Purchasing B2B Email Lists – The Smart Way!
Ask any B2B marketer and they’ll tell you the same thing, to build a great marketing list, you need awesome data to work with! Sure, appealing content and the right calls to action help but the best way to bring new leads to your table is by supplying them with information that they actually want to receive in the first place.
Today’s world of B2B communications is all about ‘Big Data’. Long gone are the days when marketing professionals could rely solely on organic contacts and the pull of their respective content. For newer businesses, especially SME’s, there may just not be enough lead potential in your internal database to amplify your brand recognition. This is where purchasing B2B data can really augment the impact of your marketing campaigns.
But just like any purchasing decision a business makes, there are a range of issues you need to consider. How do you know you’re getting value for money? Who are the best vendors when it comes to B2B data? And in a world riddled with compliance issues, how can you make sure you’re not falling foul of marketing standards when emailing those contacts?
Fortunately, here at Spotler, we’re here to help! Buying an email data list doesn’t have to be risky, given you take the right precautionary steps.
Let’s start with the most fundamental question.
Why should you even be looking to buy a B2B mailing list?
The most important points to highlight here are two key elements that always need to be considered. Time and effort. Ever heard the expression, ‘Time is money’? Well, building a B2B database from the ground up can be a tedious affair. Not only does it usually require a heavy investment of your time, as with all things, there’s a fair amount of trial and error involved in the process as you’re trying to draw in the right crowd for your product or services.
Purchasing a high-quality B2B mailing list, on the other hand, can kill several birds with one stone. Ideally, you’ll be looking for a data list that fits your compliance and prospect criteria needs, opening your services to a crowd of interested parties. The key takeaway to remember when making your data purchase is that you’re investing into a fundamental cornerstone of entire marketing strategy. Cutting corners or finding the quickest and cheapest solution is only likely to lead to inadequate or frustrating results!
Which brings us on to our next point.
B2B Data Purchasing gone wrong
Data is the focal point of any great marketing campaign. It’s what’s going to determine whether you reach a keen audience of potential prospects or flop and end up in the spam inbox. No matter how methodical or well-executed the marketing campaign, if your data quality is poor, then expect your results to follow a similar trajectory.
Unfortunately, there are data providers out there that will let you down, selling questionable lists that will do little to improve your B2B lead generation campaigns. If you don’t do your research, you can quickly turn your marketing communications into spam. When it comes to B2B data and your overall brand reputation, it’s of vital importance that any data you do purchase is compliant, target sector relevant and up-to-date. So remember, be extra careful when choosing your marketing list provider and always do your research.
So what can you do to avoid these pitfalls?
How to make sure you fall in with the right crowd
There’s a common phrase here you should always keep at the forefront of your mind, ‘you get what you paid for’. If the data provider you’re looking at is offering you great data at a low price, then you’re probably in for a surprise! There’s no knowing whether that data has been scraped over a number of years, filled with email addresses that are no longer in use or that carry a high bounce rate. As we mentioned before, if the quality of your data is poor then it will instantly backfire on you, damaging your campaigns and IP reputation along the way.
High-quality data providers will almost always charge you more but there’s a flip side to this. The better the quality of your B2B data, the higher the chances of you seeing a far higher return on investment over the long term.
If we dig a little deeper, there are key questions you should be asking during your talks with a data provider, these include:
- What research have they undertaken for their list creation?
- How carefully and often are those lists validated?
- What channels or sources have they used (or using) to obtain that information?
- And last but not least, can it be verified?
The origination process of data extraction is always an area you should pay special attention to. Any data provider worth their name should always be able to clearly demonstrate how and where they obtain their information from. If GDPR has taught us anything, it’s that people are increasingly aware of the value of their data, particularly when dealing in a business-to-business context. If anything, it’s made it easier to pick the good data providers from the bad.
If you’ve covered this whole check-list with your data provider, then you should be guaranteeing yourself a marketing list that is segmented on your target criteria, up-to-date and compliant, all the key ingredients needed to turbo-charge your lead generation potential!
A Final Word…..
We’ve covered a lot of points around data providers and compliance issues but also bear in mind the ESP (Email Service Provider) you’re using! As a company that’s dealt around these matters for the last 20 years, we know a thing or two about who will and who won’t let you run purchased data through their platforms. We’re always available for a friendly chat, so if you’d like to find out more, click here.