What is B2B Leads Data?
Quite predictably, B2B lead data is the data related to B2B leads. It offers an efficient and cost-effective way for companies to get in contact with prospective customers; it’s the modern and economical version of door-to-door selling.
B2B leads data type includes information about people from different organizations that engage with a company’s advertisements, websites, or products. This may consist of data attributes such as contact information, working title, psychographic information (intent), or ad impression data. B2B leads data can also be used to enrich first-party information about a set of prospects to gather a more holistic understanding of the key decision-makers in a given company.
All in all, it allows for a comprehensive view of the target audience’s online behavior.
How to Use B2B Leads Data and For Which Use Cases?
Sales and marketing professionals use B2B leads data to track down in-depth information on prospective customers. Purchasing this information from B2B leads data providers saves time and boosts productivity, given that it eliminates the need to crawl the web in search of lead details.
The concerned departments can quickly find, connect, and engage with the right contacts, enabling them to increase sales and drive growth.
The data gained in this way is used in direct marketing campaigns, such as through telemarketing or email campaigns. Some specific use cases for B2B leads data include:
**Making content decisions **
You will agree with us that certain types of content tend to perform better when certain kinds of people. For example, users between 18 – 35 years of age might respond well to viral content, and the elderlies might respond well to research papers, or the other way round.
This is when B2B leads data equips you with the right insights and helps you in analyzing as to which type of content resonates well with which segment of your users.
- Audience modeling - comparing 3rd party audiences to 1st party segments
- Prospect analysis
Things would have been easier if you could know what prompts someone to make the desired action. For example, if an ebook could help your target audiences to subscribe to your services, or a blog could help them in exploring your ecommerce store.
This is exactly what B2B leads data helps you to unveil. It discovers which actions/behavior lead to conversion.
- Demographic targeting
What if you only want to target Melbourne and Sydney and not the whole of Australia? Or just Illinois in the US? Well, this is when B2B leads data allows you to localize and target demographics.
- Better targeting opportunities
The marketing industry is ruled by data. This means that you need to have detailed information related to prospective and existing customers to target the target audience base with the right message.
Since B2B data consists of all the essentials like the vertical of the company, its annual revenue, the number of employees, and the likes – it makes it easier for the marketing department to determine if the lead will convert or not. Thus, you don’t have to invest a significant amount of time and effort in collecting the leads data itself.
- Multi-channel integration
Multi-channel marketing is all about making the right use of offline and online marketing channels to target customers. This way, you can choose to diversify your marketing spend and generate more conversions.
This is when B2B data comes to your rescue by providing you with a good number of leads for various channels including telemarketing, social media marketing, email marketing and the like.
What Are Typical B2B Leads Data Attributes?
B2B leads data lists consists of a range of attributes. Think of the job, department, and industry, thus allowing you to target the important decision-makers required by your business.
The information you could potentially acquire from a B2B leads data aggregator may include the following details:
- Contact information (name, email address, phone number)
- Company information (company name, company phone number, postal address)
- Demographics (job function/title, gender, age)
- B2B purchase intent (signals from online behavior)
- Social media links (Facebook, LinkedIn, Twitter, Google)
How B2B Leads Data Is Typically Collected?
There are a variety of ways in which B2B leads data can be obtained, besides through a data vendor. The method best suited for you would depend on your specific use case.
On the whole, this data type can be sourced from:
- Native databases — first-party data collected from user accounts on applications and platforms (e.g. Facebook, LinkedIn, Twitter, and Google)
- Fingerprinting — unique characteristics about a device such as IP - address, browser version, time zone, etc. collected upon a website visit session
- Browser cookies — attributes about the web page visit, such as the name of the site, products viewed, pages visited, etc. collected upon multiple visits on different webpages
- B2B audience data aggregation companies (data vendors): Aggregated and formatted audience data from a mixture of data providers, publishers, and other sources. Most third-party data vendors rely on browser cookies as the central mechanism for their raw data collection
How to Assess The Quality Of B2B Leads Data?
Before your marketing campaigns can be tested and consequently optimized, the first step would be to ensure that your emails or calls are being sent out to an accurate and up-to-date database of leads.
The principle of quality over quantity is undoubtedly applicable to B2B leads data. Clean and verified data leads to greater conversions and more sales – it would be pointless to contact a lead on your list that isn’t actually within your target audience or is no longer employed at a prospective company.
Email verification tools can be used to check that your contacts are active and valid. In a 3-step process, these tools filter out incorrectly formatted email addresses, confirm the domain name associated with each email, and finally uses SMTP (Simple Mail Transfer Protocol) to contact the mail server and check whether it can receive messages.
However, by only purchasing verified lead information in the first place, you can save time and money on verifying the database through a third party tool or building your own list of leads from scratch.
To further enhance the quality of the data, data vendors may use real-time email verification, which verifies the information as and when it is downloaded by the user.
How B2B Leads Data Is Typically Priced?
The B2B leads data provider collects all the information needed to produce a list of contact information for leads in your target industry, which can be used to strategically seek out and engage with the right contacts.
These lists can be bought on annual or monthly subscription plans, with the differentiating factor between packages being the number of users or the number of leads you can gain access to per month. The data can often be made available for you to download within just minutes after purchasing it.
Enterprise customers can also get custom packages tailored to their specific requirements by contacting the data vendor.
What Are The Common Challenges When Buying B2B Leads Data?
Outdated, useless leads
Possessing accurate data containing a comprehensive profile of individuals will reduce the number of inactive or non-existent addresses in your database, therefore reducing the likelihood of having your emails bounce back.
This would make it tough for you to reach the right audiences. Undoubtedly, having an outdated list of B2B data is good for nothing.
Experiencing a high rate of undelivered emails can damage your sender reputation, which would mean that the emails you send out will increasingly land in the recipients’ spam folder.
With an up-to-date list of B2B leads data, your emails will be successfully delivered, reach the main inbox folder and ultimately get through to more decision-makers.
Some providers may update their leads databases sporadically, which isn’t ideal if you find that a recipient has left their job since the database was last refreshed. Purchasing from a provider that verifies email addresses in real-time, right before you download the details, will allow you to direct your campaigns to the right people and establish real connections with your potential customers.
After the recent implementation of GDPR laws, it has become increasingly important for companies to contact their audiences only with their prior permission. For instance, if you are contacting someone who has expressed their intention to be removed from your existing B2B database, you could face severe penalties for sending unsolicited marketing campaigns.
Buying low-quality and unreliable B2B leads data could also make it difficult for you to segment your audiences, thus making it tough for you to target them properly.
What’s The Difference between B2B Contact Data and B2B Leads Data?
In a nutshell, data on B2B leads combines contact information gained from B2B contact data with the contacts’ interest in the product/service and an intention to purchase.
B2B contact data primarily focuses purely on the contact information of potential customers, while B2B leads data can be based on a certain demographic or intent signals, taking you a step further in guaranteeing the contacts’ interest in the industry or product. B2B contact data can be used in conjunction with other data sets to elevate the information and get you closer to securing customers.
What To Ask B2B Leads Data Providers?
- Does the data provider offer B2B leads data for the sector in which I operate?
- How is the data collected?
- How frequently is the information in the database updated?
- How can I export the leads? Can I easily download leads into an Excel .csv file or export them directly to my CRM?
- Can I exclude/suppress contacts on the database that I already have?