New Dun & Bradstreet Offering Aims To Identify Buyer Intent

Published: February 25, 2020

Dun & Bradstreet, a global provider of business decisioning data and analytics, announced the availability of D&B Buyer Intent, which is designed to enable B2B marketing and sales teams to identify signals from companies in the market to purchase. Early detection of digital signals increases the timeliness, relevancy and impact of an organization’s go-to-market strategy, according to a company statement.

The system leverages Natural Language Processing and billions of unique web engagements mapped to the Dun & Bradstreet Data Cloud, according to the company.

Rather than limit client searches using pre-defined topics typically limited to technology categories, the system is designed to offer custom models tailored to phrases that are most relevant to each client’s business.

In addition, the offering aims to provide more precise targeting of buying locations and aggregation of family signals.

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A proprietary buying score is designed to identify companies that are engaging with content related to buying, enabling different treatment strategies based on the type of content with which they are engaging across the buyers’ journey.

The company offered some examples of potential ways sales and marketing teams are benefitting from D&B Buyer Intent, including:

  • Using early stage buying signals to prioritize which leads and accounts are selected in campaigns;
  • Driving awareness with new and existing accounts that are in-market to increase return on ad spend and drive account engagement;
  • Engaging in-market audiences across all activation mediums such as email, sales, programmatic advertising, social and TV for less wasted effort, increased response rates and more wins; and
  • Arming sales teams with buyers that are searching for solutions to save time and be more efficient with prospecting efforts.

“As customers are evolving to more of a self-guided and digital buying journey, sales and marketing teams need to be able to react quickly to buying signals to influence the purchase and close the sale,” said Michael Bird, President of Sales and Marketing Solutions at Dun & Bradstreet, in a statement. “Basic intent signals only indicate interest, not necessarily an intent to buy. 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, ultimately increasing returns on marketing spend.”

Early adopters of D&B Buyer Intent report a 37% increase in email open rates, the company noted. When using D&B Buyer Intent for its own campaigns, Dun & Bradstreet officials said the company saw a 22% increase in click-through rates, a 20% increase in return on ad spend and a 13% increase in conversion rates.

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