Despite spending billions of dollars in pursuit of growth, only a select few companies actually achieve it. Rishi Dave, CMO of Dun & Bradstreet, explores the marriage of data, technology and account-based marketing via a “relationship platform” that can be your company’s springboard to growth.

1. Data Makes
The Heart Grow Fonder
Scaling Account-Based Marketing in the Digital Age
Rishi Dave, CMO

2. 2
The Growth Challenge

3. 3
In 2014, 79% of U.S.
companies did not
meaningfully grow revenu
- Dun & Bradstreet
79%

4. 4
What is the best way for
marketers to contribute
to enterprise growth?
Essential
Question

5. 5
The Answer…
Find your
most
essential &
strategic
relationships
Create amazing
marketing,
content & sales
experiences
for them

6. Generic Relationship Development is Sputtering
B2B buyers want
tailored experiences
Customers are
inundated
with irrelevant &
self-serving content
Incomplete customer
and prospect data
severely affecting
marketing
performance
Customer
interactions not
integrated
Data Integrity
Fractured
Experience
Buyer Migration Generic Content

7. Time to Refocus
of commerce
professionals say B2B
customer expectations
have been raised
- Oracle
of marketers see opportunities
to improve the ROI of
marketing automation
- David Raab
77% 70%

8. Emotional Brand Ties are Rare in B2B
B2B
?
Consumer

9. What Creates Emotional Ties?
StatusAuthenticity ServiceCore Values

10. Account-Based Marketing

11. A Trend Toward Personalized Experiences
52% of marketers support two to four roles and
buyer personas with dedicated content.
LinkedIn Marketing Community
60%of B2B companies
plan to invest in
Account Based
Marketing Tech
52%of marketers
focus on specific
buyer personas
2015 State of Account-Based Marketing
(ABM) Study.
Sirrius Decisions
64%of people value
experience
over price.
64% of people say the customer experience is
more important than price in their choice of a
brand
Gartner, 2014

12. 12
Marketing
Rest of
Company
Collaboration Required.

13. 13
Focus.
What
relationships
represent
the most
opportunity?
How do you
best serve their
needs?

14. Use the Tools & Use the Data

15. ENGAGETARGETSEGMENT
Get Data Inspired
ENABLERS
Technology/Automation ContentData/Analytics/Surveys

16. 16
Grow
Optimize
Target
Prioritize
Segment
Integrate
Firmographic
& foundational
(essential, not
sufficient)
Strategic
(progressing toward goal
state)
Advanced
(precise, timely,
prescriptive)
Creating single,
comprehensive view
Organizing by
firmographic profile
Estimating and ranking by
risk and opportunity
Predicting and anticipating
future behavior
Closed loop
program management
Going Beyond Historical Analysis

17. 17
Predictive
Targeting
An end-to-end global view of potential customers
Propensity &
Attrition
Models
Material
Change
Demand
Estimation
Sales
Segmentatio
n
Service
Analytics
Sales/Marketi
ng
Prioritization
Key
Segmentation

18. Content Engagement:
Focus On Relevancy, Behavior &
Permission
Awareness
General
Education
Consideration Preference Purchas
e
Post-
Purchase
LeadQuality&Richness
Content Sophistication and Deal Intensity
Thought
Leadership
Competitive
Analysis
Integration
Guides
Customer
Workshops
Customer
Events
Community &
Forums
Research Best Practices
Webinars
Workshop

19. The Content Supply Chain
KEYACCOUNTS

20. Dun & Bradstreet Content Philosophy
Outside-In POV-
Driven
Action-
Oriented
Data-
Inspired

21. Data: The Key
Advantage in
1:1 Marketing
Digital Marketing Top
Priority for Cable
Providers
Digital
Marketing
Strategies
Nurture Series
Data: Key to
1:1 Marketing
Nurture Series
Digital Marketing
Top Priority for
Cable Providers
Nurture Series
Personalization
Proof of Concept (POC)
The Age of
Personalization
for Telecom
DIGITAL MARKETING
STRATEGIES
WORKSHOP
Digital Marketing
Strategies
Telecom Best Practices in
Marketing Automation
Nurture Series
Digital Optimization
Industry Forum
Telecom Best Practices
in Marketing
Automation
Web Optimization for
Wireless Carriers
Telecom
Personalization
Nurture Series
Web Optimization
For Wireless Carriers
Nurture Series
Marketing
Automation POC
Web
Optimization
POC
Digital
Marketing POC
How It Works: Digital Optimization & Telecom Example
Accelerate & GrowExplore & ExpandLearn & BuildInform & Nurture

22. Effectively Measure
REVENUE PIPELINE SATISFACTION
ABM
Activities
PAST PRESENT FUTURE

23. Evolving From Data-Driven to Data-Inspired
Data Driven Marketing Data Inspired Marketing
Transaction Focused Relationship Focused
Prospects Prospects and Customers
Analysis of Prospect Behaviors Synthesis of customer Experiences
Siloed Data Collection Integrated Data Management
Captures data on individuals Captures data on individuals contextually
Done for Sales Team Collaborates with Sales Team
Measures Leads & Pipeline Measures lifetime value and pipelineacceleration

24. Deliver Significant Impact
Manage
Campaigns
46% 29% 10%
More
Effectively
More
Effectively
More Revenue
Close Deals Generate

25. 謝謝
Dankjewel
merci
ありがとう
धन्यवाद
Thank You
Rishi Dave, Chief Marketing Officer
@RishiPDave