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

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.

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About The Author

Jennifer Cannon

Jennifer Videtta Cannon is a markerting specialist at ShotFlow. She previously was a Senior Editor at MarTech. Jennifer has more than 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.