Tackling an Omnichannel Marketing Triathlon

A B2B Data-Inspired Training Guide

“Triathlon – It’s not about finding your limits. It’s about finding out what lies just beyond them.” – Author Unknown

A Commitment Your Customers Will Applaud

Omnichannel Marketing has gone mainstream for B2C marketers, and B2B marketers are gaining on them. It’s not a fringe experiment just for the cutting-edge marketers who dare to try. It’s real. More and more B2B marketers like you are making the commitment to do it and do it well.

That’s because B2C experiences have shaped B2B buyer expectations. According to McKinsey & Company, B2B buyers now uses six different channels over the course of their decision making journey.

From 2009 to 2018 the number of U.S. triathlon participants grew from 1,800,000 to more than 4,000,000.
Statista 2019, statista.com

Omni means “all” and channel means “route.” Add Marketing and it means all the ways sellers get in front of buyers as they gather information to make an informed decision. And today’s B2B buyers are actively informing themselves – both online and offline.


All good paths on the buyer journey lead to a purchase across the finish line. Along the way, your buyers are providing you with rich insights about their intent and preferences. That data can be connected and linked with deterministic (factual) data about their companies so you can see the full picture of who your customers and prospects are and what they’re experiencing.

As an Omnichannel Marketer, you have to expertly interconnect the right mix of channels and data to identify, target, and engage with your customers – where and when they expect you to.

Omnichannel Training Guide

A triathlete is a person who doesn’t know that one sport is enough. A modern marketer is one who knows that one engagement channel is not enough.

It’s time for you to do an Omnichannel Marketing Triathlon! Are you up for the challenge but not quite sure how to prepare? In partnership with Adobe, Dun & Bradstreet has developed a training guide for you, inspired by the data and analytics you need to connect everything together. Your customers will be cheering you on at the finish line!

Dive In! – Identify Your Customers

You’re swimming in an ocean of buyer data. Your target audience is learning about your brand across both online and offline channels. That’s why this is an Omnichannel – not just digital – Marketing race. You’ll need to master the best of all relevant channels to be competitive.

There is a 4:1 ratio of event touches (both trade shows and field marketing) to digital tactics, such as display advertising. If you’re not considering offline interactions, you’re over-valuing online metrics and attributing success incorrectly.
2016 ABM Report, BrightFunnel

For example, a buyer at a company could start as an anonymous visitor on your website, captured by your web analytics tool, and then become known to you via a site visitor identification service or completed web form when they download your whitepaper. At the same time, an associate from the same company could visit your booth at an industry event and end up in your CRM system.


As this first-party data is collected across your sales and marketing systems, it’s imperative you stitch them together. Build the accounts, link the contacts, and then enrich your business records with third-party deterministic company and contact data built for B2B marketing.

Now you have account profiles enhanced with behavioral and firmographic attributes. Integrated in one place, you are prepared for transition to the next stage of this triathlon – performing analysis of those who interact with your brand and filling the gaps in your audience segments.

Leg 1 Race Strategy

  • Identify active customer channels. Coordinate with internal marketing counterparts to identify all channels where your customers interact with your brand.
  • Unify your customer data. Apply a persistent identifier like the D‑U‑N‑S® Number where your customer data resides for improved attribution and targeting.
  • Complete the customer picture. Enhance your first-party customer data with deep third-party company and contact data for segmentation analysis.

Pound the Pedals! – Target Your Best Segments

With a unified view of your audience – their identities as professional people and the businesses where they work – it’s time to saddle up and perform segmentation analysis to focus on the right companies and contacts most likely to buy your products and services.

Be clear on your goals when mining the data so the best audience segments are targeted for your campaigns. Combine firmographic characteristics, such as business size, industry and geography, with predictive indicators of behavior like propensity to buy and customer lifetime value.

Targeting is the number one challenge B2B marketers see for programmatic.
B2B Programmatic Becomes a Reality: Outlook 2017, Adweek BrandShare

Having rich account profiles can open up audience expansion opportunities. Knowing the attributes of your best customer segments can help you find look-alike prospects with similar profiles. And uncovering the related parent companies, subsidiaries and branches of your most profitable customers can open new doors with existing accounts.


Even more, your website is an amazing source of audience information. Identifying anonymous site visitors further deepens your segmentation competence. Matching visitor IP address logs, web cookies, and mobile device IDs to a persistent business identifier helps you associate unknown visitors with a company and persona. It further connects your online and offline channel data for spot-on targeting and improved conversions.

Now you’re on course for the third and final leg of your Omnichannel Marketing triathlon – engaging with your customers.

Leg 2 Race Strategy

  • Perform segmentation analysis. Hone your ideal audience with firmographic and persona insights paired with predictive indicators and website activity.
  • Find best new “look-alike” customers. Reach the prospects that match your high-performing segments and uncover companies related to your existing accounts.
  • Identify unknown site visitors. Match IPs, cookies, and mobile devices to site visitors – linked with a persistent business identifier like the D‑U‑N‑S® Number to connect online and offline activity.

Run Your Personal Best! – Engage with Your Customers

We’re at the final stage of this marketing triathlon and it’s a foot race to the finish. Engaging with your customers is the payoff for the training regimen you’ve followed so far.

The reality is your buyers are gathering product information wherever they can find it. So each interaction matters, and the best campaigns will feel consistent and personalized for your customers.

Your preparation has helped you build the perfect data and platform plan to execute account-based marketing. As you navigate through the omnichannel course, ensure your campaigns are coordinated with the sales team’s targeted account outreach so your audience has a positive experience with your brand at every touch point.

With the finish line in sight, remember to keep your eye on your data quality. Just like course conditions, customer data can change at any moment. Research from the Dun & Bradstreet 2017 State of B2B Marketing Data Report reveals that in the next 60 minutes, 673 new businesses will open, 12 will close, 12 will file bankruptcy, and 767 CEO or owner changes will occur.

Omnichannel Marketing is a B2B reality and the marketers who focus on perfecting a data-inspired approach will be the winners. By keeping your data in order and connected across channels, you will have the audience knowledge you need to deliver a personalized message to specific buyers at the right time and place. You will reap the rewards – higher lead conversion rates, far better customer experience, and most importantly, increased ROI for your Omnichannel Marketing investments.

Leg 3 Race Strategy

  • Create a personalized experience. Personalize content to what identified contacts care about based on their roles and decision process.
  • Be consistent – on screen and on site. Unite digital campaigns with sales team personal outreach, right time emails display retargeting, and event meet-ups.
  • Keep your data fresh. Cleanse and update customer master data to keep account and contact data current. In the next 60 minutes, 673 new businesses open, 12 close, 12 file bankruptcy, and 767 CEO or owners change.

Conquer Your Omnichannel Marketing Triathlon

B2B digital marketers know the key to differentiate and remain competitive is by delivering engaging customer experiences.

More than 66% of B2B digital marketers say VERY IMPORTANT to:
- Optimize the customer journey across multiple touchpoints
- Ensure messaging consistency cross channel
2018 Econsultancy/Adobe Digital Intelligence Report

Dun & Bradstreet and Adobe have partnered to help B2B companies drive improved targeting for personalized Omnichannel Marketing campaigns. A single digital experience platform that integrates with other on-premise or cloud solutions, Adobe’s Experience Cloud combines data from Dun & Bradstreet on over 330 million global businesses with online visitor activity and features more than 700 targetable audience attributes.


D&B Visitor Intelligence Within Adobe Analytics

Anonymous visitors are identified by matching IPs, cookies and mobile device IDs to Dun & Bradstreet’s proprietary business identifier the D‑U‑N‑S® Number, unlocking both company and persona visitor data. Together with Adobe Analytics, marketers get a clear 360-degree view of customers and powerful predictive models to fuel B2B programmatic campaigns, deliver highly personalized site content, and measure marketing success.

D&B B2B Audience Segments Within Adobe Audience Manager

With over 300 precise B2B audience segments from Dun & Bradstreet available within the Adobe Audience Manager, marketers can build unique audience profiles to identify their most valuable segments and use them across any digital channel.

Like triathlon training, Omnichannel Marketing preparation and execution requires dedication, persistence, and endurance. Using the tools and techniques outlined in this training guide will help you get across the finish line with energy to spare.

Deliver amazing experiences. Learn how you can execute Omnichannel Marketing with Dun & Bradstreet and Adobe.

Learn More