Today is another very exciting day for Dun & Bradstreet as we’ve been cited as a Strong Performer in the most recent Forrester New Wave™ evaluation, The Forrester New Wave™: B2B Customer Data Platforms, Forrester Research, Inc., Q2 2019. What makes these results even more thrilling is the fact that Lattice Engines, a company which we have announced our intent to acquire, was named a Leader!
The Latest and Greatest Marketing Technology
As a marketer, you are probably working triple time trying to manage a mixed MarTech stack. You are also likely inundated with messages about the latest and greatest technology. There are so many options available to you that much of the time it feels overwhelming – I get a daily flood of these promo emails, too! But at the end of the day, you have a lot data to manage, audiences to segment, campaigns to run, and pipeline to generate. Companies are always looking for growth and you are increasingly responsible for igniting the process.
With this as the backdrop, marketers are now using customer data platforms (CDPs) to effectively manage large quantities of first and third-party data, leverage AI-powered audience development and segmentation tools to target the right customers and prospects, and take the next big step forward to activate omnichannel campaigns and ABM programs.
The Customer Data Platform Institute defines a CDP as “packaged software that creates a persistent, unified customer database that is accessible to other systems.” They also mention the ability to activate that data and leverage analytics as key components, as well. When the CDP Institute analyzed changes that have taken place within the industry they found that “the CDP industry added 15 new vendors, 1,256 employees, and $317 million in cumulative funding… these developments point to significant changes in the CDP industry.” So, what does that mean for you and your organization? It means choices.
Choosing the Right CDP
When it comes to choosing a CDP, you want to make sure it can consolidate your first-party data in one place. You also want to confirm that it gives you access to quality third-party data you can rely on, which is an essential ingredient to helping you gain the results you are looking for when you activate the data across digital advertising initiatives. And, to bring the data to life, you need to be sure the right AI capability is in place to help you gain a better understanding of your target audience.
When you think about the problem a CDP is designed to solve, Dun & Bradstreet combined with Lattice Engines brings the perfect complement of the capabilities together to form the best-in-class CDP. Dun & Bradstreet’s ability to stitch online and offline identities together via Live Business Identity and the Dun & Bradstreet D-U-N-S Number® is foundational in regard to how we differentiate our value to customers. We also received a differentiated rating from Forrester in the data sources and types, data management, activation, product vision, and product roadmap criteria, reflecting, in our opinion, our commitment to data excellence and delivering innovative, valuable solutions for our customers.
With Lattice approaching the CDP market from an analytics and activation background, and Dun & Bradstreet approaching the market from a data management standpoint, the opportunity to help our customers deliver better experiences is limitless. In fact, we have over 10,000 sales and marketing customers that we’ve been helping to break down silos and better understand their customers with our foundational asset – the Dun & Bradstreet Data Cloud.
Lattice has been helping hundreds of enterprise customers run omnichannel ABM campaigns with AI-powered analytics. With data management, AI-powered segmentation, and omnichannel activation under one roof, we’ll be able to democratize CDPs and bring these powerful capabilities to the masses. Plus, the fact that we’re technology agnostic makes it extremely simple for our customers to integrate the best quality data available seamlessly, easily, and consistently across any combination of MarTech in their technology stack.
Beyond Report Results
We believe the new report from Forrester only confirms what our teams have known for some time now – that the combination of Dun & Bradstreet and Lattice Engines is going to have an impact like no other on the success of our soon-to-be-combined customer base. Once the acquisition is complete, our comprehensive solutions will offer both the targeting and segmentation capabilities our customers currently benefit from along with the smart campaign activation that leverages real-time analytics and seamless connectivity to downstream systems for better campaign execution. It’s going to offer the ability to spend your time, efforts, and budget on the prospects that can result in the most revenue, and that’s a big win. We’re looking forward to empowering all sales and marketing teams to deliver superior customer experiences no matter where they are in their data and analytic maturity. And we’re here to help guide you through the process from start to finish.
After reading the report from Forrester and touching base with our product teams about what’s on our roadmap, I couldn’t be more energized. I know this solution is going to truly move the needle for our customers and this report is just a glimpse of the greatness we have in store!