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D&B CMO Rishi Dave recounts how his company looked into the mirror to find the customer
The business data firm changed its pitch, products, tech and organization in order to grow.
When Rishi Dave joined Dun & Bradstreet (D&B) as chief marketing officer more than three years ago, the company — whose origins stretch back to the mid-19th century — was looking to reinvent itself.
“The big goal was to grow the company,” he told me, and to take “a consumer-like approach [to] modernize who we are and what we stand for.”
Dave said that everything was re-examined from the point of view of customer expectation. (Rishi Dave will join MarTech Conference Chair Scott Brinker for a discussion of “Reimagining Marketing’s Golden Triangle: People, Process & Technology” at our MarTech Conference in October.)
The reasons why, he said, were evident: “It was hard to explain what we do.” Although the company was well-known for providing a wide assortment of business data drawn from a database of 235 million companies, “customers couldn’t articulate what we did.”
So, D&B changed from a product-and-tech approach to a people-oriented approach.