Dun & Bradstreet continues to expand the content it publishes in D&B Hoovers. Recent enhancements include building out its companies, contacts, and technographics.
D&B Hoovers profiles nearly 250 million unique, active companies and over twenty million corporate linkages, including branch-level links. New fields include Site Sales, Global Sales, Site Employees, and Global Employees.
Contact coverage also continues to grow, hitting 290 million. In addition, email and direct-dial fill rates have significantly improved, both growing 9X since Q1 2021. As a result, D&B Hoovers now provides 40 million emails and 20 million direct dials.
Build-a-List now supports a Contact Accuracy Score when prospecting for contacts, letting reps “select the email accuracy that’s right for each outreach, lending flexibility for both precision and volume.” For example, for general campaigns, marketers would select emails with the highest levels of deliverability; still, reps may select lower-scoring contacts when reaching out to their target persona within their ICP.
D&B Hoover’s also expanded its technographics, with company coverage extended by 359% since Q1 2021. In addition, Dun & Bradstreet grew its technology vendor coverage by 54% and its tracked technology products by 5.3 million.
Along with a deep set of companies and contact profiles, D&B Hoover’s offers public company financials, US SEC filings, UK Companies House filings and DASH reports, European registered company financials, analyst reports, industry market research and overviews, corporate family trees, competitors, company news, intent data, and event triggers.
Dun & Bradstreet announced its spring releases and enhancements at Forrester’s B2B Data conference in Austin. Dun & Bradstreet launched D&B Connect for Salesforce, its new data management service, and expanded D&B Rev.Up ABX functionality.
“With more accurate, actionable CRM data, businesses can make more confident decisions, identify more cross-sell and upsell opportunities, and target with greater precision,” blogged North American Sales & Marketing GM Stacy Greiner. “That’s the foundation for strong account-based strategies and digitalization. It’s the foundation for a stronger business, period.”
D&B Connect for Salesforce is the next generation of Salesforce hygiene products, superseding D&B Optimizer for Salesforce. Users have broader control over matching logic. They can employ easy matching based on Dun & Bradstreet Confidence Codes or customize the match logic by leveraging Confidence Codes alongside country/region selects and match quality.
The operations manager can set the importance of individual match grades by field (e.g., street number, name, etc.). Admins can also set match inclusion criteria, defining which fields should be excluded from matching (e.g., Non-Headquarter locations, Out-of-Business locations, Non-Marketable locations, or Undeliverable/Unreachable locations).
Connect for Salesforce has dramatically expanded the data sets available for enrichment, providing access to over 1,600 data elements based upon subscribed data blocks. Admins also have control over refresh frequency and rematch rules. Data may be refreshed every 14 days with the option of rematching unmatched records. Transactional matching is also supported, allowing real-time match and append for newly created records.
Other features include data health reports, field-level mapping, out-of-business flags, and duplicate management. In addition, Dun & Bradstreet offers 37 million subsidiary and branch linkages, ensuring proper territory management and lead assignment.
“What is preventing our marketing campaigns and sales plays from firing on all cylinders? asked Dun & Bradstreet Greiner. “Quite simply, bad data that is outdated, incorrect, duplicate, improperly formatted, or just outright missing. Let’s face it — we’re all to blame. We’re just not good about keeping our data up to date and refreshed. We don’t even do a good job entering the right data in the first place. This may be due in part to subjectivity, in part to laziness, and in part because there’s just not enough time in our day to be thorough enough.”
D&B Connect for Salesforce starts at $5,000 per company per year.
D&B Hoovers, a global sales intelligence solution that has long been English-only, began a multi-phase process towards becoming a truly global, multi-lingual solution. Most sales intelligence vendors support only a single language, but European vendors Vainu and Echobot support multiple languages for their regional coverage. Last year, when Dun & Bradstreet bought Bisnode, a firm that serves Central Europe and the Nordics, it declared that it would be sunsetting Bisnode solutions. Internationalizing D&B Hoover’s then became a priority.
The D&B Hoovers’ UX already supports 17 languages:
Asian: Chinese (Simplified), Chinese (Traditional), Japanese
Adding international languages transforms D&B Hoovers from an Anglo-centric solution for multinationals and companies based in Anglophone countries to a localized version.
“In terms of personalization, we’re trying to switch this from being a US product that is sold globally to a fully local version of a global product,” explained International Product Development & Strategy VP Adam Leslie to GZ Consulting. D&B Hoovers needs to be a “local product” that supports sales reps selling to local customers, regardless of language. “Historically, it’s been a US product sold in the local market only where the local market user sells to the US and internationally. If the local market user only sells domestically, they haven’t bought Hoovers.”
D&B Hoovers greatly expanded its industry code standards, allowing users to filter companies by global taxonomies (e.g., ISIC), regional (e.g., NAICS, NACE 2.0, ANZ SIC), or national standards:
D&B Hoover’s also supports two proprietary taxonomies: Hoover’s industry codes and eight-digit SICs.
Country-specific industry code descriptions will be displayed in either English or the local language.
Along with expanded taxonomies, D&B Hoovers recently added website searching to identify companies based on their self-descriptions across one hundred languages. Website search has gathered 247 million rows of structured data across 30 million websites and 300 million web pages.
This feature helps identify companies with emerging technologies or positioning (i.e., the evolving three-letter acronyms that firms use for classifying themselves). The feature echoes its Conceptual Search, but instead of identifying companies based on topical references in news articles, it searches global corporate websites.
D&B Hoovers and its predecessor service, OneSource Global Business Browser (GBB), have supported English-speaking multinational teams for two decades. Their content and functionality have always been the deepest for the US, UK, and Canada. Yet, they also provided a robust set of international content:
Global Public (Quoted) Company Financials, Segment Reports, Executive Bios, and Long Business Descriptions.
Financial statements for 15 European countries and global publics. The reports may be viewed in USD, EUR, GBP, and the As Reported currency, with currency conversion rates based upon the period or statement date. Thus, revenue from a 2020 income statement (a flow statement) would be based upon the average conversion rate for the year, while assets from the balance sheet would be based upon the applicable rate for the statement date.
Global family trees
Industry Codes, including US SIC, NAICS, EU NACE, UK SIC, ANZ SIC, and UN ISIC.
Regional screening, including city, postal code, and sub-regions (e.g., state, province, county)
Regional customization for distances (KM vs. miles) and numeric formats
D&B Hoovers expanded its company coverage to 180 million active firms and 216 million active contacts as part of its internationalization. Most of the new firms have between one and five employees. It also increased the number of countries with sub-divisional regions (e.g., counties, provinces), having recently added sub-divisional filtering for the Nordic countries, Denmark, Hungary, etc. Additional countries are planned.
Several enhancements came from local customer research. In many European countries, departmental emails are employed in sales and marketing outreach. These emails lack any personally identifiable information, so they are GDPR compliant. Dun & Bradstreet is adding over seven million “entity-level emails” for European countries, including over three million entity-level emails for the D-A-CH region, 1½ million for the Nordics, and 2½ million for Eastern Europe.
Text searching was enhanced to recognize accents and diacritical marks (e.g., when performing location searches). Leslie called synonymous search with or without special characters a “major ticket to the game.” While it “sounds like a simple fix,” it was “extremely complex.”
As Dun & Bradstreet began its localization research, it realized the importance of small companies and informational depth in the context of national sales vs. international sales.
“We speak to local markets and say, ‘Well, what is it that will help you sell your products and use our products?’” explained Leslie. Dun & Bradstreet’s research found that many customers and prospects sell locally to organizations with five or fewer employees. “That becomes really important now that you can reach them.”
Leslie listed other findings and subsequent upgrades: “We capped the number of contacts at eleven. That’s been changed. We were missing the middle name. That has been changed.”
When I was a product marketing manager at OneSource (2001 – 2010), I explained that we delivered the top N companies in each European country because “you aren’t selling to Polish abattoirs.” That logic made sense when selling to multinationals and exporters based in English-speaking countries. After all, they weren’t selling to Polish slaughterhouses. But this approach fails to meet the needs of sales reps based in Poland, EU industrial manufacturers, or logistics companies.
Localization requires local language support, content depth, national standards support (e.g., industry codes, geographic districts, GDPR), in-language news and triggers (coming in phase II), market knowledge, and in-market sales and support. Dun & Bradstreet also simplified the UI and improved its dynamic display for various screen sizes and devices. The new UI was implemented in September, and 96% of browser users and 98% of CRM users have switched to the updated format.
In-product tutorials also enhance the user experience. For example, if a user utilizes a feature inefficiently or has not used core functionality, the tutorial will provide on-demand coaching. This feedback is also provided to account representatives to provide guidance. The in-product tutorials were launched last summer, and Dun & Bradstreet continues to collect data for honing its training recommendations.
There is also a new onboarding virtual assistant for providing on-demand training. Tutorial translations should be available to users in Q2. Expanded in-product training and virtual onboarding are consistent with the emerging Work from Anywhere expectation of business professionals.
Dun & Bradstreet provided its internationalization roadmap through the end of the year. The firm intends to extend local content, expand time-dependent sales triggers, and support multi-lingual news. New content includes more digitally sourced data, detailed financials, and country-specific datasets such as country export data for Chinese companies, product codes, and expanded tech data for India.
Ostensibly, Phase I, which completed at the end of March, serves as a minimal viable product for localized products (or what Leslie called a “ticket to the game”), and Phase II continues internationalizing the content and expanding localized content.
“We are working with each local market to collect these [data requirements], source the data, transfer to D&B, and load into the product,” said Leslie. Finally, D&B Hoovers will continue to expand its email and direct dial coverage.
Dun & Bradstreet announced the acquisition of a pair of digital B2B data companies to support its Audience Solutions. (Part I). Today, I’m covering the Eyeota acquisition.
Eyeota supports a global methodology for onboarding offline and online data in a privacy-compliant and globally consistent way without the use of personally identifiable information (PII).
“In today’s market, brands need the ability to bridge real-world insights into the digital space in order to communicate more effectively with their customers and prospective customers,” states the firm’s About Us. “Yet the market has never been so difficult for brands to navigate. The challenge is finding the best ways to capture and activate audience data and to do so in a way that they can be confident is authentic, trustworthy and reliable.”
Eyeota builds audiences “based on what people are buying, watching, listening, reading, and interacting with in both the digital and offline world” that takes into account consumer demographics, behavior, and psychographics.”
Eyeota supports a broad set of global ad buying platforms, trading desks, DMPs, DSPs, and ad networks, including Adobe, Google Marketing Platform, Lotame, MediaMath, Neustar, Oracle Marketing Cloud, and Salesforce DMP. Eyeota also supports social targeting on Facebook, Instagram, and Twitter.
Dun & Bradstreet announced the acquisition of a pair of digital B2B data companies to support its Audience Solutions. (Part I)
NetWise offers Dun & Bradstreet a B2B-to-consumer ID Graph that helps Audience Solutions compete in this broader digital context. The Graph includes 30 million U.S. businesses, 100 million business professionals, 250 million opted-in consumer profiles, and 70 million consumer-to-business linkages. At the audience level, NetWise supports over 500 standard B2B segments and 150 consumer segments.
NetWise extends D&B Audience Solutions’ identity graph “across every major online channel, individual device, or a marketing platform,” said Dun & Bradstreet CEO Anthony Jabbour. “Just as our clients rely on the D-U-N-S Number for precision in their offline data, we’re looking to provide the same level of confidence and consistency online as well.”
NetWise excels at joining the offline and online worlds together to connect business personas to their online personas,” said NetWise CEO Dwight Gorall. “We look forward to joining the Dun & Bradstreet family with Eyeota. Once together, we can work to create a complete solution for clients, enabling a full spectrum of capabilities – from audience creation to activation – at scale across many demand-side platforms, customer relationship management systems, connected T.V. or social media platforms. We are committed to helping global enterprises future proof their marketing strategies so they can thrive in a multichannel world.”
NetWise notes that it is the “original producer” of its B2B data products built from first-party data sources, including state and federal business filings, company websites, job descriptions, job postings, social websites, and business directories. Moreover, the firm has unrestricted rights to use and sell its data. Thus, it offers supplementary intelligence for enriching Dun & Bradstreet’s company and contact files.
According to its FAQ, “NetWise generates comprehensive and deterministic B2B segments using current job titles, company firmographics, and other self-declared business-related attributes like skills, education, certifications, etc. This is accomplished by analyzing publicly available information and data created directly by persons in our dataset. These data features are often multi-source validated across our compiled data. Segments are deterministic, based on foundational information and never modeled unless explicitly indicated.”
NetWise is fully compliant with CCPA. In addition, its Data Protection Officer is a California-licensed attorney.
Outside of the US, NetWise maintains 100 million global profiles that can be folded into WorldBase and 300 million non-EU global profiles. NetWise does not build profiles on GDPR (EU) subjects.
Dun & Bradstreet is acquiring 100% of the outstanding ownership interest in NetWise Data for an estimated purchase price of $69 million upon closing, subject to net working capital adjustment. The deal is expected to close during the fourth quarter.
NetWise is based in Boca Raton, Florida and has 47 headcount (as per LinkedIn).
As part of its Q3 2021 earnings discussion, Dun & Bradstreet announced that it acquired two digital marketing companies: NetWise and Eyeota. The acquisitions “extend the company’s position in the B2B online marketing value chain and will build upon its rapidly growing Audience Solutions business by adding global scale and the online data to power omnichannel marketing around the world.”
“Dun & Bradstreet’s acquisitions of Eyeota and NetWise will cap-off several years of investment in the Sales and Marketing space, including the acquisition of our Customer Data Platform, Lattice Engines, which is at the core of our D&B Rev.Up platform, and the acquisition of Orb Intelligence to link digital and physical businesses in our Data Cloud,” said CMO Stacy Greiner. “We are executing on our vision to help revenue-generating teams get out of the business of wrangling data and technology and back to engaging with their customers and prospects to drive growth for their companies.”
Dun & Bradstreet noted that marketers have a broad set of digital channels but are unsure whether their advertising dollars reach their targeted audiences online across multiple digital touchpoints. The three companies “will be able to provide data and technology that empowers businesses to confidently identify, reach, and engage high propensity B2B audiences for multichannel marketing campaigns.”
“Our online Audience Solutions business continues to see robust growth rates, and we see a significant untapped opportunity in the online business-to-business marketing landscape. This led us to strengthen our position through the signing of definitive agreements to acquire Eyeota and NetWise,” said Jabbour. “These two complementary companies will extend our position further in the B2B online marketing value chain and build upon a business that has grown over 40% year to date.
The acquisitions extend Dun & Bradstreet audience channels from B2B to B2B2C, helping businesses target business decision-makers at home and improving match rates. The deals also provide Dun & Bradstreet with an international ecosystem of digital activation platforms. Other vendors with B2B2C datasets include AnalyticsIQ BusinessCore and Data Axle B2CLink (FKA Execureach).
“This will enable clients to build on the investments they have made into Data Management mastered on the D-U-N-S Number, and more readily activate that data in social, search and display advertising campaigns,” stated the firm.
“We are solving for the current audience shrinkage these marketers face today with the low match rates that plague this industry. This will enable clients to build upon the investments they’ve made into data management mastered on the D-U-N-S Number and more readily activate that data in social, search and display advertising campaigns. Said simply, Dun & Bradstreet has the offline B2B targeting data, NetWise enables marketers to translate that data into online audiences, and Eyeota syndicates it across the digital ecosystem.”
Dun & Bradstreet CEO Anthony Jabbour
As Work from Home and Work from Anywhere are likely to remain the dominant approaches to professional work in the coming years, marketers need to engage business professionals across multiple devices, channels, and locations with a consistent message. The acquisitions assist with both multichannel audience targeting and activation, tying together offline and digital.
Continue to Part II, which discusses Netwise, or Part III which discusses Eyeota.
D&B Hoover’s customers can now view and build lists of in-market accounts using the Bombora intent file. Users can set up SmartLists (dynamic lists) with a combination of account and intent data to identify in-market ICP accounts. The list is then displayed on the sales rep’s desktop and daily email digest.
Target lists can be assembled from over 175 selects that span company, contact, intent, and technographics. Bombora intent data is gathered from over 4,000 B2B media website and span 7,000 pre-defined topics. 70% of the websites are exclusive to Bombora.
Dun & Bradstreet provides a sophisticated approach to selecting intent topics that tie to business strategy. Instead of simply choosing the obvious topics, the firms recommend that customers employ topic clusters, “a group of like-minded Intent topics [that are] representative of all facets of a product or service.” Clusters would include
Dun & Bradstreet has removed intent scores, which are often confusing. By creating clusters, topics are either surging or not, with no interpretation required. Instead, the number of clustered topics serves as the indicator of surge strength.
The firms recommend that content be adjusted based on the number of intent topics identified for a prospect. Sales and Marketing should “serve higher-level or awareness-based content to those showing interest in one or two topics, and lower-funnel content to those showing interest on many topics.” Furthermore, prospects with many surging topics are probably closer to making a purchase.
D&B Hoovers also added 4 million direct dial numbers to their database, bringing the product total to 6.2 million. Direct dials contain a set of standard and mobile numbers, so users should hover over the direct dial number to determine the phone type.
“As more business contacts work from home, direct dials are essential to engage customers in real-time, from anywhere,” wrote Product Management VP Phil McWade. “Access these numbers in the lists you’ve already created, when viewing a Contact Profile, or within Contacts Search & Build a List results.”
D&B Hoover’s coverage has grown to 209 million global companies and 235 million contacts
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.
“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.
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 suite is GDPR and CCPA compliant with opt-in/opt-out flags shared across activation channels.
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.”
The new ABM service supports a channel-agnostic, “360-degree view” of accounts, contacts, campaigns, and sales plays. Four ABX channels are supported:
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.
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.
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.
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.”