Dun & Bradstreet, a leading global provider of business decisioning data and analytics, unveiled today the next generation of its D&B Account Based Marketing platform. The new platform release dramatically 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 martech news.
“B2B marketers are increasingly being asked to do more with less so they are turning to account-based strategies to make the most of their resources,” said Michael Bird, President of Sales & Marketing Solutions at Dun & Bradstreet. “We have built upon our industry-leading data and insights and added all the things that demand generation and digital marketers need to automate and activate hyper-targeted, instantly responsive campaigns for engaging with target accounts, buying committees and key contacts.”
The latest Dun & Bradstreet Data-Driven Marketing and Advertising Outlook reported that 60% of B2B marketers are currently using an account-based marketing (ABM) approach in their organization, compared to 37% one year earlier, but marketers are still facing obstacles. One of the key challenges with ABM today is identifying and engaging target accounts in an automated and consistent way across the silos of salestech, martech and adtech in which marketers have invested. Organizations need a platform that is open and flexible when it comes to enabling activation of ABM programs using the channels and technologies already in place.
Dun & Bradstreet uses market-leading technology to openly connect and integrate data from disparate systems and applies artificial intelligence (AI) to quickly identify key insights and automate rapid execution of account-based campaigns. The platform combines the power of several Dun & Bradstreet solutions into a single, unified product experience and introduces the following new capabilities