New Digital Foundation Takes Dun & Bradstreet to New Heights
by Emily Chu
posted on 09-04-2018
With nearly 200 years of excellence in business analysis and consultation, Dun & Bradstreet helps startup, mid-sized, and large enterprises better serve their clientele. It has survived and thrived because it never stops trying to be better.
Dun & Bradstreet already used Adobe Target and Adobe Analytics, but recognized an opportunity to get more out of the technology by overhauling its aging in-house content management system. Because the company has so many digital properties, it needed a method to consolidate and centralize its websites, take advantage of personalization to meet the needs of different audiences, and remain responsive to international markets. For that, it turned to Adobe Experience Manager within Adobe Marketing Cloud.
Connecting experiences to insights
After deploying Adobe Experience Manager, Dun & Bradstreet immediately began to connect the dots within its global digital strategy. It didn’t take long to bring its various websites under one roof, creating a centralized portal that delivers different experiences depending on the audience.
Dun & Bradstreet uses its Visitor Intelligence solution, together with information from Adobe Analytics, to match site visitors to six distinct personas based on their professional roles and the size of their company. This information is then fed into Adobe Target, which delivers personalized content to site visitors from one website.
“The results from personalization through Adobe Experience Cloud have been staggering,” says Josh Mueller, global head of marketing at Dun & Bradstreet. “We doubled qualified sales leads in the first 12 months from launch. That might be normal for a startup, but it’s certainly not usual for a company of our maturity.”
Stronger foundation, better content creation
Thanks to the modernized and optimized foundation Dun & Bradstreet created, it generates personalized, quality content at much faster speeds than before — while getting more from each asset. So far, Dun & Bradstreet has generated 55 percent more content without increasing resources.
Marketers reuse and repurpose content more quickly using responsive templates that also help the company reach audiences on mobile devices. More personalized content generated more efficiently and at faster speeds allows Dun & Bradstreet to uphold its name as a leader in the data-driven insight arena and make more use of its analytics strategies.
Harnessing the true power of data
So much of what separates Dun & Bradstreet from its competitors is defined by the quality of its data and the skill with which it uses that information to generate powerful insights.
“It’s almost unfathomable for me to imagine a company trying to do marketing without the right data to inform it,” says Merritt Aho, marketing director, testing and optimization at Dun & Bradstreet. “Adobe Analytics and Adobe Target are helping me use data science to move business. Improving digital experience is an ongoing journey, and it’s tremendously helpful to have Adobe solutions on our side.”
With a comprehensive experience management foundation in place and solutions helping to drive satisfaction, conversions, and revenues higher, Dun & Bradstreet is showing exactly how valuable an integrated approach to relationship management can be.
Read more about Dun & Bradstreet’s use of Adobe products here.
Topics: Digital Transformation, Content Management, Personalization
Products: Analytics, Experience Manager, Target