The document discusses the marketing challenges faced by organizations and how Dun & Bradstreet's intelligent targeting can enhance sales acceleration through targeted analytics. It highlights a case study with Comerica Business Bank, which utilized D&B's data-driven strategies to improve cross-sell opportunities and overall sales effectiveness. The findings demonstrate significant sales increases and a shift towards a more analytic-driven sales culture, with improvements in campaign performance and predictive targeting.

1. Taking an Analytical Approach
to Sales Acceleration
Prachi Juneja | Sr. Leader,Advanced Analytics, Dun & Bradstreet
John Moore | SVP, Data Strategy and Analytics, Comerica

2. D&B Advanced Analytics Customer Advisory Council
AGENDA
Marketing Challenges
Analytic to the rescue
Introduction to D&B IntelligentTargeting approach
Summary andWrap Up
Featured Customer – Comerica Business Bank

3. 3
Today, Marketing organizations face numerous challenges…
of B2B marketers will
spend up to 50% of their
budgets on programmatic
advertising in 2016.
CMO.com (2015)
of CMOs are
under more
pressure to deliver
measurable ROI
of Marketing
Qualified Leads
(MQL’s) will never
close
Sirius Decisions Study Dun & Bradstreet (2016)
93% 78%94%

4. 4
In today’s competitive marketplace, it is becoming increasingly
difficult to find and connect with prospective customers
LIMITED BUDGETS BUT
AGGRESSIVE GROWTH
TARGETS
STAYING AHEAD OF THE
COMPETITION
TARGETED MARKETING
COMMUNICATIONS
Spamming the universe is not an
option anymore. So, how do you
target the right prospects?
With the explosion of marketing in
online, mobile and digital spaces,
how do you reach the right prospects
at the right time before your
competitors?
Prospects are overwhelmed with so
many available options and prefer
personalized messages addressing
their specific needs.

5. 5
so important?
Analytics has proven success
Salespeople are investing their time poring
through a heap of possibilities to find the good
ones. If sales is a needle in a haystack, analytics
can make the haystack a whole lot smaller.
ERIC SIEGEL
Author of Predictive Analytics:
The Power to PredictWhoWill Click, Buy, Lie, or Die.

6. 6
D&B Business Universe
~23M US Business & 240M Global Businesses
Marketing Optimization is identifying the Right Business
for the Right Message at the Right Time
High Value Prospects
Reach out to
the Right
Businesses
With the
Right Message
At the
RightTime10-20K

7. TITLE OF PRESENTATION (EDIT USING: INSERT MENU > HEADER AND FOOTER)
Introducing D&B’s IntelligentTargeting

8. 8
D&B’s IntelligentTargeting is logical, multi-dimensional segmentation
solution that helps drive Marketing Optimization & Accelerate sales.
HIGHESTVALUETARGETS
Top growing prospects with decision making power and
high demand for financing products in the near future
PRODUCT PROPENSITY: Pinpoint prospects who have a
high demand for credit/financing products.
VALUE ASSESSMENT: Identify upside potential to
prioritize high value prospects..
RESPONDERS: Focus on those who are more likely to
engage with you..
READNINESS: Optimize outreach based on who is
currently shopping for financing services.
DECISION AUTHORITY: Optimize sales outreach efforts
at the locations and key contacts with decision authority.
Utilize RISK KNOCK-OUTS and TRIGGERS to further
optimize response and conversion rates.
VALUE
ASSESSMENT
PRODUCT
PROPENSITY
READINESS
TRIGGERS
RESPONSE
OPTIMIZATION
DECISION
AUTHORITY

9. 9
To accelerate sales, utilize IntelligentTargeting segments to enable
custom treatment strategies and drive ROI
ACQUIRE PRIORITY
ACTOR/
ACTION
POSITION
Find the best & most
profitable prospects
SEGMENT A
SEGMENT B & C
SEGMENT D & E
HIGH
MEDIUM
LOW
FIELD SALES
INSIDE SALES
EMAIL/PARTNER
AGGRESSIVE
COMPETITIVE
REPLACEMENT
SELL VALUE
SELL COST
SAVINGS

10. TITLE OF PRESENTATION (EDIT USING: INSERT MENU > HEADER AND FOOTER)
Let’s hear from COMERICA

11. 11
Comerica Overview
Super Regional
Business bank
With multiple banking
products and services
Aggressive growth mandate
Hyper focus on B2B
Increasingly
competitive markets
Challenged with
identifying new cross-sell
opportunities
Needed additional
data to drive precision
CHALLENGES:

12. 12
Overview of Comerica’s Sales & Marketing Approach
1
2
4
Utilized D&B IntelligentTargeting assets and Product Propensity models to drive cross-sell strategy
- keen focus on prioritizing high value leads to drive ROI.
Post roll out, campaigns have resulted in immediate sales increases + cultural shift for Sales to
become more data informed and analytic driven.
3
We also utilized model outputs and other insights to drive Sales effectiveness by providing -
• Next Product recommendations and Competitive insights consolidated into an Account Review tool
• Training Sales force + Product Specialists to use the tool while conducting account reviews
Initial market pilot revealed significant hidden high value and high potential opportunities – helped
gain immediate traction and executive sponsorship.

13. 13
What’s Next?
1
2
4
Enhancing Comerica's strategy further with D&B assets to New Acquisitions + Expand
customer relationships (upsell and retention campaigns).
Enabling profitable and respectful customer conversations.
3
Drive sales productivity by providing enhanced prescriptive insights.
Drive to 1-to-1 marketing: drive personalization and contact/channel optimization.

14. D&B Analytics has driven powerful results for our customers
Improve campaign
performance by
15%
Reduce sales
cycle by
10-12 days
Target Effectively Increase Conversions Better Campaigns Accelerate Sales
Improve predictive
targeting by
20-30%
Increase web
conversions by an
average of
12%

15. 15
Q A

16. Presenter Contact Information
PRACHI JUNEJA
Sr. Leader Advanced Analytics
Dun & Bradstreet
JunejaP@dnb.com
+1-908-242-8161
JOHN MOORE
SVP Data Strategy and Analytics
Comerica
jvmoore@comerica.com
+1-214-462-4494

17. ThankYou!