Dun & Bradstreet has reinvented its marketing in 2018
As the marketing lead for a 177-year-old company, Josh Mueller took on the challenge of shifting the perception of Dun & Bradstreet from what the company was 50 years ago to one that brings new awareness to its capabilities, robust data, and modern solutions for sales and marketing; supply and compliance; and trade credit and finance. In order to refresh Dun & Bradstreet’s company story, Josh’s team examined the brand using insights and analytics, NPS scores, surveys, customer feedback, and conversations with sales and support teams. Because the company is B2B, this ended up being a complex process. In B2B, the customer and the buyer are not always the same person. Instead the entire account, with its multiple stakeholders and all of their needs, has to be looked at holistically. After compiling and examining the data, the marketing team started using the company’s own capabilities, data, and insights to be its own best case study. To continue to fuel this transformation, Mueller’s team has been hiring data-driven marketers and leveraging the company’s in-house data and analytics team.