Dun & Bradstreet (D&B) U.K. take the risk out of driving event attendance with Eloqua

The challenge

A sweeping financial crisis is difficult for any company - but when you’re in the business of helping companies research the financial stability and credit worthiness of other organisations in order to mitigate business risk – the challenges are amplified. Following customer feedback and with the aim of providing confidence and a positive customer experience in times of economic instability D&B decided to act.

After listening to their customers, the marketing team concluded that a highly targeted webinar focused on the topic of risk mitigation, aligned with a well-respected brand, was the best campaign strategy. However, the marketers at D&B had a short timetable, so they needed to leverage internal resources and use tools they had at their disposal to develop the campaign.

Having the webinar hosted by a well-known, industry thought leader would provide both the draw they needed to drive registration and deliver added value to strengthen brand positioning in the wake of a challenging economic climate. However, executing the campaign in a short time frame would be critical to the program’s success.