What to Look for When Choosing B2B Data Provider for Sales & Marketing?

B2B sales and marketing success is directly interlinked with database quality. In particular, the data points’ accuracy helps sales executives reach out to the right prospects conveniently. No time is wasted pursuing irrelevant leads or correcting outdated contact data. Furthermore, marketers with access to the latest consumer data/insights can craft compelling messages that instantly resonate with the target audience.

Knowing How to Assess Data Selling Companies

Most businesses know how crucial B2B data is to attain their sales and marketing objectives. Yet, there is a lot of confusion about choosing a database seller. It is largely owing to the massive number of data-selling companies in the market today. Data sellers are aggressively approaching start-ups and SMEs to avail their services. Businesses outsourcing their database requirements for the very first time are often unaware of the key considerations. Businesses should know how to assess database sellers to ensure value for money and avoid getting duped with redundant data. Asking the following questions and conducting thorough research/scrutiny is the best way ahead:-

1. Can the database provider cater to the sales/marketing requirements and overall business goals?

Purchasing data for a marketing campaign should ideally define the ideal buyer persona. Some businesses offer database services to strengthen their existing contacts list, while others want to build one from scratch. Businesses should ensure that the purchased data is relevant for prospecting, nurturing leads, and enabling conversions. The targeted industries, niches, and sub-niches should be outlined in the beginning to avoid miscommunication later. Choosing a data provider with prior experience in the specified sectors is best.

2. What is their level of database accuracy? How has the data been sourced, and how often is it refreshed?

Verifying that the data has been acquired from trustworthy sources using legitimate methods is extremely important. When prospects voluntarily share their contact details, the accuracy percentage will be much higher. Data credibility and integrity can also be assessed by how regularly it is refreshed. Job changes are frequent in the corporate realm. Hence, the data provider must ensure that the contact data is accurate, current, and periodically updated.

3. Are the data points tailored as per the ICP, with customisable filters and ease of use?

For most SMEs, purchasing a B2B database is a one-time investment expected to last several years. So apart from data integrity, focussing on database usability and customisation is equally necessary. The sales/marketing team should be able to narrow down the exact client profile they require with minimal effort. New-age data-selling companies also provide intelligent analytics services. These crucial, data-led insights can massively boost sales and marketing productivity.

4. Where does the database service stand in terms of compliance and security?

How well-versed is the database provider with the latest data industry legislations? Checking on how well they comply with these regulations is crucial before outsourcing. It includes GDPR compliance, seeking consent during data sourcing, systematic record-keeping, backup, and so on.

5. Is the cost justified for the database quality, coverage, maintenance, and support services?

A common mistake most businesses commit is to view costing only in terms of the number of contacts provided. The right approach is to go through all parameters and assess if one is getting complete value for money. While negotiating the cost, businesses should ask for the key deliverables to be drafted in the contract. Also, the projected database ROI has to be considered before choosing the service provider.

Conclusion

There are various categories of database sellers, ranging from contact list sellers to data resellers and database management agencies. Buying a static data list of B2B prospects (from a direct seller or a reseller) might be a cheap option. But given the high rate of data decay, the contact details will become outdated after a few months. Hence, opting for a full-service database subscription with a full-service database management expert is always wiser. It will ensure timely maintenance, regular updates, data security, privacy compliance, long-lasting data accuracy, and usability. Apart from asking the above questions, businesses should ensure that they assess their track record, ratings, testimonials, and case studies. A seasoned database partner can be the biggest enabler of sales/marketing efficiency and revenue generation for a B2B business.

By eraedwards1991

I am a freelance writer and love to write content about Tech, Health, Fashion and Finance. I help large technical organizations communicate their message clearly across multiple products. To read more awesome content please visit: bolebah

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