MARKET ING DRIVEN BRAND AUTHORITY

P R E S E N T E D B Y

Business Lead, Technology Enabled

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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.

JACQUELYN KEARNS

@jackearns

SVP, Leader of Global Digital, Operations, Analytics and Technology, Dun & Bradstreet.

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Our Strategy

Mission

Focus on Key Business Drivers

Our Approach

Establish

Expand

Engage

Discussion

AGENDA FOR OUR SESS ION TODAYMarketing Driven Brand Authority

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OUR STRATEGY

Mission and Key Business Drivers

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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.

D&B AS THE PREMIER DIGITAL EXCHANGE

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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

THE PREMIER DIGITAL EXCHANGE

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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.

ESTABL ISH A DIGITAL ENVIRONMENT

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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.

CREATE A RELEVANT DIGITAL BRAND

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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

CREATE A RELEVANT DIGITAL BRAND

• ORGANIZATIONAL

CHANGE

• STRATEGIC INVESTMENT

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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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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…

ESTABL ISH ING Establish, Expand and Engage

Technology

Process

Business

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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

BUS INESS REQUIREMENTS Deploy AEM

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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

BUS INESS REQUIREMENTS Enhance AEM

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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

BUS INESS REQUIREMENTS Maximize AEM

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

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TECHNOLOGY IS TALK ING ABOUT…

Integrated Diagnostics, recommendations, and component links.

Front-end Testing can also be done right within the interface.

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.

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MARKET ING DRIVEN BRAND AUTHORITY

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THANK YOU!

Q&A