Schedule a Demo
Does My Company Subscribe?
CMO, Dun & Bradstreet
As a data company, Dun & Bradstreet knows the important role data plays in business-to-business (B2B) marketing. Dun & Bradstreet’s CMO, Rishi Dave, spoke with eMarketer’s Jillian Ryan about how B2B buyers are educating themselves through content—now more than ever. That means marketers have a harder job than before: They have to be relevant and contextual in their messages to prospects. For Dave, using data analytics, personalization and account-based marketing is the key to nurturing buyers down the path to purchase.
eMarketer: Can you give me an overview of your team’s approach to driving sales through marketing and data?
Rishi Dave: In my marketing organization, we initially thought a lot about the pipeline, which is what most B2Bs think about. The issue is that my pipeline doesn’t pay the bills, saleswise. However, we know that most of the sales process happens digitally, so we use data, technology and thought leadership to nurture our customers down the sales cycle.
US Holiday Season Digital Ad Metric Growth, by Shopping Day and Format, Nov 2017 (% change vs. same period of prior year)
US Email Marketing Benchmarks: Click-to-Open, Open and Unique Click Rate, by Industry, Q1 2017 (among campaigns analyzed by Yes Lifecycle Marketing)
US Email Marketing Performance Benchmarks, by Industry, Q4 2016 (among campaigns analyzed by Yes Lifecycle Marketing)
US Mobile Email Marketing Performance Benchmarks, by Industry, Q4 2016 (among campaigns analyzed by Yes Lifecycle Marketing)
US Email Marketing Benchmarks: Click-to-Open, Open and Unique Click Rates, by Industry, Q3 2016 (among campaigns analyzed by Yesmail)
Account-Based Marketing 2017: An Introduction for B2B Marketers
B2B Sales Enablement: Driving Strategic Efficiencies Along the Path to Purchase
B2B and B2C Data Integration Is a Priority for Staples
B2B Content Marketing Is Becoming More Customer-Centric
What to Do When Marketing Technology Can't Be the Top Priority