• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
    • Follow
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Martech: Analytics & Data

Dun & Bradstreet launches in-market audience targeting for B2B marketers

The company claims the new solution will help marketers pinpoint richer buying signals from customers who are ready to buy.

Jennifer Cannon on February 24, 2020 at 2:00 pm
  • More

Data and analytics provider Dun & Bradstreet has launched D&B Buyer Intent, a platform that claims to highlight when companies are ready to buy a range of B2B products and services.

To do that, the system analyzes web engagements and uses natural language processing and applies a buying score that indicates customer engagement with different content across the buyer journey.

Why we care

Identifying early-stage buying intent signals can help businesses prioritize leads and refine their ABM strategies to shorten sales cycles. Instead of relying on domain-based targeting as part of an ABM strategy, Dun & Bradstreet says D&B Buyer Intent can be more precise by targeting based on buying locations and signals matched to a firm’s unique Dun & Bradstreet’s D-U-N-S Number.

Many ad platforms — Google, Microsoft, Facebook — offer in-market audience targeting, with audiences based on their search and/or web activity among other signals. Dun & Bradstreet’s Intent solution can be applied across channels, including email and advertising campaigns, to reach buyers deemed ready to buy. The company says businesses can apply “custom models tailored to phrases that are most relevant” to their businesses.

More on the news

  • “Basic intent signals only indicate interest, not necessarily an intent to buy,” said Michael Bird, president of sales and marketing solutions at Dun & Bradstreet. “D&B Buyer Intent takes a personalized, precise and intelligent approach to enabling B2B companies to identify and reach their in-market buyers when it matters the most.”
  • When implementing the new tools for its own campaigns, the company saw a 22% increase in click-through rates, a 20% increase in return on ad spend and a 13% lift in conversion rates.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Jennifer Cannon
Jennifer Videtta Cannon serves as Third Door Media's Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.

Related Topics

Channel: Martech: Analytics & DataMartech Column

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

February 23, 2021: SMX Report

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

October 2021: SMX Advanced Europe

December17, 2021: SMX Code

Available On-Demand: SMX

×


Learn More About Our SMX Events

White Papers

  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
  • Data SEO – The Next Big Adventure
  • Getting Started with Email Marketing Automation
  • The State of Local Marketing Report 2020-2021
  • Quality CRM Data: The Key to Delivering Great Customer Experiences
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

h
Receive daily marketing news & analysis.
Marketing Land
Download the Marketing Land app on iTunes Download the Marketing Land App on Google Play

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference
  • Search Marketing Expo

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • Youtube
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok