D&B Rev.Up ABX Optimizes Digital Campaigns and Understands Web Visitors
Since its beginnings almost 80 years ago, this industrial solutions company has grown to become a premier provider for North American industries. It has achieved this status by providing superior customer service, offering value-added services (from automation to inventory management to parts repair and fabrication) and managing a vast inventory (over 10 million unique parts) and distribution network.
Now operating both in the MRO (maintenance repair and operating) replacement parts market and the OEM (original equipment manufacturer) market, the company offers unmatched experience with industrial parts and conveyance solutions.
The company’s marketing team supports its sales teams by focusing on customer experience first, leveraging technology to close the gap with previous analog buying processes and new digital buying processes. Marketing also helps the sales team through market research and continual analysis.
Shift to Digital Forces a Change in Marketing Approach
Like many B2B organizations over the past few years, the company experienced its entire customer-buying landscape shifting to mainly online activity or interaction, with little return to pre-COVID times, where an inperson transaction was more prevalent. As such, the company’s marketing team had to face the challenge of understanding B2B buyers through their digital experiences and reach them more through digital channels than ever before. Industrial Solutions Company Captures Insights to Reach the Right Prospects 02 In parallel with that challenge, the marketing team started to realize that its campaigns and marketing efforts were “built on blind strategies and historical data that was incredibly noisy. The idea of being able to personalize and automate marketing efforts at scale was a pipe dream,” according to the company’s Digital Marketing Manager. The marketing team also had difficulties understanding who was visiting the web site and which industry they were from.
While the company had been a customer of Dun & Bradstreet’s for some time, it had not yet taken advantage of the D&B Rev.Up ABX platform. Once it learned of the solution’s capabilities, it saw the promise of an all-in-one solution that can help with preliminary market research, targeting and segmenting audiences, and ultimately automating campaign processes. And so, the company deployed D&B Rev.Up ABX and is now reaping the benefits.
With D&B Rev.Up ABX, the company’s marketing team is able to experiment, ultimately helping them to optimize efforts. “Through the D&B Rev.Up ABX platform we’ve been able to quickly produce uniquely tailored marketing campaigns, get in-depth insights to our Ideal Customer Profiles, and disrupt our traditional mindset on B2B digital marketing efforts,” explained the Digital Marketing Manager. “Not only are the capabilities of the platform extensive, the implementation and customer success teams are very knowledgeable and incredibly helpful while configuring Rev.Up.”
The company has also been able to scale at its own pace with D&B Rev.Up ABX. It started by building its data foundation with connections to other platforms in the marketing technology stack, and next activated its marketing programs via native connectors (pre-built connections available within the Rev.Up platform to push and pull data from other marketing and sales tech platforms) and is now working towards building a full-loop lead funnel with automated lead routing.
A Platform that Has Become Central to Both Sales and Marketing
D&B Rev.Up ABX has become central to the company’s marketing team, specifically used on a daily basis by the following team members:
Digital Marketing Manager – administers platform users and ‘records under management’, serves as back up for Lead Gen and Paid Ad Specialists, ensures platform use stays within contracted terms
Marketing Technology Administrator – ensures Rev.Up ABX configurations are working properly, supports back-end development for digital marketing team, ensures Rev.Up ABX is configured correctly and integrated to databases and activation channels
Paid Ad Specialist – creates segments and target audiences for various activation channels, leverages industry research capabilities to determine paid ad strategies for marketing campaigns, optimizes paid ad campaigns through highly segmented ads (supported by Rev.Up) while maintaining ad budgets
Lead Generation Specialist – monitors segment and campaign performance, works as a liaisons between marketing and sales teams, works to ensure that qualified high priority leads are being sent to sales reps
Without D&B Rev.Up ABX the team would still be manually segmenting and activating ad audiences. With Rev.Up, the team is able to set up segments, campaigns, and activations channels on “autopilot”.
“D&B offers a wealth of information for not only my team, but also the entire company,” the Digital Marketing Manager said. “From providing market research to the field, to providing personalized campaigns based on our research, D&B has provided a clear vision on how not only the digital marketing team can go to market, but also how our sales reps in the field can be more successful.”
New Insights into Web Traffic Reveal Full E-commerce Cycle
Prior to deploying D&B Rev.Up, the team also struggled to understand web traffic and turn that traffic into revenue. “Since implementing Rev.Up we can now see the full sales cycle of our e-commerce site,” said the Digital Marketing Manager. “We now know the moment when a customer or prospect comes to our website and every interaction they make with our digital content.”
Website visitor intelligence data, which is an optional part of the D&B Rev.Up ABX platform, allows customers to see account data related to visitors on their website - and has been particularly important. The Visitor Intelligence solution is available both within the Rev.Up platform and independently. Before implementing the D&B Rev.Up ABX platform the company was unable to correctly identify the proper industries associated with each business web visitor. Now web de-anonymization supported by Visitor Intelligence allows the team to quickly assess its highest priority targets and create unique customer journeys for each initiative.
Meeting Customers at the Right Moment, in the Right Place with the Right Solution
The company’s Digital Marketing Manager feels that with D&B Rev.Up ABX, her team is better able to assess customer activity and optimize campaigns to match behavior. They are also better able to segment audiences based on intent activity and online engagement versus just firmographic information. “Rev.Up ABX is the perfect solution for those who have a multitude of data but have no concise way to transform and analyze it. The platform’s ease of use means that any team member - no matter the seniority or experience - can quickly adapt to the Rev.Up platform,” she said. “Rev.Up allows us to meet our customers at the right moment, in the right place, with the right solution from our portfolio. In fact, we have increased our lead pipeline 24% over this time last year.”
Learn More About D&B Rev.Up ABX
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