Dun & Bradstreet has been in the business intelligence business for about 90 years, and the DUNS number, a unique identifier assigned to hundreds of millions of companies around the world, has been around for nearly 60 years. But it’s never too late for a refresher, and last month D&B Rev.Up ABX launched it, branding it as a “Revtech” go-to-market platform.
Rev.Up ABX combines a CDP with data activation and analysis functions from first- and third-party providers as well as collaborations with Bombora and Folloze; The former provides intent data based on a taxonomy of around 7,000 intent topics, the latter enables the introduction of personalized experiences across all channels. ABX, which stands for Account Based Experience, is a term that we are seeing more and more often, even if it is not yet a generally recognized category.
For the seasoned BI provider, it’s quite a novelty. We spoke to Stacey Greiner, CMO of D&B, to see if we were overestimating the importance of the changes.
The fragmented Martech / Salestech landscape. “Your impression is correct,” she confirmed. “This is based on our historical strength and the trust our customers have in terms of contact and account information. As we consider how we can continue to add value and be a better partner to our customers, the focus is on making it easier for teams to make data-driven decisions. “
It has been a challenge for sales and marketing teams to get insight into the data and make those data-driven decisions, she said, because the Salestech and Martech divisions are so fragmented. “Because of this, we have a perspective on revenue tech, a go-to-market movement where sales and marketing work together end to end. The Rev.Up ABX platform can now be the foundation for all of these hyper-fragmented tools, so you can have a single source of truth and enable a consistent buyer journey across all of the tools you use. “
This is based on the knowledge that B2B buyers – now more than ever – are looking for digital shopping experiences. “You have all these little pockets of isolated data,” she said, “different teams use different tools. As a buyer, you expect a brand to give you an efficient, personalized journey through digital channels, but when all of these teams and tools are siled, it can be very disjointed. “
D&B had already acquired the independent CDP Lattice Engines in July 2019. It is now at the heart of the Rev.Up offering. It takes data from first and third party D&B customers and enables modeling of target groups – contacts or accounts – which can then be syndicated using programmatic, paid search, paid social, email and sales channels.
Bring RevOps up to speed Rev.Up is of course reminiscent of RevOps, which combines strategy, sales, marketing and often also customer success operations in one team. “Once these teams all work together as a team and work from a set of truths about accounts and contacts, whether customers or prospects, teams can deliver that personalized shopping experience across all of the various digital channels.”
Does the Rev.Up ABX platform offer anything to D&B customers who already have an ABM solution? “ABM is a movement that marketing and sales teams use, but there are also movements that all marketing and sales teams do that are really more attribute based – here are the types of companies and people I want to do business with – and they will use various activation tools to run and manage these campaigns. Rev.Up ABX is a foundation that enables you to use the technical investments you have made from an activation point of view, but to have all your data in one place so that you can manage them in a coordinated manner using these tools. “
Why we care. The pendulum swings away from individual solutions and towards broader offerings that can orchestrate these critical digital journeys – but not necessarily in the direction of the large, comprehensive CX suites. D & B’s Rev.Up ABX platform (and Demandbase has recently started using the term “ABX”) is more of a hub that can integrate existing activation solutions as well as data from a variety of sources. And it’s a logical step in many ways for a company steeped in account and contact information.
About the author
Kim Davis is the managing editor of MarTech Today. Born in London, but a New Yorker for over two decades, Kim began working in enterprise software ten years ago. His experience includes enterprise SaaS, digital and data-driven urban planning, and applications of SaaS, digital technology and data in marketing. He first wrote about marketing technology as the editor of Haymarkets The Hub, a specialty marketing tech website that later became a channel for the established direct marketing brand DMN. Kim joined DMN in 2016 as Senior Editor, becoming Executive Editor, then Editor-in-Chief, a position he held until January 2020. Prior to tech journalism, Kim was Associate Editor on the New York Times website’s hyperlocal news show, The Local: East Village, and previously worked as an editor for a scholarly publication and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog and has been the occasional guest post for Eater.