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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.
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