The webinar discusses the importance of Customer Data Platforms (CDPs) for B2B marketers, highlighting their role in unifying data from multiple sources to improve customer interactions and campaign effectiveness. With the rapid increase in CDP investment, the document emphasizes the necessity for organizations to adopt these platforms to enhance data management and better serve customer needs. Key insights include the challenges marketers face with data accuracy and management, and the features that define an ideal B2B CDP.

1. Webinar:
Accelerate Revenue With a
Customer Data Platform
A Dun & Bradstreet Company
July 23, 2019

2. JoiningYouToday
Nipul Chokshi
VP Marketing
@nipulc
Steve Scotkin
Senior Director, Marketing Technology
Steve Casey
Principal Analyst
@caseysteve
A Dun & Bradstreet Company

3. Marketers Struggle with Complexity
MANUAL
EFFORT TO LAUNCH CAMPAIGNS
DISJOINTED
PRESENCE ACROSS CHANNELS
DISCONNECTED
DATA TO EXECUTE CAMPAIGNS

4. Customer Data Platforms are a Top Priority
“We’ve come a long way from ‘People who bought this,
also bought that.’…The CDP makes it possible for
enterprises to scale data-driven customer interactions
in real time…It is an industry-standard concept.”
Jun’19
CDP spend tripled in 2019 to over $1B.
Jun’19Mar’19
“To serve customers better and boost profits…a critical
first step is implementing a customer data platform,
which can both scale up and deliver value fast.”

5. Steve Casey
Principal Analyst
@caseysteve

6. 6© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Topics
› Forrester CDP research
› Why CDPs?
› What is a B2B CDP?
› Forrester New Wave

7. 7© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Tracking for nearly three years
› 2017
• The Top Emerging Technologies For B2B Marketers (Apr)
› 2018
• The Forrester Wave™: B2B Marketing Data Providers, Q3 2018 (Sep)
• Predictions 2019: B2B Marketing And Sales (Oct)
• Tech Tide™: B2B Marketing Technologies, Q4 2018 (Oct)
› 2019
• New Tech: B2B Marketing Data Management Solutions, Q1 2019 (Jan)
• New Wave: B2B CDPs, Q2 2019 (Jun)
• CDPs Offer A Compelling Solution To B2B Data Challenges (Jul)

8. 8© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Why Customer Data Platforms?

9. 9© 2019 FORRESTER. REPRODUCTION PROHIBITED.
“Only 12% of B2B marketers report
high confidence in the accuracy of
the customer data they manage.”
Source: Forrester’s Q1 2017 International B2B Marketing Panel Online Survey

10. 10© 2019 FORRESTER. REPRODUCTION PROHIBITED.
“84% of B2B marketers say data
management is one of their top five
weaknesses.”
Source: Forrester’s Q1 2017 International B2B Marketing Panel Online Survey

11. 11© 2016 Forrester Research, Inc. Reproduction Prohibited
Clickers, not coders

12. 12© 2019 FORRESTER. REPRODUCTION PROHIBITED.
“More than 70% of B2B marketers
implementing a data management
solution will choose CDPs over data
lakes.”
Source: Predictions 2019: B2B Marketing And Sales Forrester report

13. 13© 2019 FORRESTER. REPRODUCTION PROHIBITED.
“Protracted development cycles,
high costs, and unacceptably long
response times for insights are
hindering the adoption of internally
developed data lakes. One-third of
enterprises will take their data lakes
off life support in 2018.”
Source: Predictions 2018: The Honeymoon For AI Is Over Forrester report

14. 14© 2019 FORRESTER. REPRODUCTION PROHIBITED.
What is a B2B CDP?

15. 15© 2019 FORRESTER. REPRODUCTION PROHIBITED.
“B2B CDPs typically consist of a
database that functions as a
prepackaged data lake, advanced
data integration and management
capabilities to build unified customer
profiles, and deep analytics for
segmentation and reporting.”
Source: Customer Data Platforms Offer A Compelling Solution To B2B Data Challenges Forrester report

16. 16© 2019 FORRESTER. REPRODUCTION PROHIBITED.
B2B CDP
Source: Customer Data Platforms Offer A Compelling Solution To B2B Data Challenges Forrester report

17. 17© 2019 FORRESTER. REPRODUCTION PROHIBITED.
B2B CDPs: Initial use cases and benefits
Integrating data silos
B2B CDPs collect data from the multiplying systems of insight and engagement in the
marketing technology (martech) and sales technology (salestech) ecosystem to create unified
customer profiles. And they are moving marketers closer to creating that single source of truth
that organizations have been chasing for decades.
Improving data
quality
Unifying customer data in a central persistent repository improves the effectiveness of B2B
CDPs' fundamental data hygiene practices (e.g., deduping, cleansing, and normalization). This
is also more efficient than trying to optimize each silo.
Connecting
anonymous and
known behavior
Most B2B CDPs can gather behavioral data on an anonymous prospect and consolidate it into
one known profile when a buyer finally reveals her identity.
Providing a more
comprehensive view
of buyer journeys
Occupying a position at the center of the martech stack — ingesting data from and feeding
data to the user's systems of insights and engagement — allows B2B CDPs to create a holistic
picture of buyer journeys and enables more comprehensive and accurate analysis, reporting,
and attribution

18. 18© 2019 FORRESTER. REPRODUCTION PROHIBITED.
How do today’s B2B CDPs stack up?

19. 19© 2019 FORRESTER. REPRODUCTION PROHIBITED.
The Forrester New Wave™: B2B Customer Data
Platforms, Q2 2019
› Questionnaires to more than 30 vendors
› Invited 13 vendors:
• Arm Treasure Data
• BlueVenn
• CaliberMind
• Celebrus
› Inclusion criteria:
• Standalone solution
• At least $1 million in B2B CDP
revenue
• Dun & Bradstreet
• Evergage
• FirstHive
• Lattice Engines
• Leadspace
• Lytics
• Radius Intelligence
• Tealium
• Zylotech

20. 20© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Forrester New
Wave: B2B
Customer Data
Platforms, Q2
2019
Source: The Forrester New Wave™: B2B Customer Data Platforms, Q2 2019 Forrester report

21. 21© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Five Characteristics of the Ideal B2B CDP
Data rich
Augmentation and enrichment are fundamental requirements for successful B2B marketing and sales. B2B
CDPs that support a wide variety of familiar third-party data types (e.g., firmographic, demographic,
behavioral/intent, and technographics) can offer significant cost and operational advantages over solutions that
do not.
Channel agnostic
The ideal B2B CDP provides B2B marketers with maximum flexibility through activation across a wide variety of
channels with numerous options for each channel.
Accessible to marketers
A big part of the appeal of packaged data management solutions like CDPs to B2B companies is that many do
not have strong data management or analytics skills or resources. The ideal B2B CDP should provide an intuitive
interface for typical marketing users at midmarket companies and advanced tooling for data management and
insights professionals at larger enterprises.
Robust reporting
CDPs with an enterprise orientation provide basic (if any) reporting and analytics capabilities because their
customers export data from the CDP to purpose-built business intelligence tools for in-depth analysis by a team
of data scientists. Forrester believes the ideal B2B CDP should also provide robust out-of-the-box reporting and
analytics capabilities to meet the needs of the many B2B marketers without that option.
B2B profiles
Aggregating data, tracking behavior, and generating insights at the account and contact level have been table
stakes in the B2B martech stack for years. And doing all of it at the buying team level is rapidly becoming the
norm. Most CDPs with a B2C orientation lack this B2B-specific functionality.

22. Nipul Chokshi
VP Marketing
@nipulc
A Dun & Bradstreet Company

23. Our Customers Use Lattice as their Customer Data
Platform to Accelerate Digital Transformations...
2
Fortune #579
$10B – Fortune #285
$15B - Fortune #189
$7B - Fortune #389
$11B - Fortune #281
$5B
$12B – Fortune #238
$161B - Fortune #9
$20B
$178B - Fortune #8
$7B - Fortune #424
$10B - Fortune #295 $10B – Fortune #302 $9B – Fortune #325
$13B - Fortune #222
$111B - Fortune #22$126B - Fortune #16
$7B $7B – Fortune #420
$24B - Fortune #122 $21B - Fortune #144$24B - Fortune #121$41B – Fortune #77 $20B Annual Revenue
$79B - Fortune #35 $62B Annual Revenue
$52B - Fortune #58
$6B - Fortune #452 $6B – Fortune #490
$11B
$12B Annual Revenue

24. ...And Measure Improvement Across the Major
Metrics of their B2B Funnels
2
Faster Campaign Lead
Times
Lower Cost per Qualified
Lead
Greater
Engagement
More Pipeline Higher Deal Size Increased Quota
Attainment
80% 2.3X 65%
3X 35% 3%

25. CONNECT
ALL CUSTOMER DATA
Connect Your Customer Data
CONNECT
ALL CUSTOMER DATA
CRM
MAP
WEBSITE VISITS
PRODUCT
PURCHASE HISTORY
LATTICE DATA CLOUD
1

26. CONNECT
ALL CUSTOMER DATA
Simplify Segmentation & List Building
SEGMENT
USING ARTIFICIAL INTELLIGENCE
CONNECT
ALL CUSTOMER DATA
CRM
MAP
WEBSITE VISITS
PRODUCT
PURCHASE HISTORY
LATTICE DATA CLOUD
1 2

27. CONNECT
ALL CUSTOMER DATA
Deliver Superior Customer Experiences
SEGMENT
USING ARTIFICIAL INTELLIGENCE
ACTIVATE
ACROSS CHANNELS
CONNECT
ALL CUSTOMER DATA
CRM
MAP
WEBSITE VISITS
PRODUCT
PURCHASE HISTORY
LATTICE DATA CLOUD
SOCIAL
SEARCH
DISPLAY
EMAILS
SALES OUTREACH
LIVE RAMP
ORACLE DATA CLOUD
1 2 3

28. Steve Scotkin
Senior Director, Marketing
Technology
Steve is a high-tech industry veteran with a unique blend of marketing
functional expertise and technology leadership. He has led enterprise
Marketing Operations, Analytics/AI and cloud data strategies for
empowering Digital Customer and Marketing experiences. In his
current role, Steve is driving Thomson Reuters’ digital transformation
through an end-to-end Marketing Technology and data strategy for a
modem commercial engine. Steve’s experience at Fortune 500
companies includes tenures at both Microsoft and Oracle in marketing
operations leadership roles.

29. 29
Thomson Reuters Fast Facts
2018 Revenues
$5.5
Billion
3 Global
BUs
1 BILLION
people reached
every day
140 countries
16 languages

30. 30
From Product-Centric…
Finance & Risk Legal
Tax &
Accounting
News

31. 31
…To Customer Centric
Legal Pros Corporates Tax Pros News Print Media

32. Key Corporate Priorities for 2019
3.5% to 4.5% revenue growth by 2020
Unmatched customer focus
End-to-end digital experience
Increase sales effectiveness

33. 33
Customer-Focus
Leads the Way

34. Establish common
Foundation for Sales
and Marketing
Enabling agility and
insights for
personalized buyer
journeys
Two Key Pillars to the Transformation

35. Establish common
Foundation for Sales
and Marketing
Enabling agility and
insights for
personalized buyer
journeys
Two Key Pillars to the Transformation

36. 36
Many stakeholders,
many segments…

37. 37
Who Aspire to Customer-Centricity
ABM
Customer
Journeys
Personalization
Dynamic
Orchestration
Connected
Customer
Experience
Real-time

38. But Silos of Data
Prevent Customer
Centricity Sales Orders
Subscriptions
Revenue
Product
Usage
CRM
Marketing
Automation
Email
Ads
Web
Sales

39. Steps to Marketing
Serenity
3

40. Consolidate and
Centralize Marketing
Automation and CRM
1
Sales Orders
Sales Orders
Sales Orders
Sales Orders
Sales Orders
Sales Orders
Sales Orders
Sales Orders
Sales Orders
Sales Orders
Sales Orders

41. Create Centralized
Platform for Alignment
and Execution
2

42. Align Marketing Process
and Taxonomy
3
Campaign planning and setup
Standardized management
Common lead flow process
Consistent reporting and KPIs
Data standardization, segmentation, targeting

43. 43
Data Foundation
Customer Insights
Connected Customer Experiences

44. Establish common
Foundation for Sales
and Marketing
Enabling agility and
insights for
personalized buyer
journeys
Two Key Pillars to the Transformation

45. Data
Foundation
Enabled…
Fast execution
Continuous Experimentation
Informed decision-making

46. 46
Agility through
actionable data:
Intent signals and
Predictive Insights
Enrichment (known & anonymous)
Signals and Predictions
Outcomes
Firmographics
Account tenure, firm size
Behavior
Product usage, web research
Prior Purchase
Has Product X, Y, Z
Spend Trends
ACV Change YoY
Leverage historical patterns and predict for
company buying behavior
Account RiskGenerated Pipeline Increased
Engagement

47. 47
If you can’t measure it,
you can’t improve it.

48. 48
Lessons Learned
• It’s all about alignment (people, processes, data and analytics)
• Begin with the outcome in mind
• If the data isn’t right, nothing is right
• Need actionable insights across the customer journey
• Need for Speed: Think “Minimum Viable Product”
• A few well-selected partners can accelerate Marketing and Analytics impact

49. THANK
YOU!
Learn More:
• The Forrester New Wave™: B2B Customer Data
Platforms, Q2, 2019
bit.ly/ForresterCDPWave
• Why ABM needs a Customer Data Platform
bit.ly/LatticeWhyCDP
• CDP Success Stories
bit.ly/LatticeCDPSirius
• Playbook for ABM @ Scale with AI and Data
bit.ly/LatticeABMAtScale
A Dun & Bradstreet Company