TLDR:
Dun and Bradstreet (D&B) has recently announced that they are able to provide third-party intent-based data in addition to their existing suite of services. D&B intent-based services is already making a name for itself with increased open e-mail rates among clients, and boosted CTR and conversion rate when D&B tried it for themselves. D&B uses Natural Language Processing programs, aided by “billions of unique web engagements mapped to the Dun & Bradstreet Data Cloud,” in their intent-based services to solidify accuracy. D&B Buyer Intent is a stepping stone to creating a better view of an account’s entirety.
D&B is the leading provider of “business decisioning data and analytics.” It recently announced that it is adding a new service to its existing roster. That service is called D&B Buyer Intent. And this early detection of buying signals uncovered by D&B Buyer Intent allows marketers to “increase the timeliness, relevancy, and impact of their go-to-market strategy.”
D&B is already producing results for marketers, “including a 37% increase in email open rates.” When Dun & Bradstreet tried the new product themselves, they witnessed improved CTR, return on ad spend, and conversion rate.
In a statement, Michael Bird, President of Sales and Marketing Solutions at Dun & Bradstreet, said that marketing and sales teams need to act quickly to close a sale.
Bird commented further, saying that normal buyer intent has limitations. D&B Buyer Intent takes an “intelligent” approach to collecting their data. In the end, this approach validates marketers’ return on ad spend.
But Using Natural Language Processing is only one of the ways D&B Buyer Intent stands out. Other ways include:
- Marketers can search for clients using a custom method using keywords and key phrases that’s personalized to a client’s business
- Unlike typical domain-based targeting, D&B Buyer Intent is more precise with its “Dun & Bradstreet D-U-N-S® Number”
- D&B Buyer Intent uses a “proprietary buying score” to find out which companies are buying what so marketers can build custom strategies around this data
Marketers are using D&B Buyer Intent to prioritize “leads and accounts,” use “account-based advertising,” generate “account-based sales,” engage customers in omni-channel campaigns.
D&B Buyer Intent comes on the heels of a series a moves designed to give marketers the most complete view of accounts.
Original article from The Trentonian on 24 February 2020.
