Case Study: NI (National Instruments) prioritizes sales outreach and increases conversions with D&B Rev.Up ABX

Harnessing Data Helps Prioritize Sales Outreach Efforts

NI is a global engineering company that builds automated test and measurement systems for industries like semiconductor, automotive, aerospace, and energy. Facing an overload of disparate data and limited account-level insight, their sales teams struggled to prioritize outreach and identify the right time and message to engage high-value prospects.

NI implemented Dun & Bradstreet’s D&B Lattice and D-U-N-S data to combine first- and third-party intent signals, firmographics, and transaction history, activating targeted sales plays in Salesforce through a phased, cross-functional rollout with seller enablement and adoption programs. The approach scaled to hundreds of sellers and delivered measurable gains: sales-accepted recommendations rose from 300 to 1,300, conversions from 7 to 66, and marketing-created/influenced pipeline grew from $400K to $2.7M between July 2020 and January 2021.

NI

Joe Quinn

Director of High Touch Demand