Live Business Identity Inside Tech Ecosystems Drives Performance
The modern B2B organization operates within a rapidly changing world full of opportunities and risks, of more data than it knows what do with, and of evolving technologies driving digital transformation that can be both exciting and confusing at the same time.
This disruption is evolving the way businesses interact with data and technology to harness insights for better performance. Advantage goes to those who master the indivisible relationship between technology and data.
Often times, the best way to improve performance is through the power of partner solutions – and for good reason:
- Customer purchasing decisions, based primarily on efficiency and productivity, have demanded that solution providers work more closely together
- Software-to-software conversations have gotten easier
- Some companies are shifting from products to all-inclusive platforms and trusted ecosystems
Partners, Customers, and Our New Online “Partnerverse”
Dun & Bradstreet is proud to work with leading business and technology partners to deliver our Live Business Identity insights on more than 330 million global business records within the Dun & Bradstreet Data Cloud via pre-built connectors or APIs. Together, we help customers access and harness the right data inside their ecosystems and business processes, putting information in the hands of the people who need it for success.
Today Dun & Bradstreet celebrates a new online experience to learn about our partners, joint solutions, and the ways we work together to deliver customer value. Our goal is to help customers and future partners alike better understand how to fully benefit from Dun & Bradstreet data and insights. We invite you to have a look and learn how partners and Dun & Bradstreet are helping improve performance across sales, marketing, credit, risk, supply, compliance, and Master Data business needs. With increased visibility on dnb.com, this new online tool showcases our partner relationships, offers an easy search tool to learn more about all companies in our partnerverse, and provides a path to become a partner.
Here are four ways Dun & Bradstreet and our partners add value to joint customers:
Data Where You Want It – and Where It’s Most Effective
Corporate citizens live in multiple software worlds. And they are just the users of the software. Many other applications feed into what users do on a daily basis, often from backend systems they might not even know about. As data becomes more and more integral to more and more functions, accessing data in the platform where customers live increases productivity and effectiveness.
Dun & Bradstreet partners with select organizations who integrate data from the Dun & Bradstreet Data Cloud into the customer’s chosen platforms, to make it accessible where and when it’s needed. The Dun & Bradstreet Data Cloud delivers the world’s most comprehensive business data and analytics on the companies that make up the majority of the world’s GDP.
By giving customers the option to access Dun & Bradstreet data in multiple partner universes, we give departments – sales and marketing, finance, procurement, and compliance – the ability to be nimble and allow a variety of teams to easily add context and collaboration via data to internal processes.
Enhancing Data and Making Connections
Curating data from thousands of sources for our solutions, we understand the context and value of combined data. When it comes to Dun & Bradstreet partner relationships, we do this by enhancing both our customers’ first-party data and/or our partners’ data.
Customer data residing in a partner platform can be enriched and enhanced for all sorts of decision-making. From business entity identification and verification of vendors in an ERP system to segmentation and targeting of customers and prospects for sales outreach, Dun & Bradstreet data fills in gaps with details that aren’t collected as part of day-to-day business and enhances known facts for improved campaigns and decision-making.
We like to say that the whole is greater than the sum of the two parts. For example, our partners frequently build and maintain their own specialist datasets to serve their platform, solution, or industry. They work with us to enhance their own data or provide additional context to fuel a specific process. In this case, we combine partner information with our own pre-mastered Live Business Identity data. It starts with the Dun & Bradstreet D-U-N-S® Number, a unique business identifier assigned to every distinct business record in the Dun & Bradstreet Data Cloud.
More significantly, when marrying the D-U-N-S Number to a partner dataset, it works as a key to unlock, identify, and link together related entities across a platform to create a broader view of relationships between accounts, contacts, campaigns, and processes, to help break down silos of information for a common, unifying view.
There are many efficiencies to be gained when buying from a Dun & Bradstreet partner. Customers can consolidate invoicing, access Dun & Bradstreet data across platforms, shorten data onboarding, and continue to build the relationships already in place with trusted customer success and account teams.
A great example of simplification is a marketplace, essentially a partner e-commerce site that facilitates a point-and-click purchase of our data and is immediately ready to use. Many of our sales and marketing customers use a partner platform to disseminate digital advertisements. For example, our data is available within Oracle and LiveRamp marketplaces to create B2B audience targets for programmatic advertising, and integrated Dun & Bradstreet account and prospect account data is available on the Salesforce Lightning Data AppExchange for better sales performance. This ease of purchasing reduces IT integration support. It also gives customers a faster time to application or platform adoption when working within a new platform that may not yet have a robust set of ready-to-use first-party information.
Enhancing Understanding and Actionability
In a world with so much (and growing amounts of) data, making informed decisions with the best data can be difficult. A fundamental reason for the success of Dun & Bradstreet partner platforms is that they contextualize and operationalize workflows and provide functionality customers need in order to take action, including:
- Adding relevant and current data in a CRM
- Targeting upsell customers in a DMP
- Mastering data across silos within MDM
- Adjusting a credit line in an ERP
In each of these scenarios, Dun & Bradstreet data provides the foundational business insights and the partner platforms deliver the insights to users as they execute the decisions.
Partner models benefit both partners and customers, increasing efficiencies and productivity, accelerating revenue growth, reducing cost, managing risk, and facilitating digital transformation – all in the pursuit of customer excellence and competitive advantage.