The Dun & Bradstreet Data Universal Numbering System, commonly known as D-U-N-S, is widely recognized as a de facto global business standard. The nine-digit D-U-N-S number provides a unique system for identifying and validating more than 205 million business entities around the world.
According to a DemandBase press release, the ability to support D-U-N-S numbers can significantly improve the speed and efficiency of a company’s B2B marketing operations. When a visitor arrives at a web site that uses the DemandBase system, information about the visitor’s company is mapped to the appropriate D-U-N-S number. The D-U-N-S number, in turn, can be used to conduct real-time queries of a user’s back-end CRM and ERP systems – most of which already rely upon D-U-N-S to track and manage customer records – and to extract relevant data about the visitor’s business activities.
“This new relationship will extend the value of the D-U-N-S Number from various back office systems out to web marketing,” said Chris Golec, founder and CEO of DemandBase. “Using the D-U-N-S Number, the recognized standard in business identifiers, makes it easier for customers to associate account data from internal systems with online interactions.”
The combination, Golec stated, will allow marketers to “use that company intelligence to create a more relevant web experience in real time.”
Such intelligence could, for example, be used to associate an otherwise anonymous web site visitor with an established B2B marketing relationship, using data gleaned from a company’s CRM system. The visitor can then be provided with customized content or offers that reflect previous purchasing history, existing marketing campaigns, or other triggering events.
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