Q&A with Gino Palozzi, Senior VP of Marketing, who explains how Dun & Bradstreet's data, insights and AI platforms can help marketers to target the right audience, at the right time, through the right channels. Read more now to discover Gino Palozzi's data predictions for 2021.
Can you introduce yourself, your role and responsibilities?
I’m Gino Palozzi, Senior Vice President of Marketing, and I joined Dun & Bradstreet last year after leading marketing for software and service divisions at Cisco and IBM.
At Dun & Bradstreet, I oversee marketing of our Sales & Marketing Solutions portfolio. Key areas of responsibility include market management, product marketing, analyst relations, demand generation, and customer marketing programs.
While the team is accountable for driving growth for Dun & Bradstreet, we are first and foremost accountable to the needs of our customers. We do this by taking an “outward-in” perspective that focuses on what the customer is trying to achieve and helping them to deliver on their desired business outcomes.
Dun & Bradstreet is described as a data analytics company, can you share more information about your business?
Dun & Bradstreet is a leading global provider of B2B data, insights and AI-driven platforms. We help our clients take intelligent actions that help them compete, grow, and thrive. Dun & Bradstreet’s Data Cloud fuels solutions and delivers insights that empower customers to grow revenue, increase margins, and build stronger relationships. Comprising more than 420+ million entities from around the globe, our Data Cloud contains the broadest and deepest set of B2B data and analytical insights available.
At the end of the day we want to simplify and optimize engagement for our customers so that they can focus on driving growth.
Why have you chosen to partner with Eyeota?
Partners like Eyeota allow us to extend the reach of our data and help customers engage with relevance in a privacy-compliant and globally consistent way. Eyeota’s unique global expertise and market knowledge help us ensure the kind of experience that customers expect in a fast-moving, increasingly complicated commercial environment.
How are Dun & Bradstreet audiences relevant for brands and advertisers?
Leveraging the Dun & Bradstreet Data Cloud, customers can define the ideal customer profile with either basic account list profiling or more advanced modelling. As part of the more advanced segmentation, companies can take advantage of both first-party website visitor data and third-party intent data to build highly relevant audiences.
In addition, we offer data and insights to further prioritize and optimize audience targeting. Proprietary insights include propensity to buy, spend index, and decision locations. AI is also used to uncover the commonalities among the customer's existing book of business and then applied to score/prioritize prospects across the Data Cloud.
How should marketers best use Dun & Bradstreet audiences?
Dun & Bradstreet empowers B2B sales and marketing teams with the data, insights, and automation needed to succeed in fast-changing and competitive environments. With our audience solutions, marketing teams can engage with relevance by targeting the right buyers at the right time, with the right messages, through the right channels. Sales teams can leverage the target audiences to prospect smarter by identifying the buyers more likely to convert.
What are your data predictions for 2021?
Personalization will be increasingly important in 2021. Research has shown that online audiences have been voracious for content since the onset of the COVID-19 pandemic. By better engaging audiences through personalization, marketers can find opportunities to capitalize on that increasing appetite for content, provide more transformative digital experiences, and drive growth.
While increased personalization will continue to be a top priority, it should be balanced with improved discipline around managing data privacy and preferences. Many marketers will look for partners with a strong, privacy-first reputation, to ensure that they maintain their reputation and stay in good standing with their customers.
With the continued discussion that third-party cookies may disappear, marketers will continue to look for alternative ways to gather information about consumers and reach them with advertising or other marketing content. This will likely involve an increasing emphasis on adopting first-party, opt-in data strategies.
And last, but not least, we will see the rise of real-time marketing analytics. Marketers want to see how their campaigns are performing in real-time and identify underperforming segments. As real-time marketing measurement becomes more attainable, more companies will shift their focus on marketing agility and optimizing performance.
With Eyeota, Dun & Bradstreet audiences are available in the US and Canada for omnichannel campaign activation on display, mobile and social channels including Facebook, Instagram, Twitter, Pinterest and Snapchat. For more information about Dun & Bradstreet, connect with an audience specialist today at datadesk@eyeota.com.