Case Study: Credly achieves 93% CRM data match and 30% more weekly prospects with Dun & Bradstreet

Smart Data Strategy Helps Target Ideal Customer Profile

Credly, a leader in digital credentials and verified badges, faced a sales challenge: a large, diverse addressable market and inconsistent CRM data that made identifying an Ideal Customer Profile (ICP) subjective and inefficient. Their records matched Dun & Bradstreet data only 30%, limiting confidence in targeting and wasting sales resources.

Credly implemented D&B Optimizer for Salesforce and D&B Hoovers to enrich and standardize account firmographics, reduce human subjectivity, and precisely identify target verticals. Within a year their match rate rose to 93% (exceeding the 90% goal), weekly prospect identification improved by about 30%, and the sales team gained clearer ICPs, better segmentation, and measurable time savings.

Credly

Michael Botler

Manager of Sales Operation