Case Study: Dun & Bradstreet enhances sales and marketing with Demand Spring buyer personas

Demand Spring Develops Research-Based Buyer Personas To Enhance Sales and Marketing Practices at Dun & Bradstreet

Dun & Bradstreet, a global provider of B2B data and insights, faced challenges with their sales and marketing strategies because their initial buyer personas were not based on actual customer data. To enhance their outreach and enablement, they partnered with the consultancy Demand Spring for a research-based buyer persona development project.

Demand Spring conducted comprehensive research through interviews and surveys to create detailed, evidence-based buyer personas, starting with "Finance Finn" for their finance division. This solution provided Dun & Bradstreet's sales team with highly-used assets for informed prospect interactions and gave marketing a solid foundation for targeted campaigns. The personas became some of the most accessed materials in the company's sales content system, successfully meeting all of the client's objectives for sales enablement and marketing effectiveness.

Dun & Bradstreet

Abby Lutte

Integrated Marketing Leader, Third-Party Risk & Compliance