D&B Rev.Up ABX Integrated with Folloze

Continuing my discussion of the launch of D&B Rev.Up ABX.


Dun & Bradstreet also announced that the Folloze B2B personalized marketing platform is fully integrated into D&B Rev.Up ABX.  Folloze is available in both standard and advanced editions.

The D&B Data Cloud personalizes Folloze for landing pages from both inbound and outbound prospects. D&B customer profile data supports campaigns executed on display, email, or via sales outreach.

With Folloze, Rev.Up ABX customers can create and launch “data-powered, personalized omnichannel experiences across the entire buyer journey.”  Folloze captures first and third-party account and individual behavior analytics which are fed back to the CDP.  Folloze can also orchestrate targeted campaign activities across sales, account development, and channels.

The Folloze Buyer Experience Platform

“B2B buying and selling has changed forever,” said Eric Bauer, Chief Growth Officer at Folloze.  “Today’s digital-first buyers want to be treated as partners – not campaign targets.  As such, creating the engaging account-based experiences across the entire buyer journey represents the new table stakes for every marketing team.  Our alliance with Dun & Bradstreet makes it easy for marketing and revenue teams to retool and quickly deliver dynamic contextual experiences across a wide range of digital touchpoints.”

Companies that deployed Rev.Up ABX include Thomson-Reuters, Schneider, Citrix, Rackspace Technology, and Sierra Wireless.

D&B Rev.Up ABX is GA across all five modules (the four channels plus the Advanced edition that combines the four).  The Folloze integration will GA in June.

D&B Rev.Up ABX pricing starts at $30,000. This fee includes the ability to acquire data from the Data Cloud and the embedded CDP (D&B Lattice) along with a single channel to activate a campaign such as email, sales, or web. Other Standard features include visitor intelligence, lead form enrichment, a seat of D&B Hoover’s, Salesforce and MAP import connectors, Salesforce Buyer Insights (10 seats), the Outreach connector (10 seats), analytics, and programmatic audience building.

The Advanced edition applies to clients looking to license at least three modules.  It supports broad data ingestion, social activation, paid search, and real-time visitor intelligence feeds to content management systems, along with all four channels.

D&B Rev.Up ABX 90 Second Demo (YouTube)

D&B Rev.Up ABX Launched (Part II)

D&B Rev.Up ABX supports four channels supported by Dun & Bradstreet’s Lattice CDP and Data Cloud.  Users may license one or multiple packages or an advanced package that supports all of the channels.

Continuation from yesterday’s blog.

With D&B Lattice at its core, Rev.Up ABX supports AI-driven models for defining ideal buyers and their individual and account-level buying journeys.  Marketers define the goals, segmentation, criteria, and historical period for the model (e.g., four quarters of historical records), and Lattice builds and scores across the segment.  These models assist with building targeted audiences of buyers ready to engage across various stages of their journey.

Once a model is built, marketers can create and activate campaigns across channels.  For example, an awareness campaign can be activated across paid social, Google ads, and Google search for either accounts or contacts.  Lattice manages scheduled audience updates so that marketers do not need to manually update the activated segment.

Likewise, lower scoring leads triggered by website visits can be nurtured in Marketo, while higher scoring visitors are routed to Outreach as sequences or tasks.

Company-level analytics show the engagement journey across stages, contacts engaged, engagement activity, pages visited, firmographics, intent signals, and SDR alerts.

The D&B Lattice Model Builder score and rates contacts by estimated lift

The suite is GDPR and CCPA compliant with opt-in/opt-out flags shared across activation channels.

D&B Rev.Up is supported by the D&B Data Cloud, which includes

  • 420 million global companies and 37 million corporate linkages
  • 220 million global contacts, of which 54 million are C-level.
  • Digital identities spanning over 4 billion IP addresses, 22 million URLs, and over 500M devices ids.
  • 17 million technology products used by 13 million companies.
  • 3,500 intent topics spanning 14 billion digital signals.
  • Third-party alternative data sets with pre-assigned D-U-N-S numbers to ensure proper matching.

Firmographics and Technographics are available for all offerings, with intent data available for all but the Web edition in the default package (it is available in the advanced).

Rev.Up ABX is data agnostic, allowing revenue operations teams to deploy third-party licensed data sets such as G2.

Rev.Up ABX supports lookalike modeling, while the other products support three lead scoring and three account scoring models.  Lookalike contacts may be sent to D&B Lattice, D&B Hoovers, or MAPs.

The D&B Rev.Up ABX Dashboard

Continue to Part III for a discussion of the Folloze partnership and product pricing.

D&B Rev.Up ABX Launched

Dun & Bradstreet launched D&B Rev.Up, a new RevTech product line that brings together first and third-party data in “an open and agnostic platform that aligns teams, data, and technology to deliver relevant and engaging buyer experiences for target accounts.”  The datasets are unified via D&B Lattice, the CDP Dun & Bradstreet acquired in 2019.

The first offering is D&B Rev.Up ABX, which supports “first- and third-party data, activation capabilities and measurement, on top of its industry-leading customer data platform (CDP), giving sales and marketing teams a singular view of an account from targeting to revenue.”

“As sales and marketing leaders move to shared revenue responsibility, it becomes important to gain a common view of the customer throughout the buying lifecycle,” said Dun & Bradstreet CMO Stacy Greiner.  “We designed D&B Rev.Up ABX to simplify marketing and sales workflows by providing data, targeting, activation, and measurement in one platform, using an open architecture that allows teams to complement and capitalize on existing investments.”

D&B Rev.Up ABX aligns teams, data, and technology.

The new ABM service supports a channel-agnostic, “360-degree view” of accounts, contacts, campaigns, and sales plays.  Four ABX channels are supported:

  1. D&B Rev.Up ABX for Ads deploys paid media campaigns across demand-side platforms (DSPs) and social media platforms, including Facebook, LinkedIn, Google Ads, theTradeDesk, Google Video & Display360, Verizon Media, Xandr, and MediaMath.  ABX for ads is available as either a managed service or a self-serve option.  The managed services option supports media, data, execution, and analytics.

    Revenue teams can target by role, firmographics, technographics, and intent data.  They can then engage audiences via programmatic advertising, paid search, and social media.
  2. D&B Rev.Up ABX for Web supports visitor intelligence, tying visitor activity to accounts across both offices and homes.  The service also pre-populates shortened forms, personalize websites, and deploys a tracking pixel to tie engagement back to D-U-N-S Numbers

    Because users select the company name from a type-ahead, drop-down list of names and addresses, the user only needs to enter a partial company name.  Dun & Bradstreet then enriches the record with firmographics, linkage, and D-U-N-S numbers.  According to Andrew Berg in Dun & Bradstreet Analyst Relations, the “waterfall matching technology” combines IP, cookie, and API matching logic.  The API type-ahead drop-down matching is completed in under 200 milliseconds after the first two characters are entered into the company name field on a form.
  3. D&B Rev.Up ABX for Sales builds lists for sales teams, rates opportunities, and activates sales plays with connectors to SalesTech solutions.  ABX for Sales supports predictive analytics, propensity modeling, sales plays, sales recommendations, and buyer propensity tracking.  SDRs may engage customers and prospects via Outreach sequences.  SalesLoft support is planned for later this year.

    Sales Engagement sequences can be driven by first and third-party intent, marketing engagement data from MAPs, and Folloze engagement.
  4. D&B Rev.Up for Email builds targets audiences and activates email campaigns via Marketo, Eloqua, HubSpot (June GA), and Pardot (June GA).  Functionality includes campaign building, opt-in/opt-out support, and engagement analytics.

Analytics partners include Google Analytics, Optimizely, Adobe Target, and Adobe Analytics.  Other partners include Outreach and Salesforce.

“Teams aren’t trapped in a single, enclosed platform like other tech on the market.  D&B Rev.Up ABX integrates and works with their existing Martech and SalesTech so that they can activate in one channel, many, or all of them in a consistent and orchestrated way. They gain the power of the Data Cloud and our CDP, while also being able to use tools they already have,” blogged Greiner.  “This openness and flexibility helps teams to work efficiently and means they can maximize previous investments and use dollars wisely.  You can choose the full power of D&B Rev.Up ABX, or use it just in one channel – ads, email, web, sales plays – and then scale up to achieve a coordinated conversation with buyers everywhere they’re likely to engage.”


Part II discusses Rev.Up ABX modeling.