Data for Insights & Relationships

dnb.com @dnbus
Insights
from data
Relationships
from insights
GROWING RELATIONSHIPS THROUGH DATA

Dun & Bradstreet is joining other thought leaders, industry trail
blazers and your peers at Oracle OpenWorld. Stop by our main
booth 425 in Moscone South or our kiosk in the Oracle Big Data
Showcase in Moscone South to learn about all the ways Dun &
Bradstreet business information helps sales and marketing pros
grow relationships through data and improve results.
See Dun & Bradstreet at
Find us at
Moscone South
Booth 425
or visit us at our kiosk
Moscone South
Oracle Big Data Showcase
#OOW15

We’ve got a great lineup of Dun & Bradstreet speakers this
year, including Anudit Vikram, the Chief Product Officer of
Audience Solutions, and Vimal Vel, our VP of Partner Solution
Strategy. Our knowledgeable team will be all over the event
to tell you everything you ever wanted to know about how
Dun & Bradstreet data powers the Oracle Cloud.
Oracle OpenWorld 2015
Dun & Bradstreet | 1

Contents
3 Executive Summary: Growing Relationships through Data
TARGET BETTER
7 Deterministic Data for Businesses: The Challenges for Today’s B2B
Marketer
10 Audience Targeting: The Art & Science of Data-Inspired Marketing —
New Ways to Think about B2B Targeting and Data Management
NURTURE BETTER
14 Leveraging Data at Scale for Prospecting in Marketing Automation
15 Customer Story: Entrust Datacard Increases Lead Effectiveness with
D&B Direct for Eloqua from Dun & Bradstreet and Oracle
CLOSE BETTER
19 Oracle Data as a Service for Sales: Drive Sales Intelligence and
Opportunities with New and Enriched Data on Companies and
Business Decision Maker
21 The Power of Integrated Data
BEST PRACTICES
26 Driving Growth with Customer Data Management: An Exclusive
New Study Proves the Value of Smart Data Strategy for Marketers
35 Case Study: Dun & Bradstreet Uses Oracle Eloqua for Marketing
Automation Excellence — Power Users Share Modern Data-Driven
Marketing Strategies
2 | Dun & Bradstreet

Dun & Bradstreet data puts the
right information in the hands of
sales and marketing teams, so they
can succeed in building strong,
vibrant relationships with their
customers. Relationships are the
lifeblood of business. In a modern
digital economy, accurate data
gives end users the ability to create
relationships with depth and scale
never before possible. With the
world’s largest commercial database,
Dun & Bradstreet is a leader in
delivering business insight, in real
time, to modern, best-in-class
platforms like Oracle Data Cloud,
Oracle Marketing Cloud, and Oracle
Sales Cloud.
Why is this valuable? Buyers now
control the buying cycle. Sales
information is readily available to
anyone and everyone. Marketers
and salespeople no longer control
access to product information.
Prospective buyers research products
and solutions online and tap into
their social networks for guidance
long before they engage with a sales
person.
Buyers build business cases and select
a short list of vendor candidates —
all before their first contact with a
marketer or salesperson. Marketers
and salespeople must build the
relationship by providing additional,
relevant information during that first
conversation and responding in a
way that increases buying motivation
and retains interest. With key
insights about a prospective buyer
from Dun & Bradstreet, marketers
and salespeople understand what
motivates buyers in each industry,
know the challenges unique to their
business and have line of sight to
their business footprint.
Growth. Companies use Dun &
Bradstreet data within the Oracle
Cloud to find new customers and
to identify cross-sell opportunities
within existing customer accounts.
Relationships. Dun & Bradstreet
tracks over 240 million companies
globally as well as over 4 million
corporate family trees. Knowing
how companies are related provides
tremendous cross-sell and up-sell
opportunities.
Growing Relationships
through Data
Executive Summary

Quality, Quantity and Coverage
Dun & Bradstreet was founded
to help companies foster growth
and build relationships, with data
and analytics at the core. Dun &
Bradstreet data unleashes these
WITH DUN & BRADSTREET POWERING THE ORACLE CLOUD, USERS CAN:
unique capabilities natively within
the Oracle Cloud, empowering users
to find new customers and to identify
cross-sell opportunities within
existing customer accounts.
• Create a single, integrated view
of relationships tied together
by the D-U-N-S Number, Dun
& Bradstreet’s unique global
business identification system
that identifies, validates and links
businesses worldwide.
• Access the world’s largest
commercial database, with more
than 240 million company records
Dun & Bradstreet derives from
30,000 data sources and updates
5 million times per day. Dun &
Bradstreet’s global coverage is
more than twice as large as its
nearest competitor.
• Track more than 4 million
corporate family trees, providing a
unique picture of company linkage
for powerful cross-sell and upsell
opportunities.
• Receive data-enriched profiles
tailored to specific needs across
sales and marketing.
• Leverage the DUNSRight
patented process for gathering
and curating global data, which
ensures unmatched data quality.
DUNSRight turns an enormous
volume of data into the high-
quality information Oracle
customers need to build their
most valuable relationships.
• Amplify the power of Dun &
Bradstreet’s data by delivering
it within the DaaS workflows of
the Oracle Data Cloud, Oracle
Marketing Cloud, and Oracle
Sales Cloud.
TARGET
BETTER
NURTURE
BETTER
CLOSE
BETTER
Dun & Bradstreet
customers
manage campaigns
46% more effectively
than non-customers
Dun & Bradstreet
customers use
customer information
46% more effectively
On average,
Dun & Bradstreet
customers close
sales better by 29%

A new study by a top global analyst
firm examined data management
practices by Dun & Bradstreet
customers and non-customers.
It reveals strong ROI for Dun &
Bradstreet users:
• Dun & Bradstreet users manage
campaigns more effectively by
46%. They use customer data
better for segmentation and
campaign execution purposes.
• Dun & Bradstreet users harness
customer information better by
46%. They are more effective at
using customer data to improve
customer contacts and qualified
leads.
• Dun & Bradstreet users close sales
better by 29%. They are more
successful in using customer info
to close deals.
Sales and marketing teams are heavy
users of business information. Their
day-to-day jobs require business data
to:
• capture quality leads and qualify
those leads
• build campaigns or conversations
targeted to the right prospects
• develop deeper relationships with
customers.
Business information also provides
the raw data to:
• construct effective marketing and
sales systems
• improve territory alignment
• segment customers
• lead score
• route leads
• ensure compliance.
Better performance
on the most
important metric
of all:
in revenue performance
for Dun & Bradstreet
customers over
non-customers
+10%

ORACLE DATA CLOUD
TARGET BETTER
WITH DUN & BRADSTREET DATA

Deterministic Data for Businesses
The Challenges for Today’s B2B Marketer
B2B MARKETING SPEND
ON THE RISE
When it comes to digital display
ad sales, B2C marketing is (and
has always been) the predominate
‘big spender.’ But B2B spending is
closing that gap with significant YOY
growth. In fact, it’s grown by over
25% and is expected to be 15% of
the total US digital ad spend this year.
The reason for this surge — in part —
is B2B’s discovery of Programmatic
Marketing, which consumer
marketers are already really good at.
Programmatic is driven by data, and
in the B2C world customer data is not
only pretty straightforward, there’s
lots of it.
PROBABILISTIC VS. DETERMINISTIC
Many marketers face this challenge
with a ‘probabilistic’ approach to
data generation. They use proxy
models to define targetable prospects
that they then feed into their
marketing engines. Unfortunately,
probabilistic can be problematic
if proxies are based on incorrect
assumptions. Conversely, there’s
‘deterministic’ data — data gathered
from verified sources and vetted for
quality. It’s not derived using models
and assumptions. It’s real business
data sourced from real business
people, collected, aggregated, edited
and verified daily, resulting in better
data that’s suited to the specialized
needs of B2B.
TARGET BETTER

INTRODUCING AUDIENCE
SOLUTIONS
That’s where Dun & Bradstreet
comes in. We’ve gathered — and
continue to gather — deterministic
business data on over 240 million
organizations worldwide. Leveraging
approximately 700 attributes, our
new Audience Solutions group
maintains a deep understanding of
every role and business behavior
within a company. This helps
marketers identify trends and
patterns in data, discover insights
that can lead to game-changing
decisions, create better, more
relevant campaigns, and deliver
precision targeted offers that achieve
business goals.
OUR APPROACH
Rigorous collection and quality
assurance processes result in a set of
100% deterministic business data,
all owned by Dun & Bradstreet. Our
Audience Solutions team employs
market-leading matching methods
and partners to bring this data
online in a secure and anonymous
fashion that maintains the highest
standards in PII protection and user
privacy. Our agnostic approach to
syndication and distribution makes
data available to customers where,
when, and how they want it, in the
platforms they rely on to execute
their digital marketing strategies.
The Dun & Bradstreet Solution
WHICH DATA SEGMENT IS RIGHT FOR YOU?
Our data is packaged and available in the following ways:
• Standard: Create awareness
and advocacy among a vast
business audience with broad
firmographics (including company
size & sales, major industry
classifications, job role/function).
• Premium: Reach and engage
a more discreet professional
audience via predictive indicators
such as spend propensity,
marketability or company growth,
as well as more specific job roles
and functions.
TARGET BETTER

TARGET BETTER
• Company information, including
number of employees, annual revenue,
and maturity
• Business data tied to a D-U-N-S®
Number
• Functional data for contacts, including
area of responsibility, domain expertise,
and seniority
• Decision-maker contacts in IT, financial,
and business roles and hundreds of
other attributes
Data anchored on and built for B2B
REACH YOUR B2B AUDIENCE
BY LEVERAGING:
5 quality drivers ensure accuracy
Corporate
Linkage enables
our customers
to view their
total risk or
opportunity
across related
businesses.
D-U-N-S®
Numbers
are applied to
unlock a wealth
of value-add data,
including physical
and mailing
addresses, ‘doing
business as’
names, principal
names, industry
classifications
and more.
Data is
integrated
through our
Entity Matching
process to
produce a single,
comprehensive
and accurate
picture of each
business and its
global corporate
structure.
Predictive
Indicators
use statistical
analysis to rate a
business’s past
performance
and to indicate
how likely the
business is to
perform the
same way in the
future.
INPUT
Global Data Collection
brings together data
from 30K+ sources
worldwide
DUN & BRADSTREET
GLOBAL DATABASE
OUTPUT
The most accurate
and highest quality
B2B data
5.4.3.2.
1.
All collected and enhanced data is subject to the rigorous and
proprietary DUNSRight®
quality assurance process, which includes
over 2,000 automated checks in addition to many manual ones.

Audience Targeting: The Art &
Science of Data-Inspired Marketing
New Ways to Think About B2B Targeting
and Data Management
For today’s digital marketers the
world is rapidly changing. Gone are
the days of running ads and hoping
to reach the right people. Digital
channels are now highly measurable.
With more precise targeting,
marketers have new ways to control
campaign outcomes and steer
towards achieving their goals.
Today’s customer has full control
of the buying process. No longer
dependent and bound only to
information pushed to them —
customers and prospects learn and
research the products and services
they want to buy in the manner
they desire.
This shift in empowerment to the
customer creates a big challenge for
businesses and an opportunity for
those that can leverage new data
strategies. Customers now compare
consumer experiences to business
experiences and the expectation is
that all the companies they interact
with understand their unique
needs from the start and respond
appropriately.
Unlike B2C, the B2B decision
journey is typically longer and more
complex, requiring many layers
within an organization to participate
in a decision making process. To best
communicate with these important
stakeholders, businesses must have a
way to understand critical roles and
business behaviors within a company
and individual and target them
effectively. It requires access to data
and insight that enables the right
conversation with the right decision
maker at the right time.
Many marketers solve the challenge
with a ‘probabilistic’ approach to
data generation. Proxy models have
been created to define targetable
prospects. It all works well as long as
the right assumptions are made. On
the other hand, deterministic data is
gathered from verified sources and
vetted for quality. It’s not derived
using models or assumptions because
it is actual business data sourced
from real business people, collected,
aggregated, edited and verified
daily, resulting in more accurate
information that’s better suited to
the unique needs of B2B.
TARGET BETTER

TARGET BETTER
Today’s leading digital marketers
see the value in this rich data source
as a faster way to identify trends
and patterns in data and discover
insights that quickly lead to game-
changing decisions. They’ve seen this
as the way to create more relevant
audiences and campaigns, deliver
precise targeted offers that help them
achieve their business goals more
competitively.
Here are four steps to managing this
new robust data that combine the art
and science of data management. We
call it the A’s of data management:
1. ACQUIRE THE DATA.
Understand and curate the data sets
that are valuable to your business.
Data is available in various types
and formats — 1st
party or 3rd
party, online, offline, structured
or unstructured. Data comes from
different channels — display, search,
social, email, direct mail, CRM and
so on. Whatever the source or type
of data, the management process
begins with ingesting the raw assets
and storing them in a way where it
can be manipulated. At this point,
the volume is huge, but the value is
minimal.
2. AGGREGATE THE DATA.
Once acquired, the next step is to
pool the data into logical chunks.
The process of aggregation makes
the data more manageable and gives
it more context related to the way
you plan to use it. For example, a
Real-time Bid (RTB) bid stream now
becomes a count of impressions,
clicks and conversions in a given
platform on a given day. Aggregation
also prepares the data for the next
step; analysis.
3. ANALYZE THE DATA.
Real value can only be seen after
you analyze the aggregated data.
In this stage, you’ll begin to see
what’s working and what’s not. You
can create unique combinations of
attributes and generate segments
that have a meaning for your specific
objectives. You can query the
aggregated data and create reports to
address specific business questions.

Demographic
Data
Quality
Assurance
Firmographic
Data
Social
Graph
Identity
Resolution
Segment
Creation
Harmonization
Onboarding
Syndication
Activation
4. ACTIVATE THE DATA.
Philosophically, creating a customer-
centric targeting approach begins
with complete, integrated, high
quality data and insights. The degree
to which a business can become
truly customer-centric is directly
correlated to their commitment and
approach to leveraging data and
insights.
Isolating data within the systems that
facilitate acquisition, aggregation
and analysis brings no business value
until you begin to use it. You can
do this by syndicating segments to
downstream systems for targeting,
and helping drive optimization in
campaign management systems.
Passing data through this four-step
process can help your business realize
the true value of data by converting it
into the type of actionable knowledge
critical to succeeding in a competitive
environment.
The Best Practice: Take the lead
on the data initiative and nurture a
market-minded, intellectually curious
organization that isn’t afraid to
leverage data and analytics for stand-
out insights.
At Dun & Bradstreet, data is in our
DNA. Making sense of the world’s
data — turning it into insight — is
core to our business and proud history.
Through our partnership with Oracle,
Dun & Bradstreet has defined more
than 260 B2B audience segments you
can use to benefit from a deterministic
approach to audience data, when,
where and how you need it.
TARGET BETTER

ORACLE MARKETING CLOUD
NURTURE BETTER

Leveraging Data at Scale for
Prospecting in Marketing
Automation
DATA ACTIVATION TO THE
ORACLE MARKETING CLOUD
As a marketer, you need to attract
the right prospects, convert them
into leads, and quickly turn leads
into customers. But what do you do
when invalid prospect data, poor
conversion, and low-quality leads are
slowing down your revenue engine?
Oracle Data as a Service (DaaS) for
Marketing provides Eloqua users
with a source of clean and complete
business data, resulting in better
segmentation, higher conversion,
and ultimately faster growth for your
business.
ONE DATA SOURCE FOR
B2B PROSPECTING, LEAD
QUALIFICATION, AND PROFILE
ENRICHMENT
Partnering with Dun & Bradstreet,
Oracle gives marketing and sales
access to the largest business
database in the world to find, grow,
and connect with new customers.
Oracle DaaS provides qualified and
enriched business data to Oracle
Marketing Cloud Eloqua users to
drive competitive prospecting and
profile enrichment, powered by
trusted and transparent data sources.
NURTURE BETTER
Drive Efficiency with Data Driven Qualification and Prospecting –
generate new B2B targeting lists with data on more than 240 million companies
through trusted partner, Dun & Bradstreet, and prospect new qualified contacts
through Eloqua campaigns.
PROSPECT
Target the Right Companies and Connect with Decision Makers by
Enriching Your Marketing Databases – add critical data fields including
competitive and social information for deeper qualification and more ways to
engage key decision makers.
TARGET
Keep Your Data Up To Date – correct missing and inaccurate data, merge
duplicates, and leverage both company and contact matching. With just contact
and company name you can match and enrich leads across 100mm records
worldwide ensuring data accuracy and higher return on your marketing outreach.
CLEANSE
Unify Cross-Channel Prospecting Efforts – provide consistent and impactful
messaging to your prospects anywhere across email marketing and digital
media. With better insight into your prospects and customers you will deliver
more personalized content and higher qualified leads.
UNIFY
KEY FEATURES & CAPABILITIES

CUSTOMER STORY
Entrust Datacard Increases Lead
Effectiveness with D&B Direct for Eloqua
from Dun & Bradstreet and Oracle
The Challenge
TARGETING, PROSPECTING AND
INCREASING LEAD EFFECTIVENESS
Understanding the value of data and
insight when it comes to identity
and verification, Entrust Datacard
was looking for a way to assess
cross sell and upsell opportunities
with common customers after their
merger. With a focus on business
growth, Entrust Datacard also
wanted to improve their targeting,
prospecting and segmentation to
ultimately move the highest quality
leads to their sales teams in an
automated way.
They also wanted to improve their
marketing campaigns and automate
their lead generation processes to
maximize their lead effectiveness
from the import of leads through
segmentation and close. To ensure
they could effectively message key
customer audiences with marketing,
they needed to better understand
their target markets and the leads
they had.
With their existing audience
targeting efforts, they found that
their Director-level decision maker
was too broad a category to
effectively give the same message.
As a result, they were working to
better identify leads received on
business cards by appending Dun &
Bradstreet basic firmographic data
on the company such as number of
employees, etc. in order to deliver
more concise and targeted messaging
to these “hot” prospects.
For many businesses, ensuring they’re dealing with trusted identities and
that their online transactions are secure is a major concern and pain point.
In January 2014, Datacard Group and Entrust joined forces to become
one global, industry leader focused on a joint mission to deliver powerful
technology advancements and new innovations in identity-based security
solutions across digital, physical, mobile and cloud domains that protect
physical and digital identities.
NURTURE BETTER

The Solution
CONNECT THEIR MARKETING
AUTOMATION TOOL TO THEIR CRM
TO FACILITATE ACTION BY SALES
Entrust Datacard was looking for
a direct integration to their Eloqua
Marketing Automation tool. They
leveraged Dun & Bradstreet’s Cloud
Connector through D&B Direct
for Eloqua with cleanse, match and
append and full global access to
company profile, corporate family
linkage and number of employees.
They are using D&B Direct API
behind the lead form to allow
prospects to self-identify and to
achieve higher-quality and more
complete data without requiring the
user to fill out a long form. Coupled
with a nightly data append and a
confidence score on the data, Entrust
Datacard is able to segment against a
stronger database of contacts.
How It Works
Using D&B Direct for Eloqua
allowed Entrust Datacard to create
campaigns and push more qualified
leads to their CRM application to
facilitate immediate action by sales.
With help from Dun & Bradstreet,
what was initially a batch database
exporting process requiring a manual
turnaround is now done on a daily
basis with real-time capabilities
including lead scoring in their CRM
application so they now have:
• A faster turnaround time on the
data appending process
• Greater insight on new leads to
filter on size of company and
revenue
• Better quality leads by a large
magnitude
“Now we can more easily answer the question of how many
Fortune 1000 leads we have, and we’re no longer questioned on
the quality of the data. Our reporting has become much more
transparent and detailed and we can more precisely point to the
number of leads we’ve converted to sales.”
Dax Davis, Director, Marketing & Social Media
“We are now light years ahead of where we were with marketing
automation. Our relationship with Sales is probably the best it has
ever been. Meetings are constructive with more trust and greater
reliance on marketing to help drive leads. It’s a very positive
outcome. Dun & Bradstreet has helped with this.”
Kathy Kauffman, Marketing Automation, Segmentation & Planning Manager
NURTURE BETTER

As a result, Entrust Datacard has
advanced their marketing approaches
and messaging development.
The group that receives inbound
emails can focus more on other
opportunities since the appropriate
data is already appended. With
more precise titles and insight, they
are no longer flooding the same
contacts with messaging and burning
them out. They have looked much
harder at close rates on leads and
understand the direct correlation of
quality leads and leads that close.
When it comes to leveraging social
media, they are developing their
own content marketing strategy,
identifying personas and tweaking
their value propositions and creating
more blogs and videos.
Results & ROI
Entrust Datacard’s marketing team
is now seeing a quicker routing of
leads to sales, and more inbound
leads. If you look at conversion at
every stage of the funnel, our close
rates are better than average. We’ve
had ebbs and flows on the quantity
of leads, but we are now doing more
value messaging and we’ve increased
the ratio of sales qualified leads and
marketing is driving inbound leads.
Dun & Bradstreet has helped us
to better assess our marketing
effectiveness and with higher quality
data, we can spend more time
developing the right messages. Our
entire process has been positively
impacted by the improved data.
Entrust Datacard offers trusted identity and secure transaction technologies
that allow consumers, citizens and employees to make purchases, cross
borders, access e-gov services or log into their corporate networks. These
audiences increasingly expect anywhere-anytime experiences. With more than
2,000 Entrust Datacard colleagues around the world and a network of strong
global partners, the company serves customers in 150 countries worldwide.
For more information, visit www.entrustdatacard.com.
NURTURE BETTER

ORACLE SALES CLOUD
CLOSE BETTER

Oracle Data as a Service for Sales
Drive Sales Intelligence and Opportunities with
New and Enriched Data on Companies and
Business Decision Maker
The use of third party data to
qualify and prospect new business
can significantly increase sales
efficiency and revenue. However,
mapping external intelligence to
existing sales systems requires
resources to procure, manage,
and integrate information, and
navigate a market crowded with
BENEFITS
• Discovery of new and existing
contacts and touch-points to
build pipeline and improve
sales efficiency
• Intelligent, data driven
qualification of companies
and contacts using business
performance and social
influence metrics
• Enhanced ROI from simple
enterprise license agreements
• Stronger data quality through
rigorous identity-based
cleansing and validation, fast
speed to adoption, and robust
information governance
• Predictive and deterministic
ratings of companies and
contacts using proprietary
insight and intent formulas
(coming soon)
Looking to learn more? Contact
daas_info_ww@oracle.com.
low quality data. Oracle Data as
a Service (DaaS) for Sales enables
smarter selling by helping discover
and reach prospects with the highest
quality and most comprehensive
third party data including millions
of companies, contacts, and social
media profiles.
CLOSE BETTER

Broadest Reach B2B Data Delivered ‘as a Service’
Oracle DaaS for Sales is an
enterprise-ready solution that
dramatically improves lead
qualification and prospecting using
Dun & Bradstreet’s market leading
collection of companies, decision
makers and social media profiles.
• Comprehensive Commercial
Data: 240 million companies and
100 million business and technical
contacts across 200 countries
including name, address, phone
and email; access from modern
‘search and match’ interface or
through flexible APIs
• Highest Quality Information:
Dun & Bradstreet industry
leading B2B data — high quality,
validated, and trusted — with
proprietary governance, unique
identifiers (DUNS Number), and
5 million records updated daily
• Unconstrained Data Usage:
Centralized cross-enterprise
data access and vendor agnostic
application integration (BI, CRM,
HCM, marketing automation)
with cost-effective record-based
pricing, not by user; simple,
transparent enterprise license
agreements
• Enriched Data and New
Opportunities: seamless mapping
between Oracle DaaS and Oracle
Sales Cloud to create new accounts
or enrich existing accounts with
external data
CLOSE BETTER

Seeing, understanding and taking action based upon what’s going on beyond
the four walls of your business gives you power to impact your business
outcome — the power of integrated Dun & Bradstreet data.
The Power of Integrated Data
DATA TO:
• Target new customers using the
profile of your best customers.
• Filter prospects and build
campaign lists based on multiple
criteria including revenue, industry
type, employee counts, and more.
• Clean data to maintain integrity
and quality of existing Oracle
Sales Cloud account information.
• Properly segment existing
customers to uncover cross sell
and upsell opportunities.
Driving Insight in CRM
$611
BILLION
CRM is being adopted around the globe as a
means to sell more, faster and more eﬃciently
annually in squandered resources,
sales, and opportunities.*
However,
bad customer
data drains
Outdated, duplicated data can lead to failed
CRM initiatives, low adoption, negative ROI and
missed opportunities
CLOSE BETTER

240
MILLION+
With D&B’s data feed
directly connected
with your CRM,
improve your sales
eﬀectiveness with
insight on
businesses worldwide
with millions of
updates daily
D&B INSIGHT OFFERS
360˚V I E W
D&B’s globally
recognized D-U-N-S
Number enables
a 360-degree view of
accounts while
preventing duplicates
Customer
segmentation
by industry, size
(employees & revenue),
years in business, HQ vs.
single locations, public vs.
private
Real Estate
Retail
Automotive
Construction
Energy
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CLOSE BETTER
hgiHwoL
Location
of accounts, prospects, suppliers
Identiﬁcation
of cross- and up-sell opportunities
Critical
Links
Corporate
Hierarchies
uncover
non-buying
opportunities
within existing
customer
families
Penetration
analysis
of the existing
companies in a
targeted geography
and in what
percentage you
currently do business
Product
A
Purchaser
Product
B
Purchaser
Product
C
Purchaser
Current Buyer Non-Buying Location
Dallas New Chicago Seattle Los Boston
Orleans Angeles
TotalUniverse
Current Penetration
Customer Concentration
Dun & Bradstreet’s insight delivered through
the Oracle Sales Cloud | DaaS for Sales enables
improved productivity, analytics, cost control,
revenue generation and market share

CLOSE BETTER
HERE ARE SOME MORE BEST
PRACTICE EXAMPLES OF WHY AND
HOW DATA MATTERS.
• Despite lots of manual scrubbing,
one online retailer couldn’t
improve the accuracy of the
customer database, which led to
low response rates and declining
customer satisfaction. To solve
the problem they matched their
customer records against the Dun
& Bradstreet global database. The
result was clean, accurate, up-to-
date information, and they were
able to exponentially understand
the true nature of their customers.
Revenues increased and customer
service improved. The sales team
made their number. Customer
happiness increased. Even the
CEO smiled.
• A manufacturer was growing, but
not as fast as their competitors.
By adding Dun & Bradstreet
information to their CRM, they
were able to discern the fact that
they were getting great traction
in four specific industries. With
this insight, they changed their
marketing and sales strategy.
Instead of using the traditional
geographic approach, they aligned
marketing and outside sales
resources to the four industries
and had the inside sales team
handle everything else. By
targeting their efforts on the four
industries, revenues skyrocketed.
• A national food service company
noticed the number of food trucks
was increasing rapidly. Meanwhile,
traditional small restaurants were
disappearing. They needed to gain
insight into the changing patterns
of their industry. By integrating
Dun & Bradstreet data into their
CRM they could readily see when
a restaurant went out of business
or when a new food truck opened.
Companies open and close their
doors quickly. Businesses change
names, phone numbers and locations
all the time. Most people don’t know
or realize that business data changes
rapidly. Keeping up with the changes
is time-consuming, error-prone
and costly. Even a small change
in business information can have
lasting, adverse consequences to sales
and marketing activities and ROI.
With Dun & Bradstreet data, you
can turn this significant problem into
your competitive advantage.

ORACLE & DUN & BRADSTREET
BEST PRACTICES

BEST PRACTICES
Driving Growth with Customer
Data Management
An Exclusive New Study Proves the Value of Smart
Data Strategy for Marketers
Successful modern marketing
depends on the ability to create and
manage a company’s most important
and valuable relationships with
customers and prospects. While that
responsibility isn’t particularly new
or revolutionary, how marketers
do it is dramatically different in the
digital age. Their success building
long-term, sustainable relationships
today lies in the ability to develop
and execute on highly refined,
interconnected lead generation
practices that let them effectively
target, nurture and close.
Organizations that achieve superior
levels of lead generation frequently
have “mature” data management
practices underlying this marketing
relationship engine. To gain a deeper
understanding of the connection
between data maturity level and
marketing best practices, Dun &
Bradstreet engaged a team of world-
class analysts. Their research was
designed to uncover:
• The connection between data
maturity and sales and marketing
success
• The value of investing in customer
data management best practices
• Quantifiable marketing
performance improvement
resulting from the use of data best
practices
“Our latest forecasts show that
enterprises are realizing the most
valuable assets they have are solid,
long-term customer relationships.”
Louis Columbus, Forbes contributor
quoting Gartner, Inc.

Research: Proving the connection between
data maturity and marketing success
Leading global analyst firm surveyed and interviewed 135 companies –
customers and non-customers – to quantify the importance of data maturity
and the value of working with Dun & Bradstreet data
Dun & Bradstreet
sales and marketing customers
TARGET
BETTER
NURTURE
BETTER
CLOSE
BETTER
Data-mature companies are more
successful than less mature firms –
THEY EXPERIENCE IMPROVED
PERFORMANCE ACROSS MULTIPLE
FUNCTIONS COMPANY-WIDE
BEST PRACTICES
The researchers selected 135
companies, comprising both non-
customers and customers of Dun &
Bradstreet. These companies were
surveyed about the current state
of their Data Maturity and their
relationship-building best practices,
including their use of third-party
data enrichment. Participants
represented a variety of company
sizes, from $100 million to more
than $1 billion in revenue, and
several business functions including
IT, Sales, Operations, Marketing
and Analytics. The companies
were spread across six main
vertical markets: Manufacturing,
Commercial Services, Finance,
Retail, Wholesale/Distribution and
Insurance.

COLLECT INTEGRATE CLEAN SUPPLEMENT
Innovative data and analytics leveraged across your company drives results.
Tied together by the D-U-N-S Number, a relationship platform can create a single,
unified, end-to-end view of prospects in the digitally driven age of self-directed buyers.
• Relationships aren’t a series of
isolated interactions. They are an
interconnected web of engagement
that evolves over time.
• A relationship platform creates a
singular, integrated view of the data
and insights required to manage
what is often a complex web.
• Master Data Management and
Customer Data Management is the
process that puts structure around
the information and intelligence
that empower companies to
do this. The D-U-N-S Number
ties it all together and helps
our customers create a single,
integrated view of relationships.
• With our help you can collect,
integrate, supplement and clean
your data to get a complete
picture of your most valuable
relationships.
Let’s look at a few use cases where
Dun & Bradstreet data enables
relationships for Marketing
organizations — and the proof of
the value of that as borne out of the
research.
BEST PRACTICES

Marketers must activate data to create an
end-to-end, global view of relationships with
current and potential customers, defined by
data and managed with creativity
- Who are your most valuable prospects?
- What do they need from you?
- How can you convert more of them into
profitable customers?
Driving data-inspired growth
Dun & Bradstreet customers understand this dynamic and manage it effectively.
BEST PRACTICES
• Marketers are the initiators of
new and the nurturers of existing
relationships.
• They form first and lasting
impressions.
• And they do it all without talking,
seeing or hearing.
• With the help of our data and their
creativity they have the insight to
know who are the most valuable
relationships, what they need and
how to engage them to buy.

Better prospecting for
valuable potential relationships
Definition of Effectiveness:
Better customer demographics
help improve segmentation and
target campaigns
Improvement Outcomes of
Best Practice Implementation*
- Higher MDM/CDM-mature
companies manage campaigns
12% more effectively.
- Dun & Bradstreet customers
manage campaigns 46% more
effectively than non-customers.
Best Practices:
- More segmentation
with deeper data profiles
within those segments
- Multi-dimensional
campaigns targeting by
industry, geography, linkage
+46%
Non-‐customers

+
Eﬀec3veness
of
Segmenta3on
and
Target
Campaigns

Customers

* Average percent improvement in
results expected by survey participants
Ask any marketer today what’s on
their wish list:
• They want to create and maintain
relationships
• They want the best customer
demographics to segment better
and to create the most targeted
campaigns
• Dun & Bradstreet customers have
the ability to apply best practices
in segmentation and targeting
• And those that do are able to
effectively than non-customers
• They initiate MORE VALUABLE
relationships with our insight
BEST PRACTICES

• Marketers need to continuously
learn about their customers to
better nurture and grow these
relationships
• Dun & Bradstreet customers
following best practices have wider
arrays of lead sources and unified
profiles enhanced with additional
third party firmographics
• We now know that Dun &
Bradstreet customers use
customer information 46% more
effectively than non Dun &
Bradstreet customers
• Better contact data provided by
Dun & Bradstreet improves a
marketers ability to manage their
customer contacts and find leads
• Better nurturing leads to MORE
PROMISING relationships
Better nurturing
of promising relationships
Better contact data improves
the ability to manage customer
contacts and find leads
Best Practices:
- Unified profiles of leads
are enhanced by additional
firmagraphics from third parties
- Wider arrays of lead sources
+46%
Non-‐customers

+
Eﬀec3veness
of
Customer
Informa3on

Customers

companies use customer information
16% more effectively.
- Dun & Bradstreet customers use
customer information 46%
more effectively than non-customers.
BEST PRACTICES

Accelerated closing of
new relationships
Holistic customer information
helps close deals, expand
customer penetration and
improve sales efficiency
Best Practices:
- Consistent customer/prospect
profiles that are streamlined
yet comprehensive
- Activate data profiles for
existing customers to
explore cross-sell
+29%
Non-‐customers

+
Eﬀec3veness
of
Sale
Closes

Customers

companies close sales 12%
more effectively.
- Dun & Bradstreet customers close
sales 29% more effectively than
non-customers.
BEST PRACTICES
• Holistic customer information
helps close deals, expand customer
penetration, and improve sales
efficiency
• Dun & Bradstreet customers
following best practices of using
consistent, comprehensive yet
streamlined customer profiles as
well as active data profiles for
cross sell opportunities, on average
close sales better than non-
customers by 29%
• Specifically, Dun & Bradstreet
customers see improvements in
Lead to Sales, Average Selling
Price, Cross Sales and Sales
Efficiency.

TARGET
BETTER
Dun & Bradstreet customers
NURTURE
BETTER
Dun & Bradstreet customers use
customer information 46% more
CLOSE
BETTER
On average, Dun & Bradstreet
customers close sales better
by 29% than non-customers
BEST PRACTICES
Throughout the customer lifecycle
we are able to provide you with
directional values of where you can
see improvement in effectiveness
when using Dun & Bradstreet.
And just on the few examples we
discussed, the numbers are quite
compelling.
And we have a variety of products
and solutions across these areas with
our strategic alliance, Oracle. Joint
solutions implemented depending
on your particular needs across the
customer lifecycle including:
• Target – Oracle Data Cloud
| Bluekai powered by Dun &
Bradstreet Audience Solutions
Data
• Nurture – Oracle Marketing Cloud
| DaaS for Marketing powered by
Dun & Bradstreet Data
• Close – Oracle Sales Cloud | DaaS
for Sales powered by Dun &
Bradstreet Data

BEST PRACTICES
Better performance on
the most important metric of all
+10%in revenue performance
for Dun & Bradstreet
customers over
non-customers
But above it all what we are most
excited to share is …
• How your revenue can be
impacted – and we can now say
Dun & Bradstreet customers on
average see at least 10% revenue
performance improvement when
Dun & Bradstreet is leveraged as a
part of the MDM/CDM strategy!
• We are thrilled to be able to
provide you with our benchmark
report for your use in creating
your ROI.
• Now let’s discuss how we can help
you in your journey.
To Learn More, please visit:
www.dnb.com/oracle

SENIOR LEADERSHIP CALLS
FOR INCREASED CUSTOMER
ENGAGEMENT
Dun & Bradstreet’s activation of
Oracle Eloqua began with a few
small steps that have become great
leaps forward.
It started in 2009, when Eloqua was
named a Market Leader by CRM
magazine for the second consecutive
year. Dun & Bradstreet’s Canadian
team adopted the Toronto-based
marketing automation solution
for lead management and demand
generation. After the Canadian team
achieved strong out-of-the-gate
marketing results and ROIs with
Eloqua, it was easy to see that it made
sense to bring Eloqua into the U.S.
Senior leadership was looking for a
way to increase customer engagement
and sales successes with mid-to-large
customers —those businesses with
annual sales in excess of $250MM
and total employee size of 500
or more — and Eloqua enabled a
modern, new approach.
Within this subset of customers and
prospects, Dun & Bradstreet began
working with Eloqua to improve
customer interactions with a focus
on driving more leads, engagement
and pipeline. And once again after
seeing strong initial successes with
the mid-to-large business segment,
the U.S. team began to build a
business case for the expansion
of Eloqua to other channels and
business divisions.
Fast-forward to today: Eloqua is
currently in place across all sales
channels for sales enablement,
events and campaigns, letting Dun
& Bradstreet engage customers
with a variety of triggers and tactics
that also allow for measuring the
effectiveness of all communications.
TAKING A DATA-INSPIRED
MARKETING APPROACH
On the marketing automation
journey — thinking through
the various phases, from target
to lead to buyer — each click,
each content engagement and
each point of contact adds to the
creation of a bigger picture and,
ultimately, a lead profile. As D&B
has advanced with an increasingly
CASE STUDY
Dun & Bradstreet Uses Oracle Eloqua
for Marketing Automation Excellence
Building Relationships with Modern, Data-Inspired Marketing
Strategies
BEST PRACTICES

broader use of Eloqua across the
organization, the company taken a
data driven approach – practicing
what we preach by incorporating
all the best practices we regularly
advocate to customers who turn to
us for customer data management
solutions. While not immune to
some of the same struggles that
many large companies face, Dun &
Bradstreet has been able to move
away from marketing in silos, where
different divisions don’t have the
benefit of a single customer view.
In this regard, Eloqua has helped us
leverage one marketing automation
system as a centralized hub for
all our outbound and internal
marketing efforts.
With the world’s largest commercial
database, Dun & Bradstreet is
naturally data-inspired, and this
single view of customers and
prospects is made possible with
the use of our D-U-N-S Number, a
unique business identifier and well
regarded industry standard. After
we append the D-U-N-S Number to
a company file, basic company data
enriches our account records.
With a firm foundation of data,
insight and analytics, customer
profiling helps us score and prioritize
lead routing based on a lead’s fit
for our solutions. For example, we
typically route in two ways:
• Sales acceleration – highest
scoring leads are prioritized for
follow up.
• Lead Nurture – lower scoring
leads are routed to nurture
programs designed to further
qualify opportunities and educate
along the buyer’s journey.
Dun & Bradstreet builds
relationships with these leads in four
main ways: Digital Optimization,
Predictive Targeting, Lead Nurture
and Sales Acceleration.
BEST PRACTICES
THE D&B D-U-N-S NUMBER
AND BASIC COMPANY DATA
• Foundational data – company
name, address, phone number,
SIC Industry code
• Firmographic data – data
on the number of actual
employees, sales and the year
the business started
• Hierarchical | Corporate
Linkage and family tree
information on more than 3
million organizations gives
us insight on the relationship
between parent and subsidiary
companies
• Public Records and Trade
Experiences add dimension
based on more than 1.5 billion
trade experiences and public
records such as outstanding
suits, liens, judgments and/or
bankruptcy filings

Digital Optimization is the way
D&B captures leads on its web
site by creating an engaging web
site experience that compels web
visitors to share their professional
information in exchange for valuable
insights or promises of service. New
strategies with digital optimization
include web visitor identification
abilities that allow D&B to
personalize the online experience for
a visitor. With this insight, response
rates and click throughs are driven
up by leveraging what is known
about the audiences being targeted.
With Predictive Targeting, Dun
& Bradstreet segments its customer
and prospect base to apply high
performing analytic strategies
such as propensity to buy profiles
that zero in on the companies and
contacts most likely to be the best
prospects for products and services.
D&B also uses segmentation to
help divide customers into two key
categories that increase targeting
effectiveness: engaged and non-
engaged customers.
These propensity-to-buy profiles
are bolstered by new strategies for
predicting future behavior, including
the use of D&B proprietary
anticipatory analytics such as
Material Change and Signal data.
From there it is simpler to effectively
identify high quality prospects for
outbound campaigns of acquisition,
cross sell or win backs.
Using Eloqua, Dun & Bradstreet
can build automated lead nurturing
campaigns that engage prospects
at all stages of the buyer’s journey
(learn, solve, compare and purchase)
with compelling content focused on
use cases they care about. Content
is developed for the use case and
mapped to the buyer’s journey
phase. Once a campaign is created
and email creative is developed, the
program is set up to run on autopilot
over a set period of time. During the
nurture campaign, a Lead Scoring
strategy determines how and when a
lead passes from one buyer’s journey
phase to the other. The goal is to
thoughtfully engage the prospect to
take action. “Content paths” that
prospects can take along the buyer’s
journey drive the engagement at the
right time.
In Sales Acceleration, we see all
the effort that’s been put in comes
to fruition. Did we establish a viable
relationship? Was growth achieved?
Did a lead become a win? Was a
lost customer won back? Was a
lead effectively nurtured across the
buyer journey? The answers to these
questions are the ultimate measures
of success.
BEST PRACTICES

To help brands build valuable relationships with B2B buyers,
Dun & Bradstreet is proud to partner with Oracle Data Cloud.
Target your best prospects by combining online B2B data from
the world’s largest commercial database with one of the world’s
leading data management platforms.
Visit us at www.dnb.com/oracle to learn more.
© Dun & Bradstreet, Inc. 2015

Data for Insights & Relationships

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