Presented at 3|SHARE's EVOLVE'14 - The Adobe Experience Manager Community Summit on Tuesday November 18th, 2014 at the Hard Rock Hotel in San Diego, CA. evolve14.com

1. MARKET ING DRIVEN BRAND AUTHORI TY
P R E S E N T E D B Y
Business Lead, Technology Enabled

2. 2
JACQUELYN KEARNS
SVP, Leader of Global Digital, Operations, Analytics and Technology, Dun & Bradstreet.
Digital Explorer. Marketing Technologist.
Jacqui has led major business transformations through the use
of digital environments in Banking, Finance, Insurance, Insight,
Information and Data Companies.
Mother of three – (two human, one canine) and wife.
@jackearns

3. 3
AGENDA FOR OUR SESSION TODAY
Marketing Driven Brand Authority
Our Strategy
Mission
Focus on Key Business Drivers
Our Approach
Establish
Expand
Engage
Discussion

4. 4
OUR STRATEGY
Mission and Key Business Drivers

5. 5
D&B AS THE PREMIER DIGI TAL EXCHANGE
Our journey began in 2012 — when we committed to our Vision for Digital Marketing — to
establish, expand and integrate our digital properties, creating a new interactive
ecosystem for millions of existing and new D&B customers.
Since then we have set course, made progress and are driving change, living our mission
each and every day: Establish Dun &Bradstreet as the premier digital exchange.

6. 6
THE PREMIER DIGI TAL EXCHANGE
Our Mission anchors on a few key Business opportunities:
Establish a digital environment where businesses
globally source insight and access products
and services
Create a relevant digital brand that connects
prospects and customers through an
interactive experience making D&B their first
choice every time
Drive connectivity across the customer lifecycle
by expanding digital reach, becoming less reliant
on the constraints of email and dramatically
improving engagement with our prospects and
customers

7. 7
ESTABL ISH A DIGI TAL ENVIRONMENT
Total traffic for both DNB.com and Hoovers.com is trending
upward at a steady pace. We continue to leverage AEM to
refresh new content, drive our acquisitions and launch new
integrated campaigns.

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CREATE A RELEVANT DIGI TAL BRAND
Both DNB.com and Hoovers.com has introduced testing to
respond to the digital interaction of our visitors. A focus on
home page testing yielded a 46% increase, overall, in the
number of chats and phone calls initiated per visitor, from
this page, in just 6 weeks.

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CREATE A RELEVANT DIGI TAL BRAND
Another key of our Digital vision is focused
on driving connectivity within and across
the customers lifecycle.
We have added our roadmap a tactical
plan to build a scalable framework for the
future of the digital business vision.
A digital business considers the whole:
• ALL SERVICES
• ALL DEPARTMENTS
• MARKET/ECONOMIC
CONDITIONS
• THREATS AND OPPORTUNITIES
• BUSINESS TRANSFORMATION
• ORGANIZATIONAL
CHANGE
• STRATEGIC INVESTMENT

10. 10
OUR APPROACH
Establish, Expand and Engage

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THREE PHASED STRATEGIC PLAN
We have a three phased strategic plan
to evolve and drive our company’s
online position

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ESTABL ISHING
Establish, Expand and Engage
Establish – Deploy AEM – Learn how to implement AEM
for the first time
Expand – Enhance AEM. See how to extend AEM or just
get better at using it.
Engage – Maximize your AEM investment. How to get
your investment back and more…
Technology
Process
Business

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BUSINESS REQUIREMENTS
Deploy AEM
AEM met our needs.
“Opportunity” – “For me, it’s the ability to quickly and
easily publish content while leveraging the insights
available within the Adobe platform, to help inform
our decisions and iterate in an agile fashion, all in the
name of a superior web experience.”
-Jess Sidlowe, Leader of Relationship Management

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BUSINESS REQUIREMENTS
Enhance AEM
This year I’m excited to leverage those assets in more
intelligent ways as we embrace persona experiences
on the site and continue to evolve the content creation
engine.
We have a huge opportunity to better leverage the
DAM foundation we built in AEM. We now have our
assets centralized and I’m excited to serve up those
assets in new ways.
- Kristin Hirsch, Leader of Complex Projects

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BUSINESS REQUIREMENTS
Maximize AEM
For me it has been an interesting story akin to inheriting
a big box of interconnecting building blocks.
At first, the box is overwhelming in its size, complexity,
and ‘what it can do’ potential. This box of blocks’
inherent flexibility allows for an objective/project to be
solved in a combination of pieces. And therein lies the
rub. How do all these complex pieces fit together –
nicely?
- Tim Denney, Senior Software Architect

16. AEM’s out-of-the-box functionality to easily create
multi-language support with its Multi-Site Manager
(MSM) tool.
Unified Moderation - manage social conversations
from within AEM. We can correlate user profiles on the
website with users on social media
Building sites more efficiently using Developer Mode
Health Dashboards targeted for system admins
16
T E C H N O L O G Y I S T A L K I N G A B O U T…
Integrated Diagnostics, recommendations, and component links.
Front-end Testing can also be done right within the interface.

17. The business drives the needs and we have created a
team where we can bend the environment to serve
those needs.
We created an organization that did not have the
technologists on one team and the marketers on
another.
We have truly enabled a marketing technology team
who each day shares the ecosystem within AEM.
17
MARKET ING DRIVEN BRAND AUTHORI TY

18. 18
THANK YOU!
Q&A