Dun & Bradstreet Optimizer
D&B Optimizer is a managed package that deduplicates Accounts and Contacts using D&B firmographic data. It also enriches records with company size, industry, and hierarchy. I use it when a team already has a D&B contract and wants to consolidate dedup and enrichment. The dedup is solid; the enrichment is the main value.
Why it ranks here
- Salesforce-native managed package
- Dedup tied to D&B company matching and hierarchy
- Strong for teams with existing D&B contracts
Where it sits
- Integrates D&B enrichment and dedup in one tool where Cloudingo requires separate enrichment
- DemandTools provides greater pure-dedup depth and bulk processing power
- Cloudingo's fuzzy matching works better for companies not in the D&B database
How GTM Systems teams use it
- Account dedup using D&B DUNS matching
- Automated enrichment of firmographics on Account create
- Parent-child hierarchy setup using D&B family tree
- Scheduled scans to flag duplicates and missing data
In-depth notes
- Pricing tied to D&B contract; not sold standalone
- Managed package; respects Salesforce security
- The D&B match rate is not 100 percent; small companies often missing
- I use it when the team wants enrichment and dedup in one tool
Best for
Teams with existing D&B contracts who want Salesforce-native dedup and enrichment
Avoid if
You do not have D&B or want pure dedup without enrichment (Cloudingo or DemandTools is better)
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Setup
Install the D&B Optimizer managed package from AppExchange and configure API credentials. Define matching rules to link Accounts to D&B DUNS numbers, and enable enrichment for firmographic fields like employee count and revenue.
First thing to build
Run a batch match on all Accounts to find DUNS numbers, then enrich missing Industry, Employee Count, and Annual Revenue fields from D&B data. Use the DUNS match to identify and merge duplicate Accounts.
What actually matters
- DUNS matching criteria: company name and address fuzzy match thresholds
- Enrichment field mapping: which D&B fields to populate
- Dedup logic: merge Accounts with the same DUNS number
- Scheduled enrichment: nightly or weekly batch jobs
Watch out
D&B coverage is incomplete for small companies; do not auto-delete Accounts that fail to match, as they may be real but not in the D&B database.