent data, discover what’s in-demand on first- and third-party websites”
° “Identify and select target accounts based on financial attributes such as ability to pay, credit risk and more”
D&B, and those who work with them are already seeing positive results, including “an average of 58% higher ad click through rates from their target accounts and have increased pipeline by a factor of three (based on campaigns run at Dun & Bradstreet and at various customers between 2018-2019).”
Original article from MarTechCube on 17 June 2020.
