Andrea Johnson

Dun & Bradstreet Overviews 3 Approaches to Building an Omnichannel Marketing Strategy

September 11th, 2015

How do you create marketing that engages every member of your audience in every marketing channel? During MarketingSherpa Email Summit 2015, Jeannine D’Allegro, Global Digital Senior Vice President of Marketing, and her colleague Jacquelyn Kearns, Senior Vice President, both of Dun & Bradstreet, gave Courtney Eckerle, Managing Editor, MarketingSherpa, a brief overview of how their organization went about it.

Build the right team.

They identified operations personnel with the strongest email distribution expertise and digital marketing personnel with the strongest content-development experience, then united them on a single team. They brought together the intelligence to engage Dun & Bradstreet’s more than seven million email contacts with the right content at the right time in the right way.

Recycle content.

“One piece of content should be used a minimum of five to 10 ways,” D’Allegro said.

She explained that people prefer to consume content differently through varying channels. Some may prefer viewing a one-minute video on YouTube, another may prefer to read a blog post, yet another may want to view a slide presentation.

Look to B2C for inspiration.

“We took the best practices from B2C and brought them to the B2B side,” Kearns said.

The team paid attention to B2C campaigns that featured clear content requesting specific action, and then applied the same principles to B2B. “We should remember that a business is made up of people [so the behaviors are the same whether B2B or B2C],” D’Allegro said.

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