D&B Hoovers Gooses Its Content for Current Users

Spend Capacity is one of three new risk metrics available through D&B Hoovers.

D&B Hoover’s customers are enjoying additional risk scores and industry content through the end of May.  This benefit is perfect timing for adding value to their offering on a short-term basis as it allows customers to test out additional content and functionality for two months at no charge. Sales reps are under great pressure to build and maintain their pipeline through improved targeting and messaging.

Likewise, Relationship Managers at banks are under immense pressure to process CARES PPP (Paycheck Protection Program) across a broad set of pandemic-impacted industries.

Supplementary material includes

  • First Research industry overviews
  • DecisionHQ flags (does the location have purchasing authority?)
  • Spend Capacity (A spend ranking score versus other companies)
  • Growth Trajectory (Will the company grow, shrink, or remain stable over the next 12 to 18 months?)

In Family Trees, a star icon flags locations with purchasing authority.  All three predictive scores are available as search filters in Build a List.

First Research reports [sample] are a set of plain-English industry overviews which help sales reps, Customer Success Managers, and relationship managers who sell and service across a broad set of industries quickly understand industry basics and trends. Core content includes

  • Industry Description: Competitive Landscape; Products, Operations, & Technology; Sales & Marketing; Finance & Regulation; Regional & International Issues; and Human Resources.
  • Top Companies
  • Financials: Industry statistics from the Bureau of Labor Statistics and the US International Trade Commission. Also includes valuation multiples.
  • Industry Forecast: Inforum Forecast
  • Industry Growth Rating
  • Trends & Opportunities
  • Executive Insight: Key Topics by C-level job Function
  • Business Challenges
  • Call Prep Questions: Conversation Starters; Operations, Products, & Facilities; Customers, Marketing, Pricing, & Competition; Regulations, R&D, Imports, & Exports; Organization & Management; Financial Analysis; and Business & Technology Strategies.
  • Industry Indicators
  • Industry Websites
  • Fast Facts

The Call Prep Questions and Executive Insights offer great value to non-experts. If you are a relationship manager or territory rep, you are likely speaking to individuals across many industries on a daily basis. It would be impossible to develop true expertise in all of those industries. These sections help professionals ask intelligent questions and tailor their conversations at the account and persona level.

First Research reports are available as an integrated service in D&B Hoovers, via the D&B Direct API, as a standalone service, and as individual reports.

First Research reports are written at the eight-digit Dun & Bradstreet SIC-code level and associated with company profiles by these codes. They are also available through the Research and Reports module.


Dun & Bradstreet is also offering risk solutions for business and government during the Covid pandemic:

Dun & Bradstreet Pipeline Risk Analysis

Dun & Bradstreet is offering a free Pipeline Risk Analysis to help firms better understand which opportunities are at risk due to the pandemic.  The analysis may also be used for supply chain or portfolio analysis.  The Health Scan takes a corporate family tree approach to opportunity analysis that leverages Dun & Bradstreet’s global corporate linkages.  Thus, it flags accounts where greater than 20% of their locations are in geographies with commerce and population movement restrictions.  

The analysis also identifies accounts located in geographies with restrictions, accounts in industries directly impacted by government restrictions, and firms deemed at risk according to Dun & Bradstreet’s predictive metrics (Delinquency Score, Failure Score, or Viability Rating).

“Our predictive models indicate that companies operating with limited margin are likely to face hardships when their normal operating environment is disrupted significantly,” stated the firm.  “Our predictive scores show these populations of companies are more likely to struggle to balance all financial obligations, especially if direct sales are compromised through a change in customer behavior.”

As Dun & Bradstreet delivers both risk (credit, supplier) services and sales and marketing solutions, they are better positioned to offer a hybrid solution that evaluates accounts based upon a series of risk factors.

“By adding ‘risk’ as an additional dimension for account selection in addition to fit and intent, organizations can identify accounts that have the highest likelihood of facing financial strain and potentially going out of business. This helps sales teams prioritize their time and helps marketing teams allocate their limited resources more wisely.”

Dun & Bradstreet VP of Product Marketing Deniz Olcay

Olcay also noted that there is an information asymmetry that benefits purchasers.  Buyers have a much better understanding of their cash position and risk profile than sellers, resulting in “adverse selection,” to the benefit of buyers.

When modeling for Customer Acquisition Cost (CAC), collections risk is usually not a significant factor in the calculation; however, during a recession, collection costs and delays need to be factored into the CAC calculation.  Firms become much more guarded with their cash during recessions, extending payment periods to maintain liquidity.

“Marketers and sellers may not be measured on being able to collect payments, but it has a significant impact on the performance of the business,” said Olcay.

Dun & Bradstreet notes that the pandemic demonstrated how interconnected the global economy has become with problems in one region cascading into others.  As always, firms should be selecting target accounts based on fit, intent, and risk.  While diversifying your portfolio makes sense as a long-term strategy for hedging risk, it is a poor strategy when near-term risk information is ignored.

“As it relates to go-to-market planning, diversifying your target accounts to reduce risk can hardly be sound advice.  But, knowing the risk profile for your ‘basket of accounts’ may protect your organization from missing revenue targets.  Now more than ever, teams must keep their emotions in check and make sound targeting decisions based on risk.”

Dun & Bradstreet VP of Product Marketing Deniz Olcay

Dun & Bradstreet provided a set of recommendations for “protecting your go-to-market engine.”  These include maintaining a centralized repository of customer and prospect intelligence that is continuously updated, reassessing the Ideal Customer Profile in light of new risk factors, and reallocating marketing spend to focus on lower-risk opportunities.  Dun & Bradstreet also recommends identifying net-new accounts based on pipeline risk and concentrating on upsell and cross-sell opportunities at stable accounts.


Dun & Bradstreet is also offering Business Insights for Business & Government in the Age of COVID-19. I covered this service last week.

Dun & Bradstreet: Business Insights for Business & Government in the Age of COVID-19

Dun & Bradstreet launched a free COVID-19 Business Impact Research Platform for government agencies.  The service provides data, analytics, and insights to government decision-makers to assist with

  • Risk mitigation and risk initiatives
  • Prioritizing emergency management and economic support programs
  • Determining workforce disruptions and supply chain risks.

British and Canadian versions of the service are in development.

Dun & Bradstreet is also providing services to FEMA, the US Small Business Administration, and the National Economic Council at the White House to assist with CARES Act funding and administration.

Small businesses may review and update business information at no charge before applying for CARES Act funding.  They can then monitor their Dun & Bradstreet scores and ratings.

“We recognize that communities are managing through unprecedented circumstances.  Our team of data scientists are lending their skills and analytics capabilities to help organizations across public and private sectors as they face the economic downturn resulting from this global pandemic. We are all in this together and consider it our duty as a trusted advisor to find ways to use our insights and mission-critical data and analytics to help businesses manage risk and turn uncertainty of the moment into confidence in the future.”

Dun & Bradstreet President Stephen C. Daffron

Dun & Bradstreet is also offering free health scan tools for supply chains, portfolios, and pipeline risk.

Dun & Bradstreet Acquires Orb Intelligence

Dun & Bradstreet is opening up the year with a bang.  First, they announced a partnership with Amazon Web Services (AWS), and then they acquired Orb Intelligence, business identity and firmographics data provider.  The acquisition follows acquisitions of Customer Data Platform Lattice Engines in July, Sales Intelligence vendor Avention (now D&B Hoovers) in 2017, and B2B DaaS vendor NetProspex (now D&B Optimizer) in 2015.  The acquisitions have helped transition Dun & Bradstreet from an old-line sales and marketing information vendor to a digital analytics and activation provider.

“The acquisition of Orb Intelligence cements our strategy to link the digital and physical worlds in the largest global repository of B2B data and to provide enriched firmographic data to customer profiles to help our clients more effectively execute campaigns to improve customer interactions and revenue returns,” said Michael Bird, President of Dun & Bradstreet’s Sales & Marketing Solutions division.  “Clients can rely on Dun & Bradstreet as the one-stop-shop for all of their data-driven, decision-making and customer engagement needs.”

Orb Intelligence employs machine language and natural language processing tools for deriving firmographic and technographic intelligence from the open web and government documents.  Their global database spans 57 million companies.  Content includes web domains, URLs, IP addresses, social networks, government ids, corporate linkage, funding, trademarks, and technographics.  Orb Intelligence has served as the “data backbone to many of today’s most well-known B2B sales, marketing and analytics organizations focused on digital marketing or sales initiatives.”

“This will be something of a shockwave for many in the ABM tech industry as Orb is an unknown ingredient in so many (in fact I would guess most) ABM MarTech platforms,” wrote B2B IQ President Liam Blackwell (Note: Blackwell is also an Orb Intelligence advisor).  “It is often used as the backbone, with the Orb number as the key for connection.  It is going to be interesting to see how D&B controls / monetizes future usage of the Orb data – this will be a major worry for some of those platforms and obviously an opportunity for other data providers.”

Orb is an original data provider and does not compile or resell data from other vendors.  Along with company profiles, the firm maintains databases on US educational facilities, government agencies and offices, and healthcare providers.

If you already use other data providers such as Dun & Bradstreet, you can increase your match rate by 10-25% by matching unmatched records onto the Orb Database.  We collect data from different sources than Dun & Bradstreet, which is why the Orb Database is often used to complement D&B data.

Orb Intelligence website (pre-acquisition marketing text)

Dun & Bradstreet listed several benefits for their customers, beginning with the ability to cross-validate data across online and offline sources.  Upgraded customer profiles will improve the depth and accuracy of business attributes for digital ABM programs and audience targeting.  Enhanced content will flow through to D&B Audience Targeting, D&B Visitor Intelligence, D&B Hoovers, and D&B Lattice for anonymous visitor match, programmatic targeting and sales outreach.

Dun & Bradstreet also sees a “measurable impact” for the combined data cloud which will simplify the connection and segmentation of audiences, the creation of artificial intelligence (AI) models, and activation of channels through the D&B Lattice Customer Data Platform (CDP), to deliver the best sales and marketing campaigns.”

The transaction closed on January 8th.  The parties did not disclose deal terms.

LinkedIn lists 17 Orb Intelligence employees, including CEO Maria Grineva, who is joining Dun & Bradstreet as a Vice President.

Lattice Engines Campaigns

The Dun & Bradstreet Sales & Marketing Product Stack
The Dun & Bradstreet Sales & Marketing Product Stack

Dun & Bradstreet, which acquired Lattice Engines at the beginning of Q3, launched a Lattice Campaigns App for LinkedIn.  The new app “improves campaign performance by creating and activating always-on AI-based audiences for LinkedIn Ads.”

“When Dun & Bradstreet acquired Lattice Engines, we were building on an existing partnership of the world’s most comprehensive B2B data and the world’s leading B2B Customer Data Platform,” said Dun & Bradstreet’s President of Sales & Marketing Solutions Michael Bird.  “This is the first in a series of innovations we’re quickly bringing to market to power more effective and efficient digital marketing, demand generation and sales acceleration programs for our customers through the intelligent use of data.”

The Lattice Customer Data Platform supports “hyper-targeted” LinkedIn advertising as part of a broader omnichannel engagement strategy.  Lattice combines first and third-party customer data, displays account and contact insights, and uses “AI to segment their buyers and deliver hyper-targeted engagement in an automated fashion across display, web, email, CRM and now social channels.”

“Let’s say a buyer at a cold account starts visiting certain product pages on your website anonymously.  Rather than just showing this buyer a generic ad about your brand, you could show them an ad with more specific copy and CTA [call to action] related to the product pages that they visited on your website.”

Dun & Bradstreet President of Sales & Marketing Solutions Michael Bird

The app creates matched audiences for LinkedIn ads and then lets marketers adjust media spend to target high-performing audiences.  The app then updates LinkedIn audiences based on “changes in buyer engagement, interest and company data.  As a result, marketers can ensure that buyers are engaged with the most relevant campaigns based on not only persona but on profile, propensity, interest and buyer stage.”

Dun & Bradstreet is claiming a 42% increase in click-through rates and triple the post-click conversion rates resulting in a 54% reduction in qualified lead expenditures.

According to Gartner, CMOs are spending 23% of their marketing budget on paid media.

“In an environment where B2B marketers are overwhelmed with data and technology options, our goal is to make their jobs easier by connecting interactions across customer journeys,” says Bird.  “This allows marketers to target the right audiences with the right message and make the best use of their ad dollars.”

Connectors for Facebook, Twitter, and other social media platforms are in the works.

Dun & Bradstreet Privatization

Dun & Bradstreet Logo

Dun & Bradstreet completed its privatization Friday morning.  The firm is now controlled by CC Capital, Cannae Holdings, Bilcar, LLC, Black Knight, Inc. and funds affiliated with Thomas H. Lee Partners, L.P.  The original offer was tendered on August 8, 2018.

As previously announced, the firm will be led by new CEO Anthony Jabbour and new President Stephen C. Daffron.  William P. Foley II has been named the Executive Chairman of Dun & Bradstreet’s Board of Directors.

The new leadership team indicated that the mission of the firm, “to help our customers improve their business performance through data and insights,” is unchanged.  Likewise, there are no significant changes in direction. “We plan to invest in several key areas to strengthen our core data assets, create high-value analytics, enhance our technological capabilities, and deliver a top-notch customer experience.”

The firm is positioning privatization as a strategic advantage.  “We now have greater flexibility to build a competitive advantage in the vibrant market for data and insights; an edge that we are confident will benefit our customers. Now more than ever, we will have the opportunity to offer solutions to accelerate revenue, reduce cost, manage risk and transform businesses. We plan to invest in several key areas to strengthen our core data assets, create high-value analytics, enhance our technological capabilities, and deliver a top-notch customer experience.”

“For 177 years, our mission has been to help customers leverage data and insights to improve business performance. The next evolution of Dun & Bradstreet’s history will expand the value we bring to our customers around the globe. The journey ahead is a big one for all of us, and the potential, vast. Our executive team and employees around the globe are excited to work with our customers and partners on this next chapter in our iconic brand’s history.”


Dun & Bradstreet Announcement

Dun & Bradstreet was purchased by the investor group for $145 per share ($6.9 billion when including acquired debt of $1.5 billion)

Dun & Bradstreet posted $1.7 billion in 2017 revenue.  The firm employs 4,900 globally and provides risk management (supplier and credit risk) and sales & marketing services. Key product include RMI, D&B Hoovers, D&B Optimizer, and Audience Solutions. Its D-U-N-S Numbering system is the de facto global company numbering system and often required by banks and federal contracting. Other key assets include their global company linkages and the WorldBase file of 300 million active and inactive companies.

Dun & Bradstreet Privatization Receives Final Approval

Update: The transaction officially closed on February 8th.

“ As a private company, Dun & Bradstreet is well positioned to reinvigorate growth and I look forward to partnering with [new CEO] Anthony [Jabbour], [new President] Stephen [C. Daffron] and the Board in my new role. Building on Dun & Bradstreet’s strong platform as a global leader in business insights, I look forward to improving growth and customers’ experience, while increasing operating efficiencies to deliver enhanced business solutions across the world.”


William P. Foley II, Executive Chairman of Dun & Bradstreet’s Board of Directors

Dun & Bradstreet Logo
Dun & Bradstreet Logo

It looks like the Dun & Bradstreet privatization is going better than Theresa May’s Brexit plans.  The UK Financial Conduct Authority approved the sale of Dun & Bradstreet to an investor group led by CC Capital, Cannae Holdings, Bilcar, LLC, Black Knight, Inc. and funds affiliated with Thomas H. Lee Partners, L.P.  At this point, all governmental approvals have been granted.

The deal entered a fifteen day debt financing window which ends on February 7th.  The deal is expected to close no later than February 11th.

Redefining the D-U-N-S Number

Dun & Bradstreet is looking to modernize its D-U-N-S Numbering system to support digital businesses which may not have a phone number or physical location.  D-U-N-S Numbers, which are the de facto global company numbering system, were developed by Dun & Bradstreet in 1963 and have long captured business locations including headquarters, subsidiaries, and branches along with firmographics and corporate linkage.  Currently, there are over 300 million D-U-N-S numbered active and inactive global businesses.  But this model fails to capture the emerging nature of digital businesses and the gig economy.  The expanded definition will shift from location to “point of commerce.”

“You can be a digital business.  You can be a business that is a two-person startup right out of a coffee shop and you’re accepting PayPal as your form of payment.  That doesn’t require a physical address anymore.  You could be part of the gig economy.  You can be an Uber driver.  You can have an Airbnb property.  Those don’t necessarily fit under the mold of traditional businesses,” said Saleem Khan, Digital Leader of Data Innovation at Dun & Bradstreet.

“That idea of point of commerce subsumes everything.  It subsumes the digital location.  It includes things like the Internet of Things and the gig economy as well.


Saleem Khan, Dun & Bradstreet, Leader of Data Innovation

The rise of the Internet of Things also calls for a broader definition of businesses to assist with master data management and business linkage.

“There are 11.2 billion Internet connected devices out there, half of which are doing B2B commerce,” said Khan.  “It’s a ship coming into a port and being scanned automatically.  Wouldn’t it be nice to know which businesses are tied to that particular Internet connected device?  And so, with respect to the D-U-N-S Number, what we’re doing is moving away from business at a physical location in favor of business at a point of commerce.” An expanded definition also benefits government agencies and financial services companies which often require D-U-N-S Numbers for business verification (e.g. anti-money laundering, know your customer), sub-contracting, and credit and supplier risk analyses.

Dun & Bradstreet Privatization Update

Dun & Bradstreet Logo
Dun & Bradstreet Logo

Dun & Bradstreet continues to dribble out news about its privatization plan.  Last week the firm announced that Motive Partners has joined the acquisition group and that Stephen C. Daffron, Co-Founder and Industry Partner of Motive Partners, will assume the role of President upon transaction close.

Two weeks ago Black Knight announced that it is acquiring a $375 million stake in Dun & Bradstreet.  Once the transaction closes, Anthony Jabbour, Black Knight’s CEO, will assume the Dun & Bradstreet CEO position. Black Knight’s Executive Chairman William P. Foley II will serve in a similar position at Dun & Bradstreet.

Black Knight describes itself as “a leading provider of integrated software, data and analytics solutions that facilitate and automate many of the business processes across the homeownership life cycle.”

“With an impressive 177-year legacy and the support of a phenomenal group of investors, Dun & Bradstreet is entering an important next chapter in its evolution as a company.  I am excited by the opportunities in leading Dun & Bradstreet and look forward to working closely with management, Bill and the rest of the consortium and continuing the Company’s long history of excellence in helping customers and partners around the world.”

Anthony Jabbour, Incoming CEO of Dun & Bradstreet

Dun & Bradstreet shareholders have already approved the $6.5 billion transaction which is expected to close no later than Q1 2019.  Other investors include CC Capital, Cannae Holdings and Thomas H. Lee Partners, L.P. 

Last month, Dun & Bradstreet shareholders approved the deal.  Dun & Bradstreet still needs approval from the Russian Federal Antimonopoly Service and the UK Financial Conduct Authority.

Motive is a sector specialist investment firm focused on technology-enabled financial services companies.

Daffron served as the CEO of Interactive Data and held senior positions at Morgan Stanley, Renaissance Technologies, Goldman Sachs and Motive Partners.

“I am excited by this unique opportunity to work side-by-side with Anthony [Jabbour] in leading Dun & Bradstreet and look forward to working closely with management, Bill [Foley] and the rest of the investor consortium to help unlock the value within this renowned company,” said Daffron.  “Dun & Bradstreet is entering an important chapter in its evolution as a company and will be well positioned as a private company to increase operating efficiencies and effectively execute the company’s growth strategy.”

2017 North American Market Size

 

 

North American Sales Intelligence Market Sizing Model (Excel)

The 2017 Market Size of North American Sales Intelligence Vendors. Includes vendor product features, market share, and notes. GZ Consulting Copyright 2018.

$750.00

For the past few years, I have been sizing the North American Sales Intelligence Market.  This is the largest of the markets as Europe and AsiaPac are more fragmented (the UK is the only other mature market).

In 2017, I estimated the market at $950 million with LinkedIn Sales Navigator as the top vendor.  While new firms continue to enter, the top four vendors earn two of every three dollars in the industry.  The top four  concentration increased 7% last year, mostly due to the acquisitions of Avention and RainKing.

LI SN Market Share
The LinkedIn Market Share Section of the 2017 North American Sales Intelligence Market Sizing

The industry grew 17% over the past year with the majority of this growth being captured by LinkedIn Sales Navigator, DiscoverOrg, and ZoominfoTechTarget, which was off my radar in 2016, has also seen rapid growth in 2017 and 2018.

DiscoverOrg acquired RainKing at the end of August 2017 so two-thirds of its revenue was recognized as RainKing and one-third as part of DiscoverOrg.  Combined, the two firms earned around $118 million least year with DiscoverOrg ending the year with a $130 million plus ARR.  DiscoverOrg raked in two of every three dollars within the technology sales intelligence sub-segment.

LinkedIn holds a nearly 30% market share.  It has grown rapidly while remaining under the radar of its peers as it is often used as a complementary service to other sales and marketing intelligence services.

Data.com’s 2017 revenue was stable but Dun & Bradstreet forecasted a 30% drop in 2018 (D&B is a revenue share partner on the service).  I anticipate that much of this revenue will shift to other vendors in 2018 and 2019.  Dun & Bradstreet is in a strong position to take much of this share, but other vendors are pushing hard to acquire Data.com clients.

Zoominfo was ahead of the other sales intelligence vendors in recognizing the value of adding marketing functionality alongside their sales tools.  This has put them in a strong position for data services.  They also built the deepest set of global contacts with emails and direct dials and were early to build out connectors (CRM, MAP, Sales Engagement, and Chrome).

I am making my market model available for license (See PayPal button at top) as an Excel spreadsheet.  It includes revenue numbers by company along with market share, key features, and notes.