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Fast-Growth Tech Leader F5 Fuels Sales With Quality Data

Upgrading CRM Data to Build New Relationships and Increase Prospect Engagement

As a leader in the delivery and security of enterprise applications, F5 Networks understands better than many companies the importance of marrying technology and data. Based in Seattle and celebrating its 20th anniversary in 2016, F5 has built a fast path to growth by leveraging CRM and other platforms to find, engage and convert prospects. But only when embedding Dun & Bradstreet data were they able to maximize the promise of smarter sales and marketing management.

With Dun & Bradstreet, our sales teams have easy access to all of the insight they need in our CRM to sell effectively, accelerate sales cycles and boost their results.
Andrea Jagla , Senior Manager, Sales Operations, F5

The Challenge

F5 approached Dun & Bradstreet to support future growth in an organized, scalable and adaptable way—reflecting the very same promise F5 makes to its own customers with its market-leading, agile technologies. F5 had several major objectives:

  • Understanding the opportunity in existing accounts
  • Knowing more about its top tier accounts to enable account growth
  • Identifying new prospects and acquire new customers
  • Improving lead distribution
  • Gaining deeper insight into industry trends

To achieve these goals, F5 wanted to capitalize on its existing investment in CRM and MDM technologies by embedding better data.



F5 implemented D&B360 and within six months had already achieved significant data quality improvement results, including an increase of 80% in the number of customers with assigned D-U-N-S® Numbers. With the aid of the D-U-N-S Numbers, F5's account data has been matched to the right companies and their company and contact data has been automatically cleansed, matched and enriched with Dun & Bradstreet data, driving overall data quality on a global basis to a historical high by a wide margin. For F5, the D-U-N-S Number provides a way to uniquely identify company locations, allowing it to pull additional profile data from Dun & Bradstreet’s vast database of more than 300 million companies and 100 million contacts. This sets the foundation for the Company’s data management program and processes.

F5 quickly achieved account matches using D&B360 batch-matching technology, which incorporates more than 30,000 sources of data that is updated millions of times daily using Dun & Bradstreet’s proprietary predictive indicator technology. Batch-matching connects partial and incomplete company and contact information with the Dun & Bradstreet database in the background, providing a match quality grade for each match.

Using the Dun & Bradstreet Match grade, F5 automatically matches company records with a Dun & Bradstreet company record and assigns a D-U-N-S Number. This process performs matching on the entire customer database in either an on-demand basis or a regularly set schedule, dramatically simplifying customer data management and reducing F5’s need for additional data processes and resources.

In addition, D&B360 automatically embeds and refreshes Dun & Bradstreet’s data and related social media, news and more, with F5’s database of customers and prospects, adding new external data elements to their customer data for a more complete perspective. Finally, the D-U-N-S Number allows F5 the ability to link customer accounts using Dun & Bradstreet’s three million complete corporate family trees to get a holistic view of the account—including a view into who it is doing business with and who it is not, a valuable insight that lets them quickly identify the best new cross-sell and up-sell opportunities within their customer base.

Looking Ahead

F5 sees many more possible productivity gains utilizing the tools available to them in D&B360. In the future, F5 plans to rollout more highly targeted sales campaigns utilizing the D&B360 Look-a-Like functionality to enhance their prospecting effectiveness and provide continued sales and marketing alignment. They expect to extend the data quality gains from D&B360 to an internal MDM system by integrating D&B Direct, Dun & Bradstreet’s API product, to enhance and maintain customer data quality throughout their customer and prospect facing systems.

Intelligent Insight in Prospects and Customers in Your CRM

  • Enhance prospecting results
  • Drive higher cross-sell
  • Improve sales effectiveness
  • Streamline data management

D&B injects valuable business insight directly into the CRM software you already use, giving you on-demand access to company and contact data, social media, news, industry research and more—helping you to accelerate sales and find new targets faster. You’ll see your prospects and customers from entirely new angles with access to this complete information pipeline provided by Dun & Bradstreet.


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