Whether you’re interested in launching a B2B email, telephone, or direct mail campaign, the key to success is having the right data. Specifically, reliable B2B data can help to increase the chances of success with your marketing campaign. Still, your efforts are only as good as the data you have, which is why many companies these days opt to purchase B2B data directly. Before you decide to dedicate part of your marketing budget to buying this data, however, there are some things you need to know that’ll help you make a smart decision.
Make Sure Lists Are Clean and Reliable
Remember that cheaper isn’t always better. A cheap data list probably has information that’s outdated and hasn’t been properly maintained. When shopping for a B2B data list, then, be sure to inquire as to how often the list is maintained or cleaned. If the answer is any less frequent that once every six months, it’s time to look elsewhere. For more reliable data, it’s also best to find a company that sources directly rather than one that acts as a third party.
Ask for Sample Data to Test
Any reputable B2B data provider should be able to provide you with a few samples from their list that pertains to your business. This sample should come at no charge to you. Take the time to test this sample to ensure that it’s accurate, whether this means calling the phone number, sending an e-mail/direct mail, or a combination of these options. Even if the contact information is up-to-date, you’ll still want to make sure that the contact itself is relevant to your industry and a legitimate potential lead.
Be Aware of Purchasing Minimums
Some B2B data providers these days have purchasing minimums in place, which means you have to buy a certain amount of data in order to work with them. In some cases, you may get a better value if you buy a larger data set, but it’s important to consider the size and scope of your marketing campaign when deciding whether to opt for the minimum purchase or go bigger. After all, if you don’t plan on reaching out to all the prospective leads on your list right away, that large list of data could become outdated by the time you decide to use it. For this reason, many smaller businesses opt for smaller sets of data or look into renting their lists instead.
Consider Your Current Database
If you already have a database of contact information and potential leads in place, the last thing you want is to be stuck paying for duplicates. Ask your data company if they’ll perform a scan of your current database and remove any duplicates from their own lists before you pay for them. This way, you’re not paying for leads you already have.
Buying B2B data can seem like an overwhelming task, but it doesn’t have to be. By following some smart shopping tips when buying B2B data, you can ultimately get the data your company needs to maximize your marketing efforts and convert more leads into new paying clients.