The Reimagining of a 175-Year Old Company
Using Data and Design to Develop a Truly Great Customer Experience
When Dun & Bradstreet began the journey to modernize it’s iconic 175-year-old company and go-to-market strategy it realized that DNB.com would need more than a simple redesign. It would need to be completely reimagined. As Dun & Bradstreet began this reimagination process, it did so with a laser-like focus on the customer’s experience. Not only is DNB.com utilizing modern typography, beautiful data-inspired photography and engaging data visualizations but the technology and data behind the new site is cutting-edge. Other sites in the enterprise sector have not incorporated the same level of modern design and sophisticated technology while offering personalized experiences to each of their visitors.
Everything on DNB.com has been reimagined in order to showcase — and use — the depth and breadth of the company’s own capabilities. The site architecture, design, content and overall user experience are all new. Dun & Bradstreet has aligned content across every phase of the buying journey to multiple user personas and lines of business. From the site’s new collection of thought leadership and insights, called “Perspectives,” to the use of D&B’s own data, leveraging the D-U-N-S Number and Audience Targeting, D&B is customizing — and personalizing — the experience to site visitors. While most in the enterprise sector separate out thought leadership content, D&B has truly integrated it’s “Perspectives” across the platform with cross-pollinated content throughout the buyer’s journey. The site, however, is much more than a content hub as it focuses on D&B’s six lines of business as well as a multi-channel approach that includes a Worldwide Network and Partners program.
The response to the relaunch of DNB.com has been overwhelmingly positive by customers. Most enterprise rollouts, though they may look nice, fail to capitalize out of the gate and see an immediate dip in performance. This was not the case for Dun & Bradstreet as overall lead volume increased by 16 percent in the first week alone. These results have staying power too as they’ve maintained through the first month since launch. The site will continue to utilize a personalization strategy that includes account-based marketing to provide a personalized experience to a key set of strategic accounts.
DNB.com represents the transformation of the company over the past two years. The heavy lifting for the modernization project kicked off in August, 2015 with only a small handful of team members. The team knew that to be to be successful and fully representative, it needed expertise from across all of Dun & Bradstreet. The team quickly expanded to include experts from Marketing, Emerging Business, Technology, People, Legal, Analytics, and Partner. In all, almost 100 people from around the company partnered over countless hours to deliver the new site. The modernized DNB.com consists of over 400 brand new pages delivered in a modern way and leveraging our own technology.
