When you buy B2B contact data, you never know what you’re going to get.
It’s impossible to know the quality of the list until after you purchase it, despite promises of quality and accuracy. Add in the fact that few marketers understand the list market and most list brokers don’t understand or care about your marketing objectives, and you’ve got a recipe for disappointment.
This also means that selling contact data is fertile ground for scammers and swindlers. Many marketers have been burned by bad contact data and bad list brokers. If you’re a marketer, chances are that you can relate to these common challenges when buying B2B contact data:
- High bounce rate
- Lack of standardization
- Poor quality, inaccurate and outdated data
- Incorrect or inappropriate target titles
- Excessive duplication
- Prohibitively large minimum purchase requirements
- No opportunity for trial
- Unmet and unsupported guarantees for data accuracy and quality
- No accountability for data quality guarantees
- Lack of marketing expertise from broker in order to match the list with your marketing objectives
- A one-size-fits-all approach
- Lack of post-sale customer service
- Lack of desire to establish long-term customer relationships
POOR DATA QUALITY IS THE SILENT KILLER FOR MANY B2B MARKETING CAMPAIGNS.
Here are our recommendations for purchasing B2B contact data sets:
- Clearly define your marketing objectives. What do you need the contact data for? What is your ultimate objective? Who do you need to target in order to meet your objectives? Then clearly define your contact data requirements based on your marketing objectives.
- Look for marketing expertise and guidance from your data provider. Beware of the “one-size-fits-all” approach. Anyone who wants to sell you contact data for the sake of selling contact data should be a red flag to you. You’re buying data with the ultimate objective of marketing or selling to your target contacts. You may know your marketing objectives but aren’t completely certain how that translates to your contact data needs. Or you may have a good feel for your data requirements, and just need help refining your criteria. Look for a data intelligence provider with an expertise in marketing who takes the time to understand your marketing objectives, who partners with you to understand and fine tune your contact data requirements, and who is ultimately interested in getting you better results.
- Purchase contact data sets in small increments so you can trial the data, as well as test and refine your data criteria.This becomes difficult when most data companies have prohibitively large minimum purchase requirements. Look for providers with no minimums and who provide the opportunity for trial.
- Look for a data provider who is interested in building long-term relationships. Watch out for the ones that operate on the “churn and burn” sales philosophy. Aim to engage with a data provider who has the intention of becoming a marketing partner. Someone who will be there to support you and guide you after the sale. The list sales market is chock-full of people trying to make quick, easy money selling data, with no desire to establish a long-term relationship.
- Find a data provider who stands behind their quality. Ask them about their accuracy and quality guarantees. Ask how they support their guarantees. Ask how they stand behind their guarantees. What happens if guarantees are unmet? How can you protect yourself as a buyer to ensure that you get what you pay for? We know that B2B data is ever-changing and quickly gets outdated. How do they offset that simple fact?
YOUR LIST CAN MAKE OR BREAK YOUR MARKETING EFFORTS.
GOOD CAMPAIGNS START WITH GOOD DATA.
The Launchpad has the best B2B data around for tech companies. You can query the data yourself and have the list in your inbox in seconds by clicking here: https://thelaunchpaddata.com/launchit
Or set up a demo or an intro call, and we’re happy to show you how to use the site. Just click the link to schedule: https://calendly.com/launchpaddata