Case Study: Dun & Bradstreet achieves data-driven, revenue-focused content marketing with Upland Kapost

Dun & Bradstreet Ties Content to Results

Dun & Bradstreet, a data and analytics company with a large financial-services portfolio, faced the twin challenges of low trust in the industry and an inability to prove that marketing content moved the needle on revenue. Content was often scattered across spreadsheets and emails, and teams lacked a consistent, persona- and sales-stage-based approach to mapping content to customer needs and company goals.

D&B invested in Kapost to centralize assets, tag and organize content, and enforce persona- and funnel-aligned storylines while applying a four-step, data-driven process. The result was a repeatable content engine that connects more effectively with prospects, delivers actionable performance data, and ties content directly to business objectives.

Dun & Bradstreet

Brad Young

Global Content Marketing Strategy Leader