Better Matching, Better Analytics

SICtableYou’ve heard a lot from us about “Growing relationships through data,” and we’re not done talking about it yet. As a company, Dun & Bradstreet is investing heavily in ways to improve prospecting and targeting for sales and marketing teams. We want to put the right information into enterprise workflows – CRM systems, ERP suites and MDM hubs – so that data can help customer-facing teams build strong, vibrant relationships with  customers.

Analytics is a big part of that. How can a sales team find new customers and identify cross-sell opportunities with existing ones? How can marketing track and measure the success of campaigns across different market segments? The Dun & Bradstreet D-U-N-S Number can help.

D-U-N-S It

In any enterprise, information comes from all different sources — from spreadsheets, social media and internal data warehouses. Dun & Bradstreet offers a way to unify all those data types around the identity of each business it relates to. It’s as simple as unequivocally locating a business at a certain address. Then seeing what other companies are related to it legally, by ownership. Then grouping those related companies together and cross-referencing data points like industry codes, annual revenue and geographic location, anywhere in the world.

The D-U-N-S Number is the glue that holds those pieces together. The unique identifier works like a social security number for businesses, so companies can track their business customers across their own internal silos and also out onto the public Internet. The goal here is to get a more complete view of customers throughout the buying lifecycle, from prospect to contract to service and cross-sell and upsell – and be able to track relevant news, market movements and social media sentiment about a business and by its employees.

Relationships Matter

Dun & Bradstreet tracks over 240 million companies globally as well as over 4 million corporate family trees. Knowing how companies are related helps sales reps understand the scope of a business opportunity. Maybe it’s a deep discount to extend a service from parent company to its subsidiaries. Data-enriched CRM systems put business insight in the hands of sales teams, so they can start conversations about new opportunities with the right context and framework.

When it comes to analyzing and using commercial data, we have this saying: The larger the business, the larger the opportunity. The D-U-N-S Number acts as a backbone to unify customer data. Then, companies can layer on additional information, adding third-party data, niche statistics and global market data. The sky is the limit here – and so far we’ve only scratched the surface of what’s possible.

The exciting part of this is being able to directly source multiple data points into enterprise applications, with minimal IT resources. Natively embedded data, such as that available through our partnership with, enables an entirely new and flexible method of automatically enriching and enhancing existing architectures without a significant IT undertaking or a steep learning curve. With help from our global network of partners, it’s now possible to leverage the D&B D-U-N-S, linkage and data fields in entirely new and modern ways.



Posted in Sales & Marketing by Jeremy Levin

Jeremy Levin is Channel Manager for Dun & Bradstreet

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