Should You Build, Purchase, or Rent B2B Contact Lists?

Whether you want to alert your subscribers about a pending webinar, introduce a new product or service to your target audience, or send out a multi-channel email marketing campaign – it all starts with B2B contact lists. The question then is whether you should build, buy, or rent your B2B Contact data– or all of the above. The information below can help you make a well-informed decision regarding this matter.

Building B2B Contact Lists

One way to develop your B2B contact lists is by building it from targeted data that has been collected by (1) doing some calling for the purpose of research, or (2) scouring the web for contact information. This is especially useful when you have the resources to execute a calling campaign or web scraping project. It also becomes useful if your target market is very niche. Although list-building oftentimes becomes a costly endeavor, the investment is well worth it in the long run because of the following reasons:

  • In order to achieve the highest ROI per individual, you need a list that is comprised of very clean and concise data.
  • The companies and/or roles that you are targeting are very specific.
  • You’re going to reach a greater percentage of prospective buyers compared to what you would achieve by buying or renting your B2B contact lists.

Prospects on these types of contact lists can be worth an average of $5 to $20 per name but the data will be very specific.

Buying a B2B Contact List

Despite the relatively lower cost involved with buying B2B contact lists, you should beware of the pitfalls of selecting a less-than-reputable B2B data list vendor. This is the fastest and least expensive way to feed your marketing efforts with a database or vender that you purchase contacts lists from.

While you can expect to pay anywhere between $0.10 and $1.50 per contact on a purchased list, the more specific data could cost up to $3 per contact. (Of course, decision-maker database options from RedBase Interactive have very low entry-level costs in comparison to other vendors.)

Renting a B2B Contact List

Renting B2B contact lists provides you with a means to access targeted prospects from trade publications and the data is usually very extensive and industry-relevant. You should rent your lists if the following applies to you:

  • You do not have an email marketing platform (Most companies will deploy your marketing contact database for you.)
  • Selection criteria are not available through purchased lists.
  • The reach that your list provides is vital to promoting a single event.
  • Your program is extremely targeted so the data will only be used two or three times.

The price-per-contact, like purchased lists, is variable. Research the vendor’s reputation prior to purchasing.


Garrett Hollander

Garrett Hollander

Director, Content Strategy at Red Base Interactive
Garrett Hollander serves as the Director of Content Strategy for Red Base Interactive. In that role, he serves the B2B sales and marketing community with premium content, posts, and ideas around various topics related to B2B sales.
Garrett Hollander
Garrett Hollander